2024
Grab users are enthusiastically embracing a multi-device digital lifestyle.
A key finding this year: Grab users in Southeast Asia are embracing a digital lifestyle that extends beyond just a smartphone. It's about being connected 24/7 across multiple devices, wherever they may be.
We've delved into the digital habits of 7,214 Grab users across six countries in Southeast Asia.
From pinpointing preferred smartphones to understanding the appeal of bundled add-ons and mapping digital habits to broadband usage, we've unearthed insights that can help brands decode the preferences of tech-savvy consumers in the region.
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Postpaid or prepaid? �It depends per country.
Response Statistics
Regional
ID
SG
MY
PH
TH
VN
Postpaid
52%
27%
83%
65%
31%
78%
28%
Prepaid card
48%
73%
17%
35%
69%
22%
72%
Postpaid and prepaid users vary per country:
Regionally, Grab users are at a near-even split in types of users, with postpaid subscribers accounting for
of the market
48%
compared to
who subscribe to prepaid
52%
Grab users subscribe to additional telco plans for their family.
23%
spouse/partner
24%
parents
35%
other family members
19%
children
Among Grab users who subscribe to postpaid, 1 in 4 manage supplementary lines for family members:
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
1 in 4 Grab users are willing to switch telco providers.
While the majority of Grab users are happy with their current telco service providers, 1 in 4 are willing to switch if these providers would give them:
faster mobile data speed
mobile data internet stability
value-for-money mobile plans
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Broadband users will switch providers for fast, reliable service.
84%
16%
1 in 4 Grab users who identified as broadband subscribers will switch providers because they:
Want faster internet speed
Need better internet stability
Want value for money
Of these active broadband users,
84% of Grab users currently subscribed to broadband have the power to influence their home broadband subscription decision-making
Broadband users
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Non-broadband users would subscribe for stable, high-speed service.
Grab users without home broadband will consider subscribing if the provider has:
Good internet stability
Fast internet speed
Good value for money
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
On average, �a Grab user in Southeast Asia has�4 devices connected to their Wi-Fi.
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Types of devices connected to their Wi-Fi
89%
72%
69%
51%
34%
26%
22%
21%
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; �Thailand 713; Vietnam 1,073.
% of Grab SEA users
Tech-savvy Grab users embrace a multi-device digital lifestyle
Smartphones
Laptops
Smart TV
Tablets
Home security
Smartwatch
Printers
Gaming �consoles
Grab’s SEA users have different types of devices connected to their Wi-Fi. These vary from IT-related devices to TVs, CCTVs and even gaming consoles.
Bundled packages are attractive to potential subscribers.
62%
say they want streaming services
55%
say they want mobile phone plan discounts
45%
say they want home devices*
Tip: Attract new users by advertising the latest bundled add-ons.
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; �Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Potential broadband subscribers say they want these types of add-ons:
*Examples of home devices: TV, speakers, laptops, gaming consoles
1 in 2 Grab users in SEA are looking to upgrade or buy a new phone in the next 12 months.
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
2 in 5
Grab users intending to buy a phone are considering one with an attached mobile plan
High-end phone buyers value brand, while the majority focus on performance.
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
26%
who prefer �entry-level phones
46%
who prefer �mid-end
28%
who prefer �high-end
Performance
Battery Life
Storage
consider buying phones for the following reasons:
Performance
Brand
Battery Life
of Grab’s SEA users* say their in-store experience drives their phone purchase
72%
The majority of Grab users value the offline store experience for hands-on product trials, instant purchase, and in-store assistance.
*refers to SEA users surveyed who intend to upgrade/buy a new phone in the next 12 months
Majority of Grab users in SEA are still buying offline.
Users who prefer to fully purchase online do so because of the following:
Online phone shoppers value convenience and sweet deals.
Exclusive �online promos
Saving time (and traffic) from visiting the store
Online tools for easier device comparisons
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Grab users who purchase phones online are drawn to:
Laptops
Tablets
Smartwatches
Smart TV
34%
30%
25%
22%
21%
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; �Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
IT devices and appliances are on the radar for 1 in 3 Grab users in the next 12 months.
Aside from mobile phones,
34%
30%
25%
Home appliances �(e.g., vacuum cleaners, washing machines, refrigerators, etc.)
Grab SEA users are looking to purchase these devices in the next 12 months:
Laptops
are looking to buy
are looking to buy
are looking to buy
Most Grab parents agree: the ideal age to introduce gadgets to their children is 10 years old and above.
Age 4 and below
5 - 6�y/o
7 - 9
y/o
10 - 12 y/o
13 - 15 y/o
16 y/o & above
8%
9%
18%
25%
21%
19%
% of Grab parents and the appropriate age to introduce smartphones
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Grab parents who buy smartphones for their kids see them as tools for learning and connection.
