A few key words come to mind when describing the Indonesian digital consumer – male, youths, videos and social.

In presenting "The Story of the Indonesian Digital Consumer" (details in slides below) at the Alpha Terra Digital Marketing Conference in Jakarta last week, Kerry Brown, VP South-east Asia, comScore said the Indonesian market is all about volume, is very male and youth-oriented and that social is near saturation point.

According to comScore research, there are 246 million Indonesians online, with 19% accessing via home/work computers and 32 million accessing out of home. (The research does not cover mobile).

In terms of unique visitors, Indonesia stands at 47 million, behind Germany and ahead of Brazil.

It is the second fastest growing market in South-east Asia, trailing only India.

And while they are online less frequently and for shorter periods of time, they spend more time on social networking – 1 in 3 minutes vs the global average of 1 in 5 minutes.

The market is largely driven by youths (15-34) who go online as frequently but for shorter bursts. It's 58.4% male – with more males more likely to be online than females across all age groups.

And despite international websites dominating the list of top websites – the top 3 being Facebook, Google and Blogger, Brown observed a strong local presence that was distinct to Indonesia vs other South-east Asian countries such as Singapore and Malaysia.

"In the top 100, you see local sites and this will grow," she said.

Men like to play – they prefer local sports and gaming sites – while women love K-pop which overshadows socialising, celebrity gossip and fashion.

She noted four key trends:

Social networking is near saturation with 92.6% reach and 4.9 hours per visitor. This compares with the Philippines at 96% reach and 8 hours per visitor. Thais spend the highest number of hours on social networking – 8.9 hours.

Full story:

www.webintravel.com//news/meet-the-indonesian-digital-consumer-_3469