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1 of 54
Indonesia Millennial
Report 2019
IDN RESEARCH INSTITUTE
Table of Content
1.  Research	
  Methodology	
  
2.  Demographic	
  Background	
  
3.  Chapter	
  1:	
  Religions,	
  Value	
  and	
  TradiAon	
  
4.  Chapter	
  2:	
  Family	
  &	
  EducaAon	
  
5.  Chapter	
  3:	
  Profession	
  and	
  Career	
  
6.  Chapter	
  4:	
  Media	
  ConsumpAon	
  
7.  Chapter	
  5:	
  Internet	
  and	
  Online	
  Behaviour	
  
8.  Chapter	
  6:	
  Entertainment	
  and	
  RecreaAon	
  
9.  Chapter	
  7:	
  ConsumpAon	
  and	
  Buying	
  Behaviour	
  
10.  Chapter	
  8:	
  PoliAcal	
  View	
  
11.  SoluAons	
  
Research Methodology
Quan%ta%ve	
  
Interview	
  method 	
   	
  :	
  Face-­‐to-­‐face	
  interview	
  
Sampling	
  method 	
   	
  :	
  MulAstage	
  random	
  sampling	
  
Total	
  sample 	
   	
  :	
  1,400	
  respondents	
  
Margin	
  of	
  error 	
   	
  :	
  2.62%	
  
Research	
  area 	
   	
  :	
  12	
  big	
  ciAes	
  
	
   	
  	
  	
  (Medan,	
  Palembang,	
  Greater	
  Jakarta	
  area,	
  Bandung,	
  Semarang,	
   	
   	
  
	
  	
  	
   	
  	
  	
  Surabaya,	
  Balikpapan,	
  PonAanak,	
  Makassar,	
  Manado,	
  Denpasar	
  and	
  Mataram)	
  
Research	
  period 	
   	
  :	
  Aug	
  20	
  –	
  Sep	
  6,	
  2018	
  
Qualita%ve	
  
Focus	
  Group	
  Discussion	
  :	
  4	
  groups	
  (early	
  &	
  late	
  millennials)	
  in	
  Jakarta	
  &	
  Surabaya	
  in	
  September	
  2018	
  
In-­‐depth	
  interview 	
   	
  :	
  Millennials	
  figures	
  in	
  Indonesia	
  in	
  August	
  to	
  September	
  2018	
  
Demographic Background
	
   According	
  to	
  Bappenas,	
  there	
  are	
  63	
  million	
  Millennials	
  (20-­‐35	
  years	
  old).	
  This	
  equals	
  to	
  24%	
  of	
  
producAve	
  age	
  populaAons	
  (14-­‐64	
  years	
  old),	
  which	
  is	
  accounted	
  to	
  179.1	
  million	
  people	
  in	
  
Indonesia.	
  
	
   Indonesia	
  StaAsAcs	
  Bureau	
  projected	
  that	
  Millennials	
  is	
  a	
  majority	
  group	
  in	
  Indonesia	
  
demographic	
  structure.	
  
	
   The	
  report	
  groups	
  Millennials	
  into	
  two	
  categories:	
  
◦  Junior	
  millennials	
  (born	
  in	
  1991	
  -­‐	
  1998)	
  
◦  Senior	
  millennials	
  (born	
  in	
  1983	
  -­‐	
  1990)	
  
	
   The	
  Millennials	
  are	
  predicted	
  to	
  be	
  key	
  players	
  in	
  Indonesia	
  in	
  the	
  period	
  of	
  demographic	
  bonus	
  
year	
  2025-­‐2030.	
  
Chapter 1:
Religions, Value and
Tradition
  19.5%	
  (1	
  out	
  of	
  5)	
  Millennials	
  stated	
  that	
  Indonesia	
  is	
  more	
  ideal	
  with	
  
khilafah	
  system.	
  	
  
	
   Further	
  research	
  results	
  Senior	
  Millennials	
  &	
  Millennial	
  Women	
  have	
  more	
  
poten%al	
  to	
  be	
  exposed	
  to	
  radicalism.	
  
	
   81.5%	
  Millennials	
  supports	
  Indonesia	
  as	
  a	
  republic	
  
  2.7%	
  Millennials	
  stated	
  that	
  they	
  have	
  
made	
  dona%on	
  through	
  website.	
  
	
   Kitabisa.com	
  have	
  raised	
  IDR	
  450	
  
billion	
  funds	
  in	
  the	
  last	
  5	
  years	
  for	
  
various	
  causes	
  such	
  as	
  Palu	
  and	
  Lombok	
  
earthquake,	
  floaAng	
  hospital	
  
development,	
  and	
  donaAon	
  for	
  
PalesAne.	
  	
  
	
   An	
  influencer,	
  Rachel	
  Venya,	
  raised	
  
IDR760	
  million	
  for	
  Palu	
  earthquake	
  and	
  
IDR440	
  million	
  for	
  Lombok	
  earthquake	
  
through	
  Kitabisa.com	
  
Online-­‐based	
  social	
  movement	
  (dona%on	
  &	
  pe%%on)	
  spread	
  widely	
  
among	
  Millennials.	
  	
  
Fund	
  raising	
  app/website	
  that	
  the	
  Millennials	
  	
  
have	
  contributed	
  to	
  (%)	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
  10.1%	
  Millennials	
  stated	
  that	
  they	
  have	
  
joined	
  in	
  online	
  pe%%on	
  
	
   Online	
  peAAon	
  movement	
  in	
  Indonesia	
  
gained	
  its	
  popularity	
  when	
  there	
  was	
  
demand/resistance	
  toward	
  social	
  
phenomenon	
  such	
  as	
  remission	
  for	
  
corruptors,	
  criminalizaAon	
  of	
  CorrupAon	
  
EradicaAon	
  Commission	
  
Online-­‐based	
  social	
  movement	
  (dona%on	
  &	
  pe%%on)	
  spread	
  widely	
  
among	
  Millennials.	
  	
  
Online	
  pe%%on	
  website	
  that	
  Millennials	
  have	
  joined	
  in	
  (%)	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
  Millennials	
  consider	
  free	
  sex,	
  clubbing,	
  
pros%tu%on	
  and	
  LGBT	
  as	
  morally-­‐
wrong.	
  	
  
	
   Meanwhile,	
  there	
  are	
  big	
  numbers	
  of	
  
Millennials	
  who	
  consider	
  that	
  interfaith	
  
marriage,	
  polygamy	
  and	
  divorce	
  are	
  not	
  
morally	
  wrong.	
  
Social	
  Issues	
  
Percep%on	
  toward	
  social	
  issues	
  (%)	
  
FREE	
  SEX	
  
NOT	
  MORALLY	
  WRONG	
  
LGBT	
  DIVORCE	
  
INTERFAITH	
  
MARRIAGE	
  CLUBBING	
   POLYGAMY	
  
LOCALIZED	
  
PROSTITUTION	
  
MORALLY	
  
WRONG	
  
DO	
  NOT	
  KNOW	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
  22.4%	
  Millennials	
  do	
  not	
  support	
  non-­‐
muslim	
  leader.	
  
Leadership	
  
	
   Junior	
  Millennials	
  (20-­‐27	
  y.o.)	
  are	
  more	
  
tolerant	
  to	
  non-­‐muslim	
  leaders	
  
compared	
  to	
  the	
  Senior	
  Millennials.	
  	
  
SUPPORT	
  
DO	
  NOT	
  SUPPORT	
  
MUSLIM	
  OR	
  NON-­‐MUSLIM	
  ARE	
  
THE	
  SAME	
  
DO	
  NOT	
  KNOW	
  
NO	
  ANSWER	
  
By	
  Age	
  (%)	
  
SUPPORT	
   DO	
  NOT	
  
SUPPORT	
  
MUSLIM	
  OR	
  NON-­‐
MUSLIM	
  ARE	
  THE	
  SAME	
  
DO	
  NOT	
  
KNOW	
  
JUNIOR	
  
MILLENNIAL	
  
SENIOR	
  
MILLENNIAL	
  
	
   When	
  being	
  faced	
  with	
  the	
  choice	
  of	
  
helping	
  PalesAne	
  or	
  Eastern	
  Indonesia	
  
because	
  of	
  natural	
  disaster,	
  66.4	
  %	
  
millennials	
  prefer	
  to	
  help	
  those	
  in	
  
Eastern	
  Indonesia.	
  
	
   These	
  indicates	
  that	
  
millennials	
  tend	
  to	
  be	
  
tolerant	
  toward	
  religious	
  
issue	
  and	
  poli%cs.	
  They	
  
also	
  have	
  a	
  fairly	
  high	
  
na%onalist	
  a`tude.	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Chapter 2:
Family & Education
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
**tahun	
  =	
  years	
  old	
  
Spend	
  Ame	
  
with	
  family	
  
Exercise	
   Culinary	
  
Traveling	
   Hang	
  out	
  
with	
  friends	
  
Cooking	
  
Social	
  
acAvity	
  
Watch	
  
movies	
  
Religious	
  
acAvity	
  
Work	
   Play	
  musical	
  
instruments	
  
Others	
  
	
   “Spending	
  Ame”	
  
Preference	
  
SENIOR	
  MILLENNIALS	
   JUNIOR	
  MILLENNIALS	
  NOTE	
  
	
   Work	
  and	
  family	
   	
   Campus	
  &	
  organizaAonal	
  
acAviAes,	
  hang	
  out	
  with	
  
friends,	
  do	
  hobbies,	
  manage	
  
business	
  
	
   Priority	
   	
   Becoming	
  good	
  parents	
  
(58%),	
  Buying	
  house	
  
(51.5%),	
  Making	
  parents	
  
happy	
  (52.7%)	
  
	
   Buying	
  house	
  (56.7%),	
  
Making	
  parents	
  happy	
  
(55.9%)	
  
Ac%vi%es	
  Millennials	
  Like	
  the	
  Most	
  
Millennials’	
  Priority	
  
Making	
  parents	
  happy	
  
Buying	
  a	
  house	
  
Becoming	
  good	
  parents	
  
Becoming	
  a	
  successful	
  entrepreneur	
  
Having	
  big	
  paycheck	
  
Becoming	
  a	
  rich	
  man	
  
Helping	
  others	
  
Having	
  flexible	
  Ame	
  
Geong	
  married	
  &	
  building	
  a	
  
family	
  
Becoming	
  a	
  religious	
  person	
  
Not	
  answering	
  
Having	
  children	
  
Going	
  hajj	
  
Men	
   Women	
  
Total	
  Respondents	
  
These	
  prioriAes	
  are	
  influenced	
  by	
  the	
  senior	
  
millennials’	
  situaAon	
  in	
  which	
  they	
  usually	
  
have	
  goqen	
  married.	
  	
