Deep dive into SEA's digital economy
Understanding consumer behaviour is key to building a digital decade for everyone in Southeast Asia. Use the drop-down menu below to explore digital economy metrics from the e‑Conomy SEA 2022 report.
When was the last time you purchased or paid to use the service on the following types of platforms?
How often do you plan to purchase in <online vertical> in the next year?
Do you have a preferred platform / app for making <online vertical> purchases online?
Of all the non-cash payment methods that you use, which one do you most prefer?
Share of wallet by payment modes
When was the last time you purchased or paid to use the service on the following types of platforms?
Source: Google-commissioned Ipsos e-Conomy SEA Research 2022.
Time period: 18 July 2022 to 6 August 2022 (Online, Computer-Assisted Web Interviews for urban areas); 29 July 2022 to 24 August 2022 (Offline-to-online survey recruitment & randomised door-to-door approach for suburban areas)
Question: When was the last time you purchased or paid to use the service on the following types of platforms?
Active users are defined as consumers who paid to use the following services within the past 3 months: e-commerce (non-grocery & grocery), gaming, entertainment streaming, transport, food delivery, digital payments (mobile wallets, BNPL, or online international bank transfers), investments; and consumers who paid to use the following services within the past 12 months: online travel booking, personal lending, healthtech, edtech. Lapsed users are users who have paid to use the services in the past, but are not currently active users. Non-users have never paid to use the services.
Base: SEA internet users n=7,647; base varies by country, Indonesia n=948, Malaysia n=987, Philippines n=1,233, Singapore n=756, Thailand n=1,340, Vietnam n=2,383
How often do you plan to purchase in <online vertical> in the next year?
Source: Google-commissioned Ipsos e-Conomy SEA Research 2022.
Time period: 18 July 2022 to 6 August 2022 (Online, Computer-Assisted Web Interviews for Urban areas); 29 July 2022 to 24 August 2022 (Offline-to-online survey recruitment & randomised door-to-door approach for Suburban Areas).
Question: How often do you plan to purchase in <online vertical> in the next year?.
* For music streaming, consumers were asked "How would you describe your intent to continue paying to subscribe to online music streaming services in the next 12 months?", with the answer options "Subscribe to fewer online music streaming services compared to the last 12 months", "Subscribe to the same number of online music streaming services compared to the last 12 months", "Subscribe to more online music streaming services compared to the last 12 months", and "I do not intend to subscribe to online music streaming services in the next 12 months".
Base: Total SEA active digital consumers varies by vertical, E-commerce (Marketplace) n=3,801, E-commerce (Grocery) n=996, Gaming n=953, Music streaming n=845, Video streaming n=1,409, Food delivery n=1,447, Ride-hailing n=1,126, Online travel booking n=1,207, Digital payments (Mobile wallets) n=2,161, Digital payments (BNPL) n=229, Digital payments (Remittance) n=206, Personal lending n=715, Investments n=651, Healthtech n=928, Edtech n=863.
Do you have a preferred platform / app for making <online vertical> purchases online?
Source: Google-commissioned Ipsos e-Conomy SEA Research 2022.
Time period: 18 July 2022 to 6 August 2022 (Online, Computer-Assisted Web Interviews for Urban areas); 29 July 2022 to 24 August 2022 (Offline-to-online survey recruitment & randomised door-to-door approach for Suburban Areas)
Question: Do you have a preferred platform / app for making <online vertical> purchases online?
Data reflects percentage of respondents who said "Yes, I have a preferred one and I use it most of the time"
Base: Total SEA active digital consumers varies by vertical, E-commerce (Marketplace) n=3,801, E-commerce (Grocery) n=996, Food delivery n=1,447, Ride-hailing n=1,126, Online travel booking n=1,207, Digital payments (Mobile wallets) n=2,161, Digital payments (BNPL) n=229, Digital payments (Remittance) n=206, Personal lending n=715, Investments n=651, Healthtech n=928, Edtech n=863.
Of all the non-cash payment methods that you use, which one do you most prefer?
Source: Google-commissioned Ipsos e-Conomy SEA Research 2022.
Time period: 18 July 2022 to 6 August 2022 (Online, Computer-Assisted Web Interviews for Urban areas); 29 July 2022 to 24 August 2022 (Offline-to-online survey recruitment & randomised door-to-door approach for Suburban Areas)
Question: Of all the non-cash payment methods that you use, which one do you most prefer?
