Unlike Japan, where over 90% of households own mobile devices, not everyone in Indonesia possesses a smartphone or mobile phone.

However, the ownership rate of mobile phones in Indonesia is rapidly increasing. People are now using mobile phones for a wide range of purposes beyond calls and text messages, including social media, gaming, and electronic payments.

In this article, we have investigated the app usage trends that serve as a useful reference for understanding how Indonesians use mobile phones and the internet. At the end of the article, we also introduce some of the most popular apps in Indonesia, so please read through to the end.

Mobile Phone Situation in Indonesia

To begin with, we will introduce the ownership rate of mobile phones among Indonesians and the penetration rates of iPhone and Android, which are important for understanding the app landscape in Indonesia.

Mobile Phone Ownership Rate in Indonesia

According to a survey conducted by the Indonesian Central Bureau of Statistics, as of 2021, the mobile phone ownership rate—including smartphones—among Indonesians was 65.9%. However, there are significant regional differences in Indonesia. In the capital city Jakarta, the rate was 81.8%, far exceeding the national average.

On the other hand, in Nusa Tenggara Timur, a province located near the easternmost part of Indonesia and far from the densely populated island of Java, the ownership rate was 51.9%. Even within Nusa Tenggara Timur, the rate was 73.6% in urban areas and 44.7% in rural areas—a striking gap of nearly 30%.

Reference: BADAN PUSAT STATISTIK “Persentase Penduduk yang Memiliki/Menguasai Telepon Seluler Menurut Provinsi dan Klasifikasi Daerah 2019-2021”

Android is More Popular Than iPhone in Indonesia

In Indonesia, Android is more widely owned than iPhone. As of April 2023, 86.8% of smartphone users owned an Android device. One of the reasons for Android’s popularity is its more affordable pricing compared to iPhones.

Chinese and Korean electronics manufacturers such as Oppo, Vivo, and Samsung have been releasing affordable Android smartphones in Indonesia, with prices ranging from IDR 1,000,000 to IDR 3,000,000 (approximately USD 63.80 to USD 191.40)*.

As previously mentioned, there is a significant economic disparity in Indonesia, and not everyone can afford a smartphone. In regions with low wage levels, such as rural areas, many people cannot afford to buy a smartphone.

For this reason, many people choose Android smartphones, which are available at a lower cost rather than the expensive iPhones.

Reference: statista “Market share of mobile operating systems in Indonesia from January 2018 to April 2023”

Exchange rate used: 1 IDR = 0.0000638 USD

Indonesia’s Super App: “Gojek”

“Gojek” is one of the most widely used apps in Indonesia. Known as a “super app” that can fulfill various needs within a single platform, it offers services such as car and motorcycle ride-hailing, food delivery, personal shopping, and payments for electricity and mobile phones.

It also features “GoPay,” Indonesia’s top electronic money service, which can be used for transactions within the Gojek app. GoPay can be topped up not only through internet or mobile banking but also via convenience stores and directly from car or motorcycle taxi drivers.

Since 2015, Gojek has been downloaded over 190 million times. Given that smartphone ownership in Indonesia stands at 65.9% (approximately 180 million people), Gojek can be considered the most widely adopted domestic app in the country.

Reference: Gojek

Why Gojek Succeeded in Indonesia

1. The Convenience of Gojek

The main appeal of the Gojek app lies in its convenience—it satisfies a wide range of needs like ride-hailing and shopping all within a single app.

While numerous specialized apps have recently been released for ride-hailing, food delivery, personal shopping, and utility bill payments, there may be better options for each individual service.

However, as mentioned earlier, many Indonesians use affordable smartphones with limited specifications and storage capacity, meaning they can only install a limited number of apps. Therefore, multifunctional apps like Gojek are highly valued and less likely to be replaced.

2. Ease of Use of GoPay

Many people in Indonesia do not have bank accounts, which means they also cannot obtain credit cards. In fact, the credit card penetration rate in Indonesia is only around 5% and has seen little growth in recent years.

Unlike credit cards, the electronic money service GoPay, available within Gojek, does not require a bank account. As such, it is often the first choice for cashless payments among those without bank accounts or credit cards.

Today, Gojek is used in various settings, both online and offline. Additionally, using GoPay for payments within the Gojek app often comes with perks such as discounts, making it a cost-effective choice for users.

Other Cashless Payment Apps in Indonesia

While GoPay, the electronic money service by Gojek, is the most popular in Indonesia, many other electronic money services have also emerged, intensifying competition in the Indonesian digital payment market.

For reference, below are some of the popular e-wallets in Indonesia:

• GoPay
• DANA
• OVO
• Shopee Pay
• LinkAja

For example, DANA, which is considered the second most used e-wallet after GoPay, is operated by a company affiliated with Alibaba Group, the largest e-commerce enterprise in China. In 2020, DANA garnered significant attention by merging with the operator of OVO in an effort to compete with GoPay’s dominance.

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Online Shopping Apps in Indonesia

In addition to cashless payments, the e-commerce (EC) market in Indonesia is also experiencing growth. One of the factors contributing to this growth is the COVID-19 pandemic that began in 2020. Due to government policies restricting outdoor activities, people spent more time at home, which led to an increase in online transactions.

