We are at that point in the digital age where talking about the popularity of social media is pretty much stating the obvious. It has become such an indispensable part of our daily digital lives, that it's the new normal. Therefore when we segmented smartphone users across Indonesia into six smartphone user personas, social media usage being a key distinguishing factor was not surprising at all.
However, Social Stars, as mapped by the Smartphone User Persona Report (SUPR) 2015 for Indonesia, constitute just about 14% of the 52 million-strong Indonesian smartphone user base. Social media usage on smartphones by these 7.3 million Indonesians though, far exceeds that of the rest of the smartphone users in the country.
In fact, of the 125 minutes spent per day on smartphones, Social Stars spend 58 minutes on social networking, chat and VOIP apps, much higher than all other smartphone user personas across Indonesia. Among these apps, Facebook, Twitter and Path are the ones most frequently accessed by these smartphone users. However, when not accessing social media, Social Stars like to indulge in mobile gaming, seeking information online and using utility based apps.
These Social Stars are predominantly female Indonesian smartphone users between the age of 25 to 35 years, making them an ideal audience for marketers looking to engage with a mature smartphone user base that is online via their smartphones for a lot of time in the day.
To know more about these Social Stars download our full report here.