Many Indonesians access the internet regularly through their mobile devices. An estimated 33 percent of the population accessed the internet from their mobile phone. This figure is forecast to jump to at least 36 percent by 2023. On an average Indonesian internet user were consuming about 4.2 gigabyte of data every quarter. Considering the relatively low price per gigagabyte, an internet pre-paid subscription can be afforded by the majority of the population. With the increasing demand of online video and social media content, mobile data usage is expected to further grow over the next few years.
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 2020, 59 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. The most popular social network in Indonesia is YouTube with a penetration rate of 88 percent as of the third quarter of 2019. That year, nearly 25 percent of the population in Indonesia were expected to use Facebook. By 2023, Facebook penetration rate in Indonesia is forecasted to reach 29 percent.
In regards to digital buying, the Indonesian market shows optimistic projections. In 2024, e-commerce sales are set to surpass 50 billion U.S. dollars in revenues, up from 20.3 billion U.S. dollars in 2019. The number of digital buyers in the country, people that are expected to buy goods and services online, is projected to reach almost 190 million people by 2024.