  
	
  
Another	
  indicator	
  that	
  shows	
  how	
  parents	
  are	
  
sAll	
  dominant	
  on	
  the	
  life	
  of	
  the	
  Millennials	
  is	
  
when	
  deciding	
  for	
  major	
  when	
  study.	
  	
  
	
  
For	
  junior	
  millennials,	
  the	
  main	
  influences	
  
when	
  deciding	
  which	
  major	
  that	
  they	
  are	
  
going	
  to	
  study	
  in	
  the	
  university	
  are:	
  
• 	
  Parents’	
  recommenda%on	
  (33.3%)	
  
• The	
  major’s	
  brand/favourite	
  university	
  
(29.1%)	
  
• 	
  Tui%on	
  fee	
  (23.9%)	
  
Educa%on	
  
Ideal	
  age	
  to	
  get	
  married	
  
Men	
   Women	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
**tahun	
  =	
  years	
  old	
  
Ge`ng	
  Married	
  
According	
  to	
  Millennials,	
  the	
  ideal	
  age	
  
to	
  get	
  married	
  is	
  21-­‐25	
  y.o	
  (52.6%)	
  or	
  
26-­‐30	
  y.o	
  (43.4%).	
  
	
  
Majority	
  of	
  Millennials	
  women	
  want	
  to	
  
have	
  children	
  at	
  21-­‐25	
  y.o	
  (59.3%),	
  and	
  
around	
  26-­‐30	
  y.o	
  for	
  the	
  men	
  (50.4%).	
  
	
  
Millennial	
  men	
  consider	
  their	
  self-­‐
preparedness	
  psychologically	
  and	
  
financially.	
  While,	
  Millennial	
  women	
  
want	
  to	
  get	
  married	
  at	
  young	
  age	
  due	
  to	
  
producAve	
  age	
  to	
  have	
  children	
  as	
  well	
  
as	
  more	
  Ame	
  to	
  take	
  care	
  of	
  their	
  kids.	
  	
  
Senior	
  Millennials	
  think	
  that	
  there	
  are	
  a	
  lot	
  to	
  prepare	
  before	
  
geong	
  married.	
  	
  
	
  
Meanwhile,	
  Junior	
  Millennials	
  want	
  to	
  get	
  married	
  at	
  younger	
  age.	
  
Their	
  wide	
  networks	
  and	
  friendships	
  may	
  help	
  them	
  to	
  select	
  for	
  
partners,	
  even	
  though	
  they	
  are	
  quite	
  selecAve	
  about	
  the	
  criteria.	
  	
  
Chapter 3:
Profession and Career
  Millennials	
  are	
  digital	
  naAve.	
  Website	
  becomes	
  
their	
  main	
  reference	
  in	
  looking	
  for	
  job	
  vacancy.	
  
	
   1	
  out	
  of	
  2	
  Indonesian	
  Millennials	
  
(47.7%)	
  are	
  looking	
  for	
  jobs	
  from	
  online,	
  
especially	
  in	
  the	
  group	
  of	
  junior	
  Millennials.	
  	
  
	
   Salary	
  is	
  the	
  main	
  factor	
  when	
  selec%ng	
  a	
  
company.	
  Lack	
  of	
  self	
  development	
  is	
  the	
  main	
  
factor	
  that	
  cause	
  Millennials	
  to	
  resign	
  from	
  their	
  
job	
  
Finding	
  Jobs	
  
Factors	
  that	
  contribute	
  when	
  searching	
  for	
  jobs	
  
SALARY	
  
TYPE	
  OF	
  WORK	
  
COMPANY	
  BRAND	
  
DURATION/LENGTH	
  OF	
  WORK	
  
LOCATION	
  
FULFIL	
  THE	
  PASSION	
  
FRIENDS/WORK	
  ENVIRONMENT	
  
FACILITY/SELF	
  DEVELOPMENT	
  
NUMBER	
  OF	
  LEAVE	
  DAYS	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
  2-­‐3	
  years	
  is	
  the	
  most	
  ideal	
  %me	
  for	
  
Millennials	
  to	
  work	
  in	
  an	
  organiza%on.	
  
	
   Millennials	
  have	
  low	
  loyalty	
  level	
  toward	
  their	
  
company.	
  3	
  out	
  of	
  10	
  Millennials	
  plan	
  to	
  only	
  stay	
  
for	
  2-­‐3	
  years.	
  	
  
	
   Only	
  1	
  out	
  of	
  10	
  Millennials	
  that	
  stated	
  to	
  stay	
  in	
  
their	
  office	
  for	
  more	
  than	
  10	
  years	
  
Staying	
  in	
  their	
  Jobs	
  
How	
  long	
  will	
  I	
  stay	
  in	
  this	
  company?	
  	
  
Year	
   Year	
   Year	
   Year	
   Year	
   Year	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
“Millennials	
  have	
  big	
  dreams,	
  yet	
  they	
  are	
  
hard	
  to	
  manage.	
  But,	
  they	
  are	
  smart,	
  
therefore,	
  we	
  have	
  to	
  give	
  them	
  trust	
  and	
  
objecAve.”	
  – Achmad	
  Zaky,	
  CEO	
  of	
  Bukalapak.	
  
  What	
  makes	
  Millennials	
  
stay	
  in	
  their	
  job?	
  
	
   Freedom	
  of	
  crea%vity	
  
	
   Flexible	
  working	
  %me	
  
	
   Suppor%ve	
  team	
  
	
   These	
  are	
  applied	
  to	
  both	
  senior	
  and	
  junior	
  
Millennials.	
  They	
  don’t	
  like	
  the	
  situaAon	
  where	
  
they	
  are	
  being	
  watched	
  by	
  their	
  supervisors/boss.	
  
This	
  is	
  why	
  many	
  offices	
  are	
  decorated	
  in	
  such	
  
ways	
  that	
  boost	
  creaAvity	
  and	
  reduce	
  boredom.	
  
	
   Millennials	
  characters:	
  
	
   Connected	
  
	
   Confident	
  	
  
	
   Crea%ve	
  
	
   7	
  out	
  of	
  10	
  (69.1%)	
  
Millennials	
  have	
  
interest	
  in	
  starAng	
  
their	
  own	
  business.	
  
  Junior	
  Millennials	
  move	
  to	
  
other	
  company	
  due	
  to	
  self	
  development	
  
facility	
  and	
  work	
  environment.	
  Also,	
  they	
  
worry	
  the	
  most	
  about	
  career,	
  followed	
  by	
  life	
  
goals,	
  educaAon	
  and	
  social	
  issues.	
  
	
   While	
  Senior	
  Millennials	
  
resign	
  from	
  their	
  work	
  because	
  of	
  self	
  
development	
  facility	
  and	
  salary.	
  What	
  worry	
  
Senior	
  Millennials	
  the	
  most?	
  Family	
  maqers	
  
such	
  as	
  children	
  educaAon,	
  financial	
  issue	
  
and	
  career.	
  	
  
Resigning	
  from	
  their	
  job/Moving	
  to	
  other	
  company	
  
Why	
  do	
  I	
  resign?	
  
20-­‐27	
  y.o	
   28-­‐35	
  y.o	
  
FACILITY/SELF	
  DEVELOPMENT	
  
SALARY	
  
TYPE	
  OF	
  WORK	
  
COMPANY	
  BRAND	
  
DURATION/LENGTH	
  OF	
  WORK	
  
LOCATION	
  
NOT	
  FULFIL	
  THE	
  PASSION	
  
FRIENDS/WORK	
  ENVIRONMENT	
  
NUMBER	
  OF	
  LEAVE	
  DAYS	
  
BORED	
  
HIGH	
  RISK	
  JOB	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Chapter 4:
Media Consumption
• TV	
  and	
  digital	
  media	
  is	
  the	
  most	
  effecAve	
  media	
  to	
  
reach	
  the	
  Millennials.	
  
• Indonesia	
  is	
  named	
  as	
  the	
  capital	
  city	
  of	
  global	
  social	
  
media	
  and	
  Jakarta	
  is	
  considered	
  as	
  capital	
  city	
  of	
  
Twiqer.	
  Yet,	
  television	
  sAll	
  holds	
  the	
  power	
  in	
  
disseminaAng	
  informaAon	
  to	
  the	
  corner	
  of	
  Indonesia.	
  	
  
• 90%	
  of	
  Indonesians	
  obtain	
  informaAon	
  from	
  TV.	
  	
  
• In	
  the	
  past	
  10	
  years,	
  more	
  than	
  10	
  printed	
  magazines	
  
are	
  out	
  from	
  the	
  business,	
  including	
  the	
  popular	
  
names	
  such	
  as	
  NaAonal	
  Geographic	
  Traveller.	
  	
  
• Millennials	
  like	
  accessing	
  mulA-­‐plauorm	
  media;	
  They	
  
will	
  have	
  the	
  TV	
  on,	
  while	
  browsing	
  through	
  
Instagram.	
  They	
  sAll	
  subscribe	
  to	
  newspapers	
  
because	
  their	
  parents	
  do	
  so.	
  	
  
Accessing	
  Media	
  
• Before	
  the	
  digital	
  era,	
  millennials	
  obtain	
  
informaAon	
  from	
  reading	
  the	
  first	
  page	
  of	
  
newspaper	
  or	
  watching	
  TV.	
  	
  
• Now,	
  they	
  read	
  news	
  through	
  LINE	
  Today	
  Plauorm	
  
(the	
  plauorm	
  gathers	
  news	
  content	
  from	
  their	
  
partners	
  such	
  as	
  DeAk.com	
  and	
  Kompas.com	
  and	
  
disseminates	
  them	
  with	
  catchy	
  headlines.	
  	
