Indonesia’s mobile market is highly saturated with strong competition between operators often leading to prolonged pricing wars. With Over-the- top (OTT) services also putting downward pressure on telcos’ voice and messaging revenues, data has become the focus for generating top line growth or at least mitigating declines. Millennials, broadly defined as 25 to 37 year olds, are often seen as a key segment for data products due to their mobile first attitude and ability to spend as they mature into young professionals.
But the next generation, Generation Z, which span 13 to 24 year olds, will increasingly become a focus as they benefit from access to family resources like accommodation, vehicles and pocket money and start to generate their own incomes from first jobs. It is therefore imperative for telcos to understand this rising generation’s digital habits in order to tailor products and services that meet their needs. How can Generation Zers’ digital habits be identified? PCA has recently conducted market research focused on urban online individuals to understand the digital habits of Indonesians across demographics. Highlights of our findings on Generation Zers in the elder range of 18-24 are:
Despite the common view that youth no longer watch TV, we found that 70% of connected 18- 24 year olds still watch free to air TV in Indonesia.
18-24 year olds are more likely to watch over 3 hours of content daily on their mobile phone than any other age group
A third are watching sports related clips on their mobile while close to two thirds watch music videos 43% of 18-24 year olds use paid mobile data to watch video, a number only slightly lower than the number of 25-34 year olds who use paid data to watch video (47%)
The largest proportion of 18-24 year olds, 46%, are spending RP50k-100k on their mobile plans, with a sharp drop to 24% on higher amounts while 25-34 year olds are more likely to spend between Rp100k-250K.
In addition to these insights, our survey includes insights on Pay-TV habits, willingness to pay for OTT video content and preferences on data plan structures broken down by age, gender and geography (across 8 major cities). For full results of PCA’s market research in Singapore, please contact us at info@pioneerconsultingasia.com