Many Indonesians access the internet regularly through their mobile devices. As of 2016, an estimated 26.5 percent of the population accessed the internet from their mobile phone. This figure is forecast to jump to almost 40 percent by 2021. Indonesia is a leader in the region in terms of mobile web usage. Excluding apps, Indonesians spent, on average, 66 minutes on the internet via their smartphones on a daily basis. It was found that smartphone users in Indonesia spent an average of 69 minutes every day on mobile apps. Only Filipinos have a higher daily average of mobile app usage in the region. The most popular Android app in Indonesia is BBM with a 90 percent reach, followed by Google Play and Google Search.
While there is a large base of active social media users in Indonesia – the country ranks third in number of social media users in Asia Pacific – social media penetration in the country is below the region’s average. As of 2016, 34 percent of the population in Indonesia was monthly active social media users, logging on to social media services at least once a month. However, social network user penetration in the country is projected to increase in the coming years, with forecasts to amount to about 43.6 percent by 2021. The most popular social network in Indonesia is Facebook with a daily reach of 77.6 percent as of 2016. That year, nearly 30 percent of the population in Indonesia used Facebook. By 2021, Facebook penetration rate in Indonesia is forecast to reach 40.6 percent. Instagram ranked second in daily reach in 2016.
In regards to digital buying, the Indonesian market shows optimistic projections. In 2021, e-commerce sales are set to surpass 14.47 billion U.S. dollars in revenues, up from 5.65 billion U.S. dollars in 2016. The number of digital buyers in the country, people that are expected to buy goods and services online, is projected to nearly double between 2015 and 2021.