Marketing across the spectrum of Indonesia’s youth market

Voon Tai

Geometry Global’s Voon Tai dives into the distinct sub-groups that make up Indonesia’s youth population and argues for a nuanced and hyper-local approach for genuine consumer connections.

This article is part of a Spotlight series on connecting with Indonesia’s digital youth. Read more

Indonesia’s remarkable growth is driven predominantly by a digital-savvy youth population of 270 million. Smartphone adoption is rising in both urban and rural areas, combined with an expanding middle class have strongly positioned Indonesia as the digital powerhouse in Southeast Asia.

The country’s internet economy is on track to cross the US$130bn mark by 2025, according to a recent Google-Temasek study. But there are underlying frustrations concerning brand marketers in reaching this diverse group of young consumers.

The uneven digital adoption between...

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