Learn about the local population with our unique set of insights and market data gathered in Indonesia. 

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Main Takeaways

Market Overview Indonesia

In February 2022, Standard Insights surveyed more than one thousand Indonesian people to learn more about their global consumption, opinion, habits, and perception of different brands and topics. The survey was conducted in the local language, and people responded via social media. You can find more information about the sample and methodology at the end of the report.
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Internet Coverage

73.70% of the total Indonesian population has access to the internet.

Mobile Ownership

133.30% of the total population has mobile cellular connections - 370.1 million connections.

Median Age

The median age of the Indonesian population is 30.3 years old.

Social Media

In Indonesia, a total of 68.90% of the population uses social media.

Generic Insights

The most recent findings on general topics such as the Indonesian people's overall attitude, their view of the economy, new challenges facing the nation, their use of the internet and social media, their primary source of information, and their streaming service subscription.

Covid-19 Impact

The latest insights into the Indonesian people's primary concerns about the COVID-19 outbreak, including the impact on their family income, employment and education, their family's health, and their perception of how long it will take to resolve the crisis.

Industry Focus

An examination of the Indonesian people's various outlooks, perceptions, and consumption in different market industries such as the automotive, food & beverage, retail, banking & insurance, and travel & tourism industries.

Brand Preferences

A look at the brand preferences of the Indonesian population, including their favorite coffee shops, beer brands, banks, insurance companies, and mobile network operators.

Main Takeaways


Poverty & economic inequality (38.7%) is perceived as the most important challenge in Indonesia right now.


61.9% felt like they spent more time online in the past few months, with 56.9% saying they spend more than 5 hours online per day.


Facebook (41.6%) is the top platform for most Indonesians. Also, social media is their main source of news & information.


Only 18% pay for a streaming service. Netflix is the most popular, owned by 41.8% who pay for at least one streaming service.


Private motorcycles remain the primary mode of transportation for the vast majority of Indonesian respondents (73.1%).


Coffee (43.9%) is the beverage of choice for most Indonesians, with Starbucks (29.5%) being the most popular coffee place.


Most Indonesians (67.6%) visit a mall at least once a month or more. Females are also more likely to go shopping than males.


The trust/reputation of the bank (58%) is the most important factor when opening a bank account for Indonesians.


Method of Collection

Quantitative research with an online survey approach. The survey questions start once the respondents click on our ads survey promotion.

Type of Research: Quantitative

The survey can be completed in an average time of 9 minutes. A desktop or mobile device can be used to complete information.

Quality Certification

  • Removal of fraudulent and inconsistent answers
  • Exclusion of professional survey takers
  • Insertion of “trap questions” into our surveys
  • Human control
  • Removal of respondents answering too fast in the survey
  • Learn more about our methodology

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  • Read The Consumer Report Indonesia 2023