Young ProfessionalsFacebook bridges the gap between Young Professionals’ social and professional lives. It is a place to stay in touch with old and new friends, share about job experiences or career opportunities and discover the latest fashion products.

43%post photos of when they go out

34%share career or job opportunities

GITA, 25

LIFE STAGE

METIME

ENHANCE THEIR PERSONAL AND PROFESSIONAL LIVES:

Young Professionals have high hopes for their personal and professional futures. Inspire them to be the best versions of themselves at home and on the job, whether it’s by encouraging them to enjoy new life experiences in their free time or inspiring them to dress for success in the workplace.

OFFER THEM NEW PRODUCTS AND SERVICES:

New Brides are transitioning from wedding planning to life planning. Everything is new, and these women are up for trying new things and going to new places as they settle into their new lives. Reach them with product offers, services and deals that will not only hook their interest but also entice them to share with their social circle.

New BridesThe wedding bells may have stopped ringing, but that doesn’t mean New Brides stop looking to Facebook for inspiration and information. Facebook is where their friends are, and it is an important tool for New Brides as they adjust to married life and relive the glory of their recent nuptials.

88%post updates of their major life events on Facebook

59%post pictures from their wedding photo shoot

MIMI, 28

LIFE STAGE

PLANNINGTIME

New MomsFacebook is where New Moms mark and share their child’s milestones, where support is found and where family connections are maintained. New Moms also use Facebook to keep their social network up to date on the daily wellbeing of their baby.

LIFE STAGE

USTIME

CAPTURE THEIR ATTENTION IN SMALL BURSTS:

New Moms turn to digital for everything from staying in touch to staying informed and entertained. Capture their attention with small bursts of information, using image-heavy content, catchy videos or headlines that speak to their new role as a mother.

57%posted photos of their newborn baby

41%request advice on childcare/motherhood issues

RIRI, 29

Seasoned MomsWhether they’re posting photos of family meals they cooked or sharing their kids’ proudest moments, Seasoned Moms radiate their nurturing nature on Facebook.

56%share photos of their kids’ development

49%share health-related tips and tricks

INDAH, 32

LIFE STAGE

FAMILYTIME

INSPIRE THEM TO BE BETTER ROLE MODELS:

Seasoned Moms are focused on the well-being of their family, but that doesn’t mean they always have to put their own needs last. Remind Seasoned Moms that self-care is as important as family care, that doing something for themselves will ultimately help them be a better role model for their kids.

add their new colleagues as Facebook friends

say they are stressed or worried about their appearance

discover fashion products on Facebook

58%71%

used Facebook as a tool to help organize their wedding

search for products/services/brands on Facebook

say Facebook is where they discover useful articles for

wedding planning/relationship advice

94% 89%

join Facebook Groups to learn more from

other mothers

say Facebook helps them learn new things

go on Facebook to discover useful articles

about raising a child

90% 54%

agree that Facebook helps them find support and advice from other

mothers

say Facebook helps them maintain a social life

in general

have gone on Facebook to find education resources

for their kids

Facebook IQ Source:

“Women Moments in Life Study” by TNS (a Facebook-commissioned study of 1,200 women ages 18–45 at defined life stages who use Facebook in Indonesia), Sep 2015.

“I love to eat out and check out new restaurants. ... I go with the cafes that my friends share on social media.”

“I usually go on Facebook every 2 or 3 hours… when I got time to spare. Usually in the morning, before breakfast when I’m cooking. ... After lunch, [my daughter] has a nap and I go on my mobile to update my status.”

“My kids have to be around me to sleep comfortably. During that time, I am usually on social media from my phone.”

47%52%

“My routine is, I get up and pray and bathe. When I’m getting ready to go out usually I check Facebook, Instagram, Path, … other chat apps and WhatsApp. … At lunchtime I go on Path and Instagram. When I’m going to bed, I check them all again.”

72%

91%

58%

49%

Marking MilestonesExploring life stages of women on Facebook in Indonesia