Indonesian consumers are embracing digital banking. To attract them, banks need to take an active approach.;
Digital technology will continue to transform the banking landscape in Indonesia. Our latest survey of financial services customers in the country shows considerable growth in the adoption of internet and mobile banking, indicating that digital channels will become increasingly crucial in building loyalty and generating growth for financial institutions.
To understand the dynamics of the personal financial sector, in 2017 McKinsey surveyed 900 consumers of financial services across Indonesia on their banking habits—part of a broader survey of approximately 17,000 personal finance consumers in 15 Asian markets that builds on research that began in 1998.
The Indonesia research shows a continuation of the shift to digital channels observed in the 2014 version of the survey. Digital penetration is 1.6 times the 2014 rate, and has now reached 58 percent, in line with the rest of Emerging Asia.
Several factors combined to accelerate the migration to digital channels in Indonesia. In addition to the rapidly increasing adoption of the internet and smartphones, and growth in e-commerce, a strong digitization push by Indonesian banks has stimulated demand. Banks’ efforts to encourage customers and explain online banking were the most frequently cited reason respondents gave for trying digital channels.
Three trends shaping retail banking in Indonesia
We believe three trends—the diversification of banking relationships, the increasing receptiveness of consumers to digital propositions, and the increasing value of digitally active consumers—will continue to shape Indonesia’s retail banking sector.
1. Diversifying banking relationships
Indonesia’s banks—as well as their peers in the rest of Emerging Asia—trail Developed Asia’s banks in product penetration. While this figure has grown from an average of 2.2 products in 2014 to 2.7 in the recent Indonesia survey, it is still well behind the 5.7 average for Developed Asia. At the same time, the number of banking relationships per customer is growing, albeit still trailing Developed Asia as well. We believe these figures will increase as Indonesia’s economy continues to grow and customers mature financially. This increase in product penetration will represent a significant growth opportunity, but will also draw intense interest and competition from fintech online courses attackers. Indonesian banks will need to take swift action to address decreasing customer loyalty.
2. High level of openness to digital banking propositions
Indonesian consumers are very open to digital banking. Over the past three years, monthly usage of digital banking channels in Indonesia has grown twice as fast as other Emerging Asian markets. Furthermore, 55 percent of nondigital customers said they were likely to use digital banking in the next six months; this is the second-highest figure for any country in Emerging Asia, after Myanmar (Exhibit 1).