Mobile in Indonesia has desktop scale

• Video is leaning towards shorter-form content on desktop, and advertising saturation is increasing.
• Mobile now offers the scale long associated with desktop, along with behavioural nuances unique to smartphone/tablet platforms.

Popular sites on mobile now have similar reach to popular sites on the desktop in Indonesia, says comScore.

Source: comScore. Mobile browsing now rivals desktop browsing.

While smartphones dominate the majority of mobile categories, they are particularly ubiquitous in functional, on-the-move categories such as weather and sports. In contrast, categories such as apparel or kids, which tend to be more relaxed or open-ended in nature, demonstrate a higher-than-average share of tablet views. This has implications for optimisation of both advertising, as well as usability and content for publishers.

Source: comScore. Tablets are preferred for clothes shopping, but smartphones trump tablets in other categories.

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For more insights download Understanding Indonesia Online Audience (slides)