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YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
YouthLab Insights: Indonesian youth market trends 2009
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YouthLab Insights: Indonesian youth market trends 2009

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General trends of indonesian Youth in 2009 …

General trends of indonesian Youth in 2009
*kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, studi anak muda

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  • 1. ABOUT THIS DOCUMENT This document was made by PT. Youth Laboratory Indonesia covering data on youth under the age of 30 (14-29 years old). Every youth lab research insight & report s are under copyright of PT. Youth Laboratory Indonesia. If you use the wording for commercial purposes in research, publications, events or analysis you are liable for copyright infringement .
  • 2. Content 1. Overview Insights on: 2. Facebook 3. What’s Cool 4. Mobile Phone 5. What’s Dear to Youth 6. Media Consumption Follow on: 7. The Laboratory of Insight 8. Contact Us
  • 3. Executive director’s Overview 200 million youths in southeast asia, 40 percent of them are in Indonesia. Indonesian youths in 21st century will not only become the demographic key to Indonesia’s economical growth, but also to asia’s, and the rest of the world. The trickiest part takes place in understanding this generation psyche.They’re dynamic, unpredictable, and indegenous as ever. That’s why we gather up the best analyst in the field, developped a community of youth researcher (under 25 years old) to better capture and understand youth universe (14-29 years old). Youthlab insights is the essence of 12.000 minutes of ethnographical interview, survey data, magazine and online media analysis. The first of its kind. By reading these next few pages, you’ll become the ‘avant guard’ of youth marketing. Muhammad Faisal
  • 4. Facebook • 92% of youths (17-23 years old) use facebook more often than any other online social network media (see: youthlab survey) • 5,600,000 Facebook members in Indonesia • Increased by 820% since 2008 • Facebook is an emotional media; a place to express feelings; an outlet for psychological catharsis. An attempt to make it an informative media may not be successful. • Facebook is the new bulletin board. The semi-permanent quality of postings is an attraction for youths.
  • 5. Facebook • Being a public arena, conversing on Facebook • The entry barrier to become social butterflies are is a way to increase social stature among significantly lowered. (lebih gampang untuk jadi peers. Each post that is responded by others anak gaul) elevates one’s social standing among his/her The social currency has always been measured by “How many people know you” MULTIPLIED peers. BY “What they think of you.” Now, one does not • Youths prefer discussing political & have to go to the high-class, socialite events to environmental issues in online social network rub elbows with important people. Now media than attending a seminars or talkshows everyone can do it online, on Facebook. Youths are the ones quickest to catch on to this opportunity
  • 6. Facebook Youths are very into public confessionals; • This is seen from constant “status updates” on facebook and the frequency of status changes on twitter. They would wear a t-shirt that says what they’re thinking/feeling that day. • Implication: Youths can become your most powerful marketer. They naturally broadcast to the world what they like (that can be YOUR brand) and dislike (unfortunately that could also be your brand)
  • 7. What’s Cool? • Youths prefer to be different from the mainstream artists. • Mainstream artists = national television artists (Chico Jerikho, Kevin Aprillio, Budi Anduk, Olga, Mbah Surip, Marshanda) are top-of- mind but not deepest-in-heart. • Mainstream artists are well known because of controversial reports on them in infotainment programs. • Artists considered to be role models are found in youth magazines and online (Blogs, Twitter, Multiply, and YouTube) like The Strokes, Second Hand Serenade, Raditya Dika, Pandji.
  • 8. What’s Cool? • Newer female magazines feature more females than males. Young female readers are not using magazines as a place to get the latest news/gossip on their male idols anymore—an old formula that older magazine brands are still following. Following the trend, newer female magazine brands have embraced a new mantra that has appointed young female magazines as a “fashion dictionary” for girls. • One of the implications of this trend is that one shouldn’t look at magazines to answer questions like: “Who is currently considered the hot guy?” • It seems that female magazine readers in Indonesia are as familiar with models and televisions stars of the U.S. as they are with local celebrities. Mention names like Heidi Montag, Katy Perry, Mischa Barton, and Emma Roberts, and the girls in Indonesia would understand who you are talking about. • Korean stars are becoming household names again, with Korean television series Boys Before Flowers gracing some current of magazine covers
  • 9. What’s Cool? • What kind of music is “in” right now for younger • Highest interest in: teenlit, detective girls? novel, and manga (Japanese – Whatever kind it is, one shouldn’t look for it in comics).Onemanga.com is in the top 60 of television, or even radio. Popular bands, such as “Second Hand Serenade” do not get the most popular web in Indonesia (as ranked much airtime, but have a strong base of by alexa.com) followers. • Youths show interest in long-running novel • Local celebrities and icons are still considered relevant to the males. The youth males are still & comics with upredictable ending following Indie bands, such as Rockstar • Naruto, One Piece, Bleach, Death Note, are Conspiracy, The Brandals, Tika & The Dissidents, Seringai, Navicula & Rock n Roll Mafia. still the highest selling mangas in • Authenticity is high value this is gained by bookstore. consistency
