Social networks will be used by nearly all internet users in 2014
Indonesia is an emerging market seeing more investment and economic growth of late, making it a strong contender for a place alongside the BRIC countries. With a growing population that skews young, internet users have proven themselves especially eager to join social networks: Nearly nine out of every 10 internet users in the country will regularly use a social network this year—the highest penetration rate worldwide.
And advertisers trying to reach those social networkers will not have trouble finding them. They are highly concentrated on the world’s largest social site: Between 2011 and 2014, Facebook will continue to account for approximately 94% of all social networkers in Indonesia.
A high number of users in Indonesia, as well as India, will make Asia-Pacific the top Facebook region this year. But Facebook’s conspicuous absence from China will continue to drive down overall Facebook penetration in the region.
Despite the positive social networking outlook in Indonesia, there is one glaring discrepancy in metrics: Reach is still limited by infrastructure realities within the country—only 21% of the broader population will use social networks this year. With a large population distributed across many islands, poor internet development has limited online access. Broadband will be available in only 1.5% of households this year, and that percentage will hold steady through 2016.
The number of internet users will increase more rapidly in the next few years, however, which bodes well for social network adoption. Online penetration among the entire population will rise from 24% in 2012 to just under 40% in 2016. Mobile will play a large role in this transition. In 2016, 53% of mobile phone users will access the mobile internet.
By 2014, nearly all internet users in Indonesia (95%) will use a social network at least once per month. The only obstacle in the way of a population intent on socializing online is getting internet access to the masses.
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Check out today’s other articles, “Emerging Markets Lead World in Social Networking Growth” and “Back-to-School Shoppers Rely on Smartphones and Social Networks.”