Promotional factors remain key in consumers' choice of digital wallets
Jakarta (ANTARA) - Ipsos Indonesia’s latest study, “Digital Wallet Research 2026: User Behavior & Competitive Landscape,” has found that promotional factors remain a key determinant in consumers’ choice of digital wallets.
Executive Director of Ipsos Indonesia, Andi Sukma, stated that digital wallets are no longer just alternative payment methods but have evolved into an integral part of people’s financial lifestyles.
“With the increasing use of digital wallets for various needs, user preferences have become a crucial aspect in determining the choice of digital wallet,” he said.
The latest Ipsos research reveals several key factors influencing consumers’ decisions in choosing digital wallets, with the most prominent being attractive promotions. In an increasingly competitive landscape, promotions are key to driving transaction intensity using digital wallets.
The Ipsos research shows that ShopeePay is the digital wallet brand that is most often perceived as offering free administration fees, followed by Dana, GoPay, and Ovo. In addition to free administration fees, cashback is also one of the most attractive promotions in the digital wallet ecosystem because it provides tangible and instant benefits for users.
The second preference factor is integration with applications. The research shows that competition is not only happening at the promotional level but also in efforts to build strong associations in consumers’ minds through various aspects. Digital wallets that are connected to e-commerce platforms and other digital services have a greater opportunity to be used repeatedly.
The third factor is widespread use in favorite stores. The use of digital wallets is not only dominant in online transactions but is also increasingly prevalent in the offline realm through QRIS. In addition to QRIS usage, data shows that respondents also use digital wallets for purchasing data packages and paying bills, led by ShopeePay, followed by GoPay, Dana, and Ovo.
“Promotions are still the main entry point, but ecosystem integration, ease of use, security, and relevance to lifestyle will be long-term differentiators,” said Andi.
Based on the latest consumer behavior data, the penetration of digital wallets in the Ever Used 3 Months (P3M) category shows that the most frequently used digital wallets among Gen Z are ShopeePay, followed by other platforms such as Dana, GoPay, and Ovo.
According to Andi, Gen Z’s decision to choose a digital wallet is influenced by several factors, including practicality and digital wallets that offer free administration fees for various transactions, from inter-platform transfers, top-ups, to cash withdrawals. In addition, the flexibility of use in various stores is also a key factor.
The wider the reach of digital services, the deeper the integration of digital wallets in the daily lives of young people. Gen Z’s transaction activities using digital wallets in their daily needs are concentrated on online shopping, buying food and drinks, and gaming and digital services such as purchasing credit and paying bills.
“In this context, digital wallets are no longer just a payment tool but a key player that provides quick 24/7 access to support actual and seamless digital consumption,” said Andi.
In a dynamic ecosystem, payment methods that can keep up with the rhythm of digital consumption are key determinants of user preference, especially for Gen Z.
The ease of use factor is a key determinant in the category of entertainment needs such as gaming and digital services, where the speed and simplicity of the transaction flow have a direct impact on the user experience.
“Gen Z no longer sees digital wallets as alternative payment tools but as part of their lifestyle,” said Andi.
According to Andi, any service provider that can integrate entertainment, such as gaming, with easy one-click transactions will win the market in this decade.