As of April 2019, Indonesia's Instagram viewership of approximately 56 million was the fourth highest in the world, behind only that of China, Japan, and the United States. Facebook has a larger user base, while the latter is more popular among young people. Seventy-three percent or more of Indonesians between the ages of 16 and 25 use Instagram, whereas only 55.8 percent of those between the ages of 30 and 35 do.
Instagram, like many other social media sites, serves as a bustling social economy in Indonesia. Eighty-one percent of users, according to a survey by Ipsos, use the app to research products and media services they're considering purchasing. A whopping 76% of Instagram users said they've bought anything because of a recommendation from the app.
Instagram, too, is deemed an essential marketing tool for small firms in the same survey. At least half of Indonesian entrepreneurs who have a website say they would rather direct customers to their official Instagram account. Not only that, but up to 82% of Indonesian SMBs use Instagram DMs to actively engage with media clients.