Indonesia Millenial Report 2019.pdf - Indonesia Millennial...

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Unformatted text preview: 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 Sampling method Total sample Margin of error Research area Research period : Face-­‐to-­‐face interview : MulAstage random sampling : 1,400 respondents : 2.62% : 12 big ciAes (Medan, Palembang, Greater Jakarta area, Bandung, Semarang, Surabaya, Balikpapan, PonAanak, Makassar, Manado, Denpasar and Mataram) : 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  81.5% Millennials supports Indonesia as a republic  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. Online-­‐based social movement (dona%on & pe%%on) spread widely among Millennials.  2.7% Millennials stated that they have made dona%on through website. Fund raising app/website that the Millennials have contributed to (%)  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 *(“,” equals to “.” or coma) Online-­‐based social movement (dona%on & pe%%on) spread widely among Millennials.  10.1% Millennials stated that they have joined in online pe%%on Online pe%%on website that Millennials have joined in (%)  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 *(“,” equals to “.” or coma) Social Issues Percep%on toward social issues (%)  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. FREE SEX CLUBBING LOCALIZED PROSTITUTION INTERFAITH MARRIAGE POLYGAMY NOT MORALLY WRONG DIVORCE MORALLY WRONG LGBT DO NOT KNOW *(“,” equals to “.” or coma) Leadership  22.4% Millennials do not support non-­‐ muslim leader.  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.  Junior Millennials (20-­‐27 y.o.) are more tolerant to non-­‐muslim leaders compared to the Senior Millennials. By Age (%)  These indicates that millennials tend to be tolerant toward religious issue and poli%cs. They also have a fairly high na%onalist a`tude. SUPPORT DO NOT SUPPORT MUSLIM OR NON-­‐MUSLIM ARE THE SAME DO NOT KNOW SUPPORT NO ANSWER *(“,” equals to “.” or coma) DO NOT SUPPORT MUSLIM OR NON-­‐ MUSLIM ARE THE SAME JUNIOR MILLENNIAL DO NOT KNOW SENIOR MILLENNIAL Chapter 2: Family & Education Ac%vi%es Millennials Like the Most NOTE SENIOR MILLENNIALS   “Spending Ame”   Work and family Preference   Priority JUNIOR MILLENNIALS   Campus & organizaAonal acAviAes, hang out with friends, do hobbies, manage business   Becoming good parents   Buying house (56.7%), (58%), Buying house Making parents happy (51.5%), Making parents (55.9%) happy (52.7%) Spend Ame with family Exercise Culinary Traveling Hang out with friends Cooking Social acAvity Watch movies Religious acAvity Work Play musical instruments Others *(“,” equals to “.” or coma) **tahun = years old Educa%on 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%) Millennials’ Priority Men Total Respondents 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 Women 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. Ideal age to get married Men Women *(“,” equals to “.” or coma) **tahun = years old Chapter 3: Profession and Career Finding Jobs Factors that contribute when searching for jobs *(“,” equals to “.” or coma)  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, NUMBER OF LEAVE DAYS FACILITY/SELF DEVELOPMENT FRIENDS/WORK ENVIRONMENT FULFIL THE PASSION LOCATION DURATION/LENGTH OF WORK COMPANY BRAND TYPE OF WORK  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 SALARY especially in the group of junior Millennials. Staying in their Jobs  2-­‐3 years is the most ideal %me for How long will I stay in this company? 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 “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. Year Year Year Year Year Year *(“,” equals to “.” or coma)  What makes Millennials stay in their job?  Freedom of crea%vity  Flexible working %me  Suppor%ve team  Millennials characters:  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.  7 out of 10 (69.1%) Millennials have interest in starAng their own business.  Connected  Confident  Crea%ve Resigning from their job/Moving to other company Why do I resign?  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. 20-­‐27 y.o 28-­‐35 y.o FACILITY/SELF DEVELOPMENT SALARY FRIENDS/WORK ENVIRONMENT DURATION/LENGTH OF WORK NOT FULFIL THE PASSION NUMBER OF LEAVE DAYS Senior Millennials  While 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. TYPE OF WORK LOCATION COMPANY BRAND BORED HIGH RISK JOB *(“,” equals to “.” or coma) Chapter 4: Media Consumption Accessing Media • TV and digital media is the most effecAve media to reach the Millennials. • Before the digital era, millennials obtain informaAon from reading the first page of newspaper or watching TV. • 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. • 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. • 90% of Indonesians obtain informaAon from TV. • Millennials used to get celebrity news from TV, now they scroll through IG account @lambeturah, which spread celebrity informaAon faster than the tradiAonal media • 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. 