  
• Millennials	
  used	
  to	
  get	
  celebrity	
  news	
  from	
  TV,	
  
now	
  they	
  scroll	
  through	
  IG	
  account	
  @lambeturah,	
  
which	
  spread	
  celebrity	
  informaAon	
  faster	
  than	
  the	
  
tradiAonal	
  media	
  
70%	
  Millennials	
  accessing	
  digital	
  
media	
  to	
  obtain	
  the	
  most	
  currents	
  news.	
  Easy	
  
access,	
  mulAtasking,	
  and	
  speed	
  in	
  geong	
  informaAon	
  
become	
  their	
  main	
  reason	
  in	
  choosing	
  digital	
  media	
  
In	
  the	
  past	
  	
  
1	
  month	
  
In	
  the	
  past	
  	
  
1	
  month	
  
In	
  the	
  past	
  	
  
1	
  month	
  
In	
  the	
  past	
  	
  
1	
  month	
  
In	
  the	
  past	
  	
  
3	
  months	
  
In	
  the	
  past	
  	
  
3	
  months	
  
TELEVISION	
   DIGITAL	
  MEDIA	
   RADIO	
   NEWSPAPER	
   TABLOID	
   MAGAZINE	
  
MEDIA	
  ACCESSED	
  (%)	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
• Instagrammers	
  and	
  Youtubers	
  are	
  
considered	
  stars	
  by	
  Millennials.	
  	
  
• Instagrammers	
  and	
  Youtubers	
  
have	
  big	
  influence	
  in	
  Millennials’	
  
decision	
  making	
  process.	
  	
  
• Millennials	
  love	
  to	
  read/watch	
  
product	
  review	
  online	
  or	
  unboxing	
  
videos	
  from	
  instagrammers	
  and	
  
youtubers	
  before	
  deciding	
  to	
  buy	
  
products.	
  	
  
• Food	
  influencers	
  and	
  travel	
  
bloggers	
  influence	
  Millennials	
  to	
  
make	
  decision	
  about	
  where	
  to	
  eat	
  
and	
  where	
  to	
  go	
  for	
  holiday.	
  
Social	
  Media	
  Behaviour	
  
OWNED	
  (%)	
  
USED	
  MOST	
  
FREQUENTLY	
  	
  
(%)	
  
STATUS	
  UPDATE	
  
FREQUENCY	
  PER	
  DAY	
  
(%)	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
• Junior	
  Millennials	
  are	
  more	
  acAve	
  
in	
  social	
  media	
  than	
  their	
  seniors.	
  	
  
• Millennials	
  starAng	
  to	
  get	
  more	
  
wise	
  in	
  using	
  social	
  media,	
  
especially	
  about	
  hoax.	
  	
  They	
  are	
  
acAve	
  in	
  pushing	
  wisdom	
  of	
  
crowd,	
  informaAon	
  clarificaAon	
  
agent.	
  	
  
• Among	
  Senior	
  Millennials,	
  hoax	
  
spread	
  through	
  WhatsApp.	
  
Meanwhile	
  among	
  Junior	
  
Millennials,	
  hoax	
  spread	
  through	
  
Facebook	
  or	
  Instagram	
  
Messaging	
  Applica%ons	
  Used	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
By	
  age	
  (%)	
  
Social	
  media	
  
owned	
  
Social	
  media	
  
acAvely	
  	
  
used	
  
Status	
  update	
  
intensity	
  
Status	
  
posted	
  
Like	
  to	
  share	
  or	
  
not?	
  
Reason	
  
SENIOR	
  MILLENNIALS	
   JUNIOR	
  MILLENNIALS	
  
“I’m	
  more	
  acAve	
  on	
  Instagram”	
  
	
  
“I’m	
  more	
  to	
  Facebook	
  because	
  my	
  friends	
  post	
  their	
  
content	
  there	
  more	
  oyen.”	
  	
  
“No,	
  I	
  don’t	
  post	
  every	
  single	
  day.”	
  	
  
“I	
  post	
  about	
  my	
  daily	
  acAviAes,	
  but	
  i	
  don’t	
  post	
  oyen,	
  
it’s	
  quite	
  rare.”	
  
“I’ll	
  check	
  first,	
  and	
  I	
  think	
  this	
  is	
  quite	
  correct.”	
  or	
  
“It’s	
  correct,	
  and	
  its	
  share-­‐able,	
  so	
  I	
  won’t	
  be	
  
feeling	
  way	
  too	
  guilty	
  if	
  I	
  share	
  about	
  wrong	
  
informaAon.”	
  
Majority	
  share	
  par%cular	
  informa%on	
  aker	
  checking	
  
them	
  
“Using	
  Instagram	
  more	
  oyen	
  because	
  it’s	
  being	
  a	
  
trend.”	
  
“At	
  least	
  once	
  a	
  day.	
  Depend	
  on	
  the	
  mood.”	
  
“About	
  daily	
  acAviAes.”	
  
“I	
  can	
  be	
  honest	
  on	
  Twiqer.	
  On	
  Instagram,	
  I	
  feel	
  
like,	
  “Umm,	
  is	
  it	
  proper	
  enough	
  if	
  I	
  post	
  this?”	
  
“I	
  rarely	
  share,	
  I’ll	
  check	
  the	
  informaAon	
  first,	
  so	
  
many	
  hoax	
  lately.”	
  
Majority	
  share	
  par%cular	
  informa%on	
  aker	
  
checking	
  them	
  
Chapter 5:
Internet and Online
Behaviour
9.6%	
  Junior	
  Millennials	
  &	
  
5.2%	
  Senior	
  Millennials	
  
spend	
  more	
  than	
  11	
  hours	
  to	
  use	
  
internet	
  
79%	
  Millennials	
  open	
  their	
  
smartphones	
  1	
  minute	
  
aker	
  waking	
  up.	
  
94.4%	
  Millennials	
  are	
  
connected	
  to	
  internet.	
  
They	
  are	
  also	
  called	
  internet-­‐addicted	
  
generaAon	
  or	
  i-­‐genera%on.	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
<1	
  hour	
   1-­‐3	
  hours	
   4-­‐6	
  hours	
   11-­‐13	
  hours	
   >13	
  hours	
  7-­‐10	
  hours	
  
“They	
  are	
  worried	
  if	
  they	
  don’t	
  have	
  their	
  
smartphones	
  with	
  them”	
  
98.2%	
  Millennials	
  use	
  smartphones	
  as	
  the	
  
main	
  device	
  to	
  connect	
  to	
  internet	
  
Personal	
  laptop	
  
PC	
  at	
  work	
  
PC	
  at	
  home	
  
Others	
  
Four	
  main	
  acAviAes	
  when	
  connected	
  to	
  internet:	
  
• 	
  Chaong/messaging	
  
• 	
  Browsing	
  
• 	
  Social	
  networking	
  
• 	
  Video	
  streaming	
  
• 	
  Others:	
  music,	
  download,	
  online	
  games,	
  etc.	
  	
  
	
  
Social	
  Networking	
  
Online	
  Game	
  
News	
  Search	
  
Government	
  &	
  Public	
  Service	
  InformaAon	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
57.6%	
  Junior	
  Millennials	
  find	
  products	
  
informaAon	
  online	
  prior	
  to	
  buying	
  them.	
  In	
  total,	
  
5.6%	
  Millennials	
  prefer	
  this	
  method.	
  
Internet	
  changes	
  customer	
  journey	
  map.	
  	
  
59.7%	
  Millennials	
  compare	
  prices	
  online	
  
before	
  making	
  purchase.	
  	
  
Looking	
  at	
  the	
  amount	
  of	
  informaAon	
  they	
  are	
  
searching	
  on	
  the	
  internet	
  shows	
  that	
  Millennials	
  
are	
  detail	
  and	
  careful	
  before	
  purchasing	
  
products.	
  It	
  is	
  possible	
  that	
  they	
  are	
  the	
  type	
  
consumers	
  who	
  are	
  quite	
  “fussy”	
  compared	
  to	
  
consumers	
  of	
  other	
  generaAons	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Informa%on	
  searched	
  before	
  buying	
  products	
  
Price	
   Product	
  
Feature	
  
PromoAonal	
  
Program	
  
Customer	
  
SaAsfacAon	
  
Where	
  
Product	
  
Sold	
  
Product	
  
Quality	
  
Knowledge	
  
In	
  the	
  past	
  6	
  months,	
  Millennials	
  buy	
  product	
  online	
  
through:	
  
• 	
  Lazada	
  (23.5%)	
  
• 	
  Shopee	
  (10.6%)	
  
• 	
  Tokopedia	
  (9.9%)	
  
Millennials	
  are	
  the	
  biggest	
  segment	
  in	
  e-­‐
commerce	
  and	
  they	
  have	
  been	
  educated	
  
naturally.	
  
Even	
  though	
  they	
  experience	
  disappointment	
  
from	
  online	
  purchase,	
  they	
  will	
  sAll	
  recommend	
  
their	
  friends	
  to	
  buy	
  online.	
  
1	
  out	
  of	
  4	
  Millennials	
  who	
  do	
  online	
  
shopping	
  purchase	
  clothes.	
  
Products	
  bought	
  in	
  the	
  past	
  6	
  months	
  and	
  
payment	
  method	
  
Product	
  	
  
Bought	
  
Payment	
  	
  
Method	
  
Clothes/Garment	
  
Mobile	
  phone	
  &	
  Accessories	
  
Household	
  Items	
  
Ticket/Hotel	
  
Shoes	
  
Electronic	
  	
  
(TV/Refrigerator/Washing	
  Machine)	
  
Books	
  
Hotel	
  
CosmeAcs	
  
Computer/Laptop/Accessories	
  
Bank	
  Transfer	
  
Credit	
  Card	
  
Joint	
  Account	
  
Convenient	
  Store	
  (Indomaret)	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
1	
  out	
  of	
  2	
  Millennials	
  buy	
  online	
  and	
  pay	
  
with	
  with	
  cash	
  on	
  delivery	
  method.	
  
Chapter 6:
Entertainment and
Recreation
Ayer	
  pop	
  music,	
  dangdut	
  is	
  the	
  
second	
  music	
  genre	
  that	
  Millennials	
  
like	
  the	
  most,	
  followed	
  by	
  jazz	
  and	
  
rock.	
  
Music	
  
69.3%	
  Millennials	
  like	
  pop	
  
music	
  and	
  20.4%	
  of	
  them	
  loves	
  
dangdut.	
  
*dangdut	
  is	
  Indonesian	
  popular	
  music	
  for	
  dancing	
  
that	
  combines	
  local	
  music	
  tradi>on,	
  Indian	
  and	
  
Malaysian	
  music	
  films	
  and	
  western	
  rock.	
  	
  
Music	
  genre	
  prefered	
  (%)	
  
By	
  Age	
  
Music	
  
51.6	
  %	
  Millennials	
  listen	
  to	
  
music	
  through	
  streaming	
  applicaAon	
  or	
  
illegal	
  download.	
  	
