MEET THE NEWEST GENERATION – GEN Z Hellen Katherina Executive Director, Head of Watch Business 19 October 2016
OUR FUTURE CONSUMERS ARE KIDS 10-14 YEARS
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
11% 11%
TEENS
KIDS
15-19 YEARS
49%
51% TEENS
50%
50% 2
GEN Z IS IMPORTANT! BECAUSE THEY HAVE INFLUENCE IN BUYING DECISION KIDS (10-14 )
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
“I have influence”
ELECTRONIC PRODUCTS
“I have no influence at all”
TEENS (15-19) “I have influence”
“I have no influence at all”
33%
67%
62%
38%
25%
75%
49%
51%
26%
74%
47%
53%
47%
53%
67%
33%
CAR
HOUSING
VACATION
Source: Nielsen Consumer & Media View Q2 2016
3
THE GOOD NEWS IS… THEY ARE STILL REACHABLE THROUGH MEDIA
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
KIDS
TEENS
ALL PEOPLE 20+
SPORT
48%
SPORT
44%
WATCHING TV
35%
WATCHING TV
38%
WATCHING TV
32%
SPORT
27%
LISTENING TO MUSIC
17%
LISTENING TO MUSIC
25%
COOKING
18%
READING BOOKS
11%
SURFING INTERNET
17%
LISTENING TO MUSIC
18%
READING QURAN
10%
READING BOOKS
10%
READING QURAN
10%
SURFING INTERNET
8%
READING QURAN
7%
SURFING INTERNET
7%
SINGING
7%
COOKING
6%
TRAVELLING
4%
PLAYING GAMES
7%
PLAYING GAMES
6%
READING BOOKS
4%
COMPUTER
7%
COMPUTER
6%
GARDENING
4%
PLAYING KITES
4%
SINGING
6%
WINDOW SHOPPING
3%
Source: Nielsen Consumer & Media View Q2 2016
4
WHILE KIDS SPEND LONGEST TIME ON TV, TEENS PREFER INTERNET AND RADIO
PAY
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
WATCH FTA TV
WATCH PAY TV
USE INTERNET
LISTEN RADIO
READS PRINT
ALL PEOPLE 4 Hours 53 Minutes
ALL PEOPLE 5 Hours 25 Minutes
ALL PEOPLE 2 Hours 26 Minutes
ALL PEOPLE 2 Hours 19 Minutes
ALL PEOPLE 31 Minutes
KIDS 4 Hours 55 Minutes
KIDS 5 Hours 36 Minutes
KIDS 1 Hour 37 Minutes
KIDS 1 Hour 45 Minutes
KIDS 22 Minutes
TEENS 4 Hours 42 Minutes
TEENS 5 Hours 9 Minutes
TEENS 2 HOUR 29 Minutes
TEENS 2 Hours 20 Minutes
TEENS 29 Minutes
(*)watch pay TV only in Greater Jakarta
Source: Nielsen Consumer & Media View, TV Audience Measurement, Radio Audience Measurement Q2 2016
5
TV, INTERNET, CINEMA AND RADIO ARE MAIN CHANNELS KIDS
TEENS
98
+29% vs 2011
97
81
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
+13% vs 2011 45 23
10
TV
PAY TV
INTERNET
7
7
RADIO
CINEMA
PAY
10
4 PRINT
14
TV
PAY TV
INTERNET
RADIO
9
CINEMA
PAY
(*)watch FTA, pay TV & listen radio yesterday, see static outdoor in the past 1 week, go to cinema & use internet past 1 year, read newspaper magazine & tabloid
Source: Nielsen Consumer & Media View Q2 2016
6
Source: Nielsen TV Audience Measurement April-June 2016
Weekday
01:00
24:00
23:00
22:00
21:00
Weekday 20:00
19:00
18:00
17:00
16:00
15:00
14:00
13:00
12:00
11:00
10:00
09:00
08:00
07:00
06:00
05:00
04:00
03:00
02:00
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
#1 TV:
MORE WEEKEND MORNING VIEWERS FOR BOTH KIDS
Weekend
TEENS
Weekend
7
GENZ WATCH SERIES THE MOST. BUT NOWADAYS, THEY WATCH CHILDREN & ENTERTAINMENT MORE
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
ALL PEOPLE
KIDS
TEENS
Series
Series
Series
Children
Children
Children
Special
Special
Special
Movie
Movie
Movie
Entertainment
Entertainment
Entertainment
Filler
Filler
Filler
Information
Information
Information
Sport
Sport
Sport
Religious
Religious
Religious
News
2011
2016
Source: Nielsen TV Audience Measurement April-June 2011 & 2016
News
2011
2016
News
2011
2016
8
IN 2016, KIDS PREFER TO WATCH FILM TELEVISION KIDS (10-14)
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
NO
2011
CHN
TVR
NO
TRANS7
8.0
1.
