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Mobile is king for Indonesian youth

When given a choice between TV or their mobile phone, it is a no brainer for Indonesian youths, who choose their phones over the former.

This was highlighted in a 2014 online survey of 11,000 students and youths aged 13-24 across 13 countries by culture experts Crowd DNA.

Compared to their global counterparts, Indonesian youths scored significantly higher in their digital media consumption. 69 per cent said they would prefer giving up television over their mobile phone, compared to the global average of 60 per cent.

The report highlighted that 81 per cent said they always or mostly use a mobile device while the television was on, compared to the global average of 79 per cent, highlighting the rise of multi-screening.

According to the report, 79 per cent also said they would share interesting brand or product updates on their mobile phone with their friends if the content was visually entertaining. This compares to the global average of just 56 per cent.

About 84 per cent of Indonesian youths can’t leave home without their mobile phone and that even during school holidays, Facebook remains the most popular platform for keeping in touch with friends and sharing content.

So how can brands in Indonesia leverage this to their advantage? Facebook gives some tips on its blog post:

Make mobile a key part of your campaign
With TV viewing habits continuing to plummet across SE Asia, brands must adopt a mobile-first mentality when it comes to connecting with youth. This requires planning and creating bite-sized, image-heavy content and catchy videos designed for young minds on the move. As multi-screening becomes the norm, marketers can turn what could be perceived as a distraction into an integrated brand experience that extends from TV across multiple device screens.

The right people, with the right message

It is important to market to the right audience and target according to the bandwidth in high-growth, low bandwidth markets like Indonesia. For example, serving a video ad to people in Indonesia with 2G connections may mean wasted impressions if people are unable to load the video. Bandwidth targeting on Facebook allows you to serve the appropriate creative to the right network connection, be it 2G, 3G or 4G.

The ABCD of video
Facebook is constantly reiterating the importance of videos for brands’ marketing strategies. It says in the blog post, “People are watching a smaller screen on mobile, often without sound and usually with a short attention span. Remember the simple ABCD of mobile video advertising: A — Grab attention through Auto-play and Hyperlapse. B — Brand from the first second. C— Communicate without sound and use subtitles. D — Deliver the message within first few seconds.”

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Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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