Eureka Moments on Indonesian Digital Behaviour

Do you ever wonder what the average Indonesian is doing on their smartphone all day? Which Apps are they really using and how often? Is Dana the most popular eWallet or is OVO the king of the micropayment? Are Manado residents more likely to use Maxim than Gojek? It’s hard to find reliable data that measures the same people every day over long time periods and which allows you to analyse data from city to city and within demographic or behaviour groups, but now you can!

Eureka’sOMNI market intelligence product uses a continuous sample of around 50 million Indonesian smartphone users to measure what Indonesians are really doing on their phones, and we use this data to create Eureka Moments for you!

Using our patented AI machine learning platform, DS2, we are able to decipher the behaviour of the whole Indonesian population in every digital category in every Kabupaten. With such a large sample representative of the population, we can accurately measure the penetration and frequency of usage of apps. So let’s start with the basics, by answering a simple question.

How many Indonesians access which major categories at least once each month?

E-Commerce apps have the highest proportion of Indonesians (44%) accessing them of any category. However, this is still very low compared to the same measure in Thailand for example (65%), and means there is still growth to be found for Tokopedia, Shopee, Lazada, and Bukalapak.

Entertainment comes next – with Gaming and Video Streaming(excluding YouTube) on mobile phones reaching around 1 in 5 of all smartphone users each month. Around the same proportion of Indonesians, 18% also use the On-Demand services of Food Delivery and Transport giants of Grab and Gojek. The penetration of Digital Payments/eWallets used often to pay for these services is the same at 18% showing the high correlation between the adoption of online demand products and their associated payment methods.

Whilst the penetration of e-wallets is at 18%, digital banking and lending is lagging behind at only 4% of the population, showing significant growth potential for financial savings and lending products on the back of digital payments.

Whilst people have adopted digital services, how often do they use them? Again our large continuous panel allows us to see accurate, actual usage.

So which categories have the heaviest users?

A huge 74% of all eCommerce users visit an online store close to once a week, compared to 44% of Food Delivery & transport users. Streaming video usage also has room for growth with 37% of people watching more than once per week. What this means is there is still significant room for growth in usage for most categories as consumers mature.

Looking at how often users make transactions tells us even more – but that’s for another blog.

We will be regularly posting insights on the macro digital behaviour of Indonesian consumers over the coming weeks and sharing category specific insights regularly, including:

• How does penetration and frequency of usage differ by city or Kabupaten?
• How do the famous “Singles Days” impact the buying habits of our eCommerce shoppers?
• Has the much-touted reduction in discounts for Shopee in the second half of 2022 impacted their share of transactions?
• World Cup 22 has been a big hit for Vidio in the streaming category, but how has it impacted Netflix and Disney?
• Which eWallet is used most often? In which cities?
• Where is Maxim the number one Ride Hailing provider?
• How many Indonesians use more than one Super App in their daily lives?

Create a free trial account for more Eureka Insights and Moments here at www.eureka.ai. If you are looking for category-specific insights about your customers and their use of your competitor’s services, reach out to us today info@eureka.ai