More Than Half of Indonesia's Internet Users Are on Instagram
Jakarta. The number of users of social media platforms Instagram and Snapchat has doubled in Indonesia since 2014, according to global research consultancy Kantar TNS.
In the report titled "Connected Life," Kantar TNS found that Indonesia is the fourth most active market for Instagram in the Asia-Pacific region, with 54 percent of internet users in the archipelago using the platform to share their photos.
This was attributed to the development of mobile technology and smartphone cameras, as well as the abundance of smartphone adopters in Indonesia, with 65 million people in the country out of a billion users across the Asia-Pacific region.
Malaysia meanwhile, leads the poll with the most active users, with 73 percent of its internet users using Instagram, followed by Hong Kong and Singapore with 70 percent and 63 percent, respectively.
On the other hand, at 13 percent it ranks 10th in the regional poll for the number of active Snapchat users, while Hong Kong is in first place with almost half of its internet users on the platform.
"The increase in users of Instagram and Snapchat in Indonesia is mainly because Indonesians want to capture and share their moments with others," Kantar TNS Indonesia senior director Hansal Savla said on Wednesday (28/09).
With visual content platforms growing more popular than ever, Kantar TNS believes brands are now presented with a new way to interact with consumers, especially as they steer away from the traditional channels such as Facebook.
However, the report states that 19 percent of Indonesia's connected consumers actively ignore social posts or content from brands, but 43 percent of those aged between 16 and 24 trust influencers such as bloggers and peers more than brands and regular adverts.
Young people are more likely to be influenced by social media, in contrast to the older generation, who is mainly influenced by family and friends.
According to Savla, Indonesians use the two platforms as they provide a fast, easy and visually appealing way to share moments. Brands need to be able to strike a chord by offering the most visually appealing and funny content to gain more attention.
The Kantar TNS Indonesia senior director added that companies still need to be able to instill brand values based on the platform used, as Instagram is more about aesthetics, while Snapchat leans more towards humor.
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