This Insight was presented in Indonesia Creative Power (PPKI 2013), focusing on the issues of Youth behavior towards the Online Video *kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia

1. Presented for:

2. >How we do it<
Youth
Culture
Youth Culture
Informational
Gap
Marketing
Industries
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We realized that to fully understand
youth culture and behavior we
couldn’t expect to find it through a
few focus group discussion.
Basic survey may also be a pitfall in
research if we don’t empathize and
use a reverse psychology on youth.
That’s why we don’t depend or focus
Youth Culture
on a singular methodology, instead
we use a cross transactional data
and longitudinal Investigation notes
as source of insights.

3. 100
95.2
90
Based on Comparative
Youth Survey Held by LSI &
Goethe in 2011
In indonesia-Malaysia
80
70
60
50
40
30
20
10
3.8
0
We found several characteristic
concerning Indonesia Youth unique
ways of using the internet:
1. Twitter = Medium of
Conversation
2. Trust YouTube rather than TV
3. More into consuming content
rather than creating
4. Are more open towards
exposing their private life
5. Use social media as a means of
catharsis (emotional media)
6. Trust more forums than
advertising for product purchase
1
Do You Think That Technology Are Important For The
Young People Nowadays?
Important
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Not Important
Don't know

4. Lack of Tutorial Videos in Bahasa!
We could find many Hijab
Tutorial or “How-To”
Videos in Bahasa because
it is linear to Hijab Trends
and the Hijabers’ growth
in Indonesia.
Consuming > Creating
Content
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5. Blurred Lines! (and values)
Indonesian youth raised not solely by television
but by multiple media
as “Parents”
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6. “55% of the Indonesian Population
belong to the middle class”
World Bank Survey
Faisal Basri/Economic Analyst
taken from: http://daps.bps.go.id
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7. Different definition of
what’s ‘POP’!
For youth living within the collectivist
culture, like Java, they don’t have the burden
or social pressure to follow the
Current POP culture.
Social Acceptance
For them
is
as easier through embracing local wisdom and
values rather than adopting modern culture.
That’s why in one of our research in Solo
And Yogya, we found many young people
‘Batman Jowo
mentioning
’ as one
pf the most viewed/most talked about
video on youtube. Amazingly enough
They find this particular comedic video
more entertaining than watching Gangnam
Style video or any other popular video on
youtube.
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Video that is considered as a popular content among Javanese
Youth from Junior High to High School: Batman Video Dubbed
With Javanese Language (Batman Jowo)

8. It’s a pattern of ‘indiglobalization’, where indigenous culture are attempting to
globalize. This Indiglobalization movement showed us that the Indonesia youth have the
aspiration to be part of the Current global culture but in the same time they want
their indigenous identity and culture to be recognized.
Success is measured when the indigenous culture are embraced as a global pop culture.
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9. Celebrity as well as Brands is still using the same old
approach towards Youth which is projecting themselves
as a cool brand/person. This where they made a mistake.
Youth are not looking for coolness, they are looking for
authenticity.
That’s why, we could easily find a parody video like shown
one the slide (Awan Gunawan, Jowo Style) on youtube.
In this millenial era, the urban youth are searching for
Difference instead of similarity.
Pictures of youth doing Gangnam Style
with Javanese touch
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Key feature that are appreciated in this
authentic era are:
1. Creativity
2. Originality
3. Representing specific community or
lifestyle
4. Consistency

10. Alay
Source: benny & mice
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11. Map your segment
Research before Execute
Understand the Psychology Level of Youth
Experiment With
Subliminal Method
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12. Youth endorse them voluntarily, through
YouTube parody video by Cameo Project.
Picture of Cameo Project Video
Supporting the uprising candidate for
Jakarta Gubernatorial Election in 2012
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Started as a bunch of indie movie maker who
happened to came from the same church. They
support Jokowi –Ahok through social media as a
form of political movement towards plurality
and inclusive; an issue that the incumbent never
take attention upon.

13. Asmaa Mahfouz, 28 yo. An Egyptian activist and one of the founders of the April 6
Youth Movement. She has been credited by journalist and others with helping to
spark mass uprising through her video blog posted one week before the start of the
2011 Egyptian revolution.
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14. Insights By Youth Laboratory Indonesia
Youthlab is the first factory and repository of
Indonesian youth insight, compromised of
multi-talented youths of various
background, the research and consulting
company helps corporations and organizations
create precious connection with the fickle yet
precious market segment.
We’re Here to Make that happen to you
Find more about Indonesian
Youth trends, data, & insights:
www.enterthelab.com
Thank You!
Contact:
tara.talita@gmail.com
Twitter: @ttalitha