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The Consumer Report Indonesia 2024

Explore the findings of our extensive survey, which interviewed over 1,300 individuals in Indonesia, covering a broad spectrum of subjects and industries.

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Now Available: Consumer Report 2025!

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Key Takeways

This report offers valuable insights into the behaviors and preferences of Indonesian consumers, providing a nuanced perspective on the local market.

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Optimism about the future

Over 70% of Indonesians feel optimistic about the future, with Tangerang and Bogor reporting the highest optimism, while Lampung and Jakarta show lower confidence.

Media Consumption

Social media (72%) is the primary source of news, followed by TV (45%) and online websites (42%). YouTube (57%) dominates video consumption, while Netflix is the second most popular platform.

Economic Confidence

Around 55% of respondents are confident in Indonesia’s economy, especially those aged 46–55. Yogyakarta, Tangerang, and Jakarta show the strongest economic sentiment.

Financial Priorities 2024

The top goal for over 60% of respondents is to increase income via side jobs or business. Men prioritize retirement savings, while women focus on major purchases.

Planned Purchases

Electronics (65%) and vehicles (58%) are the most planned purchases. Bali shows higher demand for beauty & skincare, while Bandung and Jakarta lean toward major purchases.

Travel Behavior

52% plan 1–2 trips in 2024, with Bali residents showing the highest intention for 5+ trips. Japan is the most popular international destination, especially for the 26–35 age group.

Health & Wellness

Over 70% are interested in health and wellness, with 26–35 year-olds the most engaged. Walking is the top activity, followed by running and cycling.

Job Preferences

A competitive salary is the #1 factor for 68% of Indonesians, while work-life balance is especially important in Yogyakarta and Bali.

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Why read the Indonesia Consumer Report 2024?

In 2024, Standard Insights conducted a research survey with over 1,300 Indonesians. The study explores how Indonesian consumers think and feel about their economic perspectives, environmental awareness, personal ambitions, and more.

We believe this report will assist businesses in understanding the current sentiments of Indonesian consumers and the market. The insights provided aim to enable strategic decisions that align with consumer motivations.

For a custom study, explore our market research Indonesia offerings.

Consumer Report Indonesia 2024

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This report includes the Indonesian population’s perspectives on over 25 questions. Fill out the form to access the PDF version of the report.

  • Gain insights into the lifestyle preferences and consumption habits of individuals living in Indonesia.
  • Uncover unique insights and opportunities in a variety of major subjects.
  • Obtain crucial information from our comprehensive analysis.

Now Available: Consumer Report Indonesia 2025

Frequently Asked Question

What are Indonesian consumer spending priorities in 2024?

Over 60% of Indonesians set increasing income through side jobs or business as their main financial goal in 2024. Men lean toward retirement savings, while women prioritize major purchases.

Social media is the top news source for 72% of Indonesians, followed by TV (45%) and online websites (42%). YouTube dominates video consumption with 57%, while Netflix comes second.

Electronics (65%) and vehicles (58%) are the top planned purchases for Indonesians in 2024. Bali shows higher demand for beauty and skincare, while Jakarta and Bandung lean toward major purchases.

52% of Indonesians plan 1–2 trips in 2024. Bali residents have the highest intention for 5+ trips, while Japan is the most popular international destination, especially among the 26–35 age group.

Standard Insights provides access to high-quality survey respondents across Indonesia, starting from just $3 per respondent. You can target by age, gender, location, or interest and more to match your research needs. Learn more about recruiting respondents in Indonesia

Yes. Our platform is free to use, and you only pay for the respondents you recruit. You can build surveys with AI or templates, import your existing research data, and translate projects into any language. Then, visualize results instantly with automated charts, segmentation, and dashboards. Try the platform for free.