  
ApplicaAons	
  used	
  the	
  most	
  are	
  JOOX	
  
and	
  SpoAfy	
  
Device	
  &	
  Applica%ons	
  used	
  to	
  listen	
  to	
  music	
  (%)	
  
ApplicaAon	
  
Device	
  
Mobile	
  phone	
  
app/smartphone	
  
Television	
  
Computer	
  /	
  
Laptop	
  
Millennials	
  are	
  capAvated	
  by	
  romance	
  movies	
  made	
  by	
  
local	
  filmmakers.	
  	
  
Movies	
  
47.7%	
  Millennials	
  like	
  acAon	
  movies,	
  followed	
  
by	
  romance,	
  comedy	
  and	
  horror.	
  
Men	
  like	
  acAon	
  movies	
  (66.2%),	
  while	
  the	
  women	
  loves	
  
romance	
  movies	
  (34.2%)	
  
Ac>on	
  movies	
  millennials	
  like	
  are	
  among	
  others	
  Captain	
  
America,	
  The	
  Avengers,	
  Iron	
  Man,	
  Mission	
  Impossible,	
  Mile	
  22	
  
(starring	
  Indonesian	
  famous	
  ac>on	
  star).	
  
While	
  for	
  romance,	
  	
  they	
  like	
  Habibie	
  Ainun,	
  Ada	
  Apa	
  Dengan	
  
Cinta	
  and	
  Dilan	
  1990	
  (these	
  are	
  all	
  Indonesian	
  movies).	
  	
  
Avengers	
  or	
  Dilan?	
  
Device	
  &	
  app	
  to	
  watch	
  movies	
  (%)	
  
ApplicaAon	
  
Mobile	
  phone	
  app	
  
Cinema	
   TV	
  
Mobile	
  Legends	
  dominate	
  the	
  mobile	
  games	
  
market	
  in	
  Indonesia	
  
Games	
  
40.7%	
  Millennials	
  download	
  
online	
  game	
  into	
  their	
  smartphones.	
  	
  
39.5%	
  Junior	
  Millennials	
  &	
  20.2%	
  Senior	
  
Millennials	
  have	
  online	
  games	
  on	
  their	
  
smartphones.	
  
	
  
The	
  most	
  popular	
  games?	
  
• 	
  Mobile	
  Legends	
  	
  
• 	
  Clash	
  of	
  Clan	
  
“Playing	
  online	
  games	
  is	
  my	
  mood	
  healing	
  method	
  
when	
  I	
  feel	
  >red	
  from	
  the	
  work	
  rou>ne”	
  	
  
Yes	
   No	
  
YES	
  
NO	
  
By	
  Age	
  (%)	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Online	
  Game	
  App	
  on	
  Smartphones	
  
Millennials	
  are	
  quite	
  a	
  narcissist	
  generaAon.	
  
They	
  take	
  photos	
  almost	
  everyday	
  and	
  capture	
  
an	
  object	
  2-­‐5	
  Ames.	
  	
  
	
  
Most	
  of	
  the	
  object	
  that	
  they	
  take	
  photo	
  of?	
  
Themselves.	
  	
  
Photos	
  
31.4%	
  millennials	
  stated	
  that	
  
they	
  like	
  to	
  do	
  selfie.	
  	
  
Junior	
  Millennials	
  are	
  more	
  narcissisAc	
  
compared	
  to	
  their	
  seniors.	
  
The	
  women	
  take	
  selfie	
  more	
  oyen	
  than	
  men.	
  
“I	
  selfie,	
  therefore,	
  I	
  exist”	
  	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Intensity	
  in	
  taking	
  photos	
  (%)	
  
Photo	
  Object	
  (%)	
  
Never	
   <2	
  Ames	
   2-­‐5	
  Ames	
   6-­‐8	
  Ames	
   >8	
  Ames	
  
Selfie	
  
Important	
  event	
  
Kids/family/friends	
  
Food	
  
Scenery	
  
InformaAon/news/event	
  
Personal	
  acAvity	
  
Car/motorbike	
  
Famous	
  people/idol	
  
4	
  out	
  of	
  10	
  (38.3%)	
  millennials	
  
travel	
  abroad	
  or	
  domesAcally	
  every	
  year.	
  	
  
	
  
Traveling	
  
What	
  makes	
  them	
  travel	
  oyen?	
  
•  Online	
  applicaAon	
  to	
  book	
  for	
  
transportaAon,	
  hotel	
  or	
  travel	
  
desAnaAons.	
  
•  Easy	
  payment	
  method	
  (transfer,	
  credit	
  
card	
  or	
  installment)	
  
• 	
  Travel	
  fair	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Where	
  do	
  you	
  buy	
  airplane	
  %ckets	
  
online?	
  	
  
Where	
  do	
  you	
  book	
  hotels	
  
online?	
  	
  
Millennials	
  stated	
  that	
  they	
  like	
  going	
  to	
  
Yogyakarta,	
  Bandung	
  or	
  Bali	
  for	
  holiday.	
  	
  	
  
	
  
Travel	
  Des%na%ons	
  
Junior	
  Millennials	
  prefer	
  to	
  go	
  to	
  Yogyakarta	
  
and	
  Bandung.	
  
Senior	
  Millennials	
  prefer	
  Yogyakarta	
  and	
  Bali	
  
for	
  leisure.	
  	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Favourite	
  traveling	
  
des%na%on	
  (%)	
  
The	
  difference	
  
between	
  senior	
  and	
  
junior	
  Millennials	
  
when	
  traveling	
  
TRAVELING	
  PLAN	
  
Senior	
  Millennials	
  are	
  
more	
  prepared,	
  starAng	
  
from	
  duraAon,	
  cost,	
  
Acket,	
  accommodaAon,	
  
desAnaAons/aqracAons	
  
to	
  visit,	
  etc.	
  
DESTINATION	
  
Senior	
  Millennials	
  
choose	
  places	
  near	
  
their	
  homes	
  or	
  places	
  
that	
  are	
  convenient	
  for	
  
family.	
  
HOLIDAY	
  PARTNER	
  
Senior	
  Millennials	
  
prefer	
  to	
  travel	
  with	
  
family.	
  
FACTORS	
  TO	
  CONSIDER	
  
Cost,	
  family,	
  Ame	
  
(weekend/weekdays).	
  
TRAVELING	
  PLAN	
  
Junior	
  Millennials	
  love	
  
to	
  travel	
  suddenly,	
  with	
  
no	
  preparaAon,	
  
especially	
  when	
  they	
  
get	
  bored.	
  
	
  
They	
  can	
  search	
  for	
  
Ackets	
  1-­‐2	
  days	
  before	
  
leaving	
  or	
  find	
  
accommodaAon	
  as	
  they	
  
get	
  there.	
  
HOLIDAY	
  PARTNER	
  
Junior	
  Millennials	
  
prefer	
  to	
  travel	
  with	
  
friends	
  or	
  going	
  solo.	
  
DESTINATION	
  
Junior	
  Millennials	
  look	
  
for	
  new,	
  popular	
  and	
  
challenging	
  
desAnaAons.	
  
FACTORS	
  TO	
  CONSIDER	
  
Time	
  when	
  they	
  feel	
  
bored/worn	
  out,	
  special	
  
occasion	
  such	
  as	
  
fesAval	
  or	
  concert	
  
Chapter 7:
Consumption and Buying
Behaviours
They	
  carry	
  cash	
  just	
  as	
  needed,	
  enough	
  to	
  buy	
  
meals,	
  pay	
  for	
  movie	
  Acket	
  and	
  parking.	
  	
  
Financial	
  Condi%on	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Millennials	
  allocate	
  10.7%	
  of	
  
the	
  income	
  for	
  savings.	
  	
  
51.1%	
  of	
  the	
  income	
  is	
  drained	
  
for	
  monthly	
  expenses.	
  
The	
  survey	
  shows	
  that	
  millennials	
  is	
  quite	
  a	
  
consumpAve	
  generaAon.	
  Yet,	
  they	
  understand	
  
about	
  future	
  financial	
  risk	
  that	
  they	
  allocate	
  
6.8%	
  of	
  the	
  income	
  for	
  insurance.	
  	
  
Monthly	
  Expense	
  Percentage	
  
FAMILY	
  EXPENSE	
  
(monthly	
  rouAne	
  expense)	
  
SAVING	
  
(general,	
  Ame	
  deposit)	
  
ENTERTAINMENT	
  
(going	
  to	
  cinema,	
  eaAng	
  at	
  restaurants,	
  
buying	
  aqracAon	
  HTM,	
  clubbing)	
  
INSURANCE	
  
(health,	
  life,	
  educaAon,	
  vehicles)	
  
INTERNET	
  
(monthly	
  subscripAon/GPRS)	
  
PHONE	
  BILLS	
  
(pre-­‐/post-­‐paid)	
  
DONATION/	
  
ZAKAT	
  
INSTALLMENTS	
  
(house,	
  apartment,	
  car,	
  motorcycle,	
  electronic	
  
appliances,	
  etc.)	
  
INVESTMENT	
  
(mutual	
  funds,	
  foreign	
  currency,	
  unit,	
  etc.)	
  
*(“,”	
  equals	
  to	
  “.”	
  
or	
  coma)	
  
Financial	
  Products	
  Used	
  
Conven%onal	
  Saving	
  
Health	
  Insurance	
  
Motorcycle	
  leasing	
  
SMS	
  Banking	
  
Credit	
  Card	
  
Electronic	
  Appliances	
  Installment	
  
Time	
  Saving	
  
Life	
  Insurance	
  
Educa%on	
  Insurance	
  
Mortgage	
  loan	
  
Car	
  Leasing	
  
Vehicle	
  Insurance	
  
Car	
  Loan	
  
Hajj	
  Saving	
  
Micro	
  Credit	
  
Loan	
  without	
  Collateral	
  
Sharia	
  Saving	
  
Deposit	
  
Apart	
  from	
  debit	
  card,	
  millennials	
  own	
  e-­‐
wallet	
  (21.9%)	
  and	
  e-­‐money	
  (11.5%).	
  	
  
Payment	
  
Millennials	
  living	
  a	
  cashless	
  
lifestyle.	
  They	
  rarely	
  bring	
  big	
  
amount	
  of	
  cash.	
  	
  
Non-­‐cash	
  financial	
  products	
  such	
  as	
  mobile	
  
banking	
  and	
  internet	
  banking	
  is	
  geong	
  less	
  
popular.	
  	
  
Millennials	
  tend	
  to	
  do	
  gadget	
  payment/
transacAon.	
  	
