(youthlab indo) The hidden tiger of asia: Indonesian youth market

3,843 views

Published on

*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, perusahaan penelitian pemasaran

Published in: Technology, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,843
On SlideShare
0
From Embeds
0
Number of Embeds
1,199
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

(youthlab indo) The hidden tiger of asia: Indonesian youth market

  1. 1. For more: www.Indonesianyouthdataandinsight.tumblr.com<br />The Hidden Tiger of Asia: <br />Indonesian Youth Market<br />Quantitative data and Analysis on the current youth trends<br />Photo : Viola Maulinia (Facebook)<br />www.enterthelab.comSlide Presentation by Youth Laboratory Indonesia<br />
  2. 2. Muhammad Faisal<br />Executive Director of Youthlab Indo<br />Chairman for Asian Region<br />at Youth Research Partners Faisal, <br />Initially this report was part of Anggun’s<br />(Youthlab research manager)<br />Tumblr account, where she regulary put<br />Youthlab research finding and try to share it<br />to many people as possible. Educating and <br />informing the global market has become <br />one of our most important task in the last <br />couples of month.<br />Through our 2 years of venture in youth <br />research, we came across so many different <br />institution and brands who have difficulties <br />getting a grabs on Indonesian Youth culture. <br />We begin to believe that the Indonesian youth <br />is one of the most diverse youth in the world,<br />who could not be explained by only one or<br />two surveys. So here’s an introduction for you<br />who decide to immerse deeply into our local <br />Youth, a candid data on the exciting Indonesian <br />Youthniverse.<br />Preface<br />
  3. 3. AnggunPesona<br />Youthlab Research Manager<br />A Cum Laude Bachelor in Psychology. actively involved in campuses youth ‘political’ organization. <br />Understanding youngsters life has never been easy. The dynamics of their trends fluctuate rapidly, thus confusing, because the determinant are covert. Here are our researches results with wide description to understand what young people want and howthey think. <br /> We compiled this research in early 2011, where the sample was mixed between urban and rural youth. We also added some youth phenomenon from case studies in order to give you a comprehensive picture.<br /> In this report, we divide the current youth trends it in 3 big pictures:<br />Socio-psychological figures<br />Youth and Media (both TV and Social Media)<br />Youth and Brands<br /> In the end, wish you nothing except thatyou can enjoy it.  <br />Preface<br />
  4. 4. Photo : Arian Stone (Facebook)<br />The Hidden Tiger of Asia<br />#Part 1 Socio-Psychological Figures<br />
  5. 5. #1 Blind Entrepreneur<br />The Hidden Tiger of Asia : Indonesian Youth <br />Unemployment trends have been increasing since 2002, despite this current trends entrepreneurship is still growing slowly. This is due to the lack of knowledge of finding a monetary source and developing a business mindset.<br />
  6. 6. #2 Nongkrong culture & smoking<br />The Hidden Tiger of Asia : Indonesian Youth <br />Sadly, many youth start smoking early in East Java. It’s a symbol of social acceptance and manhood. They want to be considered as adult, a ticket for social belonging. This phenomenon might be caused by the location of several cigarettes industries which is located in East Java.<br />
  7. 7. #3 A prophecy of failure among rurals<br />The Hidden Tiger of Asia : Indonesian Youth <br />“Waiting for something to happen” is mindset embedded in most lower tier youth. This is due to the educational culture prominent at home and in school where it don’t prioritize the sake of character and self esteem building. We could found many cases where youth are trapped in a ‘self fulfilling prophecy’ of failure. Their dream are shaped based on ‘reality’ shown on TV, while the strategy and motivation to achieve it is at minimum point.<br />
  8. 8. #4 Local backpackers<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo and AIESEC among 1137 respondents in Jakarta, Semarang, Malang, Surabaya, and Padang within 18-24 years old<br />Traveling is the most tempting activity when urban youthis on holiday, an escape from daily traffic and consumerism. Also an attempt to explore the hidden beauty of ‘Nusantara’. Moreover, this trend is facilitated by the low cost offering of many local flight company these days.<br />
  9. 9. #5 Mobile traditionalist<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo and AIESEC among 461 respondents in Malang within 18-24 years old<br />People thought that blackberry is spread evenly, surprisingly, it doesn’t hit Malang. Most of college students there choose to use Nokia over all of other handset brands. We must highlight that Malang is a student city. Brand like Nokia then shouldn’t be preoccupied by the success Blackberry or Apple in Jakarta, instead focus on their already loyal market.<br />
  10. 10. #6 Entrepreneurial heritage<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo and AIESEC among 166 respondents in Jakarta, Semarang, Malang, Surabaya, and Padang within 18-24 years old<br />Minangkabau-a tribe that live in Padang are known as the most entrepreneurial minded people. Almost all of Minangkabaupeople own business. Yet surprisingly, little amount of Minangkabau youth owning their own business. Most of them are depend on their parents or family business rather than creating a new one.<br />
  11. 11. The Hidden Tiger of Asia<br />Photo : Arian Stone (Facebook)<br />#Part2 Youth and Media<br />
  12. 12. #7 TV is for the housewife<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo. Among 554 respondents in Jabodetabek within 14-29 years old<br />Indonesia has one of the largest bicycle community in the world. But, when youths are asked about how many times do they see TV ads about motorcycle, most of them was taking only 0-3 times, due to their scarcity in watching TV. It is proved that young people are watching less TV.<br />