Mobile wallet linked to bank account (e.g. SG: PayLah (DBS); ID: Jenius (BTN), Go Mobile (CIMB), MY: Scan & Pay (Maybank), PH: BanKo (BPI); TH: PromptPay)
Mobile wallet which requires manual top-ups (SG: Grab Pay, ShopeePay; ID: ShopeePay, OVO, GoPay; MY: Grab Pay, ShopeePay, Touch 'n Go eWallet; VN: ShopeePay; Momo, ZaloPay; PH: Grab Pay, GCash, Maya; TH:TrueMoney, Rabbit-Line Pay)
Buy-now-pay-later (BNPL) or payment installments service (e.g. SG: Atome, Hoolah, Rely; ID: Kredivo, Akulaku, Shopee PayLater; MY: Atome, Hoolah, FavePay Later; VN: Atome, Fundiin, Finazar; PH: TendoPay, Cashalo, Grab Pay Later; TH: Atome, Shopee PayLater, Zilingo)
Base: Total SEA active digital payment (e-wallets, BNPL services, or online international bank transfer) users n=1,538; base varies by country, Indonesia n=171, Malaysia n=192, Philippines n=270, Singapore n=115, Thailand n=423, Vietnam n=367
Share of wallet by payment modes
Source: Google-commissioned Kantar SEA e-Conomy Research 2021.
Question: We would like to understand how your usage of different payment methods have changed this year. What percentage would you allocate to each of the following payment methods for the following time periods: (1) Feb 2020 & earlier; (2) Between Mar 2020 - Dec 2020; (3) Jan 2021 or later. Percentage totals must add up to 100% for each period.
Data above reflects the average across these three time periods.
Base: Total SEA digital consumers n=9,404; base varies by country, Indonesia n=1,572, Malaysia n=1,563, Philippines n=1,565, Singapore n=1,572, Thailand n=1,569, Vietnam n=1,563
Market
Category
Category
Category
Category
Category
E-commerce (non-grocery)
SEA
94%
ID
89%
MY
95%
PH
88%
SG
97%
TH
95%
VN
96%
Grocery e-commerce
SEA
67%
ID
59%
MY
63%
PH
57%
SG
75%
TH
63%
VN
84%
Gaming
SEA
71%
ID
80%
MY
73%
PH
48%
SG
82%
TH
53%
VN
85%
Music streaming
SEA
81%
ID
79%
MY
86%
PH
69%
SG
92%
TH
78%
VN
85%
Video streaming
SEA
51%
ID
48%
MY
47%
PH
50%
SG
46%
TH
56%
VN
60%
Food delivery
SEA
61%
ID
63%
MY
59%
PH
58%
SG
63%
TH
62%
VN
61%
Transport
SEA
52%
ID
57%
MY
46%
PH
48%
SG
51%
TH
54%
VN
54%
Online travel booking
SEA
62%
ID
52%
MY
70%
PH
48%
SG
80%
TH
55%
VN
66%
Digital payments (mobile wallets, BNPL, or online international bank transfers)
SEA
76%
ID
83%
MY
79%
PH
72%
SG
79%
TH
67%
VN
78%
Personal lending
SEA
38%
ID
31%
MY
28%
PH
37%
SG
31%
TH
50%
VN
50%
Investments
SEA
49%
ID
49%
MY
42%
PH
48%
SG
55%
TH
46%
VN
56%
Healthtech
SEA
39%
ID
36%
MY
29%
PH
38%
SG
42%
TH
35%
VN
53%
Edtech
SEA
39%
ID
38%
MY
31%
PH
35%
SG
43%
TH
34%
VN
54%
E-commerce (non-grocery)
SEA
6%
ID
11%
MY
5%
PH
12%
SG
3%
TH
5%
VN
4%
Grocery e-commerce
SEA
33%
ID
41%
MY
37%
PH
43%
SG
25%
TH
37%
VN
16%
Gaming
SEA
29%
ID
20%
MY
27%
