(Kompas)Twitter, predicting that the number of mobile internet users in Indonesia will rise to 50 percent of the population next year, is aiming for a bigger share of Indonesiaâs affluent advertising market
Twitter, predicting that the number of mobile internet users in Indonesia will rise to 50 percent of the population next year, is aiming for a bigger share of Indonesia's affluent advertising market.
The larger the income of Indonesian social media users, the more they would spend on the internet, said Tianyu Xu, head of Social Analytics at Twitter Asia Pacific.
Twitter's Mass Affluent Study last month showed that the average internet user in Indonesia belongs to the high-income class of consumers who are particularly interested in retail and automotive products.
More than 80 percent of respondents to the survey revealed to have bought a house and or interior products in the past 12 months. Similarly, 80 percent of them bought apparel products, while 72 percent bought automotive products.
Before purchasing the goods, the consumers often got their social media involved. Approximately 92 percent of them found the products they needed through e-commerce links displayed in social media.
The survey of 1,000 respondents found that social media users had a 30 percent higher probability of buying luxurious goods than common internet users.
In response to this, Twitter has announced plans to boost its efforts of grabbing a greater share of Indonesia's ad market.
Pointing to eMarketer data from June this year, Tianyu said mobile internet penetration kept growing in the country. In 2014, the mobile internet extended to 42% of the population; it grew to 48 percent in 2015, and he said he was optimistic that it would rise to 50 percent next year and reach 54 percent of the population by 2018.
Indonesia has 88 million active internet users, according to data from the Association of Indonesian Internet Providers (APJI). However, it would not be easy for social media to compete with television and print media, which currently dominate the advertising business, Tianyu admitted. (ags)(+)
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