  13. 13. #8 Tweet to belong<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo among 400 respondents located in Jakarta, Bekasi, Depok, Tangerang, within age15-25 years old. Gender proportions are 47% male and 53% female <br />Celebrities who do exist on twitter is one of many reasons why Youth (especially who lives in Jabodetabek and urban area) adopt twitter on the first place. They want to know about celebrities’ thought, ideas, and life. They want to get closer with the celebrities to feel significant. <br />
  14. 14. #9 Exaggerated Media<br />The Hidden Tiger of Asia : Indonesian Youth <br />Un-facilitated emotionally at home and school, Indonesian youth transformed social media into a catharsis room. They pour all of their daily stress and grumpiness mostly in 140 characters. That's why, 'wasitgoblog' (meaning: stupid referee) was trending topic at the time of 2010 world cup, even though the Indonesian national team was not on the green field. For informational peek on product review, hobby, and a lot of national issues, there's Kaskus, the most referred social forum for many youth community<br />
  15. 15. #10 Useless paid media<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo. Among 554 respondents in Jabodetabek within 14-29 years old<br />Tweetberbayaror paid tweet is aphenomenon where celebs tweetabout certain brand on twitter. They tweet a story that tells about certain brand and are paid for it. Youth thinks that it is irritating, they will skip it. The key in social media is not the media, but the social it selves.<br />
  16. 16. Indonesian Youth Data and Insight<br />Youth and Brands<br />The Hidden Tiger of Asia<br />#Part 3 Youth and Brand<br />Photo : Arian Stone (Facebook)<br />
  17. 17. #11 Indonesian Youth Handset ‘Perceived Value’ Axis<br />The Hidden Tiger of Asia : Indonesian Youth <br />This in one of many reason why nokia and sonyericsson have lost their fans. The fans have switched to handset which offer social function more like blackberry, IPhone, and Samsung.<br />
  18. 18. #12 Blackberry for rurals, iPhone for urbans<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo. Among 554 respondents in Jabodetabek within 14-29 years old<br />Blackberry is the next most popular handset among youth. No matter the fact that too much people are using it, a lot of problems in Blackberry’s program or hardware, and how lame it is when comes to second wave market (rural youth). Social currency does work on it!<br />
  19. 19. #13 Below the line defines everything<br />Copyright of Youth Laboratory Indonesia<br />Triability<br />Observability<br />Current Trends<br />low<br />Young professional & International students as early user. Candid pictures of celebrities using a Blackberry in magazine<br />High<br />(free)<br />Observable mobile user<br />(80% of twitter user access it through mobile)<br />Blackberry<br />The Hidden Tiger of Asia : Indonesian Youth <br />High<br />(availability of many traditional bike workshop)<br />Thousands of youtube video on fixed gear.<br />Lots of collective night ride.<br />Twitter<br />Fixed Gear<br />Roger’s theory of diffusion state that there are 5 variables that influences adoption of Innovation. ‘Relative advantage’ a.k.a its benefits, ‘Compatibility’ or relevance with values that the potential user already have, ‘Complexity’ how difficult is it to master the innovation, ‘Triability’ how’s the chance that one could try the innovation, ‘Observability’ is it easy to observe the innovation.Here’s youthlab analysis of 3 current trends (blacberry, twitter, and fixed gear bicycle) that is happening among Indonesian youth using Roger’s matrix.<br />
  20. 20. #13 Dual handset for Teens<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo. Among 554 respondents in Jabodetabek within 14-29 years old<br />Dream handset among youth based on age segmentation. From chart above, we can see that for all age segmentations, similar pattern are showed. Huawei using still high for 22-29 years old. The assumption is for youth within that age, call consumption is much higher that youth below 22 years old who tend to use SMS or BBM much often. So they manipulate it with CDMA phone for calling and main handset for other function.<br />
  21. 21. #14 City car is cool<br />The Hidden Tiger of Asia : Indonesian Youth <br />Honda Jazz is the first winner among all of competitors in all age segmentation. While swift is the second winner for all age segmentation except within 26-29 years old. The design of swift attract more to the young adults due to its resemblance to mini cooper. It reflect more as a social status.<br />
  22. 22. #15 New meaning for ‘Beauty’<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo. Among 554 respondents in Jabodetabek within 14-29 years old<br />Vaseline is considered more attractive for female youth among all of lotion brands. If vaseline is woman, it will describes young, independent, sporty, beautiful, and smart woman. Those characteristics are wanted by female youth nowadays. They try to establish ideal self and press the gap between real self and ideal self.<br />
  23. 23. #16 Hondaism<br />The Hidden Tiger of Asia : Indonesian Youth <br />Survey was conducted by Youthlab Indo. Among 554 respondents in Jabodetabek within 14-29 years old<br />We have asked to young people about what motorcycle brand that they see most often around them, the answer is Honda! Honda is more than just a brand for the young people, Indonesian people has been living with it for years. That’s why Javanese people keep calling “motorcycle” with the word “honda”. <br />
  24. 24. 24<br />Request a free download of this report:<br />www.enterthelab.com<br />Also our Research Report:<br />Indonesianyouthdataandinsight.tumblr.com<br />Contact us:<br />Tara.talita@gmail.com<br />faisal_sii@yahoo.com<br />

×