70% of Indonesians are trying a new digital category during COVID-19

Rob Clapp

An overview of changes to Indonesian consumers' engagement with digital categories, media habits and expectations of brands during the novel coronavirus (COVID-19) outbreak.

Nearly three-quarters (70%) of Indonesian mobile users have tried a new digital category for the first time as a result of the novel coronavirus (COVID-19) outbreak, according to research from the Mobile Marketing Association.

Online medical consultancy was the most widely reported new category, with two-fifths (38%) trying it out for the first time. Online education also proved popular, with one-third (34%) being introduced to the category during the outbreak.

This comes as half of Indonesian mobile users report watching TV (54%) and YouTube content (48%) more. In contrast, just 12% said they are watching content on OTT...

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