(Graham Brown mobileYouth) mobileYouth: Youth Mobile Trends Indonesia

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mobileYouth: Graham Brown of www.YouthResearchPartners.com (the people behind www.mobileYouth.org) and Muhammad Faisal of www.EnterTheLab.com discuss Youth Mobile Trends in Indonesia including ownership rates, loyalty, BBM and twitter.

For the full audio discussion go to www.YoungIdeasSalon.com (webinar) and the full report PPT available @ www.YouthResearchStore.com

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(Graham Brown mobileYouth) mobileYouth: Youth Mobile Trends Indonesia

  1. Youth<br />MobileTrends<br />Indonesia<br />Preview of<br />Latest research<br />Youth Research Partners<br />Muhammad FaisalYouth Research Laboratory Indonesia<br />www.EnterTheLab.com<br />Graham BrownYouth Research Partnerswww.YouthResearchPartners.com<br />1<br />
  2. This slideshare was discussed @www.YoungIdeasSalon.com webinar<br />Youth Research Partners<br />Muhammad FaisalYouth Research Laboratory Indonesia<br />www.EnterTheLab.com<br />Graham BrownYouth Research Partnerswww.YouthResearchPartners.com<br />2<br />
  3. Indonesian Mobile Youth Saturated<br />Growth peaks in 2008. New growth result of multiple account ownership<br />Highest growth in net additions<br />Mobile activations by Age (mn pa)<br />Net Additions (mn pa)<br />Youth Mobile Trends Indonesia 2010 by Youth Research Partners<br />Youth Research Partners<br />Source mobileYouth 2010 Figures based on mobile activations as opposed to individual owners<br />3<br />
  4. How many Mobiles do you have?<br />Average city youth have 2+ mobile phones<br />Youth Research Partners<br />% of respondents<br />Source Youthlab 2010Youthlab Online survey N=118, purposive sampling in Jakarta (18-28 years old)<br />
  5. Youth profile <br />Onet M20 Jakarta<br />Multi-account and phone ownership. Negotiates complex tariffs to arrive at best usage scenario.<br /><ul><li>3 Mobile Phones (Nokia, Sony Ericsson, Huawei)
  6. Wanted Mobile: Iphone (it has all the feature of my 3 current mobile phones)
  7. Mobile usage: video call, MP3, Internet through WIFI, Facebook, Twitter, Yahoo Messenger.
  8. Operator Card:IM3 Indosat, XL, Esia
  9. Preferred Operator Card: IM3 Indosat (“it’s cheaper than the others”)</li></ul>Youth Mobile Trends Indonesia 2010 by Youth Research Partners<br />Youth Research Partners<br />5<br />
  10. Metrics drive dilution in 20-29 yrs<br />Targeting net additions results in growth of secondary accounts and revenue dilution<br />Saturation reached in 2009 among 20-24 and 25-29 yr olds<br />Mobile penetration %<br />Youth Mobile Trends Indonesia 2010 by Youth Research Partners<br />Youth Research Partners<br />Source mobileYouth 2010 Figures based on 2010 mobile activations as opposed to individual owners<br />6<br />
  11. Youth profile <br />Meutia 27F Jakarta<br />Multi-account ownership.Minimal operator loyalty. Follows the current discount/promotion and leaves when better offer available.<br /><ul><li> 2 Mobile Phones (Nokia, Sony Ericsson)
  12. Wanted Mobile: Blackberry (BBM)
  13. Mobile usage: Facebook & Twitter
  14. Operator Card:IM3 Indosat & AS card
  15. Preferred Operator Card: None (They’re all the same, I’ve change my operator cards 4 times just to try each promotion)</li></ul>Youth Mobile Trends Indonesia 2010 by Youth Research Partners<br />Youth Research Partners<br />7<br />
  16. Growth of Blackberry BBM<br />BBM becomes default messenger platform replacing MSN in importance<br />Mobile Messenger<br />“Not having a Blackberry is suicidal, all the class materials and information are shared via BlackBerry Messenger. It’s free! That’s why I rarely reply to any sms”<br />AlvieF22 Student, Bandung<br />Youth Mobile Trends Indonesia 2010 by Youth Research Partners<br />Youth Research Partners<br />8<br />
  17. Growth of Twitter<br />Indonesian youth use twitter for conversation not for broadcasting information<br />Twitter“I Can’t live without BlackBerry .I Tweet while driving, eating, in classroom, sharing stories with friends..I send 1 tweet every 10 minutes”<br />UllyF20 Student, Bandung<br />Youth Mobile Trends Indonesia 2010 by Youth Research Partners<br />Youth Research Partners<br />9<br />
  18. Next Steps<br />www.YouthResearchStore.com<br />Youth Mobile Trends Indonesia 2010 by Youth Research Partners<br />Youth Research Partners<br />10<br />

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