TEENS INDONESIA INSIGHTS 6 HIGHLIGHTS INDONESIAN TEENS
11% of Total Population 6,037,000 Source:Nielsen GenZ Report
57% Teens Comes From Middle Class and 29% From Upper Class family Source:Nielsen GenZ Report
Average Indonesian Teens Pocket Money 15,000 IDR Source: Unilever Indonesia Teens Focus Discussion
Teen’s hobbies still attach to media; TV, music, books, and internet become part of their daily life. Source:Nielsen GenZ Report
58% Teens are much open to branded content than almost all online ads. Esp. Social media celebrity content Source: Kantar MilwardBrown Indonesia Report 2017
With limited data quota, mobile is still teen’s personal space. Source: Kantar MilwardBrown Indonesia Report 2017 MEDIA PENETRATION
7+ TEENS 4+ TEENS
88.83 87.95
63.67 61.29 52.81 55.9 47.17 47.83 40.12 40.73 37.73 36.54 33.31 26.7 26.26 25.6 24.07 20.88
HIGEST INDEX 4+ HIGEST INDEX 7+
1. Public 1. Internet Transportation 2. Internet 2. Mobile 3. Static OOH 3. Mobile TIME SPEND
Pay TV
2 Hours 4 Hours 42 5 Hours 9 2 Hours 20 29 29 Minutes Minutes Minutes Minutes Minutes
Source: Nielsen 2016 MEET THE PERSONA
76% optimistic. I believe I can reach my goals
They have already valued about money. 66% Money makes me happy 67% Spending wisely
56% very careful with the information they share in social media.
69% prior to buy something, they consider price, content of product, and brand name.
Trendy and stand out. 67% more attractive to the opposite sex. 63 % makes them confident
73% Friendship is the most important
Source: Nielsen 2016 INTEREST & PASSION POINT
Teen’s hobbies still attach to media; TV, music, books, and internet become part of their daily life. And love always become they interest.
SPORT 44% WATCHING TV 32% LISTENING TO MUSIC 25% SURFING INTERNET 17% READING BOOKS 10% READING QURAN 7% COOKING 6% PLAYING GAMES 6% COMPUTER 6% SINGING 6%
MUSIC FOR TEENS For teens, music is a time machine. It brings back people to moment, places, or person that associates highly with the song they’re currently listening to.
PLACE TO LISTENING MUSIC WHAT ARE THEY LISTEN TO? Youtube Teens love Indo Pop Music.Despacito and Surat Cinta Untuk Starla is the most Social Media trending song of the year. However, Raisa 17% and Tulus is still the most popular Indonesian Singer 31% Music Streaming 15% (JOOX - Spotify) Indo Pop Music 57% Radio Dangdut 18% 20% 17% Religion 2% Sharing With Traditional 1% Friend Western 7%
LOVE FOR TEENS The issues around love are strongly related to maintain a lover or the desire to have one as “Punya Pacar” appears strongly in the conversation.
While “mantan” seems to be person they really avoid as they don’t want to get their feeling hurt aka “baper”. And netizen still love to make fun of single/jomblo status. PASSION POINT KEYWORDS Top three the most search categories for Teens in the Internet are Music at 34%, Musician 29% and Film 11%. In term of query, ‘Smule’ secured the first place at 6.120 mio avg. monthly search, ‘Film’, ‘COC’, came in second place with 4.090 mio avg, monthly search and ‘BTS’, ‘Ed Sheeran’ got the third position at 3.350 Mio avg. monthly search.
CATEGORIES SHARE ON SEARCH FOR TEENS Music Musician 3% Film 4% Games 5% Sports 34% Comedy 9% Public Figure Influencer 11% Travel Series How to Video Parody 29% News
Sources: Google Internal Data & Keyword Planner June, 2017 VIDEO PLATFORM
Male Female
Index 94.9 Index 106.7
Reach Reach 65% 57.8%
Index 99.8 Index 100.3
Reach Reach 75.8% 76.2%
Index 104.3 Index 94.3
Reach Reach 81.1% 73.3%
Source: Comscore 2017 FORMAT VIDEO
Parody videos have been trending among teens, as you can see above, Makan Bang by Young Lex video posted by ArmanArX on Mar 2017 got nearly 5 mio organic views.
Food review video will never get old, it’s for everyone included Teens. That has proven by Mukbang K-Food video posted by Ria SW which got around 650k organic views in 4 days, and still counting.
Video games continue their popularity this year. It can be shown by Minecraft video above posted by newcomer of gaming KOL (Zenmatho) that had nearly 900k organic view in one month. TENT POLE CALENDAR
TENT POLES & FLUIDE MOMENT
SNACKING & SHARING TENT POLES OCCASION Jan Dahsyatnya Award After School Jan HUT IVM Hangout April SCTV Music Award Ngabuburit May Billboard Music Award Break Festive May HUT Net TV Aug MTV Video Music Award Aug We The Fest FLUID MOMENT Oct Youtube Fan Fest Related about Music , Malam Oct Java SoundsFair Minggu, Libur Sekolah and Nov Hai Day Valentine Moment March-Dec Jakcloth LOOP ROOM RESULTS OBJECTIVE creating a one-day real-time digital campaign and amplifying the Runway event with dynamic creative The objective of utilizing Loop Room for Tresemme the runway was to monitor and amplify the conversation around our two hashtags in order to get girls across Indonesia excited about the Runway event in real-time. STRATEGY our iniFirst we identified key moments that would be relevant to our audience throughout the event. Then we developed an outline for content creation based on tese moments. During the event we were able to adapt content and media based on real-time conversation and how tial plan was performing in real-time.
EXECUTION During the event, the team was divided into two groups, one team stayed in the ooproom to monitor the conversation on digital and the other team scattered around the venue to capture moments during the event that can be pushed as content on digital. Content is delivered to Loop Room team to be edied and crafted before being supported as ads RESULTS 11.5 million unique people reached in just one day Hitting up 60% of our Target Audience with 18 different creatives built during the event Engaging 466 KOLs in Jakarta – helping to reach incremental 4.8 million people organically > 3x media vaule generated from initial invesment JOOX & SPOTIFY Music is one best interest on teens. The question is “where are they?”
Total Users
50,8 49,2 40.000.0000 % %
61% 39% 50.000.0000
Access By Demographic
Above 44
35-44 25-34 18-24 Under 18
0% 50% 100% JOOX Spotify JOOX user penetration showed bigger with 35% Teens using its apps compare to others LINE
Teen’s biggest chart 90,000,000 Users COMMUNITY - PUBLISHER
Reach : 458,000 Reach : 283,000 Index : 223 Index : 278
Reach : 80,000 Reach : 60,000 Index : 226 Index : 216
Reach : 389,000 Reach : 76,000 Index : 214 Index : 224
Reach : 34,000 Index : 226 COMMUNITY KEY OPINION LEADER
ACTRESS
Prilly Latu Consina Alghazali Aliando Syarief
17.2M 1.16M 9.5M 460K 9.6M 1.76M 5.4M
Ariel Tatum Cassandra Lee Amanda Manopo Febby Rastanty 2.4M 4.1M 422K 3.6M 870K 3.4M 315K 333K
Gritte Agatha Agatha Priscilla 2.1M 137K 1.7M 822K MUSIC
Maudy Ayunda Iqbaal Bastian Steel Fatin Shidqia L 7.4M 1.32M Ramadhan3.9 7.4M 1.7M 1.73 1M 3.1M M M
Rich Chigga Rani Ramadhany Fathia Izzati 607K 443K 203K 81.3K 208 186K K