Facebook ranks first for the top performing mobile media sources according to the new Indonesia Performance Index by mobile attribution firm, AppsFlyer.
Distinguishing between gaming and non-gaming as well as iOS and Android categories, Facebook led the way. Google AdWords ranked second among the gaming and non-gaming categories. Twitter is popular among the non-gaming options.
The Index is calculated based on organic and non-organic retention rates over a 30-day period. It divides daily active users by those who launch the app in a given timeframe.
Paul Michio McCarthy, Director of Sales, APAC, AppsFlyer, explains that Indonesia is a leading market for AppsFlyer.
“[W]e have seen and continue to expect tremendous growth driven by industries such as gaming, e-commerce, fintech, travel, consumer goods, and many others. With such a unique market where android smartphone devices continue to skyrocket in adoption rate, AppsFlyer remains committed to helping our partners in Indonesia succeed in their mobile advertising and analytics efforts.”
Smartphones are now the leading devices to access the Internet across Southeast Asia. Indeed, Limelight Networks research found that almost half of adults in the region are now online 16 hours every week during their free time.
For advertisers, that means mobile may present the best opportunity to reach consumers. Ronen Mense, VP, Asia, AppsFlyer, adds:
“Advertisers must recognise the nuances of regions across Asia and adapt their mobile advertising strategy for each market. Unlike Europe or the Americas, Asia is an extremely varied market consisting of mature markets like Singapore, Korea and Japan and developing high-growth markets such as Indonesia, the Philippines and Vietnam on the other. Further, the app stores and mobile platforms in different countries are often fragmented.”
He cautions that although smartphones are the core digital screens for Indonesians, cultural and regional differences mean that user behaviours and smartphone interactions differ across devices and apps.