Totem：2025印度尼西亚网红营销研究报告（英文版）（20页）.pdf

1、INFLUENCER MARKETING MINI-REPORTINDONESIACOUNTRY SURVEYINDONESIAIndonesia is a rapidly growing digital market with 213 million internet users and 167 million on social media.Mobile usage dominates(98.3%),though online time is declining.TikTok,Shopee,and Instagram are central to the influencer landsc

2、ape,with strong adoption of livestream and affiliate commerce.Consumers favor relatable micro-influencers and seek product demonstrations and community-driven content.Influencer-driven social commerce is accelerating,particularly in tier 3 cities.While digital is expanding,traditional word-of-mouth

3、still holds power.Brands must navigate price sensitivity,local language nuances,and rural digital divides to succeed.JAKARTAINFLUENCERS&SOCIAL COMMERCEMALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASINGAPOREHONG KONGTAIWANINDONESIAGLOBAL ECONOMY#16 RANKEDJAPANCHINA78%ARE INTERNET USERSPopulation

4、285 MILLIONSOUTH KOREAINDONESIAINDIA143 Million Social Media UsersMovies,MusicElectronicsAutoSports GearGamingTravelF&BFashionBeautyMARKETSEnthusiasm for social commerce and influencers varies widely across Asia.We find some markets and categories which are centered around more basic channels,while

5、others embrace a wide range of activities and mix those activities in novel,innovative ways.The varying levels of enthusiasm in the region are a result of;(1)consumer habits,routines and culture,(2)sophistication of marketing tactics,and(3)the channels available per market.TikTok is a major driver o

6、f enthusiasm at a country/market level.In markets where TikTok is established and fully functional(has“shops”),enthusiasm is higher.In markets where TikTok is limited(Japan&S.Korea)or banned(India),social and influencer enthusiasm is notably lower.Live CommerceMarketplacesWebsitesP2P SellingSocial C