Survey: 72 Percent of Indonesian People Prefer Shopping from Mobile Phones, TikTok Becomes Top Social Media for Finding Reviews

Dream - Indonesia is one of the countries with the highest population of internet users in the world. Data from the Indonesian Internet Service Providers Association (APJII) shows that the number of internet users in Indonesia reached 210 million people in 2022, an increase of about 35 million users from the previous year. 

The Ministry of Communication and Information Technology recorded that around 89 percent of the Indonesian population has used smartphones to support daily activities. 

This has also driven a shift in the behavior of Indonesian people in consuming information, entertainment, and conducting transactions, resulting in a new trend known as omnichannel or the strategy of integrating multiple sales channels.

Market research company Populix has released a report entitled "Omnichannel Digital Consumption Report 2023" which reveals the behavior of Indonesian people in using smartphones, laptops, and the internet as a reference for brands to win the market in the current digital era. 

72 Percent of Indonesian People Shop Through Smartphones

Based on the report, it was found that 89 percent of the population is currently connected to the internet, and the majority of them are connected through smartphones. 

The report also shows that 72 percent of Indonesian people use the internet for shopping, especially through smartphones. 

"Therefore, amidst the rapid penetration of the internet and digital acceleration, businesses need to continue to adapt to how consumers access information and conduct transactions in line with the shifting market trends that have emerged thanks to the adoption of the internet and digital devices today," said Co-Founder and CEO of Populix, Dr. Timothy Astandu, in a press release.

However, Transactions Using Laptops Are Higher

The online behavior of Indonesian people on smartphones vs. laptops/computers based on a survey conducted on 1,772 men and women aged 17-55 years old, it was found that smartphone users mostly use mobile applications to meet their commercial needs and transactions.

Meanwhile, laptops or computers are more commonly used to support daily productivity, such as work or study. 

Interestingly, although the frequency of people using laptops or computers for transactions is lower, in terms of transaction amounts, people who use laptops or computers tend to spend more compared to using smartphones.

TikTok Becomes Top Social Media for Finding Reviews

With the current development of the internet, people are also becoming more active in seeking information before purchasing a product. This can be seen from 59 percent of people who actively search for product reviews, especially through smartphones. 

TikTok is the most widely used application by people in finding product reviews through smartphones, while search engines are the choice of people using laptops or computers. The three most sought-after information about product reviews by people include product information, testimonials from other buyers, and prices.