Trends in Netizen Smartphone Usage +62, Most Searched Content and Most Frequently Used Applications

Dream - The Ministry of Communication and Information Technology (Kemenkominfo) noted that around 89 percent of the Indonesian population have used smartphones to support their daily activities. With hundreds of millions of users, what content do the +62 citizens usually consume?

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

The soaring use of smartphones in the country has also contributed to a shift in Indonesian society's behavior in consuming information, entertainment, and conducting transactions. 

A survey conducted by market research company Populix titled the “Omnichannel Digital Consumption Report 2023” revealed that 89 percent of Indonesians are currently connected to the internet, and most of them are connected through smartphones. 

This survey was conducted online through the Populix application, with a total of 1,772 male and female respondents aged 17-55 years in Indonesia. 

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

Most Searched Content on Social Media

Every day, mobile phone users spend an average of about 8 hours using their devices, and they use them more intensively after work hours from 6:00 PM to 9:00 PM.

The most searched entertainment content is music and movies, while the content commonly searched by people on social media are:

1. Entertaining photos or videos (76 percent)

2. Product reviews (67 percent)

3. Culinary information (63 percent)

4. Viral news (62 percent)

5. Shopping on social media (50 percent)

6. Fashion inspiration (49 percent)

7. Skincare inspiration (49 percent) 

Most Accessed Applications

Furthermore, 84 percent of mobile phone activities of the Indonesian population are connected to the internet, including:

Chatting (86 percent), browsing (82 percent), online shopping (80 percent), taking photos or videos (79 percent), listening to music (78 percent), checking email (77 percent), conducting financial transactions (75 percent), watching (74%).

Then ordering food online (68 percent), playing games (65 percent), working or studying (63 percent), and searching for product reviews (63 percent).

Therefore, the most accessed applications by the public are social media applications (89 percent), chatting (75 percent), entertainment (music, videos, and movies at 60 percent), e-commerce (59 percent), e-wallets (59 percent), email (54 percent), banking (52 percent), gaming (41 percent), and online transportation (33 percent).

Most Used Mobile Phone Brands

In addition, 70 percent of Indonesians surveyed have one mobile phone to support their daily activities, and even 28 percent of the population say they have two phones. The most widely used brands are Samsung (29 percent), Xiaomi (21 percent), iPhone (18 percent), Oppo (14 percent), and Vivo (9 percent).

For internet and cellular data connections, 48 percent of the population use Telkomsel as their mobile operator, followed by Indosat (26 percent) and XL Axiata (14 percent).

The majority (86 percent) of the population use prepaid subscription systems with an average monthly budget of around Rp100,000, while 14 percent of the population using postpaid systems tend to spend a larger budget, around Rp150,000 per month.