CONSUMERS & BRANDS

Target audience: E-cigarette and

vaporizer users in Indonesia

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that answered ’’E-
cigarettes’’ and/or "Vaporizer / vape pen" to the multi-
pick question ’’Which tobacco products do you
smoke/consume at least occasionally?’’.
The report offers the reader a comprehensive
overview of e-cigarette and vaporizer users in
Indonesia: who they are; what they like; what they
think; and how to reach them. It provides insights on
their demographics, lifestyle, opinions, and marketing
touchpoints. Additionally, the report allows the reader
to benchmark e-cigarette and vaporizer users in
Indonesia (’’target audience’’) against the average
Indonesian onliner, labelled as ’’all respondents’’ in
the charts.
The report is updated quarterly and is based on data
from the Statista Consumer Insights Global survey.
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
• 12,000+ for countries with the extended survey
• 2,000+ for the basic survey
Sample: Internet users, aged 18 – 64, quotas set on
gender and age
Fieldwork:
• Continuous from January to December
• Countries that receive the basic survey are updated
every year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 E-cigarette and vaporizer users in Indonesia
Management summary: key insights
Demographic profile
E-cigarette and vaporizer users tend to
be younger, 53% are Millennials.
66% of e-cigarette and vaporizer users
are male.
E-cigarette and vaporizer users typically
have a high annual household income.
E-cigarette and vaporizer users are
more likely to live in cities and urban
areas than the average consumer.
Sources: Statista Consumer Insights Global as of August 2023
Consumer lifestyle
Safety and security has less importance
to e-cigarette and vaporizer users than
to the average consumer.
Gaming and eSports are relatively
prevalent interests of e-cigarette and
vaporizer users.
E-cigarette and vaporizer users are
more likely to have video gaming as a
hobby than the average consumer
Consumer attitudes
42% of e-cigarette and vaporizer users
state that they manage recurrent orders
directly via smartphone or tablet.
A relatively high share of e-cigarette and
vaporizer users think that climate
change is an issue that needs to be
addressed.
E-cigarette and vaporizer users tend to
have more right leaning political views
than the average consumer.
Marketing touchpoints
E-cigarette and vaporizer users
relatively frequently consume all types
of media.
On social media, e-cigarette and
vaporizer users interact with companies
more often than the average onliner.
E-cigarette and vaporizer users
remember seeing ads at the
movies/cinema more often than the
average consumer.
E-cigarette and vaporizer users
remember hearing ads on music portals
and streaming services more often than
the average consumer.
CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 E-cigarette and vaporizer users tend to be younger, 53% are Millennials
Demographic profile: life stages

Age of consumers in Indonesia

Target audience 36% 53% 11% 0%

All respondents 38% 45% 17% 0%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 66% of e-cigarette and vaporizer users are male
Demographic profile: gender

Gender of consumers in Indonesia

Target audience 66% 34%

All respondents 61% 39%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of e-cigarette and vaporizer users have a college degree
Demographic profile: education

Consumer’s level of education in Indonesia

59%
52%

17% 18%
13%
11% 9% 11%

2% 3% 4%
1% 1% 0%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 E-cigarette and vaporizer users typically have a high annual household income
Demographic profile: income

Share of consumers in Indonesia in the high, middle, and low thirds of monthly household gross income

Target audience 50% 28% 21%

All respondents 34% 32% 33%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which tobacco products do you smoke/consume at least
occasionally?; Multi Pick; Base: n=310 e-cigarette and vaporizer users, n=1859 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 A relatively high share of e-cigarette and vaporizer users live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in Indonesia live​

51%

39%

33%

26%

13%
11%
5%
7%
4% 3%
2% 2% 2% 2%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-
cigarette and vaporizer users, n=2098 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 E-cigarette and vaporizer users are more likely to live in cities and urban areas
than the average consumer
Demographic profile: type of community

Communities where consumers live in Indonesia

29%

26% 25%
23% 22%

18%

13% 13%
10% 10%
8%

4%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098 all respondents

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Safety and security has less importance to e-cigarette and vaporizer users than
to the average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in Indonesia

61%
57% 57% 56%
51% 52%
48%
42%

25% 23% 24%

20%
16% 17% 14%
12%
9% 9%
3% 4%

To be A happy An honest Safety and Learning Advancing Social Making Having a Traditions
successful relationship and security new things my career justice my own good time
respectable decisions
life
Target audience All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette
and vaporizer users, n=2098 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Gaming and eSports are relatively prevalent interests of e-cigarette and
vaporizer users
Consumer lifestyle: main interests

Top 10 interests of e-cigarette and vaporizer users in Indonesia

73%

60% 62% 62% 61% 60%

51% 53% 53% 51%
48% 50% 49% 50% 48%
44% 45%
41% 41%

28%

Movies, Sports Finance & Science & Food & Health & Travel Career & Gaming & Religion &
TV shows economy technology dining fitness education eSports spirituality
& music

Target audience All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 E-cigarette and vaporizer users are more likely to have video gaming as a hobby
than the average consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of e-cigarette and vaporizer users in Indonesia

63%
57%
54%
51%
46% 48%
42% 42% 43% 42%
39% 38% 37%
36% 35%
29% 28%
26% 26%
23%

Video Traveling Tech & Doing Reading Outdoor Cars / Socializing Photography Gardening
gaming computers sports activities vehicles and plants
and fitness

