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digital consumers show positive growth trends

3 minute read | March 2020
  • Youtube is the most widely used platform for watching online TV shows or movies
  • 72% of the online shoppers bought fashion category
  • E-Wallet becomes new  payment option for consumers

Jakarta, 19 March 2020 – As much as 98% of netizens use smartphone devices to access the internet in the past 2 years, according to the findings of the Nielsen Digital Consumer 2019 released today by Nielsen Media (Indonesia). Followed by laptops that are accessed by 65% of netizens and 55% of netizens use a Desktop PC. But netizens who access via smart tv showed a significant increase (17%) in 2019 compared to 2017 (7%). Netizens in Indonesia use most of their time online to access social media.

Online shopping activities reach the peak during working hours (around 09.00-15.00) each day. From Nielsen Digital Consumer 2019, in the last 1 month 67% of online shoppers could spend IDR 50,000 – IDR 500,000 to shop online. The most purchased categories were fashion (72%), followed by food and beverage (42%), gadgets / electronics (41%), then daily needs and cosmetics / facial care at 40% each.

Looking deeper into consumer shopping trends, payment methods also now transform into digital payment as known by e-wallet. Among 56% of netizens nowadays use digital payment methods (e-wallet) almost every day. Most of them, with 81% of netizens use e-wallet to pay for their food and beverages. Followed by 72% of netizens use it for their transportation transactions and about 41% netizens pay bills (credit cards, electricity, water, etc.) with e-wallet. E-wallet applications used also vary with OVO being most dominant at 80% users.

For video viewing purposes, apart from Youtube there are many other platforms or sites whether with a free or subscription model. However, Youtube is still the most used platform by netizen (68%) to watch TV shows or movie content.

In terms of listening to music on internet, music sharing platforms and premium music applications are still loved by netizens. 67% of netizen listen to music or radio via sharing platforms such as Youtube or Dailymotion and 57% of them choose freemium music applications such as Spotify, Joox, Apple Music etc.

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Digital Consumer Survey 2019 is a study conducted using online survey among frequent online user (who access internet past 1 month) in 9 cities (Greater Jakarta, Greater Bandung, Greater Surabaya, Greater Semarang, Greater Yogyakarta, Greater Denpasar, Medan, Makassar, Palembang).

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit


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