Fighting Misinformation: A Critical Look at Disinformation in Indonesia
London: BBC Media Action (2025), 10 pp.
"The research reveals that while digital platforms dominate Indonesia’s information environment, TV remains highly popular and more trusted than social media or the internet as a source of information. Trust in international media is notably low, while trust is higher in local outlets. Audience segmentation further revealed vulnerabilities, with key factors including low concern about mis- and disinformation, a tendency to believe in conspiracies, limited digital literacy, and a low likelihood of verifying information before sharing. These valuable insights can be used to target different segments of the Indonesian audience with contents that will bolster their resilience to information disorder, as well as to inform media and educational interventions to improve digital and media literacy. The 'diligent checkers' can serve as influential figures and role models for others. Meanwhile, approximately 68% of the population falls into vulnerable categories that should be the primary focus of intervention efforts. These groups include 'undiscerning sharers', 'engaged sharers', 'disconnected observers', and 'persuadables'. Although the undiscerning sharers, engaged sharers, and persuadable segments are considered vulnerable, they tend to possess strong digital literacy skills. Therefore, improving access to fact-checking tools and debunking resources is a key component of necessary interventions for them. For broader vulnerable groups, a comprehensive and systemic approach is essential to strengthen societal resilience. This can be achieved through enhanced digital and media literacy initiatives aimed at empowering people to develop critical thinking abilities and to spot mis- and disinformation." (Implications, page 9)
"The media landscape in Indonesia is dominated by television and digital platforms, reflecting the shifting digital behaviours of the population. Approximately 56% of Indonesians watch television, with women especially likely to do so (61%), and 69% engage with social media daily – particularly popular with women (74%). When asked about which news topics they are interested in, 58% expressed interest in political news, with a stronger preference for domestic over international issues. Among social media platforms, TikTok is now the most frequently visited (55%), followed by YouTube (52%), Facebook (42%), and Instagram (40%). The user base of TikTok spans across regions and is predominantly urban (58%) and female (64%). Similarly, Facebook is dominated by urban audiences (45%) and women (44%). Snack Video, a new alternative to TikTok, is particularly popular with those living in Papua and those in the upper-middle socio-economic segment. Instagram is mainly used by the younger generation, 16-34 year olds (67%). YouTube is particularly popular in Bali Nusra, Papua and the highest socio-economic group." (Pages 3-4)
"Audience Segmentation: Profile
Undiscerning Sharer (16%): 'I share quickly, I don’t see the need to check.' This group prioritises sharing information quickly over verifying its accuracy. While they are moderately concerned about misinformation, they are confident in their ability to spot it and show little interest in learning how to handle it. They are one of the least educated groups and more likely to live in Java and Sumatra than the smaller islands.
Engaged sharer (12%): 'I use social media a lot and I share things quickly. I believe a lot of what I see and am confident that I know what is accurate.' This group is highly digitally literate, engaging actively with content on social media. They are somewhat open to conspiracy theories, not very concerned about mis- and disinformation and prioritise speed over accuracy when sharing information. As one of the more educated groups, they typically over-index among the higher SEG. They are somewhat more urban, with a higher-than-average proportion hailing from Sumatra and Kalimantan, otherwise they are evenly split by gender and age.
Disconnected Observers (14%): 'I don’t spend much time online, I am wary of content online, I don’t share things and don’t trust myself to know what is accurate or not.' This group is the least active online, with low digital skills and limited access to internet and social media. They are somewhat concerned about misinformation and value checking for accuracy but lack confidence in identifying false information and aren’t interested in learning how to handle it. This group watch TV a lot, with two-thirds watching it on a daily basis. They are more likely to be older, male, many living in rural areas of Java, with lower education, and greater financial vulnerability.
Persuadables (26%): 'I think people need to check information for accuracy, but I feel that I can make up my mind.' Although the most conspiracy-minded, this group is highly concerned about the risks of disinformation and values accuracy over speed when sharing information. However, they are not very interested in learning how to spot misinformation, as they feel confident in their ability to recognise it. They have strong digital skills and engage with content on social media at average levels. They are slightly younger, marginally more urban, and notably more highly educated.
Bystanders (14%): 'I am not concerned with mis and disinformation; I am not confident about checking data.' This group shows the least concern about misinformation, has little interest in leaming how to address it, and do not hold any strong feelings about the importance of checking the accuracy of information rather than sharing it quickly. They have average digital skills and social media engagement. Their demographic make-up matches most closely with a nationally representative profile. One of their notable characteristics is that they have less faith in Indonesian media, experts and politicians.
Diligent Checkers (19%): 'I think it is important to check things for accuracy.' This group is least likely to believe in conspiracy theories and prioritises accuracy over speed when sharing information. They are concerned about misinformation but confident in their own ability to spot it, showing limited interest in learning more about it. They have average digital skills and are moderately active on social media. This group are typically more urban, more commonly from Java and better educated. This group are also more likely to trust experts, as well as Indonesian media and bloggers." (Page 8)
"Audience Segmentation: Profile
Undiscerning Sharer (16%): 'I share quickly, I don’t see the need to check.' This group prioritises sharing information quickly over verifying its accuracy. While they are moderately concerned about misinformation, they are confident in their ability to spot it and show little interest in learning how to handle it. They are one of the least educated groups and more likely to live in Java and Sumatra than the smaller islands.
Engaged sharer (12%): 'I use social media a lot and I share things quickly. I believe a lot of what I see and am confident that I know what is accurate.' This group is highly digitally literate, engaging actively with content on social media. They are somewhat open to conspiracy theories, not very concerned about mis- and disinformation and prioritise speed over accuracy when sharing information. As one of the more educated groups, they typically over-index among the higher SEG. They are somewhat more urban, with a higher-than-average proportion hailing from Sumatra and Kalimantan, otherwise they are evenly split by gender and age.
Disconnected Observers (14%): 'I don’t spend much time online, I am wary of content online, I don’t share things and don’t trust myself to know what is accurate or not.' This group is the least active online, with low digital skills and limited access to internet and social media. They are somewhat concerned about misinformation and value checking for accuracy but lack confidence in identifying false information and aren’t interested in learning how to handle it. This group watch TV a lot, with two-thirds watching it on a daily basis. They are more likely to be older, male, many living in rural areas of Java, with lower education, and greater financial vulnerability.
Persuadables (26%): 'I think people need to check information for accuracy, but I feel that I can make up my mind.' Although the most conspiracy-minded, this group is highly concerned about the risks of disinformation and values accuracy over speed when sharing information. However, they are not very interested in learning how to spot misinformation, as they feel confident in their ability to recognise it. They have strong digital skills and engage with content on social media at average levels. They are slightly younger, marginally more urban, and notably more highly educated.
Bystanders (14%): 'I am not concerned with mis and disinformation; I am not confident about checking data.' This group shows the least concern about misinformation, has little interest in leaming how to address it, and do not hold any strong feelings about the importance of checking the accuracy of information rather than sharing it quickly. They have average digital skills and social media engagement. Their demographic make-up matches most closely with a nationally representative profile. One of their notable characteristics is that they have less faith in Indonesian media, experts and politicians.
Diligent Checkers (19%): 'I think it is important to check things for accuracy.' This group is least likely to believe in conspiracy theories and prioritises accuracy over speed when sharing information. They are concerned about misinformation but confident in their own ability to spot it, showing limited interest in learning more about it. They have average digital skills and are moderately active on social media. This group are typically more urban, more commonly from Java and better educated. This group are also more likely to trust experts, as well as Indonesian media and bloggers." (Page 8)