  
They	
  feel	
  that	
  they	
  are	
  more	
  consumpAve	
  
when	
  bringing	
  cash.	
  	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Non-­‐cash	
  financial	
  
products	
  owned	
  (%)	
  
Debit	
  	
  
card	
  
Credit	
  
card	
  
49.8%	
  buy	
  their	
  house	
  in	
  cash,	
  while	
  
the	
  remaining	
  50.2%	
  buy	
  through	
  
mortgage.	
  
Senior	
  Millennials	
  prefer	
  to	
  buy	
  
house	
  through	
  mortgage	
  scheme,	
  
meanwhile	
  their	
  juniors	
  are	
  divided	
  
into	
  two	
  groups	
  almost	
  evenly.	
  	
  
Buying	
  House	
  
Only	
  35.1%	
  Millennials	
  have	
  
their	
  own	
  house.	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Type	
  of	
  house	
  owned	
  (%)	
  Purchasing	
  type	
  (%)	
  
Cash	
   Loan	
  
Developer	
  
Housing	
  
Kavling	
  	
  
Housing	
  
Non-­‐Developer	
  
Housing	
  
Apartment	
  	
  
Millennials	
  Brand	
  Product	
  
Cellular	
  Provider	
  (%)	
   Car	
  (%)	
  
Motorcycle	
  (%)	
  
Internet	
  Provider	
  (%)	
  
Fashion/Clothes	
  (%)	
   Cosme%cs	
  (%)	
  
Shoes	
  (%)	
   Credit	
  Card	
  (%)	
  
Bank	
  Account	
  (%)	
   Insurance	
  (%)	
   Fast	
  Food	
  Restaurant	
  (%)	
  
Airlines	
  (%)	
   Vehicle	
  Leasing	
  (%)	
  
Camera	
  (%)	
  
Mineral	
  Water	
  (%)	
   Instant	
  Noodle	
  (%)	
   Cable	
  TV	
  (%)	
  
Chapter 8:
Political View
It’s	
  not	
  that	
  Millennials	
  do	
  not	
  care	
  with	
  
poliAcs,	
  but	
  they	
  tend	
  to	
  not	
  interested	
  to	
  
poliAcal	
  issues.	
  According	
  to	
  FGD,	
  they	
  see	
  
poliAcal	
  news	
  as	
  heavy,	
  complicated	
  and	
  
boring.	
  	
  	
  	
  
They	
  prefer	
  news	
  that	
  is	
  soy	
  and	
  those	
  
that	
  they	
  can	
  relate,	
  such	
  as	
  about	
  
lifestyle,	
  movies	
  and	
  technology.	
  
Interest	
  Toward	
  Poli%cal	
  News	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
Only	
  23.4%	
  Millennials	
  
follows	
  poli%cal	
  news/issues.	
  
Intensity	
  in	
  Following	
  Poli%cal	
  News	
  (%)	
  
By	
  Age	
  (%)	
  
Men	
   Women	
  
Some	
  aspects	
  that	
  haven’t	
  
gone	
  well	
  are:	
  
• 	
  Economy	
  
• 	
  PoliAc	
  
• 	
  Law	
  enforcement	
  
Point	
  of	
  View	
  Toward	
  Indonesia	
  
*(“,”	
  equals	
  to	
  “.”	
  or	
  coma)	
  
89.1%	
  Millennials	
  are	
  
feeling	
  op%mis%c	
  
toward	
  diversity	
  in	
  
Indonesia.	
  
Op%mism	
  Toward	
  Indonesia	
  in	
  the	
  Next	
  1	
  Year(%)	
  
Diversity	
  in	
  
Indonesia	
  
Integrity	
  of	
  the	
  
Republic	
  of	
  
Indonesia	
  
Democracy	
  in	
  
Indonesia	
  
Security	
  
condi%on	
  
Corrup%on	
  
eradica%on	
  
Economic	
  
situa%on	
  
Poli%cal	
  
situa%on	
  
Law	
  
enforcement	
  
Sa%sfac%on	
  Toward	
  Government’s	
  Performance	
  
In	
  general,	
  Millennials	
  are	
  
sa%sfied	
  with	
  the	
  Government’s	
  
performance	
  
Which	
  aspects	
  of	
  Government’s	
  works	
  
that	
  they	
  appreciate	
  the	
  most?	
  
+	
  Internet	
  &	
  telecommunicaAon	
  (90.1%)	
  
+	
  EducaAon	
  service	
  (88.4%)	
  
+	
  Public	
  transportaAon	
  service	
  (88%)	
  
+	
  Infrastructure	
  development	
  (85.5%)	
  
+	
  Health	
  service	
  (80.3%)	
  
Which	
  aspects	
  of	
  Government’s	
  works	
  that	
  
they	
  saAsfied	
  the	
  least?	
  
-­‐ 	
  Economic	
  condiAon	
  (59.5%)	
  
-­‐ 	
  Labour	
  welfare	
  (58.6%)	
  
-­‐ 	
  Ease	
  of	
  employment	
  (49.1%)	
  
-­‐ 	
  Poverty	
  reducAon	
  (49.7%)	
  
-­‐ 	
  Price	
  stability	
  of	
  basic	
  necessiAes	
  (46.4%)	
  
Percep%on	
  Toward	
  Poli%cal	
  Party	
  
70%	
  Millennials	
  choose	
  
figures,	
  not	
  party.	
  
What	
  do	
  they	
  consider	
  when	
  choosing	
  
poliAcal	
  party?	
  
The	
  top	
  four	
  are:	
  
-­‐ 	
  Close	
  to	
  people	
  
-­‐ 	
  Good	
  programmes	
  
-­‐ 	
  Ability	
  to	
  bring	
  changes	
  
-­‐ 	
  Free	
  from	
  corrupAon	
  
“Today’s	
  young	
  people	
  are	
  more	
  likely	
  to	
  appear	
  of	
  
the	
  stage	
  of	
  self-­‐actualizaAon	
  for	
  sel-­‐recogniAon,	
  
rather	
  than	
  being	
  in	
  the	
  chambers	
  of	
  suffering	
  
(poliAcal	
  struggle)”	
  –	
  M.	
  Nur	
  Arifin,	
  Trenggalek	
  
District	
  Head.	
  
Poli%cal	
  figure	
  awareness	
  (%)	
  
Vo%ng	
  for	
  Elec%on	
  
Factors	
  to	
  consider	
  when	
  vo%ng	
  
for	
  poli%cal	
  leaders	
  
Factor	
  
Honest	
  
Young	
  figure	
  
Integrity	
  
Religious	
  
Firm	
  
Hard	
  working	
  
Intellectual/clever/smart	
  
Able	
  to	
  solve	
  problems	
  
Have	
  leadership	
  skill	
  
PresAgious	
  
Close	
  to	
  people	
  
Good	
  skills	
  and	
  capacity	
  
Able	
  to	
  make	
  changes	
  
Free	
  from	
  corrupAon	
  
NaAonalist	
  
Closing
•  Millennial	
  ac%vity	
  are	
  digital-­‐based.	
  StarAng	
  from	
  culinary	
  and	
  traveling	
  desAnaAon	
  reference	
  to	
  
purchase	
  of	
  daily	
  goods	
  are	
  done	
  online.	
  With	
  such	
  behaviours,	
  millennials	
  are	
  ready	
  to	
  bring	
  Indonesia	
  
to	
  digital-­‐era.	
  	
  
•  Millennials	
  are	
  produc%ve	
  and	
  not	
  afraid	
  to	
  start	
  their	
  own	
  business.	
  Salary	
  is	
  no	
  longer	
  the	
  main	
  reason	
  
to	
  stay	
  at	
  the	
  job.	
  For	
  them,	
  opportunity	
  for	
  self	
  development	
  and	
  feeling	
  comfortable	
  in	
  doing	
  their	
  work	
  
are	
  the	
  main	
  prioriAes.	
  They	
  are	
  also	
  happy	
  when	
  they	
  are	
  given	
  a	
  space	
  to	
  develop	
  creaAvity	
  further.	
  
They	
  have	
  mulAtasking	
  ability	
  when	
  working.	
  These	
  characters	
  serve	
  a	
  capital	
  for	
  strengthening	
  
Indonesia’s	
  economic	
  independence	
  in	
  the	
  future,	
  including	
  creaAve	
  economy	
  industry.	
  
•  Millennials	
  have	
  cross-­‐border	
  Network.	
  Millennials	
  are	
  a	
  connected	
  to	
  each	
  other.	
  Through	
  social	
  media,	
  
their	
  access	
  to	
  informaAon	
  and	
  friends	
  are	
  geong	
  wider.	
  Apart	
  from	
  access	
  to	
  communicate	
  and	
  
exchange	
  informaAon,	
  they	
  can	
  voice	
  their	
  opinion	
  through	
  social	
  media.	
  They	
  can	
  even	
  develop	
  social	
  
empathy	
  and	
  solidarity	
  through	
  social	
  media.	
  They	
  have	
  a	
  strong	
  founda%on	
  to	
  maintain	
  solidarity	
  and	
  
peace	
  in	
  Indonesia.	
  	
  
•  Millennials	
  are	
  na%onalist	
  without	
  poli%cal	
  interest.	
  They	
  are	
  not	
  interested	
  to	
  poliAcs,	
  yet	
  they	
  have	
  
commitment	
  and	
  concern	
  to	
  improve	
  and	
  protect	
  Indonesia.	
  	
