UNDERSTANDING

TEEN BEHAVIOR

by
YANTI B. SUGARDA
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 Demography

GENDER AGE
1996 1997 1998 1999 2000
1996 to 2000
Female Male < 30 years 62% 61.6% 61.1% 60.5% 60.2%
50% 50% > 30 years 38% 38.4% 38.9% 39.5% 39.8%
Note: 0 -14 ↓  + 20%
15-19 ↓  + 25%
20-29 ↑  + 15%

SOCIO-ECONOMIC STATUS
1997-1998
1996 1997 1998 1999 2000 AB Rp. 500.001 - > 1.000.000
C Rp. 250.001 - 500.000
AB 34.6% 35.3% 33.2% 37.5% 33.5% D Rp. 200.001 - 250.000
E < Rp. 200.000
C 38.2% 39.5% 42.7% 44.3% 44.5%
1999
D 11.2% 11.3% 9.0% 6.9% 12.7% AB Rp. 700.001 - > 1.500.000
C Rp. 350.001 - 700.000
E 15.9% 13.% 15.2% 11.4% 9.3% D Rp. 250.001 - 350.000
E < Rp. 250.000

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 Perilaku Khalayak

Ciri Khalayak

Aspek Kognisi

Aspek Afeksi

Aspek Konasi/Behavior
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 TEEN BEHAVIOR

TEEN YEARS = The AGE FOR BIG

CHANGES :
• Physical
• Psychological
• Social

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 TEENS AND SPENDING
Clothes 2-5 times a year  Tshirt
Pants 3-7 times a year  Jeans
Shoes 3-4 times a year  Sport
Wrist watch max 1 times a year  sporty and bright
Cosmetics frequent, according to need  brand loyal
Eat/food/drinks  biggest portion of allowance spent (72%)

Fast food
Soft drinks
Favorite fast food
McDonald 68%
KCF 52%
Pizza Hut 40%
Texas Fried Chicken 29%
CFC 27%
Favorite soft drinks
Coca Cola 88%
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 TEENS AND FASHION
Fashion is an important part in the life of a teen
Jakarta teens
Very quick to adopt new trends from abroad  Europe or US.
 a matter of days, or at the most, a month to reach Jakarta teens

Source of instant influence

Television
Internet What is worn by world celebrities
Magazine
Example : Flower brooch  Winona Ryder
Britney Spears
Jennifer Lopez
Boutique garments
Orientation  Japan, Hongkong, Korea  change every 3 months
≠US and Europe  monotonous and not funky

Not a matter of brand

Even among AB s.e.c with pocket money of Rp. 500.000 (outside books & transport
• Quantity of purchases, better than brand (easily bored)
• Branded products have image of older adults
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Teens and Garment
2 places to buy fashion garments :
Melawai Plaza
Mangga Dua
 Even AB classes driving BMW’s

• Teens are currently more independent and selective.

• Not always follow complete fashion trend but sometimes only partial
(belt, bandeaux, pants, etc)

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 TEENS AND MUSIC
Contemporary Hits
Lagu-lagu baru yang sedang hits  tidak membatasi diri pada
jenis musik

Dalam dan Luar Negeri

90% lagu baru
10% lagu lama

Favorite Music
Pop Music  Indonesian 59%
Western 47%

Favorite Music Program

MTV Indonesian 45%
MTV Asia 37%
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 TEENS AND RADIO
Radio : Cater to teen subculture

Reflect : - Shallowness
- Childishness
- Dynamism
- Trendy

Place for “Curhat”

DJ or Penyiar  - trend setter
- “friend”
- style of teen language
“Bahasa Gaul”  - mixture of Indonesian and English
Talk show  - great variety of topics
- light topics
Live, interactive
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 Intensitas Menonton TV

PENONTON Ibu Rumah Tangga

BERAT
Pra Remaja – Remaja
Dewasa Muda
Anak
Pra Dewasa
PENONTON
RINGAN

Makin jarang nonton

Makin tua
Makin kecil
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 TEENS AND FILM
Highest Ratings
• Sinetron, serial film, drama
• Mistery
• Action

Sinetron and serial films :

Life of young people :
- relationship with parents
- school matters
- love matters

68 hours a week in front of TV (according to Kompas)

Favorite Media
TV 80%
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Media Habits
Teenger
(12-18 year)

Male Female

% %

Heavy TV viewing 55 63
Heavy Radio listening 36 43
Heavy News Paper reading 24 28
Heavy Tabloid 7 10
Heavy Magazine 10 14

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 MEDIA PENETRATION
TOP 5 PROGRAMS (000)

