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Understanding Digital Activities of Gen-Z Consumers

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Understanding Digital Activities of Gen-Z Consumers Understanding Digital Activities of Gen-Z Consumers a market research report by CX-Go February 2021 www.cx-go.com [email protected] Forewords Gen Z is currently the largest age group in Indonesia. Born between 1997 and 2012, the size of Indonesian Gen Z currently is 27.9% out of the total population of Indonesia (according to BPS, 2020). The early Gen Z is entering the workforce and becoming the most important spenders of the services, products, and solutions you are offering, making it crucial for every marketers to understand the profile and characteristic to deliver relevant offers and cut-through communications. CX-Go conducted an online survey in Feb 2021 to understand the Indonesian Gen Z behavior and characteristic, both onscreen and offscreen, to help you understand this generation better and to assist you in planning your marketing strategies better. Data on this report are drawn from CX-Go Online Survey conducted on 22 January – 4 February 2021, with 238 respondents as sample. The respondents are aged 18 – 22 years old living in Jabodetabek, Bandung, and Yogyakarta area, selected using random sampling method. Demographic details as follows: AGE GENDER AREA OCCUPATION 39% Yogyakarta 70% 20 – 22 71% Female 97% College student 35% Jabodetabek 29% 18 – 19 29% Male 26% Bandung 1% 13 – 17 Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 Key Insights Born and breed in the digital era, it is obvious that this generation is savvy in using the internet and social media. We found that this generation is keeping their eyes open to many social media platforms. • Instagram is the most used social media platform, followed by YouTube, while many other platforms are rising in usage. The Gen Z-ers are currently spending more than 8 hours online, for both study and entertainment. • 43% have routine online school/study at home for 3 – 4 days in a week, and 27% for 5 days in a week. • The school routine (in this pandemic times) occupies their time from 08:00 to 15:00. • While the amount of time they spent on on-screen entertainment is at least 1 – 2 hours everyday. This generation is constantly consuming multiple forms of entertainment using multiple apps. • The top 3 most frequently accessed entertainment forms are music streaming, video contents, and streaming for movies/series. • Playing video games and reading online comics or web novels are the next favorite form of entertainment. Contents on humor or comedy are one of the most sought information aside from the general news. • It is followed by interest on information regarding movies and culinary. Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 Summary - Entertainment Outside school/study activities, The Gen Z-ers are switching and juggling between apps and devices for entertainment. LISTENING TO MUSIC 56% 34% 50% Listen to spends 1-2 hours said Spotify is the music on each time most used app for everyday listening to music listening to music WATCHING 48% 35% 66% VIDEO Watch video spends 3-4 hours claimed YouTube is contents on each time the most used app for everyday watching video video contents contents WATCHING MOVIE/ 38% 37% 43% SERIES Watch spends 3-4 hours said Netflix is the most movies/series on each time used app for watching everyday watching movies/series movie/series PLAYING 37% 34% 89% GAMES play games spends 1-2 hours played game on everyday on each time their mobile phone playing games READING ONLINE 29% 38% 51% COMIC / do it 1-3 days spends 1-2 hours said LINE WEBTOON per month in doing it is the most used app NOVEL for reading online comic ONLINE 65% 56% 81% SHOPPING Shopped online Claimed fashion claimed Shopee as the 1-3 times per items as the most most used app for month bought items online shopping online Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 Social media 81% Gen-Z consumers open social media app more than 4 times in a day. The Gen Z-ers are using many social media platforms and have made clear on their preference. Majority of respondents have Instagram, YouTube and Twitter accounts, and accessing Instagram the most with significant gap between other apps. Conversely, most consumers rarely opened their Facebook account even though installed on their phone. Social media app ownership Most opened Instagram 96% 41% Instagram 18% Twitter YouTube 81% 16% TikTok Twitter 64% 15% YouTube Facebook 58% Least opened TikTok 44% 39% Facebook Pinterest 39% 11% Twitter Snapchat 19% 