Our research conducted with a sample of Indonesian users aged 18–64 shows that social media continues to play a highly influential and widespread role across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) may differ significantly. A platform with moderate reach may still deliver high daily engagement — or vice versa. For full datasets, base sizes, and the complete report, Datambar can be contacted. The insights below are shared in limited scope for advertisers, market researchers, academics, students, and other decision‑makers.

• YouTube leads daily usage: Daily login rate is 86%, especially strong among ages 35–44 (85.5%) and 45–54 (86.3%), making it essential for video‑driven strategies.
• Instagram dominates younger audiences: Daily usage reaches 86%, with very high engagement among 18–24‑year‑olds (91%) and 25–34‑year‑olds (91.6%).
• TikTok continues to fuel the short‑video trend: Daily usage reaches 84%, peaking at 87.9% among ages 18–24 and 89.2% among 25–34‑year‑olds.
• Facebook shows strong performance among mature audiences: Daily usage is 80%, especially high among ages 25–34 (87.4%) and 55–64 (79%).
• X (Twitter) is preferred for news and real‑time updates: Daily usage stands at 73%, with strong engagement among 25–34‑year‑olds (79.2%) and 35–44‑year‑olds (72.8%).
• Telegram is well‑suited for community‑focused and announcement‑based content: Daily usage reaches 62%, with notable strength among 25–34‑year‑olds (69.5%) and 35–44‑year‑olds (66%).
• Pinterest offers niche opportunities for lifestyle content: Daily usage is 32%, rising to 43.5% among 25–34‑year‑olds.

🎯 Strategic Recommendations

• Broad reach and daily engagement: YouTube + Facebook
• Youth targeting: Instagram + TikTok
• Female‑focused campaigns: Pinterest + Instagram
• News and male‑skewed content: X (Twitter)
• Community and announcement‑driven content: Telegram