Facebook and Instagram Rule Indonesia Social Media but 75% Use Path Daily

Social media mobile apps | Aulia Masna/AdDiction

Social media mobile apps | Aulia Masna/AdDiction
Social media mobile apps | Aulia Masna/AdDiction

Survey Agency JakPat announced a report on the social media trends among Indonesians from 16 to 35 year olds across Java, Sumatra, Bali, East Kalimantan, and Sulawesi. Unsurprisingly Facebook remains the most used social network in the country, but Instagram took over second place from Twitter, followed by Path and Google+.

During the survey week in early January 2016, 87.45% of the 1033 respondents said that they accessed Facebook while 69.21% also accessed Instagram, Twitter at 41.31%, Path at 36.29%, and popularity of Google+ remains relatively high at 20.08%. Linked In and Snapchat round up the top eight along with a collection of other social networks. On daily usage, Facebook and Instagram are more than three times as popular as the number three app, which is not Twitter, but Path, with 27.22%, slightly ahead of Twitter at 26.64%.

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Social media is a place for positive perspective
The ownership rate of mobile devices combined with the social networking culture of Indonesians managed to attract a little more interest that paid content. In the strategy that Bandung Mayor Ridwan Kamil implemented last year, he successfully formed a positive sentiment within a short period of time by frequently adding a dash of humor and a full understanding of the issues that rings very true and close to the hearts and minds of the people who actively post on social media.

When people update their status on social networks, they are more likely to share fun, important, and interesting posts the any other types of content. It’s an indication that social media is a place to show a positive perspective on life, at least on general terms, even if it feels like there’s so many people posting things for sale or to complain.

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Pattern of usage
In their interaction, the horizontal use of social media among Indonesians tend to be identical with little to no variation. To connect with school friends, work colleagues, or family, Facebook easily dominates the most preferred network, followed by Instagram and Path. LinkedIn is a big loser here as it ranks even lower than Twitter among professionals as the preferred social media.

connect-with-peers53.45% of the respondents who used Facebook during the survey period relied on the platform to seek informative content as well as news while a significant portion seek entertaining content or simply to look around.

In a blow to Twitter, apparently Indonesians are far more likely to post updates to Path (22.8%) and Instagram (20.56%) than on Twitter (6.22%), where nearly 40% of the respondents claimed that they rarely open Twitter even once a day. The report however, did not go deeper and reveal which social media is used whenever there’s a breaking news or major events, such as the explosion of Twitter usage that was evident during the terrorism attack at the Skyline Starbucks on 14 January when there were 820,000 tweets regarding the incident in the 24 hours following the incident with a peak of 2100 tweets per minute.

While Facebook attracts respondents 26 years and older, Instagram has a younger demographic. More than 70% of the respondents 16 to 25 year old access Instagram daily during the week. The activities range from exploring online shops (53%), looking for funny memes (51.6%) uploading holiday photos (48.4%) to many others.

Among even younger audience in the 16-19 year old segment, Snapchat has become the go to application with half of its users checking the app daily and an equal portion beginning to use the app 3-6 months ago.


Michael Erlangga is a freelance writer formerly with DailySocial. Aulia Masna contributed to this article.