Research: Millennials Were the Most Avid Online Shoppers During the Pandemic

Research by Kredivo and the Katadata Insights Center (KIC) shows that millennials, aged 26-35, were the largest contributors to the proportion of online shopping transactions during the Covid-19 pandemic.

In 2021, 48% of e-commerce consumers aged 26-35 made transactions. This percentage remained the same as the previous year.

Meanwhile, the percentage of online shoppers aged 18-25 decreased from 29% in 2020 to 23% in 2021.

Conversely, online shopping transactions among consumers aged 36-45 increased from 19% in 2020 to 23% last year.

Consumers aged 46-55 made 5% of online shopping transactions last year. This percentage is also higher than the previous year's 3%.

Only 1% of consumers over 55 made online shopping transactions in both 2020 and 2021.

The increase in transactions among older age groups aligns with data from the Central Statistics Agency (BPS) which shows that internet users are predominantly over 25 years old, accounting for 57%.

This research is based on a survey of 3,500 Kredivo users across Indonesia who made online transactions on Blibli.com, Bukalapak, JD.ID, Lazada, and Tokopedia in March 2022.

The report also includes a comparison with the results of a similar survey conducted in the same period the previous year, with a similar number of respondents.

(Also Read: Online Shopping Transactions Using E-Money Reached Rp305 Trillion in 2021)