Surprising Facts about the Favourite Digital Wallets of Generation Z
Jakarta, VIVA - Research institution Ipsos Indonesia has found that promotional factors remain a key determinant in consumers’ decisions when choosing digital wallets, according to their latest study entitled “Digital Wallet Research 2026: User Behavior & Competitive Landscape”.
Executive Director of Ipsos Indonesia, Andi Sukma, stated that digital wallets are no longer just alternative payment methods, but have evolved into 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 on Thursday, February 26, 2026.
The latest Ipsos research reveals several key factors that influence people’s decisions in choosing digital wallets, with the distribution of preferences being: first, attractive promotions. In the face of increasingly competitive competition, promotions are a key factor in driving the intensity of transactions using digital wallets.
The research shows that of the various promotions offered, free administration fees, cashback, and discounts are the three most popular digital wallet promotions among respondents.
According to him, promotional aspects are an important instrument, not only in increasing attractiveness but also in strengthening the loyalty of digital wallet users. This Ipsos research reveals that ShopeePay is the digital wallet brand that is considered to offer the most 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 favourite stores. The use of digital wallets is not only dominant in online transactions, but also increasingly strong 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.