Danny Oei Wirianto, chief marketing officer at venture capital fund GDP Venture, has published a deck on the profile of today’s Indonesian youth and their behavior with regards to the digital landscape and social media. The 37 slide deck highlights how mobile, social, and youth are highly intertwined and determines how brands and services are being seen and perceived online.
Given Indonesia’s roughly 240 million population, nearly 60% of the people aged 12 years and older are digital natives according to data from a 2012 profile of the country’s Internet users by the Indonesian Association of Internet Service Providers. The association considers digital natives as individuals aged 34 or younger at the time of the research.
The deck reiterates the common view of the youth as being primarily self oriented with a need to belong to a peer group to reinforce their sense of identity and self empowerment. While the dynamics of the behaviors are similar to youths of the past, it’s the methods and activities that differentiate today’s youths from that of previous generations, as their social interactions primarily involve online social networks, mobile devices, and applications. Given that today’s social interactions go beyond the physical presence, the home no longer acts as a safe haven or separator between public and private spaces and it’s affecting the social dynamics in today’s society.
Unfortunately the deck does not focus exclusively on the youth segment as subsequent slides present behaviors of the general consumers in the digital space, including e-commerce and social platforms, but given that adoption of digital tools among Indonesians is still relatively recent, consumer attitudes across the board have yet to mature, and the fact that majority of digital consumers are younger than 40 years old, the deck can serve as a guide to where the youth market is going and what can be expected in the near future.
What would have made the deck far more insightful is if we were treated to lists of specific activities, apps, websites, and trends that are popular among the different youth segments as youth behavior in junior high school would be quite different to those in high school, and even more different to university students. Additionally, young adults of the same age in university may have different behaviors to those already at the workplace. A deeper look into these segments would ultimately be something worth researching.