America is Facebook’s biggest market. So which is the country with the second largest number of Facebook users in the world? China would be an obvious candidate, but the social networking platform is blocked over there, and it has a relatively low number of accounts. In that case…Brazil, maybe? Or perhaps India? It may surprise you to know that it is Indonesia, overtaking Great Britain to move comfortably into second place in the first quarter of 2011.
Personal computers are still luxury items for most Indonesians. The vast majority access Facebook via cell phone texting, a practice that ideally fits modern Indonesia. It is fast, discreet, can be improvised creatively and used on the go. It keeps you in touch, and it’s cheap. Text-messaging caught on early here and was already better established in Indonesia than in either the USA or the UK before Facebook took off. So joining Facebook hasn’t meant learning a whole new skill set.
As you might expect, the first cell phone Facebookers were typically adult, upper middle class, urban, educated – and often Blackberry-owning – Indonesians. But, interestingly, the recent explosion in numbers has been driven overwhelmingly by a much younger customer base, from fourteen years old and upwards. And apparently it’s not just boys. For every three self-described males that sign up, so do two females.
Intense peer pressure to join, and to be seen to be hip, are commonly cited as reasons for climbing on the Facebook bandwagon, along with the fact that free games are on ready supply there. But there are other factors too. Phones are now affordable for most young Indonesians, and a number of low-cost mobile Facebook plans have sprung up to capitalize on its popularity. The Facebook mobile app. is easy to navigate and use. Facebook offers a rare opportunity to socialize in a way that often isn’t understood, let alone supervised, by adults. And it’s been customized by its young users here to be a distinctively cool subculture, and therefore largely inaccessible to those not ‘in the know’.
Many of the older Indonesians use their own names on Facebook, as do users in the United States and elsewhere, and I don’t see much difference between their postings and those of their peers in the West. But a number of the younger Indonesians I know have adopted new names by which to be known, eccentrically capitalized for display. As well as being fun and distinctive, these have the added advantage of giving them a degree of anonymity, especially if vigilant parents or community members might be online.
Younger users have their own dialect, too. This is a mixture of the already existing ‘youth slang’ popularly known as Bahasa Gaul, universal SMS abbreviations such as LOL (laughing out loud), and truncated Indonesian (e.g. kpn = kapan ‘when’; g = nggak/tidak ‘no / not’; mf = ma’af ‘sorry’). Comments are laced with text-created graphics, references to Western music and movies and, again, idiosyncratic capitalization. If you can’t keep up, you are not in the game. Though, having said that, a number of web pages are now available with translations into Indonesian for those struggling to get a grip on hipness, Indonesian Facebook style.
These teenagers are driving both a surge in cell phone sales and in Facebook accounts in Indonesia. Neilsen’s statistics show that the number of ten to fourteen-year olds owning phones here increased five times over the last five years. And the Indonesian demographic with the highest usage of mobile phones now is teenagers aged fifteen to nineteen. Similarly, there are currently over thirty six and a half million Indonesian accounts on Facebook. Almost seventy percent belong to users who give their age as between fourteen and twenty four. All the indices suggest these youth-driven trends will continue.
Goldman Sachs appears to be tightly controlling who gets access to Facebook’s shares in America. Only the already super-rich, we are told, need apply. But, given these numbers, Indonesian telecommunications companies also appear to offer an excellent opportunity for investment. It will be a good day for capitalism if ordinary Indonesians get to make a profit.