11% Snapchat Understanding Digital Activity of Gen-Z Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 Interest In general, Gen Z-ers are expressing the needs to keep up with what’s happening in the world by regularly seeking for the general news. However, we noticed high interests towards entertaining areas of information, such as humor, news on movies, or culinary. General News 61% Humor/Comedy 54% Movies 53% Food/Culinary 51% Music 48% Travel/Recreation 43% Beauty/Fashion 42% Celebrity/Public Figure 41% Health 40% Gaming 22% Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 School/study activities Frequency 43% 27% In this pandemic era, Gen Z- 20% ers school/study schedule is 11% relatively routine, at 3 – 4 days a week, or everyday. 1-2 times a week 3-4 times a week Everyday Uncertain School activities mostly starts in the morning from 07.00 – 09.00 and ends in the afternoon, around 14.00 – 15.00. Some of them have flexible and uncertain schedule. START END 22% 07:00 13% 12:00 40% 08:00 50% 15:00 The pandemic has made most of the Online using video streaming 94% study activities done Online using chat app 45% online, either through Online using other app 17% face-to-face video Offline 8% streaming, or through Others 3% chat app. The study activities 86% Zoom 61% Chat app are utilizing more than 1 platform to 70% Google Classroom 49% School platform support the learning process. 68% Google Meet 11% MS Teams Understanding Digital Activity of Gen-Z Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 Entertainment The on-screen entertainment forms are dominating Listening to music, watching video contents and stream for movie/series are the top 3 activities for entertainment. Online shopping is also considered as a form of entertainment, and even conducted by more consumers compared to interest- specific activities such as playing video games, reading online comic/novel, doing hobbies and sports. LISTENING WATCHING WATCHING TO MUSIC VIDEO MOVIE/TV SERIES 83% 77% 74% ONLINE PLAYING READING ONLINE SHOPPING VIDEO GAMES COMIC/WEB- NOVEL 44% 38% 35% DOING HOBBIES, DOING ARTS, ETC SPORTS 28% 24% Understanding Digital Activity of Gen-Z Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 Entertainment – Music Frequency Everyday 56% 4-6 days per week 19% Listening to music can be considered a routine as more than half of consumers are 1-3 days per week 18% listening to music everyday. 4-6 days per month 4% 1-3 day per month 3% Duration 1-2 hours 34% The time spent to listen to music in a days is relatively lengthy. Only 13 % of the 3-4 hours 31% respondents spent less than an hour Less than 1 hour 13% everyday to listen to music. From this finding, More than 6 hours 12% we can also assume that the Gen Zs are listening to music while doing other 5-6 hours 10% activities. App they From this study, we discovered that consumers are using multiple app to get music, and it is not necessarily specific to music app. 81% of the used respondents are using YouTube to listen to music, but Spotify is generally the most-used app. App used App most used 81% YouTube 50% Spotify 65% Spotify 39% YouTube 17% Joox 16% Joox 13% Soundcloud 2% Soundcloud Understanding Digital Activity of Gen-Z Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 Entertainment – Video Contents Frequency Everyday 48% Gen Z-ers are consuming video contents 1-3 days per week 23% regularly, and 48% even see this as a daily 4-6 days per week 17% activity. 1-3 days per month 7% 4-6 days per month 6% Duration 3-4 hours 35% 1-2 hours 33% On each time they watch video contents, 5-6 hours 11% the duration is mostly more than 1 hour. More than 6 hours 11% Less than 1 hour 10% App used for YouTube is significantly chosen as the main app to consume video contents video contents, while TikTok is gaining spotlight as it is now the top two app most used to consume video contents. App used App most used 97% YouTube 66% YouTube 66% Instagram 23% TikTok 43% TikTok 9% Instagram 31% Twitter 2% Twitter Understanding Digital Activity of Gen-Z Understanding Digital Activity of Gen-Z Consumers © CX-Go, February 2021 Entertainment – Watching Movie/Series 1-3 days per week 38% Frequency Everyday 22% 38% of Gen Z watch movies or series 1 – 3 1-3 days per month 19% times a week, and 22% treat it as a daily activity. 4-6 days per week 14% 4-6 days per month 7% Duration in watching movies / series 3-4 hours 37% 1-2 hours 36% The time spent on watching movie or series is similar to duration in listening to music 5-6 hours 11% and watching short videos; 1-4 hours per Less than 1 hour 9% viewing.
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