What are the video viewing habits of Gen Z in Indonesia?
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:
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 email@example.com