Social Media Preferences and Usage Behaviour among Indonesians Insights and Implications for Business Strategies

Abstract

This study explores social media preferences and behaviors among Indonesian users aged 18 to 64, surveyed between August and September 2024. Utilizing a sample of 156 respondents, the research aims to uncover patterns in platform usage, content preferences, and receptivity to advertisements. The results reveal that Instagram is the most used and preferred social media platform among respondents, positioning it as a crucial channel for businesses targeting the Indonesian market. These findings offer valuable insights into the social media habits of Indonesian users, providing practical implications for businesses looking to optimize their digital marketing strategies. By identifying key trends in platform popularity, user behavior, and engagement with specific types of content, businesses can better tailor their digital outreach and advertising efforts. The study also highlights that users are most engaged during particular times of the day and show a strong preference for content related to entertainment, education, and career development. These insights allow businesses to strategically target users with personalized content that aligns with their interests and maximizes engagement. Furthermore, the importance of understanding consumer preferences in shaping effective advertising campaigns is emphasized, particularly in the rapidly evolving digital landscape of Indonesia. This study shows the dominance of Instagram platform among social users.