Mobile Payment User Behaviour Analysis in Indonesia

Below is a professional analytical framework and key insights for mobile payment user behaviour in Indonesia for reference:

I. Characteristics of the market context

  1. Demographic dividend advantage:
  • More than 50% of the 270 million population is under 35, with a high proportion of digital natives
  • Smartphone penetration reaches 731 TP3T (2023), but bank account holdings are only 491 TP3T

  1. Infrastructure features:
  • Archipelago's geography creates demand for OMO (Online-Merge-Offline) payments
  • QRIS national QR code standard coverage has reached 90% merchants (2024)

II. Core user profile stratification

  1. Urban Digital Elite (Jakarta/Surabaya):
    - GoPay/Ovo high-frequency users, average 22+ transactions per month
    - Preferred Scenarios: online car rental (37%), online retail (29%), bill payment

2. Emerging middle class (second-tier cities):
- DANA/LinkAja Major Users, Monthly Live Growth at 18% YoY
- Pay-as-you-go utilisation up 42% year-on-year (Kredivo data)

3. Financial inclusion groups (rural/informal employment):
- ShopeePay leads in penetration, completes first transaction via social e-commerce as a percentage of 61%
- Cash top-ups remain the main method of deposit (781 TP3T of transactions)

III. Behavioural trend insights
1. Scenario-based penetration path:

  • "Super App+Payment" Model Dominates: Gojek/Shopee/Tokopedia Ecosystem Payment Conversion Rate Reaches 83%
  • Peak P2P transfers concentrated during Ramadan (average daily transaction volume surged by 2,401 TP3T)

2. Confidence-building mechanisms:

Analysis of mobile payment user behaviour in Indonesia (continued)

2. Trust-building mechanisms

Indonesian users' payment trust is influenced by multiple factors, mainly including:

  1. Brand endorsement and ecological dependence

    • The acceptance of payment features in local super apps (e.g. Gojek, Shopee) is higher as users have become dependent on their core services (cabs, e-commerce).
    • OVO's deep tie-up with Grab gives it an edge in the online taxi scene, while DANA reaches out to young social users through its partnership with Line.

  2. Accessibility of cash recharge and agent networks

    • Due to low bank account penetration, users of Super 70% still rely on offline agent points (Alfamart/Indomaret) for e-wallet top-ups.
    • The "cash deposit → code payment" model lowers the threshold for new users to try, but limits high-frequency, high-value transactions.

  3. Security awareness and risk control education

    • Biometric authentication usage is only 38% (lower than the Southeast Asian average), and SMS OTP is still the dominant authentication method.
    • Fraud complaints, "false customer service fraud" accounted for the highest proportion (accounting for 62%), reflecting the lack of user recognition of official communication channels.

  4. Religious and cultural influences::

  • Islamic finance compliance: E-wallets (e.g. LinkAja Syariah) that are compliant with Shariah principles are growing at a significant rate among the Muslim community (56% annually).
  • social referral effect: Transfers between friends and family were a key early adoption driver, with transactions within acquaintance networks accounting for 75% of P2P traffic.

IV. Bottlenecks to growth and direction of breakthrough

  1. Existing challenges
  • Uneven scene coverage: The QR code usage rate of small and medium-sized merchants in non-Tier 1 cities is still lower than 40%, and cash settlement inertia is stubborn.
  • Single Profit Model: In addition to transfer fees, value-added services accounted for less than 151 TP3T of revenue (vs. 351 TP3T in the Chinese market).
  • Regulatory fragmentation: Central Bank (BI) restrictions on cross-border payments and data localisation requirements drive up operating costs.

2.Suggested Strategies for Breaking the Game
① Credit system grafting::

  • We have joined hands with BNI/Mandiri and other banks to open up the credit data chain and expand the application of BNPL (pay-as-you-go) beyond the 3C category.
    ② Offline Scene Attack::
  • The combination of "motorbike rider + POS device" enables seamless digital acquiring at Warung (grocery shops).
    (iii) Gamification Operations::