A few key words come to mind when describing the Indonesian digital consumer – male, youths, videos and social.

In presenting “The Story of the Indonesian Digital Consumer” (details in slides below) at the Alpha Terra Digital Marketing Conference in Jakarta last week, Kerry Brown, VP South-east Asia, comScore said the Indonesian market is all about volume, is very male and youth-oriented and that social is near saturation point.

According to comScore research, there are 246 million Indonesians online, with 19% accessing via home/work computers and 32 million accessing out of home. (The research does not cover mobile).

In terms of unique visitors, Indonesia stands at 47 million, behind Germany and ahead of Brazil.

It is the second fastest growing market in South-east Asia, trailing only India.

And while they are online less frequently and for shorter periods of time, they spend more time on social networking – 1 in 3 minutes vs the global average of 1 in 5 minutes.

The market is largely driven by youths (15-34) who go online as frequently but for shorter bursts. It’s 58.4% male – with more males more likely to be online than females across all age groups.

And despite international websites dominating the list of top websites – the top 3 being Facebook, Google and Blogger, Brown observed a strong local presence that was distinct to Indonesia vs other South-east Asian countries such as Singapore and Malaysia.

“In the top 100, you see local sites and this will grow,” she said.

Men like to play – they prefer local sports and gaming sites – while women love K-pop which overshadows socialising, celebrity gossip and fashion.

She noted four key trends:

• Social networking is near saturation with 92.6% reach and 4.9 hours per visitor. This compares with the Philippines at 96% reach and 8 hours per visitor. Thais spend the highest number of hours on social networking – 8.9 hours.

Facebook has an 84.5% reach; Twitter 31.6% reach and Multiply 13.4% reach in Indonesia.

Brown noted that Pinterest was taking off in South-east Asia with huge growth in Philippines and Indonesia.

• Ecommerce

In terms of ecommerce, Indonesia is seeing the strongest growth in South-east Asia and with only a 54.9% penetration in retail category, there’s lots of room for growth.

Deal sites – Groupon, LivingSocial, harganya.com, dskon.com – were also seeing significant local adoption.

• Online videos

Indonesia has 8.8 million unique video viewers compared with 13.1 million in Vietnam and 9.7 million in Taiwan. Online video reaches 67% of Internet audience in Indonesia and 20% of time spent

• Mobile

Although tablets count for more than 40% of non PC traffic in Malaysia, Philippines and Thailand, mobile holds firm in Indonesia at 92% compared with 59% in Singapore. “The tablet is not getting a window in Indonesia,” said Brown.

In terms of cross-device consumption, she said that using Singapore as an example, smartphones are bridging the gaps. “During the day, people are using PC and when they get home, they get on their tablets.”