Close this search box.

We are creating some awesome events for you. Kindly bear with us.

How digital tech influences Indonesian consumerism

The Indonesian consumer behaviour is being reshaped by fast-growing digital technology and connectivity, according to a recent report.

Euromonitor International, a London-based strategic market research company, released a report that breaks down the consumer trends and spending in Indonesia.

Their findings show that digital technology, connectivity and social media play an important role in how consumers make decisions.

The products and services, which Indonesian consumers spent their money on last year, were grouped into five categories: Food, beverage and tobacco; Consumer food service; Travel; Household goods; and Clothing and footwear.

Among the five, Indonesians have spent most on food, beverages and tobacco with 34%.

Notably, the research company discovered that the second and third in position, which are consumer food service and travel respectively, have posted greater growth over the last five years, as compared to others.

The company noted that the spending behaviour of Indonesians was currently shifting from product type to service type purchases.

It was observed that the increased spending on travel and consumer food services was strongly influenced by social media and the emergence of a huge number of millennials who tend to spend more on traveling.

Social media have actually influenced them on the destination of their travels. It is also important in terms of how they show off their travel experiences to their friends.

Indonesia has a demographic bonus with a high number of millennials, with roughly around 60 million people.

It contributes to the rise of spending on travel, as this segment is more interested in traveling and are more adventurous than the previous generation.

In addition, travel blogs have also inspired people to travel more. The presence of hotel and airline ticketing platforms like Traveloka has made traveling easier.

Many platforms also offer discounts that encourage people to travel.

Social media also plays a role in driving people to spend money on food services as more, especially millennials, are looking for exciting culinary experiences.

Moreover, cashless payments are one of the important developments that have helped people to spend.

This mode of payment has become more popular ever since the government kicked off its cashless society campaign last year.

Maybe cashless payments do not encourage people to spend more, but it is actually creating a unique convenience.

If cashless payments are convenient, it will influence consumers to purchase things in the long run.

According to the research company’s digital consumer data, 75% of online food service purchases have been made on smartphones.

Digital payments are expected to grow as the number of people owning smartphones is on the rise.

Meanwhile, they found out that there were three relevant megatrends that shaped Indonesian consumers’ behaviour today and they would define consumer behaviour in the future.

They are the connected consumer, premiumisation, and experience. These three were important insights for business players to formulate their business strategies to attract consumers.

Connected consumers are those who are connected to the internet and are able to access digital experiences, interactions and content.

It is estimated that 58% of households own smartphones in 2018, and this figure will grow to 78% by 2020.

Based on its global consumer trend survey on mobile phone activity in Indonesia, 84% of the people with mobile phones browse the internet while 65% visit social networking sites every day.

Furthermore, 13% use mobile phones to book or order ride-sharing services, 11% order food and drink online, and 10% buy items or services through their mobile phone every day.

Connectivity has changed almost all aspects of the consumers’ life. Hence, understanding how consumers behave in their lifestyle choices is important for successful marketing strategies.

“Premiumisation” means that, nowadays, consumers are important to premium brands. This is driven by several factors, such as the rise of a new affluent class and the surge in lifestyle spending.

It drives business players to offer better consumer services, even though they are not a branded product or service.

With the rise of a younger population with mobile connectivity, consumers are also looking for a variety of experiences. It drives many brands to offer different experiences and services to their consumers.


Qlik’s vision is a data-literate world, where everyone can use data and analytics to improve decision-making and solve their most challenging problems. A private company, Qlik offers real-time data integration and analytics solutions, powered by Qlik Cloud, to close the gaps between data, insights and action. By transforming data into Active Intelligence, businesses can drive better decisions, improve revenue and profitability, and optimize customer relationships. Qlik serves more than 38,000 active customers in over 100 countries.


CTC Global Singapore, a premier end-to-end IT solutions provider, is a fully owned subsidiary of ITOCHU Techno-Solutions Corporation (CTC) and ITOCHU Corporation.

Since 1972, CTC has established itself as one of the country’s top IT solutions providers. With 50 years of experience, headed by an experienced management team and staffed by over 200 qualified IT professionals, we support organizations with integrated IT solutions expertise in Autonomous IT, Cyber Security, Digital Transformation, Enterprise Cloud Infrastructure, Workplace Modernization and Professional Services.

Well-known for our strengths in system integration and consultation, CTC Global proves to be the preferred IT outsourcing destination for organizations all over Singapore today.


Planview has one mission: to build the future of connected work. Our solutions enable organizations to connect the business from ideas to impact, empowering companies to accelerate the achievement of what matters most. Planview’s full spectrum of Portfolio Management and Work Management solutions creates an organizational focus on the strategic outcomes that matter and empowers teams to deliver their best work, no matter how they work. The comprehensive Planview platform and enterprise success model enables customers to deliver innovative, competitive products, services, and customer experiences. Headquartered in Austin, Texas, with locations around the world, Planview has more than 1,300 employees supporting 4,500 customers and 2.6 million users worldwide. For more information, visit


SIRIM is a premier industrial research and technology organisation in Malaysia, wholly-owned by the Minister​ of Finance Incorporated. With over forty years of experience and expertise, SIRIM is mandated as the machinery for research and technology development, and the national champion of quality. SIRIM has always played a major role in the development of the country’s private sector. By tapping into our expertise and knowledge base, we focus on developing new technologies and improvements in the manufacturing, technology and services sectors. We nurture Small Medium Enterprises (SME) growth with solutions for technology penetration and upgrading, making it an ideal technology partner for SMEs.


HashiCorp provides infrastructure automation software for multi-cloud environments, enabling enterprises to unlock a common cloud operating model to provision, secure, connect, and run any application on any infrastructure. HashiCorp tools allow organizations to deliver applications faster by helping enterprises transition from manual processes and ITIL practices to self-service automation and DevOps practices. 


IBM is a leading global hybrid cloud and AI, and business services provider. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Nearly 3,000 government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and business services deliver open and flexible options to our clients. All of this is backed by IBM’s legendary commitment to trust, transparency, responsibility, inclusivity and service.