Instagram Users in Indonesia Follow Fashion - eMarketer

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Instagram Users in Indonesia Follow Fashion

A majority of young adult Instagram users follow retailers

February 23, 2016

Most young adults in Indonesia who use Instagram follow digital retailers on the image-oriented social network.

Instagram Users Ages 18-35 in Indonesia Who Follow Digital Retailers on Instagram, by Type, Jan 2016 (% of respondents)

According to January 2016 polling from mobile research firm JakPat, 56.2% of Instagram users in Indonesia ages 18 to 35 follow digital retailers on the platform.

Among those who do so, apparel retailers are the most common ones to follow, with 67.5% reach. Almost as many users followed accessories retailers, point to Instagram’s popularity among retailers focused on fashion. Their offerings lend themselves well to Instagram’s feed of enticing photography.

Pictures of electronic gadgets may seem less attractive, but such retailers were followed by 35.1% of respondents, putting them in a distant third place.

Earlier JakPat research found that nearly seven in 10 mobile internet users in Indonesia ages 18 to 35 used Instagram on a weekly basis—so the popularity of following digital retailers extends to a large slice of mobile users in that age group.

Social Media/Messaging App User Penetration in Indonesia, by Platform, Q4 2015 (% of population)

We Are Social found in Q4 2015 significantly lower reach for Instagram in terms of the overall population of internet users in Indonesia. Just 10% of that group used Instagram, making it about half as popular as BlackBerry’s BBM service. Facebook, which owns Instagram, was also behind BBM in this survey.

eMarketer estimates that 82.0 million people in Indonesia will use a social networking site at least once per month in 2016, up from 72.3 million in 2015. That translates to 31.8% of the population, or 79.8% of internet users, this year. Mobile phone–based social networking will be nearly as popular, reaching 76.0 million people in the country this year. And mobile phone messaging apps—like BBM, WhatsApp and Facebook Messenger—will attract 62.6 million monthly users in Indonesia.

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