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Indonesian women turn to Facebook

News, 18 March 2016

JAKARTA: Facebook, Indonesia's most-used social network, is imperative for brands looking to target the nation's women, research has shown.

Indonesia is one of the top markets for Facebook, which now has more than 241m users in South East Asia, 94% of whom access the platform from their mobile device.

In a survey of women in Indonesia's major cities, Facebook discovered that they own an average of three devices: 89% owned a smartphone, 85% owned a personal computer, 55% owned a tablet and 32% owned an advanced feature phone. Almost all (97%) who own a mobile device say mobile is their main method of communication with family and friends.

As connectivity soars in the archipelago nation, brands have opportunities to target the country's increasingly savvy shoppers.

Evidence also suggests that Indonesian women are more likely to use Facebook at important lifestages, including promoting their career or planning a wedding.

Women share major events from family life and use the platform to search for brands in their major life decisions. More than two thirds – 71% – also use Facebook to search for vendors for their weddings, while 88% post updates of their major life events on Facebook, and 59% post pictures from their wedding photo shoot.

With digital ad spend investment soaring in Indonesia, brands are already looking to Facebook as a crucial channel, especially as visually oriented content becomes more popular. Brands that can use video or image-heavy content to relate to mothers, and help mother relate to each other, are set to find success.

When it comes to family life, Indonesian mothers have Facebook at the centre of their day-to-day lives, particularly when it comes to building a community. Nine out of ten (91%) found Facebook friends an important source of support, while a similar proportion (90%) used Facebook to maintain their social life during motherhood.

Four in ten (41%) sought advice on childcare/motherhood issues and used the site as a place to share their experiences of parenthood.

Data sourced from Facebook; additional content by Warc