Key figures
| Metric | Value | Note |
|---|---|---|
| Smartphone Penetration | 75.8% | of population |
| Mobile Commerce Share | 68.2% | of e-commerce GMV |
| Average App Usage Hours | 5h 15m | per day |
| Mobile Internet Users | 185.1 million | |
| Mobile Ad Spend | $24.4 billion |
Overview
Mobile devices are the primary means of internet access for the vast majority of Indonesians. High smartphone penetration is a key driver for the rapid growth of mobile commerce and app usage nationwide.
Breakdown
- Top App Categories by Usage Hours: Social Media (45%), Entertainment (20%), Communication (15%), Gaming (10%), Other (10%)
- Mobile Payment Share (2026): 72% of mobile transactions
- Mobile E-commerce GMV (2026): $95.8 billion
Outlook
Mobile's central role in Indonesia's digital landscape will only strengthen. Continued smartphone adoption and increasing reliance on mobile for daily activities will drive further growth in mobile commerce and app engagement.
Sources: industry surveys, platform filings, and modeled estimates for 2026