Smart data: it's not what you think it is
November 24, 2015
Vserv unveils the first Smartphone User Persona Report (SUPR) in Indonesia
November 24, 2015

Decoding the Indonesian smartphone user with the Smartphone User Persona Report (SUPR) 2015 Indonesia


We have consistently talked about how smartphones have become the center of a consumer's digital universe today, making them the preferred medium for engaging these consumers. However, we also believe that relying purely on demographic data to engage them is not enough today.

With our recent Smartphone User Persona Report (SUPR) 2015 for India, we validated this belief and showed how usage patterns of Indian smartphone users can be mapped to their unique user personas. In today's era of a data-led approach to business and marketing, these user personas can be instrumental in equipping marketers with the insight required to effectively engage these smartphone users.

However, just as countries exhibit diversity in terms of culture, cuisine, lifestyle and socio-economic conditions, smartphone usage across countries also varies. With SUPR India, we brought to the market, possibly the most detailed study on smartphone usage in the country. Continuing with our commitment to provide marketers, enriching insights on smartphone users, today, we bring to you, the Smartphone User Persona Report (SUPR) 2015 for Indonesia.

Smartphone User Persona Report
To download the complete report, please enter your valid email id here:

Based on a study conducted by Nielsen Informate Mobile Insights, SUPR Indonesia segments smartphone users in the country into different user personas and delves deep into their usage patterns. The report provides rich and interesting insights about each of these user personas such as app usage, time spent on the device and data consumption patterns. Here are a few key highlights from the report:

  • Smartphone penetration in the country is driven by Indonesians under the age of 30 years, who make up 61% of the country's smartphone user base
  • Indonesian smartphone users spend on average 129 minutes per day on their devices
  • Six smartphone user personas which emerged are – Data Guzzlers, Gaming Buffs, Power Users, Conversationalists, Dabblers and Social Stars

The report includes many other such interesting facts on Indonesian smartphone users and detailed insights on each of these user personas making it possibly the most comprehensive study on smartphone users in Indonesia. With these insights, marketers will have a deeper understanding of the Indonesian smartphone user base and will be able to engage these users with relevant offerings. To help marketers engage the smartphone user in Indonesia, Vserv offers persona targeting. To know more write to

To read the press release click here.

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