Indonesia’s digital landscape has undergone a rapid transformation over the past few years. Today, it is the world’s fourth-largest smartphone market, where 80% of the time spent on the internet by Indonesian consumers is via mobile. Consumers in the country spend over 6 hours on their smartphones! However, nearly 1 in 2 smartphone interactions are spontaneous, without a clear intent in mind, as reported by Boston Consulting Group in their report, Reimagining Smartphone Experience.
The Rise of a Revolutionary Phenomenon: Glancing
Indonesia prefers discovering content and experiences without looking for them. This has led to a new phenomenon: “Glancing”. The recently released Glance Smart Lock Screen Trends Report Indonesia 2024 in collaboration with Mindshare describes this phenomenon as consumers taking a quick look at their smartphone lock screens to stay updated on what is happening around them with one tap.
Glancing has truly gripped the nation – with over 30 million Indonesian consumers interacting with the Glance smart lock screen for personalised content and experiences. In just nine months (January to September 2024), content on the smart lock screen has received more than 117 billion glances and 2 billion taps.
What Indonesia is Glancing at: The Most Trending Content
Historic and memorable moments saw incredible engagement. For instance, content around the Olympics witnessed 2 billion glances, and happening music content recorded 2.4 billion glances.
Being deeply connected to their roots, Indonesian consumers are increasingly using the Glance smart lock screen to celebrate national occasions and events. Content around Independence Day witnessed over 1.1 billion glances, reflecting national pride. Ramadan saw a remarkable 1.9 billion glances, with Indonesian users glancing for special recipes, wellness tips, and faith-related reflections.
Indonesian consumers are also glancing to improve their lives. Health and wellness topics received 3.9 billion glances, with beauty content close behind at 3.6 billion, reflecting a collective focus on well-being and self-care.
Glancing as a Means to Get Instant Information and Entertainment
The Glance smart lock screen has helped Indonesia stay updated and entertained with just a tap. News content received 7.2 billion glances, offering users immediate access to real-time updates. Consumers also spent over 240 million hours watching curated videos on trending topics and played free-to-play games over 277 million times.
Empowering the Ecosystem: Smartphone Makers, Advertisers, and Publishers
Glance has redefined smartphone experiences. Available on leading Android phones, the AI-driven smart lock screen has transformed a previously passive space into a surface that offers a wide range of experiences. AI personalises these experiences, ensuring consumers find content most relevant to them, each time they glance or look at their lock screen.
Glance has also enabled easy discovery for developers, creating an impactful platform for their titles.
The Glancing phenomenon has helped brands reimagine storytelling with clutter-breaking one-tap contextualised and interactive experiences that drive real-world impact. Interactive experiences on the Glance smart lock screen have witnessed 10 times more engagement versus traditional video content. The platform has recorded 1.2 times higher video completion rates than others. The report delves deep into inspiring success stories of how Pepsodent, Royco, and Glico achieved results by tapping into the glancing.
As Indonesia keeps glancing, brands can inspire millions with thoughtful, personalised, and contextualised experiences – simplifying consumers’ digital journeys and building lasting connections with just a tap.
