OVO dominates Indonesia as digital payment platforms

It also leads in both brand awareness, usage, and active users.

Indonesian payments, rewards and financial services platform, OVO, has dominated both brand awareness and active usage in Indonesia, according to a survey conducted by Kadence.

Brand awareness was highest for OVO with 96% of the Kadence survey respondents mentioning that they are familiar with OVO, followed by 95% for GoPay, 93% for DANA, and 81% for ShopeePay.

Meanwhile, active usage was highest for OVO with 71% with GoPay second at 64%. ShopeePay trumped DANA in terms of active users, with 57% of users stating they had actively used ShopeePay compared to 46% for DANA, despite brand awareness being greater for the latter.

OVO also led in online and offline transactions generally, which may be attributed to its open ecosystem strategy and positioning as a universal digital payment platform. Reasons for choosing OVO included ease of use of the application, perceived security and confidentiality, and being highly recommended by many people, as well as the ability to earn loyalty points.

OVO led in both online food orders as well as traditional food stall purchases (offline transaction) with 81% of OVO respondents ordering online food online and 38% of OVO users using OVO to make traditional food stall purchases.

GoPay was a tight second for online food orders with 75% of its respondents using the platform for online food orders, whilst for traditional food stall purchases, DANA users showed the second-highest level of activity with 36% of DANA respondents saying that they had used the platform to make purchases at traditional food stalls.

However, ShopeePay was favoured by respondents for e-commerce transactions, citing low top-up costs and numerous attractive promotions related to daily necessities such as household appliances, personal necessities, health care products, and electronic goods available for purchase on the Shopee e-commerce platform, which is the parent company for ShopeePay.

In terms of users, compared to other digital payments, OVO was the choice for users of productive age (25-45 years) of all genders with an almost equal composition, namely 51% male and 49% female. DANA users also showed balanced composition with a ratio of 55% male and 45% female. Meanwhile, GoPay and ShopeePay were preferred by respondents in the 18-24 year age group. GoPay users were dominated by men, while ShopeePay users were dominated by women.

Additionally, the survey also found out that more Indonesians are using digital payments. 44% of the respondents used these platforms to make online digital payments at least four times a week to carry out five types of online transactions (telephone credit, food order, online shopping, bills payment and transportation), as well as making offline transactions at 1-2 merchants each week.

“It is apparent that digital payment has accelerated in Indonesia in line with the growing digital economy, and that consumers in major urban cities are becoming increasingly digital-savvy,” Sebastian Mulia, Kadence Quantitative Director said.