PH
52%
SG
18%
TH
47%
VN
15%
Music streaming
SEA
19%
ID
21%
MY
14%
PH
31%
SG
8%
TH
22%
VN
15%
Video streaming
SEA
49%
ID
52%
MY
53%
PH
50%
SG
54%
TH
44%
VN
40%
Food delivery
SEA
39%
ID
37%
MY
41%
PH
42%
SG
37%
TH
38%
VN
39%
Transport
SEA
48%
ID
43%
MY
54%
PH
52%
SG
49%
TH
46%
VN
46%
Online travel booking
SEA
38%
ID
48%
MY
30%
PH
52%
SG
20%
TH
45%
VN
34%
Digital payments (mobile wallets, BNPL, or online international bank transfers)
SEA
24%
ID
17%
MY
21%
PH
28%
SG
21%
TH
33%
VN
22%
Personal lending
SEA
62%
ID
69%
MY
72%
PH
63%
SG
69%
TH
50%
VN
50%
Investments
SEA
51%
ID
51%
MY
58%
PH
52%
SG
45%
TH
54%
VN
44%
Healthtech
SEA
61%
ID
64%
MY
71%
PH
62%
SG
58%
TH
65%
VN
47%
Edtech
SEA
61%
ID
62%
MY
69%
PH
65%
SG
57%
TH
66%
VN
46%
E-commerce (non-grocery)
SEA
26%
ID
32%
MY
24%
PH
20%
SG
20%
TH
23%
VN
31%
Grocery e-commerce
SEA
21%
ID
19%
MY
24%
PH
14%
SG
15%
TH
18%
VN
29%
Gaming
SEA
15%
ID
10%
MY
15%
PH
10%
SG
23%
TH
17%
VN
19%
Music streaming*
SEA
10%
ID
7%
MY
8%
PH
11%
SG
4%
TH
13%
VN
18%
Video streaming
SEA
15%
ID
16%
MY
17%
PH
14%
SG
14%
TH
18%
VN
14%
Food delivery
SEA
14%
ID
13%
MY
13%
PH
11%
SG
11%
TH
16%
VN
22%
Transport
SEA
19%
ID
24%
MY
13%
PH
29%
SG
11%
TH
13%
VN
23%
Online travel booking
SEA
26%
ID
31%
MY
25%
PH
15%
SG
28%
TH
15%
VN
35%
Digital payments (Mobile wallets)
SEA
18%
ID
31%
MY
21%
PH
14%
SG
19%
TH
14%
VN
18%
Digital payments (BNPL)
SEA
21%
ID
41%
MY
15%
PH
10%
SG
6%
TH
16%
VN
19%
Digital payments (Remittance)
SEA
22%
ID
38%
MY
20%
PH
17%
SG
6%
TH
4%
VN
29%
Personal lending
SEA
19%
ID
20%
MY
19%
PH
5%
SG
24%
TH
15%
VN
28%
Investments
SEA
27%
ID
29%
MY
25%
PH
22%
SG
25%
TH
23%
VN
36%
Edtech
SEA
19%
ID
16%
MY
14%
PH
16%
SG
16%
TH
19%
VN
32%
E-commerce (non-grocery)
SEA
56%
ID
50%
MY
53%
PH
51%
SG
63%
TH
55%
VN
60%
Grocery e-commerce
SEA
60%
ID
65%
MY
57%
PH
57%
SG
70%
TH
57%
VN
54%
Gaming
SEA
53%
ID
60%
MY
58%
PH
46%
SG
61%
TH
61%
VN
42%
Music streaming*
SEA
56%
ID
58%
MY
59%
PH
38%
SG
73%
TH
57%
VN
56%
Video streaming
SEA
60%
ID
54%
MY
61%
PH
47%
SG
62%
TH
69%
VN
73%
Food delivery
SEA
61%
ID
69%
MY
69%
PH
59%
SG
60%
TH
52%
VN
59%
Transport
SEA
53%
ID
51%
MY
66%
PH
39%
SG
59%
TH
50%
VN
52%
Online travel booking
SEA
47%
ID
40%
MY
52%
PH
31%
SG
49%
TH
52%
VN
51%
Digital payments (Mobile wallets)
SEA
65%
ID
50%
MY
65%
PH
55%
SG
71%
TH
73%
VN
61%
Digital payments (BNPL)
SEA
45%
ID
30%
MY
53%
PH
37%
SG
59%
TH
54%
VN
42%
Digital payments (Remittance)
SEA
41%
ID
30%
MY
53%
PH
27%
SG
65%
TH
38%
VN
46%
Personal lending
SEA
35%
ID
30%
MY
41%
PH
35%
SG
44%
TH
35%
VN
28%
Investments
SEA
41%
ID
44%
MY
43%
PH
28%
SG
49%
TH
45%
VN
33%
Edtech
SEA
45%
ID
42%
MY
49%
PH
44%
SG
52%
TH
45%
VN
40%
E-commerce (non-grocery)
SEA
15%
ID
16%
MY
20%
PH
24%
SG
14%
TH
18%
VN
9%