  
Indonesia millenial report 2019

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Indonesia millenial report 2019

  • 2. Table of Content 1.  Research  Methodology   2.  Demographic  Background   3.  Chapter  1:  Religions,  Value  and  TradiAon   4.  Chapter  2:  Family  &  EducaAon   5.  Chapter  3:  Profession  and  Career   6.  Chapter  4:  Media  ConsumpAon   7.  Chapter  5:  Internet  and  Online  Behaviour   8.  Chapter  6:  Entertainment  and  RecreaAon   9.  Chapter  7:  ConsumpAon  and  Buying  Behaviour   10.  Chapter  8:  PoliAcal  View   11.  SoluAons  
  • 3. Research Methodology Quan%ta%ve   Interview  method    :  Face-­‐to-­‐face  interview   Sampling  method    :  MulAstage  random  sampling   Total  sample    :  1,400  respondents   Margin  of  error    :  2.62%   Research  area    :  12  big  ciAes          (Medan,  Palembang,  Greater  Jakarta  area,  Bandung,  Semarang,                  Surabaya,  Balikpapan,  PonAanak,  Makassar,  Manado,  Denpasar  and  Mataram)   Research  period    :  Aug  20  –  Sep  6,  2018   Qualita%ve   Focus  Group  Discussion  :  4  groups  (early  &  late  millennials)  in  Jakarta  &  Surabaya  in  September  2018   In-­‐depth  interview    :  Millennials  figures  in  Indonesia  in  August  to  September  2018  
  • 4. Demographic Background   According  to  Bappenas,  there  are  63  million  Millennials  (20-­‐35  years  old).  This  equals  to  24%  of   producAve  age  populaAons  (14-­‐64  years  old),  which  is  accounted  to  179.1  million  people  in   Indonesia.     Indonesia  StaAsAcs  Bureau  projected  that  Millennials  is  a  majority  group  in  Indonesia   demographic  structure.     The  report  groups  Millennials  into  two  categories:   ◦  Junior  millennials  (born  in  1991  -­‐  1998)   ◦  Senior  millennials  (born  in  1983  -­‐  1990)     The  Millennials  are  predicted  to  be  key  players  in  Indonesia  in  the  period  of  demographic  bonus   year  2025-­‐2030.  
  • 6.   19.5%  (1  out  of  5)  Millennials  stated  that  Indonesia  is  more  ideal  with   khilafah  system.       Further  research  results  Senior  Millennials  &  Millennial  Women  have  more   poten%al  to  be  exposed  to  radicalism.     81.5%  Millennials  supports  Indonesia  as  a  republic  
  • 7.   2.7%  Millennials  stated  that  they  have   made  dona%on  through  website.     Kitabisa.com  have  raised  IDR  450   billion  funds  in  the  last  5  years  for   various  causes  such  as  Palu  and  Lombok   earthquake,  floaAng  hospital   development,  and  donaAon  for   PalesAne.       An  influencer,  Rachel  Venya,  raised   IDR760  million  for  Palu  earthquake  and   IDR440  million  for  Lombok  earthquake   through  Kitabisa.com   Online-­‐based  social  movement  (dona%on  &  pe%%on)  spread  widely   among  Millennials.     Fund  raising  app/website  that  the  Millennials     have  contributed  to  (%)   *(“,”  equals  to  “.”  or  coma)  
  • 8.   10.1%  Millennials  stated  that  they  have   joined  in  online  pe%%on     Online  peAAon  movement  in  Indonesia   gained  its  popularity  when  there  was   demand/resistance  toward  social   phenomenon  such  as  remission  for   corruptors,  criminalizaAon  of  CorrupAon   EradicaAon  Commission   Online-­‐based  social  movement  (dona%on  &  pe%%on)  spread  widely   among  Millennials.     Online  pe%%on  website  that  Millennials  have  joined  in  (%)   *(“,”  equals  to  “.”  or  coma)  
  • 9.   Millennials  consider  free  sex,  clubbing,   pros%tu%on  and  LGBT  as  morally-­‐ wrong.       Meanwhile,  there  are  big  numbers  of   Millennials  who  consider  that  interfaith   marriage,  polygamy  and  divorce  are  not   morally  wrong.   Social  Issues   Percep%on  toward  social  issues  (%)   FREE  SEX   NOT  MORALLY  WRONG   LGBT  DIVORCE   INTERFAITH   MARRIAGE  CLUBBING   POLYGAMY   LOCALIZED   PROSTITUTION   MORALLY   WRONG   DO  NOT  KNOW   *(“,”  equals  to  “.”  or  coma)  
  • 10.   22.4%  Millennials  do  not  support  non-­‐ muslim  leader.   Leadership     Junior  Millennials  (20-­‐27  y.o.)  are  more   tolerant  to  non-­‐muslim  leaders   compared  to  the  Senior  Millennials.     SUPPORT   DO  NOT  SUPPORT   MUSLIM  OR  NON-­‐MUSLIM  ARE   THE  SAME   DO  NOT  KNOW   NO  ANSWER   By  Age  (%)   SUPPORT   DO  NOT   SUPPORT   MUSLIM  OR  NON-­‐ MUSLIM  ARE  THE  SAME   DO  NOT   KNOW   JUNIOR   MILLENNIAL   SENIOR   MILLENNIAL     When  being  faced  with  the  choice  of   helping  PalesAne  or  Eastern  Indonesia   because  of  natural  disaster,  66.4  %   millennials  prefer  to  help  those  in   Eastern  Indonesia.     These  indicates  that   millennials  tend  to  be   tolerant  toward  religious   issue  and  poli%cs.  They   also  have  a  fairly  high   na%onalist  a`tude.   *(“,”  equals  to  “.”  or  coma)  
  • 11. Chapter 2: Family & Education
  • 12. *(“,”  equals  to  “.”  or  coma)   **tahun  =  years  old   Spend  Ame   with  family   Exercise   Culinary   Traveling   Hang  out   with  friends   Cooking   Social   acAvity   Watch   movies   Religious   acAvity   Work   Play  musical   instruments   Others     “Spending  Ame”   Preference   SENIOR  MILLENNIALS   JUNIOR  MILLENNIALS  NOTE     Work  and  family     Campus  &  organizaAonal   acAviAes,  hang  out  with   friends,  do  hobbies,  manage   business     Priority     Becoming  good  parents   (58%),  Buying  house   (51.5%),  Making  parents   happy  (52.7%)     Buying  house  (56.7%),   Making  parents  happy   (55.9%)   Ac%vi%es  Millennials  Like  the  Most  
  • 13. Millennials’  Priority   Making  parents  happy   Buying  a  house   Becoming  good  parents   Becoming  a  successful  entrepreneur   Having  big  paycheck   Becoming  a  rich  man   Helping  others   Having  flexible  Ame   Geong  married  &  building  a   family   Becoming  a  religious  person   Not  answering   Having  children   Going  hajj   Men   Women   Total  Respondents   These  prioriAes  are  influenced  by  the  senior   millennials’  situaAon  in  which  they  usually   have  goqen  married.       Another  indicator  that  shows  how  parents  are   sAll  dominant  on  the  life  of  the  Millennials  is   when  deciding  for  major  when  study.       For  junior  millennials,  the  main  influences   when  deciding  which  major  that  they  are   going  to  study  in  the  university  are:   •   Parents’  recommenda%on  (33.3%)   • The  major’s  brand/favourite  university   (29.1%)   •   Tui%on  fee  (23.9%)   Educa%on  
  • 14. Ideal  age  to  get  married   Men   Women   *(“,”  equals  to  “.”  or  coma)   **tahun  =  years  old   Ge`ng  Married   According  to  Millennials,  the  ideal  age   to  get  married  is  21-­‐25  y.o  (52.6%)  or   26-­‐30  y.o  (43.4%).     Majority  of  Millennials  women  want  to   have  children  at  21-­‐25  y.o  (59.3%),  and   around  26-­‐30  y.o  for  the  men  (50.4%).     Millennial  men  consider  their  self-­‐ preparedness  psychologically  and   financially.  While,  Millennial  women   want  to  get  married  at  young  age  due  to   producAve  age  to  have  children  as  well   as  more  Ame  to  take  care  of  their  kids.     Senior  Millennials  think  that  there  are  a  lot  to  prepare  before   geong  married.       Meanwhile,  Junior  Millennials  want  to  get  married  at  younger  age.   Their  wide  networks  and  friendships  may  help  them  to  select  for   partners,  even  though  they  are  quite  selecAve  about  the  criteria.    
  • 16.   Millennials  are  digital  naAve.  Website  becomes   their  main  reference  in  looking  for  job  vacancy.     1  out  of  2  Indonesian  Millennials   (47.7%)  are  looking  for  jobs  from  online,   especially  in  the  group  of  junior  Millennials.       Salary  is  the  main  factor  when  selec%ng  a   company.  Lack  of  self  development  is  the  main   factor  that  cause  Millennials  to  resign  from  their   job   Finding  Jobs   Factors  that  contribute  when  searching  for  jobs   SALARY   TYPE  OF  WORK   COMPANY  BRAND   DURATION/LENGTH  OF  WORK   LOCATION   FULFIL  THE  PASSION   FRIENDS/WORK  ENVIRONMENT   FACILITY/SELF  DEVELOPMENT   NUMBER  OF  LEAVE  DAYS   *(“,”  equals  to  “.”  or  coma)  
  • 17.   2-­‐3  years  is  the  most  ideal  %me  for   Millennials  to  work  in  an  organiza%on.     Millennials  have  low  loyalty  level  toward  their   company.  3  out  of  10  Millennials  plan  to  only  stay   for  2-­‐3  years.       Only  1  out  of  10  Millennials  that  stated  to  stay  in   their  office  for  more  than  10  years   Staying  in  their  Jobs   How  long  will  I  stay  in  this  company?     Year   Year   Year   Year   Year   Year   *(“,”  equals  to  “.”  or  coma)   “Millennials  have  big  dreams,  yet  they  are   hard  to  manage.  But,  they  are  smart,   therefore,  we  have  to  give  them  trust  and   objecAve.”  – Achmad  Zaky,  CEO  of  Bukalapak.  
  • 18.   What  makes  Millennials   stay  in  their  job?     Freedom  of  crea%vity     Flexible  working  %me     Suppor%ve  team     These  are  applied  to  both  senior  and  junior   Millennials.  They  don’t  like  the  situaAon  where   they  are  being  watched  by  their  supervisors/boss.   This  is  why  many  offices  are  decorated  in  such   ways  that  boost  creaAvity  and  reduce  boredom.     Millennials  characters:     Connected     Confident       Crea%ve     7  out  of  10  (69.1%)   Millennials  have   interest  in  starAng   their  own  business.  