Among various EC platforms, Tokopedia and Shopee are especially popular. While these platforms can be accessed without downloading the app, many users choose to download them to take advantage of app-exclusive campaigns and promotions.

The two fields introduced here—electronic money and e-commerce—are currently expanding, and it is likely that many more apps will emerge in these sectors in the near future.

Popular Apps Among Indonesians

Finally, we will introduce some of the most popular apps among Indonesians. Since Android has a higher penetration rate in Indonesia, this section primarily focuses on apps available on Google Play, but we will also present popular iPhone apps from the Apple Store at the end.

The rankings are based on research conducted by Similarweb, a global website analytics platform, as of August 2023. Below is a list of the top-ranked apps in the app stores at that time.

Reference: Similarweb “Top Apps Ranking”

1st: GoTube

With over 10 million downloads, GoTube is an app that allows users to create playlists, stream trending videos, and enjoy music.

It is used not only in Indonesia but also in many other countries, and is highly rated for its ability to let users watch videos in a pop-up screen while casually enjoying music.

2nd: WhatsApp Messenger

While LINE is a widely used messenger app in Japan, WhatsApp Messenger is the mainstream messaging app in Indonesia.

Its functions are nearly identical to LINE, including messaging, calls, voice messages, and the sharing of images and videos. In Indonesia, WhatsApp has approximately 112 million users, making it the third-largest user base globally after India and Brazil.

WhatsApp Business, a free version tailored for business use, is also popular. It allows users to create product catalogs and use automated response features, making it more convenient for business applications.

Reference: databoks “Indonesia Among the Top 3 Countries with the Most WhatsApp Users in the World in 2022”

3rd: DANA Indonesia Digital Wallet

DANA Indonesia Digital Wallet is one of the country’s popular e-wallet apps, ranking second in usage behind GoPay, as mentioned earlier. It supports a wide range of payment situations, including barcode payments at restaurants and shopping malls, e-commerce transactions, and money transfers.

As digital wallets like GoPay become more common in Indonesia, DANA is also gaining popularity. Recently, even street vendors and small eateries have started accepting electronic payments, and the use of cashless payment systems is expected to increase further.

4th: CapCut – Video Editor

CapCut – Video Editor is a popular video editing app in Indonesia. With just a smartphone, users can cut video clips, insert background music, add text, filters, and effects—all without complicated operations, making it accessible to a wide range of users.

As previously mentioned, TikTok is one of the most popular apps among Indonesians, but beyond TikTok, Indonesians are generally known for their strong affinity for social media. Therefore, many people may use apps like CapCut to enhance their videos before uploading them to social media platforms.

5th: Gopay

This is the standalone app for Gopay, Gojek’s electronic money service, which was introduced earlier. While Gopay can be used as a function within the Gojek app, a separate Gopay app was launched in 2023.

6th: Shopee

Shopee is an e-commerce platform based in Singapore and is widely used across Southeast Asia. Although it can be accessed via the web, the app offers exclusive campaigns such as free shipping and discounts, which attract many users to download and use it.

While Tokopedia is another major e-commerce platform in Indonesia, Shopee stands out for its wide range of product categories, including healthcare items, electronics, apparel, home appliances, and baby goods—making it particularly popular among women.

Similar to Gojek, Shopee has its own e-wallet service called ShopeePay. In addition to ShopeePay, other payment options include bank transfers, credit cards, and cash on delivery. Because becoming a seller on the platform is relatively easy, many users also use the app to sell second-hand items.

7th: TikTok

TikTok is a globally popular app, and Indonesia is known as one of the countries with the highest number of TikTok users. The number of active users exceeds 99 million, making Indonesia the second-largest user base in the world after the United States.

In recent years, short videos have been gaining popularity in Indonesia. Increasingly, people are not only using TikTok for entertainment but also as a tool for gathering information.

Reference: statista “Countries with the largest TikTok audience as of July 2023”

Popular Apps on Apple Store (iPhone)

So far, we have introduced popular apps on Google Play in Indonesia. Now, let’s look at the app store rankings for the Apple Store (iPhone).

• Metal Slug: Awakening
• CapCut – Video Editor
• DANA Indonesia Digital Wallet
• TikTok
• YouTube
• WhatsApp Messenger
• Instagram
• Google Maps
• Shopee
• Battle of Racing – Car Clash

Overall, the rankings are similar to those on Google Play, but the presence of two game apps stands out. As the mobile gaming market in Indonesia continues to expand, it is highly likely that more people will start downloading mobile gaming apps.

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C2 (Participation in business meetings and purchasing goods): $230
C19 (After-sales service) / C20(Installation and repair of machinery): $300
D2 (Participation in business meetings and purchasing goods (1-year validity)): $380
E23/E24/E25 (Work VISA): $1,500

Smartphone Apps That Make Life More Convenient

With the spread of cashless payments and the growth of the e-commerce market, various business opportunities are emerging in Indonesia as society continues to evolve. In response to these changes, numerous apps originating from Indonesia are also being developed.

Among them, the super app Gojek stands out as a representative example that has significantly transformed the daily lives of Indonesians. With just one app, users can handle transportation, shopping, and payments, making everyday life more efficient for many people.

As services that make life more convenient for Indonesians, these apps represent potential business opportunities worth exploring. Companies considering expanding their business into Indonesia may find this article a helpful reference.