  • 10. What’s Cool? • There’s a tendency to go south of where the youths live. North Jakarta residents go to Central and South Jakarta. Central Jakarta residents go to South Jakarta. While a large number of West and East Jakarta residents stay in their districts, when they venture out, they go to South Jakarta. South Jakarta residents stay in their area to hangout, even as the district becomes more crowded during the weekends. • Favourite hangout places for youths in South Jakarta include Kemang, Pondok Indah Mall (PIM), and Cilandak Town Square (Citos). • Youths in South Jakarta are more fashionably updated. • In considering where to hangout, the youths take into account several factors, including: • How long can they sit there and just chat with friends • Whether their friends would be there • Whether or not there’s “ a good view” – Youth’s definition of “a good view”: large crowd adorned in current youth fashion
  • 11. • Youths are environmentally aware and passionate, but do not have the necessary skills or knowledge to channel that desire. • Youths are more politically aware. • “National Pride” has its own meaning to the youths of Indonesia – Example: hacking into malaysian website to express anger against malaysia’s cultural plagiarism is considered patriotic by many youths • Important issues in youth’s minds include: the environment, peace, friendship, and living an effortless, everything-instant, life. What’s dear to me?
  • 12. Mobile Phone • Youths do not select their phones based on the features the phone boasts. • Youth select phones based on two considerations: • Price ( initial buying price and upkeep price) & Social Status • Youths must first have a price-based phone. The preferred brand for price-based phone is Huawei. • If a youth is able to obtain a social-status-based phone, s/he will most likely have that phone in addition to the price-based phone. The preferred brands for social-status-based phone are Blackberry and iPhone. • The social-status-based phone must make the youths look “rich.” This will help them be considered gaul, or in the “in- crowd.”
  • 13. Mobile Phone Mobile Phone • Mobile phones are becoming the main media to access the internet, 29% use mobile phone, 13% use warung internet (see: Youthlab survey) • A youth using Blackberry would rather pick an iPhone over a higher-grade Blackberry. This again stresses the importance of what social status a phone conveys, compared to what features it has. • Those owning an iPhone desire no other phone. • While both sexes desire Blackberry, male youths view Blackberry as a more female’s phone than a male’s.
  • 14. Mobile Phone Mobile Phone • Nokia, SonyErricson, iPhone, & • More awareness and evaluation on Blackberry are youth’s preferred operator card price. brand for their next purchase (see: • Youths like service providers with lower YouthLab street interview) price to save money. • Name. It doesn’t have to be a well- • Youth save money for short term known brand. One of the reasons purposes, like to hangout with friends Huawei is popular among youths— (see YouthLab survey). especially compared to non- • They’re not embarrassed being Nokia/SonyEricson brands—is associated with a “cheap” brand, as because of how the name sounds when spoken by an Indonesian long as their peer group is using the same brand.
  • 15. Media Consumption • Youths are watching less television (43% spend below 1 hour) and are spending more time online (43% spend 2-3 hour online; 31% spend 4-5 hour online). • Sinetron/local soap opera series are one of the least favorite programs (only watched by 8%).A quarter of the time, youths spend their time watching music programs on television (26%). • Television ads are still relevant to youths, with 60% of them aware of having seen television advertising. However, whether the ads produce the desired effect is questionable. • Radio is becoming irrelevant to youths, with 43% of youths listening to radio below 1 hour per day. – Around 82% of youths said that radio ads don’t influence their decision to buy products. – Gen FM—with their simple formula of playing whatever music is the most popular at the time—is still increasing in popularity, compared to older radios like Prambors and Trax FM. See: youthlab survey
  • 16. Media Consumption Media Consumption • YouTube is becoming the preferred audio-visual media, even when compared to television, with 48% of respondents stating that “Youtube is much more fun than TV.” (see: youthlab survey)
  • 17. • “Ga suka di kantor, di belakang meja.” • Youths do not want a back-office job. They want to be upfront and center, making a difference. • Youths have a perceptual dichotomy regarding career. They believe they must choose either a high-paying or a fulfilling job. Most of them say they would choose the latter. • There’s an increase in interest to work in show business. • Ideal job will be an activity where they can be independent, and entrepreneurial. They are motivated by the right kind of challenge, and they want to be able to express their creativity in their job The Future
  • 18. The Laboratory of Insight Youthlab insights came from cross-transactional data of researchs (survey, online media analysis, youth magazine analysis, & etnographical interview). The data was gathered by youthlab researchers (under 25 years old). Youthlab analysts from different scientifical background then brainstorm using their unique perspective to get the ‘a-ha’ insight on youth. Can youthlab discover insights about our product/brand/organization..ect? Yes, youthlab provide custom research suited with Does youthlab gives your demand. Youthlab methodologies can operationalization also be applied to different categories relevant to of these insights into our young customer. corporate/brand/organization..etc strategy? Of course, invite youthlab crew to share thought with your team or marketing departement.

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