Flight to Digital

Quick adoption, lasting growth

Internet usage across the region continues to multiply, with 40M new users this year alone (vs 100M in the previous five).1

In addition to new online users, COVID-19 led to an acceleration of digital consumption as users tried new digital services for the first time. More than 1 in every 3 digital service consumers started using the service due to COVID-19. The full impact of COVID-19 remains to be seen, but with 94% of new users intending to continue their habits post-pandemic, the sudden spurt - and its ripple out effect - are set to be massive, and permanent.2

New users are coming online at a blistering pace, adding 40M new Internet users this year alone

Total internet users in SEA

In 2015:


In 2019:


In 2020:


Source: e-Conomy 2019 report, Statista

On average across SEA, 1 in 3 (~36%) of all digital service consumers are new to the service due to COVID-19 2

Education, Groceries, and Lending benefited most from the influx of new digital consumers

% of new digital consumers out of total service consumers (SEA aggregate)

Source: Kantar e-Conomy SEA Report, 2020
Question: "You mentioned that you did the following in the past 6 months. Did this come about as a result of the Coronavirus/COVID-19 lockdown?"
Base: Total ‘new’ user responses: Singapore n=1443, Indonesia n=2762, Malaysia n=1628, Vietnam n=2814, Philippines n=1818,, Thailand n=1707, SEA n=12,172
Note: %s are based on responses rather than respondent -on all who qualified for the vertical

This new digital acceleration is sticky:

94% of new digital service consumers intend to continue with the service post-pandemic. 3

Source (3)
1 e-Conomy 2019 report, Statista for 2020
2, 3 Kantar e-Conomy SEA Report,  2020 

Note : Kantar e-Conomy SEA 2020 primary research commissioned by Google, Research was conducted in Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam.  Fieldwork ran from 18/08/2020 - 02/09/2020 online via a 25-minute Computer Assisted Web Interviewing survey with a total of 4,712 respondents interviewed.

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