Digital Payment and

Financial Services
Usage and Behavior
in Indonesia

By
PT Kadence International
August 2021
 Demographic Profiling

TOTAL SAMPLE GENDER AGE GROUP SES

1,000 Male | 45% 25% 18% 18% 18% 20%

15% 27% 58%
Respondents
ONLINE Female | 55%
18 - 24 y.o. 25 - 29 y.o. 30 - 34 y.o. 35 - 39 y.o. 40 - 45 y.o. Upper 1 Upper 2 Middle 1

CITY MOST OFTEN USED E-WALLET

MEDAN
10%

31%
PALEMBANG 25%
10% 20% 19%

MAKASSAR 4%
JABODETABEK
10%
40% SURABAYA
BANDUNG 20%
10%

Survey Period : July 2021 2

 In average, 1 person aware
4-5 5-6 >6

By City
5-6 brands brands brands

e-wallet brands Surabaya, Jabodetabek,

Awareness Makassar
Palembang Bandung, Medan
of e-wallet
E-wallet users at least ever tried
3-4 >4

By City
E-wallet apps 3-4 brands brands

ever tried by apps Surabaya, Makassar, Jabodetabek,

users Medan, Palembang Bandung

E-wallet apps Users are actively using

All cities are

By City
actively used
2-3 actively using 2 – 3 apps
in past one month
apps in the past one month

Frequency of
e-wallet usage
44% 46% 30% 44%

By City
Jabodetabek Surabaya Medan
users use at least
4 times a week
30% 69% 42%
Bandung Makassar Palembang

3
 Awareness of e-wallet brands rose above 70%, with OVO leading across e-wallet brands with the most active users in the past month,
followed by GoPay and ShopeePay.

96% 95% 81% 93% 75%

Awareness

71% 64% 57% 46% 22%

Active User

31% 25% 20% 19% 4%

Most Often Used

TOTAL 4
Transaction types mostly used are food ordering, transportation, and online shopping. Transactions within the financial services sector
(investment and bill payments) are quietly growing.

Average
Transaction Types Online 5.2 Online 5.4 Online 4.2 Online 4.3 Online 6.1

Done in Past 3
Months Offline 2.6 Offline 2.4 Offline 2.1 Offline 2.4 Offline 2.6

81% 75% 84% 78% 87%

Online Food Order Food Order Online Shopping Mobile Phone Top Up Mobile Phone Top Up

Transaction 76% 74% 80% 56% 78%

Mobile Phone Top Up Mobile Phone Top Up Mobile Phone Top Up
Done in Bills Food Order
72% 65% 68% 53%
Past 3 Months Online Shopping
69%
Transportation Food Order Online Shopping Online Shopping
65% 56% 67% 45% 63%
Transportation Bills Bills Investment Bills

77% 68% 77% 70% 75%

Offline Minimarket Minimarket Minimarket Minimarket Minimarket
Transaction 67% 62% 61% 60% 72%
Done in F&B Merchant / Retail F&B Merchant / Retail F&B Merchant / Retail F&B Merchant / Retail F&B Merchant / Retail
Past 3 Months 38% 35% 33% 36% 25%
Warung / Street Food Warung / Street Food Warung / Street Food Warung / Street Food Warung / Street Food

5
Reasons stated by users of e-wallets include many online and offline merchants accept e-wallets, the number of promotions offered, ease of
use of the app, and guarantee of safety and confidentiality.

Reason to use
E-Wallet from Each Users
Can be used in many applications or online merchants 71% 62% 59% 64% 54%

Can make balance transfers to bank accounts 67% 68% 51% 64% 73%

Have lots of promos or cashback 62% 67% 78% 49% 46%

Easy to use the app 66% 58% 66% 55% 79%

Convenience in transactions 64% 69% 60% 56% 71%

Low top up fees 42% 53% 63% 51% 62%

Used by many physical shops and merchants 62% 51% 47% 30% 65%

6
OVO is the most used e-wallet by total volume, however this varies by city. In Jabodetabek, e-wallet used is evenly spread across the top three e-wallet brands. In
Palembang, the top 2 brands are OVO and GoPay. In Bandung, Surabaya and Makassar, OVO and DANA are the leading e-wallet brands.

MOST USED E-WALLET USAGE ACROSS CITIES

31% 26% 31% 30%

33%
49% 45%
Description :
14% 16% 15%
29%
OVO 25%
3%
GoPay 17%
23% 19% 32%
Shopeepay 20% 25%
DANA 50% 11%
27% 6%
LinkAja 19% 27% 10%
15% 8%
Others 2%3% 6% 9% 7%
4% 1% 3% 3% 1% 1% 2% 2%
Total Jabodetabek Bandung Surabaya Makassar Medan Palembang

7
The most common form of online transaction using an e-wallet is mobile phone top up. Both Jabodetabek and Bandung have widely used and varied transaction
types. Food and transportation are more commonly used in Medan and Palembang when compared to other cities. Makassar and Surabaya users strongly favor
mobile top up versus other transaction types.

ONLINE TRANSACTIONS ACROSS CITIES

83% 85% 86% 85%

78% 80% 79%
76% 75% 74%
73% 73%
68% 70% 70%
66% 66% 64% 65% 67% 67%
64% 62% 64%
61% 60% 60%

47% 45%
40% 41% 43% 41%
37%
33%

Total Jabodetabek Bandung Surabaya Makassar Medan Palembang

MOBILE PHONE TOP UP FOOD ORDER ONLINE SHOPPING BILLS TRANSPORTATION

8
 E-WALLET BRAND PERCEPTION FROM THE MARKET

OVO & GoPay have a similar perception, but

OVO looks superior in almost all aspects

Shopee has the

highest perception for
promotions

DANA is included as the top

3 e-wallet for financial
product needs.

Safe payment mode Trusted brand Easy to use to pay Can be used in many Error/problem-free Attractive Make my life easier/ Brand with good Easy to purchase Brand that drives Preferred brand for
places payment promotions simpler reputation that financial services financial inclusivity all financial services,
people talks products and opportunity to including Investasi,
positively about better financial insurance and
access for Indonesia lending

9
Thank You
PT Kadence International, Satrio Tower Building, 19th Floor,
Jl. Prof. DR. Satrio Blok C4 No.5, Kuningan Timur, Setiabudi,
Jakarta Selatan 12950, Indonesia
Phone : 021-2788 3500, / Fax : 021-2788 3501 / Web:
http://www.kadence.com