indonesia | MMA

Indonesia’s Mobile Only Population and Mobile Consumer Behaviour

comScore recently announced the launch of MMX Multi-Platform, along with major upgrades to Mobile Metrix in Indonesia, with the introduction mobile consumer panel data. An analysis of the multi-platform and mobile data revealed some key findings:

  • Indonesia has a large ‘mobile only’ population, and mobile devices account for 91% of all digital minutes.
  • The mobile only trend is more pronounced among younger demographics, but two thirds of users aged 35+ use only smartphone and tablet devices to access digital content.
  • Large international mobile properties, driven especially by communication apps (including email and messaging), lead mobile time.
  • Mobile app engagement does not correlate with reach, so a detailed understanding of the app landscape is required.

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53% of mobile web users in key emerging markets have used a mobile for finance activities

In emerging markets, formal banking only reaches a small percent of the population, compared with high penetration rate for mobile phones.  Low access to financial services and the fact that people in these markets tend to trust mobile brands more than banks, encourages them to use their device to carry out financial activities.


Mobile phones offer numerous benefits in emerging markets; they ensure the safety and security of money, make payments more convenient and promote M-Commerce opportunities for local entrepreneurs.  They also present opportunities for western companies looking to move into these markets, as well as learning’s for those who want to implement similar mobile finance models in developed markets.