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 MEDIA ACCESSED (%) TELEVISION In the past 1 month DIGITAL MEDIA In the past 1 month RADIO In the past 1 month NEWSPAPER In the past 1 month TABLOID In the past 3 months MAGAZINE In the past 3 months *(“,” equals to “.” or coma) Social Media Behaviour • Instagrammers and Youtubers are considered stars by Millennials. • Instagrammers and Youtubers have big influence in Millennials’ decision making process. OWNED (%) USED MOST FREQUENTLY (%) STATUS UPDATE FREQUENCY PER DAY (%) • 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. *(“,” equals to “.” or coma) Messaging Applica%ons Used • Junior Millennials are more acAve in social media than their seniors. By age (%) • 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 *(“,” equals to “.” or coma) SENIOR MILLENNIALS JUNIOR MILLENNIALS Social media owned Social media acAvely used Status update intensity Status posted Like to share or not? Reason “I’m more acAve on Instagram” “I’m more to Facebook because my friends post their content there more oyen.” “Using Instagram more oyen because it’s being a trend.” “No, I don’t post every single day.” “At least once a day. Depend on the mood.” “I post about my daily acAviAes, but i don’t post oyen, it’s quite rare.” Majority share par%cular informa%on aker checking them “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.” “About daily acAviAes.” “I can be honest on Twiqer. On Instagram, I feel like, “Umm, is it proper enough if I post this?” Majority share par%cular informa%on aker checking them “I rarely share, I’ll check the informaAon first, so many hoax lately.” Chapter 5: Internet and Online Behaviour 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. 9.6% Junior Millennials & 5.2% Senior Millennials spend more than 11 hours to use internet “They are worried if they don’t have their smartphones with them” <1 hour 1-­‐3 hours 4-­‐6 hours 7-­‐10 hours 11-­‐13 hours >13 hours *(“,” equals to “.” or coma) 98.2% Millennials use smartphones as the Personal laptop main device to connect to internet PC at work PC at home Others *(“,” equals to “.” or coma) Four main acAviAes when connected to internet: •  Chaong/messaging Social Networking •  Browsing •  Social networking Online Game News Search •  Video streaming •  Others: music, download, online games, etc. Government & Public Service InformaAon Informa%on searched before buying products Internet changes customer journey map. 57.6% Junior Millennials find products informaAon online prior to buying them. In total, 5.6% Millennials prefer this method. 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 Price Product Feature PromoAonal Program Customer SaAsfacAon Where Product Sold Product Quality Knowledge *(“,” equals to “.” or coma) Products bought in the past 6 months and payment method In the past 6 months, Millennials buy product online through: •  Lazada (23.5%) Product Bought Mobile phone & Accessories Computer/Laptop/Accessories •  Shopee (10.6%) Household Items Ticket/Hotel •  Tokopedia (9.9%) Shoes Electronic (TV/Refrigerator/Washing Machine) 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. Clothes/Garment Books Hotel CosmeAcs Payment Method Bank Transfer Credit Card 1 out of 2 Millennials buy online and pay with with cash on delivery method. Joint Account Convenient Store (Indomaret) 1 out of 4 Millennials who do online shopping purchase clothes. *(“,” equals to “.” or coma) Chapter 6: Entertainment and Recreation Music Ayer pop music, dangdut is the second music genre that Millennials like the most, followed by jazz and rock. 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 (%) Device ApplicaAon Mobile phone app/smartphone Television Computer / Laptop Movies Millennials are capAvated by romance movies made by local filmmakers. Avengers or Dilan? Device & app to watch movies (%) Cinema Mobile phone app 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). ApplicaAon TV Games Online Game App on Smartphones Mobile Legends dominate the mobile games market in Indonesia By Age (%) 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? YES •  Mobile Legends •  Clash of Clan NO Yes No *(“,” equals to “.” or coma) “Playing online games is my mood healing method when I feel >red from the work rou>ne” Photos Intensity in taking photos (%) 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. Never <2 Ames 31.4% millennials stated that 2-­‐5 Ames 6-­‐8 Ames Photo Object (%) they like to do selfie. Selfie Junior Millennials are more narcissisAc compared to their seniors. Important event Kids/family/friends The women take selfie more oyen than men. Food Scenery “I selfie, therefore, I exist” InformaAon/news/event Personal acAvity Car/motorbike *(“,” equals to “.” or coma) Famous people/idol >8 Ames Traveling Where do you buy airplane %ckets online? 4 out of 10 (38.3%) millennials travel abroad or domesAcally every year. What makes them travel oyen? •  Online applicaAon to book for transportaAon, hotel or travel desAnaAons. Where do you book hotels online? •  Easy payment method (transfer, credit card or installment) •  Travel fair *(“,” equals to “.” or coma) Travel Des%na%ons Millennials stated that they like going to Yogyakarta, Bandung or Bali for holiday. Junior Millennials prefer to go to Yogyakarta and Bandung. Senior Millennials prefer Yogyakarta and Bali for leisure. Favourite traveling des%na%on (%) *(“,” equals to “.” or coma) 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 Financial Condi%on Monthly Expense Percentage Millennials allocate 10.7% of the income for savings. 51.1% of the income is drained for monthly expenses. They carry cash just as needed, enough to buy meals, pay for movie Acket and parking. 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) The survey shows that millennials is quite a DONATION/ consumpAve generaAon. Yet, they understand ZAKAT about future financial risk that they allocate INSTALLMENTS 6.8% of the income for insurance. (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 Deposit Car Leasing Sharia Saving Vehicle Insurance Car Loan Micro Credit Hajj Saving Loan without Collateral *(“,” equals to “.” or coma) Payment Non-­‐cash financial products owned (%) Millennials living a cashless lifestyle. They rarely bring big amount of cash. Apart from debit card, millennials own e-­‐ wallet (21.9%) and e-­‐money (11.5%). 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. Debit card Cred...
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