2016
CHN
TVR
ANAK JALANAN
RCTI
8.6
1.
OPERA VAN JAVA AWARDS
2.
KONSER SM*SH
SCTV
8.0
2.
PANGERAN DI KANDANG BEBEK
SCTV
6.6
3.
PUBLICITY STUNT DAHSYATNYA(C04
RCTI
6.0
3.
MENGEJAR CINTA DOSEN CANTIK
SCTV
5.8
4.
STARBOL:DT OF IND VS INT ALL(L
RCTI
5.7
4.
RATU PEMBANTU SEJAGAT
SCTV
5.6
5.
ON THE SPOT(C06)
TRANS7
5.7
5.
BIMOLI COORMA COOKING RAMADAN
MNCTV
5.5
6.
GARA-GARA MONA JADI LISA
SCTV
5.6
6.
MERMAID IN LOVE
SCTV
5.3
7.
KUCH KUCH HOTA HAI
MNCTV
5.5
7.
ADA CINTA DI KEBUN BAWANG
SCTV
5.3
8.
FINDING NEMO
RCTI
5.5
8.
TORABIKA BC:AREMA C VS PERSI(L
NET
5.0
9.
DJARUM ISL:AREMA VS PERSIJA(L)
ANTV
5.5
9.
MUTIARA HATI(G04)
SCTV
4.9
10.
DJARUM ISL:PERSIJAP VS PRSIB(L
ANTV
5.4
10.
JUNAIDI I LOVE YOU
SCTV
4.9
Source: Nielsen TV Audience Measurement April-June 2011 & 2016
9
TEENS TUNE IN TO FTV, SPORTS AND ENTERTAINMENT TEENS (15-19)
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
NO
2011
CHN
TVR
NO
TRANS7
6.7
1.
2016
CHN
TVR
ANAK JALANAN
RCTI
6.8
1.
OPERA VAN JAVA AWARDS
2.
SEPEDA BALAP & SATE KAMBING
SCTV
6.1
2.
TORABIKA BC:AREMA C VS PERSI(L
NET
6.4
3.
PUBLICITY STUNT DAHSYATNYA(C04
RCTI
6.0
3.
KEMENANGAN D3 ACADEMY 2016
IVM
4.8
4.
SUPER FEATHER WEIGHT CHAMPIO(L
RCTI
5.8
4.
NET. 3.0 PRESENTS INDONESIAN C
NET
4.7
5.
TANTE... I AM SORRY
SCTV
5.7
5.
EURO 2016:ITALY VS SPAIN(L)
RCTI
4.6
6.
MAHAKARYA MAGICIAN DUNIA 2011
RCTI
5.6
6.
EURO 2016:ENGLAND VS WALES(L)
RCTI
4.2
7.
DJARUM ISL:PERSIB VS SRIWJY(L)
ANTV
5.5
7.
SEBUAH LAGU UNTUK TUHAN
SCTV
4.1
8.
POPPY DAN BOBBY
SCTV
5.5
8.
PEMBANTUKU SIPENCURI HATI
SCTV
4.1
9.
UCL:BARCELONA VS MAN UNITED(L)
RCTI
5.5
9.
GRAND FINAL 2016
IVM
4.1
10.
KUCH KUCH HOTA HAI
MNCTV
5.4
10.
UTTARAN
ANTV
4.0
Source: Nielsen TV Audience Measurement April-June 2011 & 2016
10
#2 INTERNET:
PLACE OF ACCESS?