INDOSIAR RCTI
• Misteri Gunung Merapi 2 1.801 • Kuis dan Telekuis 1.447
• Tersanjung 5 1.611 • Mandragade 1.346
• Misteri Gunung Merapi 3 1.539 • Island of Fire 1.327
• Lupus Milenia 1.500 • Panasonic Awards 1.294
• Kehormatan 1.449 • Young and Dangerous 3 1.287

SCTV
• Dewi Fortuna 1.576
• Aku Ingin Pulang 1.167
• FTV Tamu dari Jakarta 1.166
• FTV Di Balik Asrama 1.134
• FTV Anakku Bukan Anakku 1.039

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 TEENS AND ASIAN CELEBRITIES
Currently a lot of of Asian stars are idolised by teens
RRC : • “Crouching Tiger” Zhang Zi Yi
• “Hidden Dragon”
• F-4 (F-se)
Jerry Yan, Vic Chow, Ken Chu, Vanness Wu

• “Meteor Garden”

Jepang – Korea : • “Raiha Shonen”

• Kazuyuki Narumi
• Park Jung Ah
• Chin Chang Gwan
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 TEENS AND SOCIAL LIFE
• Hours spent at malls or plazas
• Gather at certain streets :
Bulungan
Mahakam
Lamandau
• High mobility  run in “gangs” or “groups”
• High solidarity  sharing and giving positively and
negatively
Teen fluence  high, because of group behavior
and group belongingness
• Maturity leads to dispersion of groups

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 TEENS AND SEX
One of the strongest drives :
Male – Female relationship and attraction
 Dating – (Pacaran)

48% Teens experiences problems concerning

this aspect :
- communication : 30%
- love : 25%
- affairs : 4%
- others : * broken heart
* violence
* marriage preparation
* third party conflict, etc
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20 years ago
approve of free sex = < 10%

10 years ago
approve of free sex = > 10%

5 years ago
approve of free sex = 17 %

Unplanned sex = 45%

Planned sex = 20,4%

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 TEENS AND SMOKING

White cigarette 48%

Kretek Filter 37%

Favorite brand
Sampoerna Mild 44%

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 TEENS AND POLITICS
Pay attention to political matters ?

Yes 70% No 30%

43% a little
27% full attention
Socio economic class
AB s.e.c.  77%
Lower classes  66%

Gender
Same for males and females

Awareness of political parties ?

PDIP 90%
Golkar 82%
PKB 62%
PPP 57%
PAN 51% 19
TEENS OPINIONS AND LEADERSHIP
CAPABILITY vs CHARISMA
86% 56%

NATIONALIST vs RELIGIOSITY
84% 57%

RESPONSIBLE : 98%
DISCIPLINE : 96%

TEENS’ AMBITION TO BE A LEADER

56%

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 TREND IN WOMEN'S ATTITUDES
• Freedom from traditional stereotype
• Aware
• Educated/informed
• Independent
• Freedom to create own life
• Empowered
• Sophisticated
• Dynamic
• Liking to be a woman

STATISTICS IN JAPAN
1958 2000
27% want to be reborn 85% want to be reborn
as a woman as woman

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 LEADING CLUSTER

Don’t Care What Men

Think

Doing
The Observer my Own Thing
Look at Me

Not
Liking
Liking Normal is Best
Oneself
Oneself

Wanting at All

Men Conscious

Care What Men

Think

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Implications for marketers:
Realize the change
• directly target at women who buy for themselves items
which they used to get as gifts
• spoiling and pampering self
• quest to be seen to be leading their own lives
• being subservients to men “looks bad”
• compliments from other women are important
• understand the psychology of women
• inspire in the direction women want
• propose se concept of beauty that comforts

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Empowered consumer:
Empowered female consumer
Teenger
(12-18 year)
Male Female

% %
Mosque 93 60
Sports 87 60
Entertain/visit/quests 64 73
Mall/Dept store 57 70
Grocery/supermarket 55 69
Eat out for lunch 42 44
Read non fiction book 28 40
Travel out of town 26 25
Read novel 16 34
Eat out for dinner 24 25
Eat out for breakfast 21 23
Fast food 17 27
Computer at work/school 20 23
Clothing store/botique 17 23
Hair dresser 19 19
Music store 19 19
Bank visit 16 21
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 CONCLUSIONS
1. Faster response and orientation to change
adoption of new lifestyles
new trends
new products

2. Word-of-mouth medium

3. Externalization:
Pulling factor
Pushing factor (freedom, empowerment, puberty, dynamic)

4. Influence of tradition changed by influence of media

5. More knowledgeable consumers

- selective
- more taste
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6. More purchases: - clothes
- cosmetics
- travel
- eating Café
- socializing music

7. More technology - oriented culture

- Target for high tech marketing communication
- Sensory creativity, sensory technology

8. Cyber consumers

9. Less authoritative (legacy of 60’s and 70’s family/ed. System)

more participative consumer

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THANK
YOU

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