Jakarta, COTEKNO.COM – According to the census of the Central Statistics Agency (BPS), Generation Z is the largest segment in Indonesia which covers 27.94% of the total population.
Most recently, the research institute Katadata Insight Center (KIC) explored their preferences in digital services that include online shopping, food delivery services, and online grocery delivery services in a survey conducted in Greater Jakarta and seven major cities. other.
The survey revealed that 50% of Generation Z chose GrabFood as the food delivery service provider they used the most in the last 3 months, followed by GoFood (46%), ShopeeFood (3%), and Maximfood (less than 1%).
This was revealed by Stevanny Limuria, head of research at KIC, he said, as many as 50% of respondents said they had used online food delivery services.
“The reasons they use this service include being practical, not having time to cook, and being bored with home-cooked food,” said Stevanny.
Interestingly, the survey found that 44% of Gen Z food delivery users are new users who just started using the service during the pandemic, and 90% of them stated that they would like to continue using the food delivery service after the pandemic.
Respondents who chose GrabFood as their preferred delivery service provider stated that the ease of use of the app was one of the main reasons. Another factor to consider is the method of payment and the type of food choice.
“This survey highlights the consumption pattern of digital services among Generation Z. We focus on them because they were born and raised in the era of rapidly developing technology, with the birth of social media and the internet. Apart from representing the majority of the Indonesian population, they also have a fairly high purchasing power,” continued Stevanny.
The market value or Gross Merchandise Value (GMV) of food delivery services in Indonesia is predicted to reach USD 3.7 billion in 2020 and the highest compared to its neighbors, namely Thailand (USD 2.8 billion), Singapore (USD 2.4 billion), the Philippines (USD 1.2 billion), and Malaysia USD 1.1 billion). These figures come from Singapore-based venture research, Momentum Works, which launched its research earlier this year. From this research, Grab is the market share leader with 53% in Indonesia.
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“In addition to the increase in new users of online shopping, food delivery, and online grocery, this survey captures the desire of new users of digital services to continue after the pandemic has passed,” said Stevanny.
For information, this survey was conducted online to 1,146 respondents between 13-18 April 2021 and involved respondents aged 18-29 years from Greater Jakarta, Surabaya, Medan, Bandung, Makassar, Semarang, Denpasar, and Yogyakarta. As many as 82% of respondents aged 18-26 years.