By Standard Insights
Consumer Report Indonesia 2025
Discover how Indonesian consumers navigated 2024 and their 2025 expectations on various topics.
- 635 Respondents
- 30 questions
- Indonesia
What's inside?
This Indonesia report offers a comprehensive view of consumer sentiment and behavior, highlighting economic, social, and personal challenges. Based on a survey of 30 questions covering 6 main categories, this report will benefit decision-makers seeking to understand the Indonesian market and its consumers.
Reflection on 2024
The satisfactions and challenges of the previous year, both as an individual and as a nation.
Expectations for 2025
The financial goals, hopes about the future, and confidence in the economic outlook of Indonesia.
Industry consumption
Current consumption and ownership in various industries such as consumer goods, travel, housing, automotive, and banking.
Purchasing plans
Intent to purchase in various industries such as consumer goods, travel, housing, automotive, and banking.
Workplace Sentiment
Feelings about one's current job, and what is most desired.
Attitudes Toward AI
The state of AI adoption in Indonesia and people's thoughts and feelings about its impact.
How to get the most of the consumer report Indonesia?
This new edition of the Consumer Report Indonesia comes in a new format. Our interactive dashboard isn’t just about numbers—it’s about putting YOU in control. Whether you’re here to explore, analyze, or strategize, we’ve designed every feature to make it easy, engaging.
Here’s what you’ll love:
Hover for details
Curious about a data point? Hover over it. See the story behind the number in an instant.
Filter and customize
Slice and dice the data YOUR way. By age, location, or even spending habits. Your focus, your rules.
About the data
In January 2025, we surveyed 635 individuals across Indonesia, representing a range of ages, genders, and locations, to capture the country’s diverse perspectives.
We excluded participants under 18, as they are generally not considered independent consumers.
We collected the data ourselves through our customized methodology, sourcing participants online from various social media and entertainment platforms. All qualified participants entered a lucky draw for a chance to win various gifts.
To ensure the quality of the data, the survey included red herrings, traps, and consistency checks. Respondents who did not pass these checks were eliminated from the final analysis.
For a custom study, discover our market research Indonesia solutions.
More Consumer Reports
Full Results Appendix
Questions: 27
Respondents: 635
Country: Indonesia
Format: Single & multi-select
Reflection on 2024
Q6. How would you rate 2024 for your personal family? Single-select
| Answer | % |
|---|---|
| Very positive | 42.2% |
| Neutral | 29.6% |
| Somewhat positive | 20.5% |
| Somewhat negative | 6.1% |
| Very negative | 1.6% |
Q7. What was your biggest challenge in 2024? Single-select
| Challenge | % |
|---|---|
| Financial difficulties | 64.6% |
| Work-related challenges | 12.9% |
| Health issues | 6.1% |
| Mental well-being | 5.7% |
| Global events | 5.5% |
| Personal relationships | 4.4% |
| Other | 0.2% |
Q8. How would you rate 2024 for your country? Single-select
| Answer | % |
|---|---|
| Neutral | 34.8% |
| Very positive | 23.1% |
| Somewhat positive | 21.7% |
| Somewhat negative | 15.7% |
| Very negative | 4.6% |
Q9. Biggest national challenges in 2024? Multi-select
| Theme | % |
|---|---|
| Decent work and economic growth | 63.4% |
| Poverty and inequality | 58.9% |
| Good health and well-being | 38.3% |
| Quality education | 33.1% |
| Peace, justice, and strong institutions | 24.3% |
| Industry, innovation, and infrastructure | 16.9% |
| Reduced inequalities | 13.7% |
| Climate action | 13.7% |
| Sustainable cities and communities | 8.9% |
| Life on land | 7.8% |
| Life below water | 6.5% |
| Other | 0.2% |
Expectations for 2025
Q10. Primary financial goals for 2025 Single-select
| Goal | % |
|---|---|
| Save for a major purchase (house/car) | 26.5% |
| Pay off debt | 24.3% |
| Build an emergency fund | 14.0% |
| Invest for retirement | 12.4% |
| Start a business / entrepreneurial investment | 9.9% |
| Fund education/skill development | 8.3% |
| Plan/save for travel | 3.0% |
| Increase charitable giving | 1.6% |
Q11. How hopeful are you about the future? Single-select
| Answer | % |
|---|---|
| Very hopeful | 83.6% |
| Somewhat hopeful | 11.2% |
| Neutral | 3.5% |
| Not very hopeful | 1.4% |
| Not hopeful at all | 0.3% |
Q12. Confidence in Indonesia’s economy Single-select
| Answer | % |
|---|---|
| Very confident | 36.9% |
| Neutral | 28.8% |
| Somewhat confident | 24.4% |
| Not confident | 7.4% |
| Not confident at all | 2.5% |
Q13. Purchasing power vs last year Single-select
| Answer | % |
|---|---|
| About the same | 31.5% |
| Somewhat higher | 23.8% |
| Somewhat lower | 19.5% |
| Much higher | 19.2% |
| Much lower | 6.0% |
Q14. Purchasing power outlook for 2025 Single-select
| Answer | % |
|---|---|
| Increase slightly | 44.4% |
| Remain the same | 21.4% |
| Increase significantly | 18.4% |
| Decrease slightly | 12.1% |
| Decrease significantly | 3.6% |
Travel
Q15. How many times do you intend to travel in 2025? Single-select
| Answer | % |
|---|---|
| Once or twice | 42.2% |
| I do not intend to travel | 25.8% |
| 3 to 5 times | 22.2% |
| More than 5 times | 9.8% |
Q16. If you plan to travel in 2025, where? Multi-select
| Destination | % |
|---|---|
| Locally, in Indonesia | 84.5% |
| Internationally, within Asia | 26.5% |
| Internationally, outside Asia | 13.6% |
Note: Multi-select; base size varies due to filter.
