TV C SUMMIT 2015

Herman Tegar Pujyantara

WHAT WOULD THE MILLENNIALS DO?

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WHICH SIDE ARE YOU?

GENERATION X

Birth Year : 1964 – 1978Age : 37 – 51

MILLENIALS

Birth Year : 1979 – 2000Age : 15 – 36 GENERATION Z

Birth Year : 2000-…Age : 5 – 14

1st 20%

2nd 18%

3rd 18%

1st 42%

2nd 9%

3rd 6%

1st 58%

2nd 17%

3rd 16%

THE HIGHEST INTERNET USERS THROUGH AGE !

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36.629.425.5

34.427.621.8

39.2

28.824.7

GENERATION X

MILLENIALS

GENERATION Z

200520102015

GROWTH05 vs 10-20% 10 vs 15-13%

200520102015

200520102015

05 vs 10-20% 10 vs 15-21%

05 vs 10-27% 10 vs 15-14%

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6Prepared for: [Client Name] Source: XXXXXX

IN EVERY GENERATION…

Instead of the losing point in Prime Time, but factually in

that hour people still watch television. So, what genre

did they watch in 2015?

CHILDREN MOVIE SPORT

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7Prepared for: [Client Name] Source: XXXXXX

IN EVERY GENERATION…

Instead of the losing point in Prime Time, but factually in

that hour people still watch television. So, what genre

did they watch in 2015?

CHILDRENIt’s the most effective genre that reach generation Z by 148 point based on Index.

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8Prepared for: [Client Name] Source: XXXXXX

IN EVERY GENERATION…

Instead of the losing point in Prime Time, but factually in

that hour people still watch television. So, what genre

did they watch in 2015?

Millennials tend to watch movie for the reason that they reach 95 point based on Index

MOVIE

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IN EVERY GENERATION…

Instead of the losing point in Prime Time, but factually in

that hour people still watch television. So, what genre

did they watch in 2015?

SPORTIt’s the most effective genre that reach generation X by 124 point based on Index.

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AGE DEPICT ON WHAT GENRE DID THEY CHOOSE

0 50 100 150 200

101

148

FillerSpecialSportReligiousEducationNewsInformationChildrenEntertainmentMovieSeries

0 50 100 150 200

93

167

0 50 100 150 200

103

186

2015 2010 2005

116119

118124

103103

100108

79105123

128105

2015 2010 2005

GENERATION Z GENERATION X

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HERE COMES THE MILLENNIALS

0 50 100 150 200

9594

87

9291

FillerSpecialSportReligiousEducationNewsInformationChildrenEntertainmentMovieSeries

10297

90

9992

105107

100

104100

2015 2010 2005

MILLENNIALS

Fact!In 2005, there are so many genre that attract the Millennials. Now, not single of them run towards the Millennials.

Why?Is it because Internet or

other media?

!?

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ONE TO MANY AND MANY TO ONE

Digital platform enables content convergence: Internet Mobile phone

TV Radio Newspaper Magazine

Social

OutdoorCinema Online

into numerous niches, channels and segments.

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THE MILLENNIALS DID USING INTERNET THE MOST

Fun Fact• 24.543 million Millennials in 11 cities using internet• In Q2 2015, 73% of millennials consume internet in the past 1 week. • It is the highest consumption compared to other

Generation

INTERNET TELEVISION

19 million people in 11 cities used internet and watch TV

72% of Millennials12% of Generation Z 14% of Millennials

!

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THE MILLENNIAL BRAIN

THE MILLENIAL BRAIN

likes dynamic stimuli and bright color

has a good short-term memory

bleeding overcommunication

is good atmulti-sensoryprocessing

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THE REAL MILLENNIALS LOOK LIKE…

ELECTRONIC MAIL

EDUCATION SERVICE

ACCES INTL NEWS

PRODUCT INFO

ACCES LOCAL NEWS

LISTEN TO MUSIC

PLAY GAMES

DOWNLOAD SOFTWARE / FILES

GENERAL SURFING

SOCIAL NETWORKING

8

9

11

12

14

19

21

21

40

45Function Used :Q2 2015 in 11 Cities

• 12 millions of Millennials used internet min. 30 minutes/day

• 7 out of 10 people using internet from 7 p.m up until 10 p.m (prime time)

PSYCHOGRAPHICS

• Western Minded: Brand Minded, Career Oriented, Enjoying Life, Lonely and Challenge

• Optimist: Trusting, Do not fear of failure, Outspoken, Health Conscious

1st Western Minded2nd Optimist

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MILLENNIALS BREAKING THE HABIT

Millennials mostly used internet at home and other places everyday. In fact, 88% of them used internet in college or place of study and friends house.

76%

71%

68%

TOOLS OF USING INTERNET : GADGET SAVY

8 out of 10 of the Millennials like Television Ad and sometimes they buy products because good TV AD.42% of them spent Rp.49.500 – 250.000 for using internet

84

88

90GROCERIES

FOOD/BEVERAGE

CLOTHING APPAREL

80%Always enjoy the fun of shoppingAlways try a new things earlier than other peopleAlways consider the price list

Top 3 Provider

1st IM3

2nd 3

3rd Simpati

E-COMMERCE highest buyers throughout generation

More than

across Gen

AN UNCOMMON SENSE