Indonesia Digital Marketing Statistics 2026

WhatsApp is the platform Indonesian social media users most often name as their favourite: 36.5% picked it in GWI's survey, against 22.6% for TikTok. TikTok still sells the biggest ad audience, 180 million adults. And the third biggest Google search of the year to June 2025 was "slot gacor", an online gambling term.

How many people use the internet in Indonesia?

Indonesia's two most cited internet user counts land close together, then disagree on how fast the number is growing. DataReportal's Digital 2026: Indonesia counts 230 million users in October 2025 on Kepios analysis, up 18 million (+8.7%) in a year. That leaves 55.8 million people, or 19.5% of the population, offline.

The Indonesian Internet Service Providers Association (APJII) runs its own survey. Its 2026 edition found 235,261,078 users and a penetration rate of 81.72%, up from 80.66% in the 2025 survey, or about 6 million more users. ANTARA reported the results when APJII released them on May 21, 2026.

APJII ran its fieldwork from February 1 to March 15, 2026. The survey also shows where the gaps sit, according to the APJII survey portal and ANTARA's report:

• Java: 85.95% penetration and 58.24% of all users. Maluku and Papua sit at 69.74%.
• Urban vs rural: 84.75% in cities, 78.18% in rural areas.
• Why people stay offline: 34% have no device that connects, 31.5% do not know how to use one, and 17.2% say data costs too much.

How do Indonesians get online?

Mobile internet in Indonesia is faster than fixed broadband. Ookla's median mobile download speed was 45.01 Mbps at the end of 2025, up 53.1% in the twelve months to August, against 39.88 Mbps on fixed connections, according to the DataReportal report.

Phones carry almost all of that use. In GWI's Q2 2025 survey of internet users aged 16+:

GSMA Intelligence counts 331 million cellular connections, equal to 116% of the population, and classes 96.6% of them as 3G, 4G or 5G. The total fell by 18 million (-5.2%) in 2025. DataReportal notes that many people use more than one connection, for work and personal use.

Time goes to video first. GWI puts online video at 13 hours a week for the average internet user aged 16+, social media at 8 hours 50 minutes, and short video such as TikTok at 7 hours 39 minutes. Weekly TV time, broadcast and streaming together, is 8 hours 1 minute.

Which search engines do Indonesians use?

Google handled 93.04% of Indonesian search traffic in August 2026, Bing 2.85%, DuckDuckGo 1.75% and Yahoo! 1.72%, on StatCounter's search engine data for Indonesia. Google's yearly share has slipped from 97.99% in 2020 to 93.06% in 2025.

The device changes the runner-up. On desktop, Bing took 5.09% and Yahoo! 3.25% in August 2026, with Google at 90.61%. On mobile, Google rose to 95.46%, and DuckDuckGo came second at 2.81%.

Search engines edge out social ads for brand discovery. GWI found 38.3% of internet users aged 16+ discover new brands through search engines and 37.3% through social media ads, while 89.4% use a search engine each month.

The top Google queries from July 2024 to June 2025, per Google Trends data in the DataReportal report, were "indonesia", "translate" and "slot gacor". Gambling terms ("situs gacor", "situs slot", "link gacor", "link slot") took four more places in the top 16.

Semrush ranks two news sites, kompas.com and detik.com, as the third and fourth most visited websites in August 2025, ahead of facebook.com.

For keyword work in Bahasa Indonesia, compare SEO freelancer rates by country or brief an Indonesian SEO specialist.

How many people can TikTok, YouTube and Meta ads reach?

TikTok's ad tools reach 180 million adults in Indonesia, 88.9% of the adult population. YouTube reaches 151 million, Facebook 121 million and Instagram 108 million, per each platform's ad tools as compiled by DataReportal. These are ad audience estimates, not monthly active users, and TikTok's tools show only users aged 18 and over.

The counts move fast. TikTok's reach grew 15.0 million (+9.1%) over the year to October 2025, yet fell 14.3 million (-7.3%) between July and October. LinkedIn counted 37.0 million members, up 15.6%, and X lost 2.17 million (-8.6%).

Attention splits two ways. Similarweb's Android data for August 2025 shows active users spending 1 hour 53 minutes a day on TikTok and 1 hour 52 minutes on WhatsApp. Snack Video, Kuaishou's short video app, matched Facebook at 1 hour 9 minutes.

Monthly use in GWI's survey tells a flatter story: WhatsApp 90.8%, Instagram 82.4%, Facebook 81.0%, YouTube 80.3% and TikTok 78.4%. Telegram reached 58.4% of users. The Indonesian social media manager page lists pay bands for the people who run these accounts.

How much do brands spend on digital advertising in Indonesia?

Social media ads were the largest digital ad format in Indonesia in 2025 at an estimated $1.38 billion, up 11.3%, according to Statista Market Insights data in the DataReportal report. Total ad spend across all channels reached $6.97 billion, up 5.3%, and digital grew faster at 8.0%.

Shares overlap because Statista counts some spend in more than one format. Influencer and retail platform ads grew fastest. Statista puts average digital ad spend at $15.79 per internet user.

GWI's survey shows what those ads buy. Sponsored social posts drew clicks from 21.0% of users in the past month, against 12.4% for banner ads on websites, and 68.0% research brands online before buying. The Indonesian performance marketer page lists monthly pay bands for paid media hires.