FROM INTERNET CAFE TO HOME KIDS
AT HOME
TEENS
7
AT HOME
9
49
62
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
AT HOME
AT HOME
81
INTERNET CAFE 30
INTERNET CAFE
SOME OTHER PLACES
INTERNET CAFE
20 21
OTHER PLACES
Source: Nielsen Consumer & Media View Q2 2011 & 2016
56
INTERNET CAFE 10
35
SOME OTHER PLACES 2011
2016
28 OTHER PLACES
2011
2016
11
THEY ACCESS THROUGH MOBILE EVEN WHEN THEY ARE AT HOME
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
Kids
09.00 - 11.59
14%
12.00 - 16.59
8%
Source: Nielsen Consumer & Media View Q2 2016
17.00 - 18.59
19.00 - 21.59
14%
16%
22.00 - 23.00
Teens
24.00 - 01.59
93%
02.00 - 08.59
97% 12
THE NEED TO EXIST: SOC-MED MORE KIDS BROWSING AND MORE TEENS DOWNLOADING TEENS
KIDS
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
2011
2016
2011
2016
PLAY GAMES
SOCIAL NETWORKING
SOCIAL NETWORKING
SOCIAL NETWORKING
SOCIAL NETWORKING
GENERAL SURFING
PLAY GAMES
GENERAL SURFING
LISTEN TO MUSIC
PLAY GAMES
LISTEN TO MUSIC
PLAY GAMES
EDUCATION SERVICE
EDUCATION SERVICE
GENERAL SURFING
DOWNLOAD SOFTWARE/FILES
ELECTRONIC MAIL
LISTEN TO MUSIC
ELECTRONIC MAIL
LISTEN TO MUSIC
Source: Nielsen Consumer & Media View Q2 2011 & 2016
13
#3 RADIO HIGHEST PENETRATION IN PALEMBANG, LONGEST TIME SPENT IN DENPASAR & SURAKARTA Kids
Penetration
Teens
100% 80% 60% 20% 0% 11 CITIES 200
In Minutes
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
40%
JAKARTA
BANDUNG
MEDAN
PALEMBANG
SEMARANG
SURABAYA
SURAKARTA
YOGYAKAR
DENPASAR
MAKASSAR BANJARMASIN
MEDAN
PALEMBANG
SEMARANG
SURABAYA
SURAKARTA
YOGYAKAR
DENPASAR
MAKASSAR BANJARMASIN
Time Spent Listening
150 100 50 0 11 CITIES
JAKARTA
BANDUNG
Source: Nielsen Radio Audience Measurement Q2 2016
14
KIDS PEAK TIME IS IN THE AFTERNOON, WHILE TEENS AT NIGHT Kids
Teens
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
326
214
214
5:00
6:00
7:00
8:00
9:00
10:00
Source: Nielsen Radio Audience Measurement Q2 2016
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
15
MOBILE PHONE IS THE MAIN DEVICE TO LISTEN TO RADIO
26 20
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
39 3 1 2 25 18 18
Source: Nielsen Radio Consumer View Q2 2011 & 2016
All people 10+ Kids Teens
16
EVEN THOUGH, MOST OF THEM LISTEN AT HOME
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
OTHER
All people 10+ Source: Nielsen Radio Audience Measurement Q2 2016
WORK
CAR
Kids
HOME
Teens 17
INDO POP
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
IS THE MOST WANTED MUSIC ALL PEOPLE 10+
KIDS
TEENS
INDO POP
47%
46%
57%
WESTERN TOP 10
11%
10%
24%
DANGDUT
31%
31%
38%
ROCK
3%
4%
9%
R&B / HIP POP
4%
5%
6%
NOSTALGIC
17%
3%
10%
CAMPUR SARI
11%
1%
3%
MALAY
5%
3%
4%
Source: Nielsen Radio Consumer View Q2 2016
18
#4 CINEMA
ON AVERAGE GEN Z VISIT CINEMA 9 TO 11 TIMES IN A YEAR Teens
Kids
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
I go to cinema 9 times in a year.
I go to cinema 11 times in a year. 53
65
20 6 THIS WEEK
14
1-2 WEEKS AGO
Source: Nielsen Radio Consumer View Q2 2016
14
3-4 4+ WEEKS WEEKS
18
9
THIS WEEK
1-2 WEEKS AGO
3-4 4+ WEEKS WEEKS
19
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
KEY TAKEOUT •
Gen Z is the next consumer that companies need to be ready for because even at young age they already influence buying decision!
•
Born in the digital age, Gen Z has very different habit compared to the older generation.
•
They good news is, they are still reachable through 4 medium: TV, Internet, Cinema and Radio.
•
TV: apart from series, they also watch a lot of children and entertainment programs. FTV is also quite effective in reaching them.
•
Internet: tablet and smartphone are must-haves to connect, whether at home or on the go. Update with Soc-Med is important.
•
Radio: mobile phone is main device to tune to radio. They prefer Indo Pop songs.
•
Cinema: GenZ go to the cinema almost once a month. 20