To help in their education and �learning
To stay in touch with family and friends
To track their locations in case of an emergency
To enhance their familiarity with technology
To allow them to have their own entertainment
Grab parents say that they buy smartphones for their kids:
Source: Grab in-app survey among 7,214 Grab users in May 2024: : Indonesia 1,535; Singapore 1,136; Malaysia 1,314; Philippines 1,443; Thailand 713; Vietnam 1,073.
Explore innovative strategies to captivate both our postpaid and prepaid subscribers.
Being always connected is a must in Southeast Asia. Subscribers looking to switch are looking for value for money and service reliability.
Grab’s users in Southeast Asia connect to a multitude of devices. Appeal to these users by crafting bundled offers that incorporate a variety of connected devices and smart appliances.
With 1 in 2 Grab users in Southeast Asia looking to buy a new phone, and 1 in 3 users planning other tech purchases in the next 12 months, 2025 presents a ripe opportunity to capture Grab’s high-value market.
Most Grab parents advocate equipping their children with smartphones at a later age, viewing them as tools for learning, connection, and emergency contact. In promoting smartphones and devices to parents, highlight educational benefits and safety features.
Top 5 takeaways to win Grab’s mobile-savvy users:
01
02
03
04
05
Reach millions of consumers (online & offline)
across Southeast Asia with
Push for real-
world sales
Drive engagement and
action at all stages of
the funnel to build brand
awareness, boost traffic,
generate sales (in-app
or in-store), and more.
Earn new
consumers,
seamlessly
91% of surveyed Grab
users got to know of a
new store through delivery
apps1. Consumers also
spend approx. 17 minutes
browsing the Grab app
before making a purchase2.
Run real
data on
real users
First-party insights based
on millions of in-app
transactions can help you
reach loyal or lapsed
consumers, foodies, travellers, moms and more - cookie-free
Get powerful
yet simple
solutions, 24/7
Build entire campaigns
with GrabAds Marketing
Manager, accessible via
the GrabMerchant app
or website.
Deliver a one-of-a
-kind omnichannel
experience
Entice consumers to
try your new products!
Grab’s network of
merchant retailers and
riders can get samples
in consumers’ hands
within minutes.
Source: (1) Grab survey August 2023, n=6,242, active Grab users regionally
(2) Grab's internal data: 2021–2022
Carol Tay
Head of Regional Agency Partnerships, GrabAds�carol.tay@grabtaxi.com
Samba Srisailapathy�Head of Regional Key Accounts, GrabAds
For all other enquiries, please email grabads@grab.com
We can’t wait to take your brand places. If you’re not yet a
partner, reach out to your country representative today.
Malaysia
Indonesia
Singapore
| Mel
| Adi
| Meru
Philippines
| Eiji
Vietnam
| Grace
Thailand
| Audy
Let’s connect!
Country Pages
2024
Grab users are enthusiastically embracing a multi-device digital lifestyle.
A key finding this year: Grab users in Indonesia are embracing a digital lifestyle that extends beyond just a smartphone. It's about being connected 24/7 across multiple devices, wherever they may be.
We've delved into the digital habits of 1,535 Grab users in Indonesia.
From pinpointing preferred smartphones to understanding the appeal of bundled add-ons and mapping digital habits to broadband usage, we've unearthed insights that can help brands decode the preferences of tech-savvy consumers in the country.
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
Postpaid or prepaid? �Indonesia has the highest number of prepaid users in the region.
Response Statistics
Regional
ID
SG
MY
PH
TH
VN
Postpaid
52%
27%
83%
65%
31%
78%
28%
Prepaid card
48%
73%
17%
35%
69%
22%
72%
Postpaid and prepaid users vary per country:
Indonesia’s Grab prepaid users� account for
of the market
27%
compared to
who subscribe to �postpaid
73%
Grab Indonesia users subscribe to additional telco plans for their family.
21%
spouse/partner
21%
parents
37%
other family members
20%
children
Among Grab users who subscribe to postpaid, 1 in 5 manage supplementary lines for family members:
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
1 in 4 Grab users are willing to switch telco providers.
While the majority of Grab users are happy with their current telco service providers, 1 in 4 are willing to switch if these providers would give them:
faster mobile data speed
mobile data internet stability
value-for-money mobile plans
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
Broadband users will switch providers for fast, reliable service.
84%
16%
1 in 4 Grab users who identified as broadband subscribers will switch providers because they:
Want faster internet speed
Need better internet stability
Want value for money
Of these active broadband users,
82% of Grab users currently subscribed to broadband have the power to influence their home broadband subscription decision-making
Broadband users
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
Non-broadband users would subscribe for stable, high-speed service.
Grab users without home broadband will consider subscribing if the provider has:
Good internet stability
Fast internet speed
Good value for money
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
On average, �a Grab user in Indonesia has 3 devices connected to their Wi-Fi.
