Indonesia’s Mobile Only Population and Mobile Consumer Behaviour
comScore recently announced the launch of MMX Multi-Platform, along with major upgrades to Mobile Metrix in Indonesia, with the introduction mobile consumer panel data. An analysis of the multi-platform and mobile data revealed some key findings:
- Indonesia has a large ‘mobile only’ population, and mobile devices account for 91% of all digital minutes.
- The mobile only trend is more pronounced among younger demographics, but two thirds of users aged 35+ use only smartphone and tablet devices to access digital content.
- Large international mobile properties, driven especially by communication apps (including email and messaging), lead mobile time.
- Mobile app engagement does not correlate with reach, so a detailed understanding of the app landscape is required.
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