  • 19.   Junior  Millennials  move  to   other  company  due  to  self  development   facility  and  work  environment.  Also,  they   worry  the  most  about  career,  followed  by  life   goals,  educaAon  and  social  issues.     While  Senior  Millennials   resign  from  their  work  because  of  self   development  facility  and  salary.  What  worry   Senior  Millennials  the  most?  Family  maqers   such  as  children  educaAon,  financial  issue   and  career.     Resigning  from  their  job/Moving  to  other  company   Why  do  I  resign?   20-­‐27  y.o   28-­‐35  y.o   FACILITY/SELF  DEVELOPMENT   SALARY   TYPE  OF  WORK   COMPANY  BRAND   DURATION/LENGTH  OF  WORK   LOCATION   NOT  FULFIL  THE  PASSION   FRIENDS/WORK  ENVIRONMENT   NUMBER  OF  LEAVE  DAYS   BORED   HIGH  RISK  JOB   *(“,”  equals  to  “.”  or  coma)  
  • 21. • TV  and  digital  media  is  the  most  effecAve  media  to   reach  the  Millennials.   • Indonesia  is  named  as  the  capital  city  of  global  social   media  and  Jakarta  is  considered  as  capital  city  of   Twiqer.  Yet,  television  sAll  holds  the  power  in   disseminaAng  informaAon  to  the  corner  of  Indonesia.     • 90%  of  Indonesians  obtain  informaAon  from  TV.     • In  the  past  10  years,  more  than  10  printed  magazines   are  out  from  the  business,  including  the  popular   names  such  as  NaAonal  Geographic  Traveller.     • Millennials  like  accessing  mulA-­‐plauorm  media;  They   will  have  the  TV  on,  while  browsing  through   Instagram.  They  sAll  subscribe  to  newspapers   because  their  parents  do  so.     Accessing  Media   • Before  the  digital  era,  millennials  obtain   informaAon  from  reading  the  first  page  of   newspaper  or  watching  TV.     • Now,  they  read  news  through  LINE  Today  Plauorm   (the  plauorm  gathers  news  content  from  their   partners  such  as  DeAk.com  and  Kompas.com  and   disseminates  them  with  catchy  headlines.     • Millennials  used  to  get  celebrity  news  from  TV,   now  they  scroll  through  IG  account  @lambeturah,   which  spread  celebrity  informaAon  faster  than  the   tradiAonal  media   70%  Millennials  accessing  digital   media  to  obtain  the  most  currents  news.  Easy   access,  mulAtasking,  and  speed  in  geong  informaAon   become  their  main  reason  in  choosing  digital  media  
  • 22. In  the  past     1  month   In  the  past     1  month   In  the  past     1  month   In  the  past     1  month   In  the  past     3  months   In  the  past     3  months   TELEVISION   DIGITAL  MEDIA   RADIO   NEWSPAPER   TABLOID   MAGAZINE   MEDIA  ACCESSED  (%)   *(“,”  equals  to  “.”  or  coma)  
  • 23. • Instagrammers  and  Youtubers  are   considered  stars  by  Millennials.     • Instagrammers  and  Youtubers   have  big  influence  in  Millennials’   decision  making  process.     • Millennials  love  to  read/watch   product  review  online  or  unboxing   videos  from  instagrammers  and   youtubers  before  deciding  to  buy   products.     • Food  influencers  and  travel   bloggers  influence  Millennials  to   make  decision  about  where  to  eat   and  where  to  go  for  holiday.   Social  Media  Behaviour   OWNED  (%)   USED  MOST   FREQUENTLY     (%)   STATUS  UPDATE   FREQUENCY  PER  DAY   (%)   *(“,”  equals  to  “.”  or  coma)  
  • 24. • Junior  Millennials  are  more  acAve   in  social  media  than  their  seniors.     • Millennials  starAng  to  get  more   wise  in  using  social  media,   especially  about  hoax.    They  are   acAve  in  pushing  wisdom  of   crowd,  informaAon  clarificaAon   agent.     • Among  Senior  Millennials,  hoax   spread  through  WhatsApp.   Meanwhile  among  Junior   Millennials,  hoax  spread  through   Facebook  or  Instagram   Messaging  Applica%ons  Used   *(“,”  equals  to  “.”  or  coma)   By  age  (%)  
  • 25. Social  media   owned   Social  media   acAvely     used   Status  update   intensity   Status   posted   Like  to  share  or   not?   Reason   SENIOR  MILLENNIALS   JUNIOR  MILLENNIALS   “I’m  more  acAve  on  Instagram”     “I’m  more  to  Facebook  because  my  friends  post  their   content  there  more  oyen.”     “No,  I  don’t  post  every  single  day.”     “I  post  about  my  daily  acAviAes,  but  i  don’t  post  oyen,   it’s  quite  rare.”   “I’ll  check  first,  and  I  think  this  is  quite  correct.”  or   “It’s  correct,  and  its  share-­‐able,  so  I  won’t  be   feeling  way  too  guilty  if  I  share  about  wrong   informaAon.”   Majority  share  par%cular  informa%on  aker  checking   them   “Using  Instagram  more  oyen  because  it’s  being  a   trend.”   “At  least  once  a  day.  Depend  on  the  mood.”   “About  daily  acAviAes.”   “I  can  be  honest  on  Twiqer.  On  Instagram,  I  feel   like,  “Umm,  is  it  proper  enough  if  I  post  this?”   “I  rarely  share,  I’ll  check  the  informaAon  first,  so   many  hoax  lately.”   Majority  share  par%cular  informa%on  aker   checking  them  
  • 26. Chapter 5: Internet and Online Behaviour
  • 27. 9.6%  Junior  Millennials  &   5.2%  Senior  Millennials   spend  more  than  11  hours  to  use   internet   79%  Millennials  open  their   smartphones  1  minute   aker  waking  up.   94.4%  Millennials  are   connected  to  internet.   They  are  also  called  internet-­‐addicted   generaAon  or  i-­‐genera%on.   *(“,”  equals  to  “.”  or  coma)   <1  hour   1-­‐3  hours   4-­‐6  hours   11-­‐13  hours   >13  hours  7-­‐10  hours   “They  are  worried  if  they  don’t  have  their   smartphones  with  them”  
  • 28. 98.2%  Millennials  use  smartphones  as  the   main  device  to  connect  to  internet   Personal  laptop   PC  at  work   PC  at  home   Others   Four  main  acAviAes  when  connected  to  internet:   •   Chaong/messaging   •   Browsing   •   Social  networking   •   Video  streaming   •   Others:  music,  download,  online  games,  etc.       Social  Networking   Online  Game   News  Search   Government  &  Public  Service  InformaAon   *(“,”  equals  to  “.”  or  coma)  
  • 29. 57.6%  Junior  Millennials  find  products   informaAon  online  prior  to  buying  them.  In  total,   5.6%  Millennials  prefer  this  method.   Internet  changes  customer  journey  map.     59.7%  Millennials  compare  prices  online   before  making  purchase.     Looking  at  the  amount  of  informaAon  they  are   searching  on  the  internet  shows  that  Millennials   are  detail  and  careful  before  purchasing   products.  It  is  possible  that  they  are  the  type   consumers  who  are  quite  “fussy”  compared  to   consumers  of  other  generaAons   *(“,”  equals  to  “.”  or  coma)   Informa%on  searched  before  buying  products   Price   Product   Feature   PromoAonal   Program   Customer   SaAsfacAon   Where   Product   Sold   Product   Quality   Knowledge  
  • 30. In  the  past  6  months,  Millennials  buy  product  online   through:   •   Lazada  (23.5%)   •   Shopee  (10.6%)   •   Tokopedia  (9.9%)   Millennials  are  the  biggest  segment  in  e-­‐ commerce  and  they  have  been  educated   naturally.   Even  though  they  experience  disappointment   from  online  purchase,  they  will  sAll  recommend   their  friends  to  buy  online.   1  out  of  4  Millennials  who  do  online   shopping  purchase  clothes.   Products  bought  in  the  past  6  months  and   payment  method   Product     Bought   Payment     Method   Clothes/Garment   Mobile  phone  &  Accessories   Household  Items   Ticket/Hotel   Shoes   Electronic     (TV/Refrigerator/Washing  Machine)   Books   Hotel   CosmeAcs   Computer/Laptop/Accessories   Bank  Transfer   Credit  Card   Joint  Account   Convenient  Store  (Indomaret)   *(“,”  equals  to  “.”  or  coma)   1  out  of  2  Millennials  buy  online  and  pay   with  with  cash  on  delivery  method.  
  • 32. Ayer  pop  music,  dangdut  is  the   second  music  genre  that  Millennials   like  the  most,  followed  by  jazz  and   rock.   Music   69.3%  Millennials  like  pop   music  and  20.4%  of  them  loves   dangdut.   *dangdut  is  Indonesian  popular  music  for  dancing   that  combines  local  music  tradi>on,  Indian  and   Malaysian  music  films  and  western  rock.     Music  genre  prefered  (%)   By  Age  
  • 33. Music   51.6  %  Millennials  listen  to   music  through  streaming  applicaAon  or   illegal  download.     ApplicaAons  used  the  most  are  JOOX   and  SpoAfy   Device  &  Applica%ons  used  to  listen  to  music  (%)   ApplicaAon   Device   Mobile  phone   app/smartphone   Television   Computer  /   Laptop  
  • 34. Millennials  are  capAvated  by  romance  movies  made  by   local  filmmakers.     Movies   47.7%  Millennials  like  acAon  movies,  followed   by  romance,  comedy  and  horror.   Men  like  acAon  movies  (66.2%),  while  the  women  loves   romance  movies  (34.2%)   Ac>on  movies  millennials  like  are  among  others  Captain   America,  The  Avengers,  Iron  Man,  Mission  Impossible,  Mile  22   (starring  Indonesian  famous  ac>on  star).   While  for  romance,    they  like  Habibie  Ainun,  Ada  Apa  Dengan   Cinta  and  Dilan  1990  (these  are  all  Indonesian  movies).     Avengers  or  Dilan?   Device  &  app  to  watch  movies  (%)   ApplicaAon   Mobile  phone  app   Cinema   TV  
  • 35. Mobile  Legends  dominate  the  mobile  games   market  in  Indonesia   Games   40.7%  Millennials  download   online  game  into  their  smartphones.     39.5%  Junior  Millennials  &  20.2%  Senior   Millennials  have  online  games  on  their   smartphones.     The  most  popular  games?   •   Mobile  Legends     •   Clash  of  Clan   “Playing  online  games  is  my  mood  healing  method   when  I  feel  >red  from  the  work  rou>ne”     Yes   No   YES   NO   By  Age  (%)   *(“,”  equals  to  “.”  or  coma)   Online  Game  App  on  Smartphones  