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
Types of devices connected to their Wi-Fi
87%
68%
58%
34%
29%
17%
13%
12%
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
% of Grab ID users
Tech-savvy Grab users embrace a multi-device digital lifestyle
Smartphones
Laptops
Smart TV
Tablets
Home security
Smartwatch
Printers
Gaming �consoles
Grab Indonesia users have different types of devices connected to their Wi-Fi. These vary from IT-related devices to TVs, CCTVs and even gaming consoles.
Bundled packages are attractive to potential subscribers.
69%
say they want streaming services
37%
say they want mobile phone plan discounts
44%
say they want home devices*
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
Potential broadband subscribers say they want these types of add-ons:
*Examples of home devices: TV, speakers, laptops, gaming consoles
3 in 5 Grab users in Indonesia are looking to upgrade or buy a new phone in the next 12 months.
1 in 4
Grab users intending to buy a phone are considering one with an attached mobile plan
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
High-end phone buyers value camera quality, while the majority focus on performance.
40%
who prefer �entry-level phones
37%
who prefer �mid-end
23%
who prefer �high-end
Performance
Battery Life
Storage
consider buying phones for the following reasons:
Performance
Camera Quality
Battery Life
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
of Grab ID users* say their in-store experience drives their phone purchase
78%
The majority of Grab users value the offline store experience for hands-on product trials, instant purchase, and easier returns or replacements.
*refers to ID users surveyed who intend to upgrade/buy a new phone in the next 12 months
Most Grab users in Indonesia are buying their phones offline.
Users who prefer to fully purchase online do so because of the following:
Online phone shoppers value convenience and sweet deals.
Online tools for easier comparisons
Saves time from visiting other stores
Exclusive promos online
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
Grab users who purchase phones online are drawn to:
Laptops
Tablets
Smartwatches
Smart TV
34%
30%
25%
22%
21%
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
IT devices and appliances are on the radar for Grab users in the next 12 months.
Aside from mobile phones,
39%
38%
26%
Home appliances �(e.g., vacuum cleaners, washing machines, refrigerators, etc.)
Grab Indonesia users are looking to purchase these devices in the next 12 months:
Laptops
are looking to buy
are looking to buy
are looking to buy
Smart TV
Most Grab parents agree: the ideal age to introduce gadgets to their children is 10 years old and above.
Age 4 and below
5 - 6�y/o
7 - 9
y/o
10 - 12 y/o
13 - 15 y/o
16 y/o & above
9%
13%
22%
25%
20%
11%
% of Grab parents and the appropriate age to introduce smartphones
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
Grab parents who buy smartphones for their kids see them as tools for learning and connection.
To help in their education and �learning
To stay in touch with family and friends
To track their locations in case of an emergency
Grab parents say that they buy smartphones for their kids:
Source: Grab in-app survey among 1,535 Grab users May 2024 (Indonesia)
Being always connected is a must in Indonesia. Subscribers looking to switch are looking for value for money and service reliability.
Grab’s users in Indonesia connect to a multitude of devices. Appeal to these users by crafting bundled offers that incorporate a variety of connected devices and smart appliances.
With 3 in 5 Grab users in Indonesia looking to buy a new phone in the next 12 months, 2025 presents a ripe opportunity to capture Grab’s high-value market.
Most Grab parents advocate equipping their children with smartphones at a later age, viewing them as tools for learning, connection, and emergency contact. In promoting smartphones and devices to parents, highlight educational benefits and safety features.
Top 5 takeaways to win Grab’s mobile-savvy users:
01
02
03
04
Reach millions of consumers (online & offline)
across Southeast Asia with
Push for real-
world sales
Drive engagement and
action at all stages of
the funnel to build brand
awareness, boost traffic,
generate sales (in-app
or in-store), and more.
Earn new
consumers,
seamlessly
91% of surveyed Grab
users got to know of a
new store through delivery
apps1. Consumers also
spend approx. 17 minutes
browsing the Grab app
before making a purchase2.
Run real
data on
real users
First-party insights based
on millions of in-app
transactions can help you
reach loyal or lapsed
consumers, foodies, travellers, moms and more - cookie-free
Get powerful
yet simple
solutions, 24/7
Build entire campaigns
with GrabAds Marketing
Manager, accessible via
the GrabMerchant app
or website.
Deliver a one-of-a
-kind omnichannel
experience
Entice consumers to
try your new products!
Grab’s network of
merchant retailers and
riders can get samples
in consumers’ hands
within minutes.
Source: (1) Grab survey August 2023, n=6,242, active Grab users regionally
(2) Grab's internal data: 2021–2022
Carol Tay
Head of Regional Agency Partnerships, GrabAds�carol.tay@grabtaxi.com
Samba Srisailapathy�Head of Regional Key Accounts, GrabAds
For all other enquiries, please email grabads@grab.com
We can’t wait to take your brand places. If you’re not yet a
partner, reach out to your country representative today.
Malaysia
Indonesia
Singapore
| Mel
| Adi
| Meru
Philippines
| Eiji
Vietnam
| Grace
Thailand
| Audy
Let’s connect!