Target audience All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

15
 42% of e-cigarette and vaporizer users state that they manage recurrent orders
directly via smartphone or tablet
Consumer attitudes

Agreement with statements in Indonesia

80%
75% 76%
68%

56% 53%
42%
33% 31% 31%

Customer reviews on the When shopping, I look I avoid artificial flavors I usually manage I always shop at
internet are very helpful out for special offers and preservatives habitual / recurrent the same stores
orders directly via my
smartphone or tablet

Target audience All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=1050 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of e-cigarette and vaporizer users think that climate
change is an issue that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Indonesia according to e-cigarette and vaporizer users

68%
62% 63% 63% 63%
60% 59% 58%
55% 55%
52% 52%
46% 45%
41% 41%
36% 35%
32%
27%

Poverty Unemploy- Economic Rising prices Education Health Environ- Crime Government Climate
ment situation / inflation / and social ment debt change
cost of living security

Target audience All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base:
n=339 e-cigarette and vaporizer users, n=2098 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 E-cigarette and vaporizer users tend to have more right leaning political views
than the average consumer
Consumer attitudes: politics

Political attitudes of consumers in Indonesia

Target audience 11% 36% 43% 11%

All respondents 12% 36% 32% 20%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which tobacco products do you
smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 E-cigarette and vaporizer users relatively frequently consume all types of media
Marketing touchpoints: media usage

Type of media consumers in Indonesia have been using in the past 4 weeks
93%
85% 85% 83%
77%
74%
67% 68% 68%
66%

54% 51%
46%
41%
38% 37% 36%
30% 30%
24% 21%

11%

Digital video TV Digital music Online news Movies / Podcasts Online Daily Radio Magazines Weekly
content content websites cinema magazines newspapers newspapers
Target audience All respondents

20 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098 all respondents

Sources: Statista Global Consumer Survey as of August 2023

 E-cigarette and vaporizer users remember hearing ads on music portals and
streaming services more often than the average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where e-cigarette and vaporizer users in Indonesia have come across digital advertising in the past 4 weeks

77%

67% 65%
57% 58% 56%
50%
45% 47% 46% 43% 43% 41%
34% 36%
33% 32% 32%
30% 29%

Video Social Search Online Music Websites Video Video Other apps Editorial
portals media engines stores portals and apps streaming games websites
of brands services and apps
Target audience All respondents

21 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n= 2098
all respondents
Sources: Statista Consumer Insights Global as of August 2023
 E-cigarette and vaporizer users access the internet via a gaming console more
often than the average onliner
Marketing touchpoints: internet usage by device

Devices consumers in Indonesia use regularly to access the internet

98% 95%

83%
72%

60%
56%
49%
44% 43% 45%

32% 33%
25% 25% 23%
19%
14% 12%

Smartphone Laptop Smart TV Desktop PC Tablet Gaming Streaming Smartwatch Smart

console device speakers

Target audience All respondents

22 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users, n=2098
all respondents
Sources: Statista Consumer Insights Global as of August 2023
 On social media, e-cigarette and vaporizer users interact with companies more
often than the average onliner
Marketing touchpoints: social media usage

Social media activities in Indonesia by type​

79% 77%
72% 70%
67% 67% 67%
63%
54% 53% 54%
51%
43% 43%
36% 39%

28%
24% 24%
15%
8%
4%
0% 1%
Liked posts Sent private Posted Followed Commented Posted texts Shared Liked Followed Shared Passive social No social
by other messages pictures people on posts / status posts by company companies company media usage media usage
users / videos updates other users posts posts

Target audience All respondents

23 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users,
n=2098 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 E-cigarette and vaporizer users remember seeing ads at the movies/cinema
more often than the average consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Indonesia have come across non-digital advertising in the past 4 weeks

69%
61%
57%
53%
48% 47%

31% 30%
24% 25% 24%
22%
18%
16% 16% 16%

On advertising Directly in On TV At the movies In printed In printed By mailshot / On the

spaces the store /cinema daily magazines advertising radio
on the go newspapers and journals mail
Target audience All respondents

24 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=339 e-cigarette and vaporizer users,
n=2098 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 STATISTA CONSUMER INSIGHTS

Understand what drives

consumers
Gain a better understanding of consumers, brands, and markets.
With the Statista Consumer Insights, you get access to
streamlined market research tools and all results of the exclusive
Statista surveys. Leverage consumer insights to make data-driven
decisions and unlock new growth opportunities.

• Identify and understand your core audiences

• Track brand KPIs
+
• Analyze competitive landscapes
• Monitor consumer trends globally

2,000,000+ 56 3.5bn+ 15,000+ 500+

Find out more on:
Go to Consumer Insights statista.com/global-consumer-survey
interviews countries & consumers international topics &
territories represented brands industries

25
 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He Interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

For the Statista Consumer Insights team, he is responsible for concepting reports, Stefan's current role in the Consumer Insights team at Statista focuses on process design
automation design, and is a trusted advisor to clients and stakeholders for the and report automation, specifically QA processes. Stefan’s expertise also includes Python
product. and developing the teams AI offer.

26
www.statista.com