How big is ecommerce in Indonesia?

Three respected estimates of Indonesian ecommerce for 2025 range from $42.0 billion to $71 billion, because each counts something different.

The e-Conomy SEA 2025 Indonesia report values the whole digital economy at $99 billion in 2025, with ecommerce the largest part. Statista counts 99.0 million online buyers of consumer goods, with 67.6% of that spend made on mobile phones. Online sales were 11.1% of all consumer goods retail.

Delivery and price drive the checkout. GWI found 55.2% of internet users aged 16+ buy something online each week. Free delivery would encourage 48.3% to complete a purchase, customer reviews 47.4% and coupons 46.1%. Cash on delivery still matters to 24.6%.

Who leads marketplace sales: Shopee, TikTok Shop or Tokopedia?

Shopee grew its share of Indonesia's platform ecommerce GMV from 46% in 2024 to 54% in 2025, worth about $31.2 billion, in Momentum Works' Ecommerce in Southeast Asia 2026 report. Bisnis Indonesia's coverage of the report gives the rest of the table.

TikTok took control of Tokopedia by buying 75.01% of it from GoTo, a deal completed on January 31, 2024, according to MarketScreener's deal record. Momentum Works still listed the two as separate platforms for 2024:

• Tokopedia: 23% of GMV in 2024.
• TikTok Shop: 11% in 2024. Combined with Tokopedia, 38% in 2025.
• Lazada: 7% to 6%. Blibli: 4% to 3%.
• Bukalapak: 10% in 2024, then absent from the 2025 ranking. Momentum Works' 2025 report summary names Bukalapak's exit.

Video selling drives much of the shift. The e-Conomy SEA report, citing Cube Asia data, counts 800,000 sellers using video in Indonesia, up 75% in a year, and 2.6 billion video commerce transactions, up 90%. Most orders fall between $4.50 and $6.

Traffic still favours Shopee's own site. Semrush counted 124 million monthly visits to shopee.co.id in August 2025 against 64.5 million for tokopedia.com, per the DataReportal report.

How do Indonesians pay online?

Indonesians made 12.55 billion QRIS payments in the first half of 2026, double the same period a year earlier (+100.12%), Bank Indonesia's deputy governor said in August. QRIS is the national QR code standard that lets one code take payment from any bank or e-wallet app.

By July the count reached 15 billion transactions, with 67 million users and 45 million merchants, the deputy governor told IDX Channel.

Bank Indonesia's August 2026 policy statement put QRIS volume growth in July at 82.42% year on year. Digital payments overall reached 5.50 billion transactions that month, up 28.69%. The statement also says Bank Indonesia will extend its 0% merchant fee to QRIS payments up to Rp100,000 from October 1, 2026.

Wallets lead at the online checkout. Worldpay's Global Payments Report 2025, cited by DataReportal, found mobile and digital wallets took 42% of 2024 B2C ecommerce value, account-to-account transfers 32% and cards 12%. Buy now, pay later took 3% of value, though 37.6% of internet users in GWI's survey use it each week.

How many Indonesians use ChatGPT and other AI tools?

Apps with marketed AI features grew revenue 127% in Indonesia in H1 2025 against H1 2024, the fastest rate in Southeast Asia, in Sensor Tower data in the e-Conomy SEA 2025 report. The report's consumer survey, run by Google and Milieu in September 2025 with 7,200 people across ten countries, found:

• 80% say they interact with AI tools and features every day.
• 68% say they have conversations with AI chatbots.
• 58% worry about privacy and data security with AI agents, against a 50% ASEAN average.

GWI measures something narrower: 37.9% of internet users aged 16+ use ChatGPT each month. The e-Conomy SEA question covers AI inside apps people already use, so the two numbers do not describe the same behaviour. Semrush ranked chatgpt.com the eighth most visited site in Indonesia in August 2025, with 129 million visits.

Perplexity is losing ground as a traffic source. StatCounter's AI chatbot share for Indonesia gave it 22.46% of referrals in May 2025 and 6.23% in August 2026, while Google Gemini climbed to 5.47%.

Hire Indonesian marketing talent through Seotal

I lead growth marketing at Seotal. We match businesses with vetted freelance marketers in Indonesia, from SEO specialists to social media managers and performance marketers.

Our pricing page lists Indonesian hourly rates of $7 to $30, and mid-level monthly rates of $950 to $2,000 for an SEO expert and $1,000 to $2,000 for a performance marketer.

Part-time retainers cost $1,000 to $2,000 a month for 60 to 80 hours, with a 3-month minimum. Send a brief and we share 3 to 5 vetted profiles within 72 hours. To start with search, hire a freelance SEO expert.

Indonesia digital marketing statistics: frequently asked questions

What is the population of Indonesia in 2026?

Indonesia had 286 million people in October 2025, according to United Nations data in DataReportal's report. The median age was 30.4, and 60.0% of people lived in urban areas.

Which websites do Indonesians visit most?

Google.com drew 2.25 billion visits and youtube.com 1.08 billion in August 2025, in Semrush's ranking. Kompas.com was third with 220 million visits.

Where can I find the same data for other Southeast Asian markets?

Our Philippines digital marketing statistics and Vietnam digital marketing statistics posts cover those markets, and Southeast Asia SEO statistics compares search across the region.