77% of Indonesians are spending more time online, is your ad placed where your target audience actually are?
‘Online’ is a huge place. Ranging from a simple message sent in WhatsApp to gaining access to all the (public) knowledge in the world on one’s fingertipsㅡ the internet actually proves to be a bigger space than the actual world. It is also a place where one can be in multiple places at one time. With this, we can expect that the additional time spent by Indonesians on the internet can be in multiple web spaces at the same time.
The world in the past thirty days is a world still in the COVID-19 lockdown which is the reason why most Indonesians are spending more time online in the first place. This increase in activity online has been seen across all demographic groups.
However, different demographic groups have different online habits. The difference is crucial to making sure the right campaign was pushed to the right audience at the right platform.
Different Internet Usage per Age Group
According to a Snapcart survey on Indonesians’ online activities during COVID-19 lockdown, different age groups have different levels of usage of online activities. For example, in the ranking table below, we can see that, unlike other age groups, internet users below 15 years old do not have online messaging as their topmost activity as more of them would rather watch YouTube videos. Gaming is also among their top 3 online activities although it is only in the rank 8 overall.
Social Media Habits per Age Group
Focusing on social media sites and apps as one of the major ad platforms for digital campaigns, we see more differences in habits between different groups. For example, according to the same Snapcart survey (see table below), we can see that older audiences do not give as much time watching videos on social media as the younger groups. So, if we want to target older audiences, we can maximize our efforts by focusing our ad spend on ads in the social media site’s newsfeed area instead of spending on video ads.
In the same table, the youngest group seems to be more influenced by well-known personalities and pages than their older counterparts.
Bonus Insight: Online Food Delivery Usage per Age Group
In addition to social media, online food delivery is another internet-powered sector that has gained more usage in the past 30 days due to the COVID-19 induced lockdown.
In the graph below, we can see that there are generally more people across age groups who used online food delivery services in the past 30 days compared to those who did not. However, some age groups were less influenced by the lockdown to use more of these services than others. This can be seen among the youngest age group (below 15 y.o.) with “more usage” figure that is way below the average across age groups and “less usage” figure that is significantly above average. It also has the highest user percentage on “no change” response.
Meanwhile, the oldest age group (45+ y.o), is the most influenced group to use online food delivery service having the highest user percentage of those who claimed to have used the service more. It also has the lowest user percentage on “no change” response. From here, we can conclude that a food delivery ad targeting an older audience will have significantly more yield than with a younger audience.
Did you know that Snapcart can help you target your audience using validated purchase information and demographic profile to boost your ad campaign’s success?