HOW WELL DO YOU KNOW YOUR DATA?

analyitics

volume

internet

future
management

B I G D ATA information

science
search
analysis
technologies
complex
Information to unlock opportunities

Te x t Photo Vo i c e Video Click

WISE USAGE OF DATA
 Most Used Service
100

90

80

70

60

50

40

30

20

10

0
chatting social media search engine browse pic browse video download video download pic
Source : asosiasi penyelenggara jasa internet indonesia

> 54 years old 35 – 54 years old 19 – 34 years old 13 – 18 years old

4,24% 29,55% 49,52% 16,68%
Online x Offline
 1990s 2000s 2010s
Millennials’ Age 0 – 18 years old 10 – 28 years old 20 – 38 old

C omputer

Mobility

Entertainment

S MS
C ommunication &
MMS
ASEAN Fixed Point Survey
8,100 samples / 7 countries

Generation gap quantitative survey

1800 samples /6 countries

Home visit survey

Total 44 people / 6 countries
 “I feel there’s a gap”

1980s 70% 1990s

66%
HOW DIFFERENT THEY ARE IN DIGITAL LIFE

1980s 1990s
80s
 “Purpose of using Social Media is to
store moments with photos / videos.”

1980s 1990s
 DIGITAL ALBUM
“I always post
my special memories
on my Facebook”
POSTING CURATED IMAGE

“Whenever I post on
social media, I
triple-check
how I look.”
 SOCIAL MEDIA IS A
STAGE TO PRESENT
HER BEST SELF

“The key to get

many LIKEs is the
photo composition”
 “Omni-channel shopping to get
the best deal”

1980s 1990s
 USING BOTH
OFFLINE & ONLINE
TO GET THE BEST DEAL

"I carefully choose the

bank that give me the
best benefit AND offer
more gifts."
 MAXIMIZING ALL
SHOPPING CHANNEL

“I check to buy
smart phone in
online shop and retail shop.

I just want to maximize benefit

and minimize risk”
80s purchasing behavior

C reating
A Persona

D U AL- C HAN N EL P U R C HAS IN G S TY LE

80s
‘CURATOR’
• Wisely selects between online and offline.
• Minimize risk in many aspects of life.
• Tries to be perfect in social posts.
Marketing Implication :

“Stage producer”
To have curated persona, these 80s need brand to help
them look good 24/7.
Emphasizing on comparison cycle, brand should support
them with resource and knowledge
90s
 Attitude towards social media:
“I want to show my natural self”

1980s 1990s
 Share authentic
real time moment
as a survival habit.
 SECOND
NATURE
“Already shared this interview activit
in the middle of the interview.”
Unfiltered moments.
Unfiltered face.
 CELEBRATE
UNIQUENESS
“Hey, look at
my weird face.”
 A DIGITALLY OPEN
BOOK
Tweeted her boyfriend
when he forgot the anniversary.
“Post a quote that only
specific people will
understand to express
her feelings.”
 Frequency of online shopping

1980s 1990s
 MAXIMIZE EVERY
DIGITAL ASSET FOR
THEIR BENEFIT
"I use apps to look for
the best deals."
 SHOPPING IS AN
EXPERIENCE TO SHARE
“I write reviews as much as I
read them.”
“Like to share the news about
her favorite brand and
recommend it to friends.”
 DRIVEN BY
IMPULSIVITY
“Saw a really cool video
on YouTube about VR,
so bought one to try at home.”
 NO RISK
“Can sell the product
right away if doesn’t like it.”
90s purchasing behavior

C onsumer
Reviewer
Evangelist
-
converge

C Y C LIC AL P U R C HAS IN G S TY LE
90s
‘CONVERGENATOR
• Online and offline worlds are converged.
• Real time authentic moments.
• Personal is social. Social is personal.
 Marketing Implication:
As real as

We are authentic
you can
get “Honest Buddy
• Has to be transparent.
• Converging digital world in a real world format
Online x Offline