TheJakartaPost
Please Update your browser
Your browser is out of date, and may not be compatible with our website. A list of the most popular web browsers can be found below.
Just click on the icons to get to the download page.
Indonesia’s mobile ads record highest growth rate in the world
Spending on television advertising in 2018 grew by 2 percent, far lower than the 18 percent for total spending on digital advertising in general
Change Size
A man holding an Oppo smartphone.The number of smartphone users in Indonesia is expected to reach 410 million people by 2025, the third-largest in the world, research indicates. (Shutterstock/Framesira)
W
ith 64 percent of its total population connected to the internet as of last year, Indonesia is likely to become the country with the third-largest number of smartphone users, at 410 million, by 2025, making it a huge market for mobile advertising, according to recent research.
Mobile advertising in Indonesia is expected to have grown by 34 percent in 2019, the fastest rate in the world, Mobile Marketing Association (MMA) Indonesia says in a report.
MMA Indonesia Asia-Pacific program director Azalea “Zela” Aina said on Wednesday that the total value of the country's mobile advertising would reach Rp 98 trillion (US$7 billion) this year and would grow by 7.9 percent to Rp 105 trillion in 2020.
As more and more people changed their primary devices to smartphones from laptops and tablets between 2014 and 2019, marketers turned to mobile advertising, spurring the growth of the mobile advertising market, she said.
For comparison, spending on television advertising in 2018 grew by 2 percent, far lower than the 18 percent for total spending on digital advertising in general.
Some 50 percent of the total spending on digital advertising in 2018 was on search engine and social media platforms, namely Google, YouTube, Facebook and Instagram, according to the research.
The use of social media platforms for mobile advertising was in line with the trend of Indonesians' three-hours spent daily on social media, one-hour more than the daily time spent watching television, Zela said.