Grocery e-commerce
SEA
16%
ID
12%
MY
14%
PH
23%
SG
14%
TH
19%
VN
14%
Gaming
SEA
29%
ID
28%
MY
26%
PH
41%
SG
14%
TH
17%
VN
38%
Music streaming*
SEA
21%
ID
22%
MY
21%
PH
30%
SG
9%
TH
13%
VN
25%
Video streaming
SEA
19%
ID
26%
MY
20%
PH
29%
SG
20%
TH
7%
VN
11%
Food delivery
SEA
20%
ID
17%
MY
14%
PH
24%
SG
24%
TH
23%
VN
16%
Transport
SEA
24%
ID
24%
MY
16%
PH
25%
SG
29%
TH
27%
VN
25%
Online travel booking
SEA
21%
ID
24%
MY
19%
PH
37%
SG
15%
TH
23%
VN
12%
Digital payments (Mobile wallets)
SEA
16%
ID
17%
MY
13%
PH
25%
SG
7%
TH
12%
VN
21%
Digital payments (BNPL)
SEA
29%
ID
24%
MY
19%
PH
53%
SG
20%
TH
26%
VN
36%
Digital payments (Remittance)
SEA
28%
ID
18%
MY
24%
PH
43%
SG
28%
TH
43%
VN
19%
Personal lending
SEA
31%
ID
38%
MY
28%
PH
32%
SG
23%
TH
31%
VN
37%
Investments
SEA
24%
ID
21%
MY
16%
PH
41%
SG
18%
TH
24%
VN
27%
Edtech
SEA
24%
ID
33%
MY
29%
PH
16%
SG
19%
TH
27%
VN
22%
E-commerce (Marketplace)
SEA
69%
ID
72%
MY
75%
PH
72%
SG
60%
TH
60%
VN
72%
E-commerce (Grocery)
SEA
62%
ID
65%
MY
71%
PH
55%
SG
61%
TH
50%
VN
66%
Food delivery
SEA
63%
ID
71%
MY
71%
PH
44%
SG
58%
TH
68%
VN
61%
Transport
SEA
72%
ID
79%
MY
78%
PH
58%
SG
60%
TH
81%
VN
78%
Online travel booking
SEA
59%
ID
68%
MY
61%
PH
50%
SG
51%
TH
56%
VN
65%
Digital payments (Mobile wallets)
SEA
74%
ID
74%
MY
77%
PH
85%
SG
61%
TH
73%
VN
71%
Digital payments (BNPL)
SEA
61%
ID
84%
MY
52%
PH
60%
SG
40%
TH
70%
VN
38%
Digital payments (Remittance)
SEA
62%
ID
67%
MY
72%
PH
57%
SG
47%
TH
59%
VN
62%
Personal lending
SEA
69%
ID
72%
MY
81%
PH
81%
SG
55%
TH
65%
VN
67%
Investments
SEA
79%
ID
82%
MY
86%
PH
77%
SG
67%
TH
83%
VN
82%
Healthtech
SEA
69%
ID
79%
MY
76%
PH
60%
SG
62%
TH
72%
VN
71%
Edtech
SEA
67%
ID
67%
MY
75%
PH
63%
SG
58%
TH
72%
VN
73%
Mobile wallet linked to bank account
SEA
20%
ID
6%
MY
14%
PH
1%
SG
19%
TH
18%
VN
45%
Mobile wallet which requires manual top-ups
SEA
40%
ID
68%
MY
54%
PH
86%
SG
15%
TH
13%
VN
27%
Buy-now-pay-later (BNPL) or payment installments service
SEA
3%
ID
7%
MY
3%
PH
1%
SG
1%
TH
4%
VN
1%
Online local money transfer by bank account
SEA
13%
ID
9%
MY
6%
PH
1%
SG
3%
TH
18%
VN
22%
Credit / debit card
SEA
9%
ID
4%
MY
19%
PH
3%
SG
51%
TH
3%
VN
3%
Bank transfer
SEA
15.5%
ID
16.7%
MY
16.6%
PH
11.5%
SG
7.7%
TH
21.1%
VN
19.3%
Buy now, pay later
SEA
2.7%
ID
4.0%
MY
2.0%
PH
2.9%
SG
1.6%
TH
3.1%
VN
2.8%
Cryptocurrencies
SEA
1.7%
ID
2.0%
MY
1.2%
PH
2.8%
SG
0.7%
TH
2.0%
VN
1.7%
Mobile payments (e-wallets)
SEA
22.3%
ID
26.8%
MY
23.9%
PH
26.1%
SG
15.5%
TH
18.6%
VN
22.7%
Mobile payments (digital credit cards)
SEA
5.0%
ID
2.9%
MY
3.0%
PH
4.9%
SG
8.2%
TH
6.1%
VN
4.6%
Physical credit card
SEA
11.9%
ID
4.9%
MY
13.5%
PH
7.9%
SG
24.8%
TH
10.1%
VN
9.9%
Physical debit card
SEA
9.0%
ID
10.7%
MY
11.3%
PH
8.1%
SG
13.4%
TH
5.5%
VN
5.1%