In September 2022, Kadence partnered with tSurvey, an Indonesian online panel firm, to examine how individuals reacted to digital and non-digital ads. The participants came from 10 big cities in Indonesia, with Jakarta holding the biggest percentage of this study at 44 percent.
According to the findings, 45% of the respondents watched ads on their social media accounts. Among the 88% of people who had Instagram accounts, 40% didn’t skip the ads on the platform. Likewise, from the 62% of respondents with YouTube accounts, 28% didn’t skip the ads. Yet, the number decreased to 21% for the 40% of the respondents with Facebook accounts.
By age, the 26-30-year-olds had the highest viewership percentage of ads on their social media compared to other age groups.
Respondents highlighted the following three reasons why they watched the ads: they planned to buy the product (58%), they found the visuals captivating (55%), and the duration was short (40%).
Lastly, the most watched product category was automotive advertising, with 57% viewership, followed by body care (56%) and face care (50%).
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
From the heart of the capital, we conduct market research across the Indonesian archipelago as well as the international area supported by our global offices throughout Asia, Europe, and the US – all tailored to meet your needs.
Got a project to discuss with our team? Get in touch today!
Senior Marketing Executive
Sales & Marketing
General Manager PR -Internal Communications & Government Affairs
Vital Strategies
Customer Intelligence Director