tns generation z in indonesia

Generation Z in Indonesia -The first 21st Century Consumer-

THE TRU STUDY 2011 Asia EDITION © TRU /TNS. ALL RIGHTS RESERVED

1A TRU Insights Presentation

Robert Hutchison, Regional Director Youth, TNS

Nihilistic Gen Xer (note omnipresent sneer!)

Australian by birth, global by nature

Asia is home – China, HK, Jakarta, Singapore


2

Regional Director Youth Practice TRU / TNS

Still has an AMAZING fashion sense

1350013500ELEVEN COUNTRIES. TEENAGERS


3

1350013500ELEVEN COUNTRIES. TEENAGERS

TRU YOUTH ENGAGEMENT STRATEGY

1. What ARE they like?

2. What DO they like?

3. What do they like to DO?


3. What do they like to DO?

What

are

they


they

like?

Parents and grandparents deserve great respect71%71%

73%

I like to do things with my family68%68%81%

TRADITIONAL & CONSERVATIVE


81%

20%20% Family is our highest priority: #2 Generational statement

31%

Very concerned about global

warming 67% 75%

SOCIAL CONSCIENCE


77

I want to help make the world a

better place 65% 81%

OPEN TO DIVERSITY


8

WE’RE MORE ACCEPTING OF DIVERSITY THAN OLDER GENERA TIONS

72%

Women should have the same rights as men

60%

Neutral or positive to marrying someone of a different religion or race

871% 61%

What

do

they


they

like?

INTERNATIONAL BRANDS


Local Advertising


TOP BRAND ATTRIBUTES

Top Quality 1st 1stWell designed / easy to use

2nd 4th


14

easy to use

Innovative/ ground breaking,

3rd 5th

Stylish/ attention getting

4th 6th

Fun / exciting 4th 2nd

Affordable 5th 3rd

7 in 1077%

MOBILE PHONES


15

3 in 10

2 in 10

11%

6%

What

do they

like to


like to

do?

THEY LIKE TO WATCH TV


26% 15%Prefer to spend free time

Home 1st 2nd

School 2nd 3rd

THEY LIKE TO GO ONLINE


18

Weekly Internet AccessWeekly Internet AccessWeekly Internet AccessWeekly Internet Access

School 2nd 3rd

icafe 3rd 1st


19

1 INCREASE CONVERSATIONS AROUND YOUR BRAND

• Desirable attributes - quality, fun, well designed and accessible• Engage them to market your brand – make it easy for teens to access and share your brand

2 INCREASE YOUR EMOTIONAL CONNECTION

THREE OPPORTUNITIES FOR ENGAGING YOUTH


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2• Have a point of view as well as a point of difference• Communicate on values not just attributes; mobilize around social causes

3 INCREASE ONLINE/ MOBILE MARKETING INVESTMENT

• TV is not dead but need to ramp up online (and mobile) spending viz TV – that’s where you will increasingly engage generation Z

THANKS!FOR MORE INFORMATION, CONTACT :

Regional APAC :Robert Hutchison ([email protected])


21www.tru-insight.com

Robert Hutchison ([email protected]) + 852 2116 4627TNS Indonesia :

Irene Ariyani ([email protected])Riko Rahman ([email protected])

+62 21 252 6022 (ext 4004 /1082)

tns generation z in indonesia

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