  • 36. Millennials  are  quite  a  narcissist  generaAon.   They  take  photos  almost  everyday  and  capture   an  object  2-­‐5  Ames.       Most  of  the  object  that  they  take  photo  of?   Themselves.     Photos   31.4%  millennials  stated  that   they  like  to  do  selfie.     Junior  Millennials  are  more  narcissisAc   compared  to  their  seniors.   The  women  take  selfie  more  oyen  than  men.   “I  selfie,  therefore,  I  exist”     *(“,”  equals  to  “.”  or  coma)   Intensity  in  taking  photos  (%)   Photo  Object  (%)   Never   <2  Ames   2-­‐5  Ames   6-­‐8  Ames   >8  Ames   Selfie   Important  event   Kids/family/friends   Food   Scenery   InformaAon/news/event   Personal  acAvity   Car/motorbike   Famous  people/idol  
  • 37. 4  out  of  10  (38.3%)  millennials   travel  abroad  or  domesAcally  every  year.       Traveling   What  makes  them  travel  oyen?   •  Online  applicaAon  to  book  for   transportaAon,  hotel  or  travel   desAnaAons.   •  Easy  payment  method  (transfer,  credit   card  or  installment)   •   Travel  fair   *(“,”  equals  to  “.”  or  coma)   Where  do  you  buy  airplane  %ckets   online?     Where  do  you  book  hotels   online?    
  • 38. Millennials  stated  that  they  like  going  to   Yogyakarta,  Bandung  or  Bali  for  holiday.         Travel  Des%na%ons   Junior  Millennials  prefer  to  go  to  Yogyakarta   and  Bandung.   Senior  Millennials  prefer  Yogyakarta  and  Bali   for  leisure.     *(“,”  equals  to  “.”  or  coma)   Favourite  traveling   des%na%on  (%)  
  • 39. The  difference   between  senior  and   junior  Millennials   when  traveling   TRAVELING  PLAN   Senior  Millennials  are   more  prepared,  starAng   from  duraAon,  cost,   Acket,  accommodaAon,   desAnaAons/aqracAons   to  visit,  etc.   DESTINATION   Senior  Millennials   choose  places  near   their  homes  or  places   that  are  convenient  for   family.   HOLIDAY  PARTNER   Senior  Millennials   prefer  to  travel  with   family.   FACTORS  TO  CONSIDER   Cost,  family,  Ame   (weekend/weekdays).   TRAVELING  PLAN   Junior  Millennials  love   to  travel  suddenly,  with   no  preparaAon,   especially  when  they   get  bored.     They  can  search  for   Ackets  1-­‐2  days  before   leaving  or  find   accommodaAon  as  they   get  there.   HOLIDAY  PARTNER   Junior  Millennials   prefer  to  travel  with   friends  or  going  solo.   DESTINATION   Junior  Millennials  look   for  new,  popular  and   challenging   desAnaAons.   FACTORS  TO  CONSIDER   Time  when  they  feel   bored/worn  out,  special   occasion  such  as   fesAval  or  concert  
  • 40. Chapter 7: Consumption and Buying Behaviours
  • 41. They  carry  cash  just  as  needed,  enough  to  buy   meals,  pay  for  movie  Acket  and  parking.     Financial  Condi%on   *(“,”  equals  to  “.”  or  coma)   Millennials  allocate  10.7%  of   the  income  for  savings.     51.1%  of  the  income  is  drained   for  monthly  expenses.   The  survey  shows  that  millennials  is  quite  a   consumpAve  generaAon.  Yet,  they  understand   about  future  financial  risk  that  they  allocate   6.8%  of  the  income  for  insurance.     Monthly  Expense  Percentage   FAMILY  EXPENSE   (monthly  rouAne  expense)   SAVING   (general,  Ame  deposit)   ENTERTAINMENT   (going  to  cinema,  eaAng  at  restaurants,   buying  aqracAon  HTM,  clubbing)   INSURANCE   (health,  life,  educaAon,  vehicles)   INTERNET   (monthly  subscripAon/GPRS)   PHONE  BILLS   (pre-­‐/post-­‐paid)   DONATION/   ZAKAT   INSTALLMENTS   (house,  apartment,  car,  motorcycle,  electronic   appliances,  etc.)   INVESTMENT   (mutual  funds,  foreign  currency,  unit,  etc.)  
  • 42. *(“,”  equals  to  “.”   or  coma)   Financial  Products  Used   Conven%onal  Saving   Health  Insurance   Motorcycle  leasing   SMS  Banking   Credit  Card   Electronic  Appliances  Installment   Time  Saving   Life  Insurance   Educa%on  Insurance   Mortgage  loan   Car  Leasing   Vehicle  Insurance   Car  Loan   Hajj  Saving   Micro  Credit   Loan  without  Collateral   Sharia  Saving   Deposit  
  • 43. Apart  from  debit  card,  millennials  own  e-­‐ wallet  (21.9%)  and  e-­‐money  (11.5%).     Payment   Millennials  living  a  cashless   lifestyle.  They  rarely  bring  big   amount  of  cash.     Non-­‐cash  financial  products  such  as  mobile   banking  and  internet  banking  is  geong  less   popular.     Millennials  tend  to  do  gadget  payment/ transacAon.     They  feel  that  they  are  more  consumpAve   when  bringing  cash.     *(“,”  equals  to  “.”  or  coma)   Non-­‐cash  financial   products  owned  (%)   Debit     card   Credit   card  
  • 44. 49.8%  buy  their  house  in  cash,  while   the  remaining  50.2%  buy  through   mortgage.   Senior  Millennials  prefer  to  buy   house  through  mortgage  scheme,   meanwhile  their  juniors  are  divided   into  two  groups  almost  evenly.     Buying  House   Only  35.1%  Millennials  have   their  own  house.   *(“,”  equals  to  “.”  or  coma)   Type  of  house  owned  (%)  Purchasing  type  (%)   Cash   Loan   Developer   Housing   Kavling     Housing   Non-­‐Developer   Housing   Apartment    
  • 45. Millennials  Brand  Product   Cellular  Provider  (%)   Car  (%)   Motorcycle  (%)   Internet  Provider  (%)   Fashion/Clothes  (%)   Cosme%cs  (%)   Shoes  (%)   Credit  Card  (%)   Bank  Account  (%)   Insurance  (%)   Fast  Food  Restaurant  (%)   Airlines  (%)   Vehicle  Leasing  (%)   Camera  (%)   Mineral  Water  (%)   Instant  Noodle  (%)   Cable  TV  (%)  
  • 47. It’s  not  that  Millennials  do  not  care  with   poliAcs,  but  they  tend  to  not  interested  to   poliAcal  issues.  According  to  FGD,  they  see   poliAcal  news  as  heavy,  complicated  and   boring.         They  prefer  news  that  is  soy  and  those   that  they  can  relate,  such  as  about   lifestyle,  movies  and  technology.   Interest  Toward  Poli%cal  News   *(“,”  equals  to  “.”  or  coma)   Only  23.4%  Millennials   follows  poli%cal  news/issues.   Intensity  in  Following  Poli%cal  News  (%)   By  Age  (%)   Men   Women  
  • 48. Some  aspects  that  haven’t   gone  well  are:   •   Economy   •   PoliAc   •   Law  enforcement   Point  of  View  Toward  Indonesia   *(“,”  equals  to  “.”  or  coma)   89.1%  Millennials  are   feeling  op%mis%c   toward  diversity  in   Indonesia.   Op%mism  Toward  Indonesia  in  the  Next  1  Year(%)   Diversity  in   Indonesia   Integrity  of  the   Republic  of   Indonesia   Democracy  in   Indonesia   Security   condi%on   Corrup%on   eradica%on   Economic   situa%on   Poli%cal   situa%on   Law   enforcement  
  • 49. Sa%sfac%on  Toward  Government’s  Performance   In  general,  Millennials  are   sa%sfied  with  the  Government’s   performance   Which  aspects  of  Government’s  works   that  they  appreciate  the  most?   +  Internet  &  telecommunicaAon  (90.1%)   +  EducaAon  service  (88.4%)   +  Public  transportaAon  service  (88%)   +  Infrastructure  development  (85.5%)   +  Health  service  (80.3%)   Which  aspects  of  Government’s  works  that   they  saAsfied  the  least?   -­‐   Economic  condiAon  (59.5%)   -­‐   Labour  welfare  (58.6%)   -­‐   Ease  of  employment  (49.1%)   -­‐   Poverty  reducAon  (49.7%)   -­‐   Price  stability  of  basic  necessiAes  (46.4%)  
  • 50. Percep%on  Toward  Poli%cal  Party   70%  Millennials  choose   figures,  not  party.   What  do  they  consider  when  choosing   poliAcal  party?   The  top  four  are:   -­‐   Close  to  people   -­‐   Good  programmes   -­‐   Ability  to  bring  changes   -­‐   Free  from  corrupAon   “Today’s  young  people  are  more  likely  to  appear  of   the  stage  of  self-­‐actualizaAon  for  sel-­‐recogniAon,   rather  than  being  in  the  chambers  of  suffering   (poliAcal  struggle)”  –  M.  Nur  Arifin,  Trenggalek   District  Head.   Poli%cal  figure  awareness  (%)  
  • 51. Vo%ng  for  Elec%on   Factors  to  consider  when  vo%ng   for  poli%cal  leaders   Factor   Honest   Young  figure   Integrity   Religious   Firm   Hard  working   Intellectual/clever/smart   Able  to  solve  problems   Have  leadership  skill   PresAgious   Close  to  people   Good  skills  and  capacity   Able  to  make  changes   Free  from  corrupAon   NaAonalist  
  • 53. •  Millennial  ac%vity  are  digital-­‐based.  StarAng  from  culinary  and  traveling  desAnaAon  reference  to   purchase  of  daily  goods  are  done  online.  With  such  behaviours,  millennials  are  ready  to  bring  Indonesia   to  digital-­‐era.     •  Millennials  are  produc%ve  and  not  afraid  to  start  their  own  business.  Salary  is  no  longer  the  main  reason   to  stay  at  the  job.  For  them,  opportunity  for  self  development  and  feeling  comfortable  in  doing  their  work   are  the  main  prioriAes.  They  are  also  happy  when  they  are  given  a  space  to  develop  creaAvity  further.   They  have  mulAtasking  ability  when  working.  These  characters  serve  a  capital  for  strengthening   Indonesia’s  economic  independence  in  the  future,  including  creaAve  economy  industry.   •  Millennials  have  cross-­‐border  Network.  Millennials  are  a  connected  to  each  other.  Through  social  media,   their  access  to  informaAon  and  friends  are  geong  wider.  Apart  from  access  to  communicate  and   exchange  informaAon,  they  can  voice  their  opinion  through  social  media.  They  can  even  develop  social   empathy  and  solidarity  through  social  media.  They  have  a  strong  founda%on  to  maintain  solidarity  and   peace  in  Indonesia.     •  Millennials  are  na%onalist  without  poli%cal  interest.  They  are  not  interested  to  poliAcs,  yet  they  have   commitment  and  concern  to  improve  and  protect  Indonesia.