Working reference

APAC Media Snapshot

Platform usage and year-on-year movement across 9 APAC markets, refreshed annually.

Data updated 2026-06-12

Platform usage

Social ad reach + search share · 2025

Google (Search)
93.1%[1]
TikTok
88.9%[3]▲ 35.4pp
YouTube
52.7%[3]▲ 2.5pp
Facebook
42.2%[3]▼ 0.8pp
Instagram
37.6%[3]▲ 1.3pp
LinkedIn
12.9%[3]▲ 1.3pp
Messenger
11.8%[3]▲ 2.8pp
X (Twitter)
8.0%[3]▼ 0.8pp

Bases differ by platform: % of search engine market (Google (Search)); % of adults 18+ (TikTok); % of total population (YouTube, Facebook, Instagram, LinkedIn, Messenger, X (Twitter)). Social figures are ad-tool reach, not monthly active users. Search rows show engine market share (Statcounter), not ad reach — search ads effectively reach the full online population.

Platform movement

Annual reports · 2024 – 2025

Platform	2024	2025	Change
TikTok	53.5%[2]	88.9%[3]	▲ 35.4pp
YouTube	50.2%[2]	52.7%[3]	▲ 2.5pp
Facebook	43.0%[2]	42.2%[3]	▼ 0.8pp
Instagram	36.3%[2]	37.6%[3]	▲ 1.3pp
LinkedIn	11.6%[2]	12.9%[3]	▲ 1.3pp
Messenger	9.0%[2]	11.8%[3]	▲ 2.8pp
X (Twitter)	8.8%[2]	8.0%[3]	▼ 0.8pp

Columns are labeled by the calendar year each figure represents; the source citation names the DataReportal edition, which publishes the following year (e.g. the 2025 column cites Digital 2026). Search share is shown in Platform usage, not here. Platforms occasionally revise audience reporting — large jumps can reflect methodology changes as well as real growth.

Time spent

Minutes per day

Data for time spent not yet available for Indonesia.

Device split

Share of web traffic · 2025

Mobile 40.2% Desktop 59.4% Tablet 0.4%[4]

Statcounter share of web traffic — a structural metric that moves only slightly year to year; shown at the latest available reading as the 2025 reference.

Ecommerce platforms

Usage %

Data for ecommerce platforms not yet available for Indonesia.

Payment methods

Usage % · 2025

Digital wallet
42.0%[5]
Account-to-account (A2A)
34.0%[5]
Cash (incl. COD)
13.0%[5]
Credit card
5.0%[5]
BNPL
3.0%[5]
Debit card
2.0%[5]
Prepaid card
1.0%[5]

Share of e-commerce transaction value, 2025 (Worldpay GPR 2026). 'Cash' includes cash on delivery, pre-pay and post-pay. Shares below 1% omitted; totals may not sum to 100 due to rounding.

Recommended channels by objective

Awareness

01TikTok
02YouTube
03Facebook

Performance

01Meta (Facebook/Instagram)
02TikTok
03Google Search

Install

01TikTok
02Meta (Facebook/Instagram)
03Google App Campaigns

Derived from platform reach data above; highest-reach platforms per objective.