Winning over Indonesia’s digital Gen Z in a changing payments landscape

Ahmad Ghozali and Arindam Bhattacharyya

To connect with Indonesia’s new generation of spenders, dentsu’s Ahmad Ghozali and Arindam Bhattacharyya help advertisers and marketers understand who the main e-wallet users among Gen Z are and the channels they prefer.

This article is part of a Spotlight series on e-wallet marketing in Southeast Asia. Read more

The e-wallet revolution has swept through Indonesia over the past decade where there has been a surge in the millennial workforce, number of startups, payment gateway innovations, a swelling virtual marketplace and the rise of e-commerce. The e-wallet is gradually becoming mainstream and enables payment by QR code, which is dominant in China. In the US, it has been a normal means of payment since 2019.

Even though Gen Z has the lowest average personal income because most of them don’t work, if...

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