Housing
Q17. Do you currently own or rent your home? Single-select
| Status | % |
|---|---|
| Own | 57.2% |
| Living with family/friends | 22.8% |
| Lease | 17.6% |
| Other | 0.2% |
Q18. If you rent, what is the primary reason? Single-select (renters)
| Reason | % |
|---|---|
| Financial limitations | 56.4% |
| Waiting for the right time to buy | 34.5% |
| Flexibility/mobility | 8.2% |
| Other | 0.9% |
| Don't want the responsibility of homeownership | 0.9% |
Q19. Do you plan to purchase a home in the next year? Single-select
| Answer | % |
|---|---|
| Yes | 51.7% |
| No | 29.0% |
| Unsure | 19.4% |
Automotive
Q20. Do you currently own or lease your vehicle? Single-select
| Status | % |
|---|---|
| Own | 77.3% |
| I don't have a vehicle | 20.2% |
| Lease | 2.5% |
Q21. If you do not own a vehicle, what is the primary reason? Single-select (non-owners)
| Reason | % |
|---|---|
| Can't afford one | 67.4% |
| Prefer public transportation/bike | 18.8% |
| Don't need/want one | 5.6% |
| Environmental concerns | 3.5% |
| Other | 0.7% |
Q22. Do you plan to purchase a vehicle in the next year? Single-select
| Answer | % |
|---|---|
| Yes | 55.4% |
| No | 26.5% |
| Unsure | 18.1% |
Banking
Q23. How satisfied are you with your current banking services? Single-select
| Answer | % |
|---|---|
| Very satisfied | 43.3% |
| Neutral | 26.8% |
| Somewhat satisfied | 25.2% |
| Somewhat dissatisfied | 2.8% |
| I do not have a bank account | 1.7% |
| Very dissatisfied | 0.2% |
Q24. Do you plan to change your bank provider in the next year? Single-select
| Answer | % |
|---|---|
| No | 59.8% |
| Unsure | 20.4% |
| Yes | 19.9% |
Electronics
Q25. Are you planning to purchase any electronics in 2025? Single-select
| Answer | % |
|---|---|
| Yes | 66.8% |
| No | 19.5% |
| Unsure | 13.7% |
Q26. If yes, which category? Multi-select (electronics intenders)
| Category | % |
|---|---|
| Smartphone | 69.1% |
| Home appliances | 57.8% |
| Laptop | 43.9% |
| Television | 32.4% |
| Tablet | 16.8% |
| Gaming console | 10.8% |
| Wearable technology | 0.2% |
| Other | 0.2% |
Note: Multi-select; base is those planning to purchase electronics.
Health
Q27. How would you rate your overall health compared to last year? Single-select
| Answer | % |
|---|---|
| Much better | 34.2% |
| About the same | 29.4% |
| Somewhat better | 25.5% |
| Somewhat worse | 10.4% |
| Much worse | 0.5% |
Workplace Sentiment & AI
Q28. What are the most important factors for you in a job? Multi-select
| Factor | % |
|---|---|
| Salary and benefits | 65.0% |
| Work-life balance | 60.6% |
| Career growth opportunities | 34.5% |
| Company culture and values | 16.9% |
Note: Multi-select; percentages on total respondents.
Q29. Views on automation and AI in the workplace Single-select
| Statement | % |
|---|---|
| Automation/AI will augment humans and create new jobs | 40.9% |
| Automation/AI will take away more jobs than they create | 32.6% |
| Automation/AI should only be used for dangerous/repetitive tasks | 15.1% |
| Not sure how I feel about automation/AI | 11.3% |
Q30. Are you currently using AI to support work or studies? Single-select
| Answer | % |
|---|---|
| Yes, occasionally | 51.2% |
| No, but I'm interested | 25.5% |
| Yes, extensively | 18.9% |
| No, and I'm not interested | 4.4% |
Q31. Perception of your job’s future in the era of automation & AI Single-select
| Statement | % |
|---|---|
| Excited about opportunities AI/automation will bring | 36.9% |
| AI/automation will augment my work and make it more efficient | 33.5% |
| My job will remain largely unchanged | 20.6% |
| Concerned AI/automation may replace my job | 9.0% |
Q32. How secure do you feel about your job in the coming years? Single-select
Populate when finalized. Structure kept for consistency.