It's a given that today smartphones have become the preferred device for all Internet access in regions such as India and Southeast Asia. Therefore when a StatCounter report says that mobile contributed to 70% of Indonesia's web traffic in 2015, already having surpassed desktops in 2014, it does not come as a big surprise. In fact, according to our recent Smartphone User Persona Report (SUPR) 2015 for Indonesia, smartphone users in the country, on an average consume 197 MB of data per day.
However, what will come as a surprise is the fact that 20% of the country's 52 million strong smartphone user base consumes an astounding 249 MB of data per day, making it the highest data consumption (Wi-Fi and Cellular data combined) across all user personas. Naturally, SUPR identifies this user persona as Data Guzzlers. These smartphone users spend over 2 hours every day on their smartphones, of which, close to an hour is spent accessing online apps. Data Guzzlers also spend 21 minutes per day on browsing the Internet via their smartphones.
Also for these users, apps are their key to the digital content universe. This user persona downloads over 15 apps and games in a month, also making it the highest among all user personas. All this gives plenty to reason why these smartphone users also have the highest data consumption among all Indonesian smartphone users.
It also explains why their usage of apps such the Google Play Store, UC Browser and YouTube is high. Furthermore, for Data Guzzlers, entertainment is an indispensable part of their smartphone usage, and the genre takes 45% of their time spent on the smartphone per day. Mobile games take a big share of this time, with the user persona spending as much as 43 minutes in day playing them.
Our report also shows most Data Guzzlers are males between 18 to 24 years of age. This means that for developers there is a young and rising smartphone user base in Indonesia that has a hunger for apps waiting to be satiated. For marketers, there is ample opportunity to tap into this user persona in their discovery stages and also engage them with relevant offers while they are online.
To read and download the full report click here.