Virgin Voters of Indonesia 2014

This document is an Intellectual Property of PT Vision Saga, Jakarta - Indonesia

Basic Facts to Deliver

the Pemilu 2014 to the Indonesian

Virgin Voters Enhancing The Quality of

Youth Political Participations

Prepared by Ajoull


Understanding The Youth

THE TARGET MARKET

There many questions we have to answer understand to deliver the ‘product’ of Pemilu (Indonesia’s General Elections) 2014 to be ‘bought’ by the Indonesian youth. It’s about how to collect their votes and fulfill them their needs. Because Pemilu is not as sexy as iPhone or Samsung Galaxy...

• What do they need? • What do they want? • What do they love the most? • What they exactly concern

about?


#Galau THE TARGET MARKET - UNDERSTANDING THE YOUTH

It is described as the 'unstable' condition of teenagers' emotional condition. The cause may be varied; from boy/girlfriend, BFF and parents. Brand/advertiser using this 'galau' buzz recently to their ad campaigns, but they're only using it for the content while they're missing the context & concern of it.

• Galau is a ‘serious’ thing for youth • Galau is not a joke among the youth

Word of the year 2012:

Source: Youthlab Indonesia, Youth Trend 2012 Kaleidoscope


40% THE TARGET MARKET - UNDERSTANDING THE YOUTH

• Galau is a ‘serious’ thing for youth • Galau is not a joke among the youth

of (urban) Youth thinks that the uncertainty about their future are the main cause of

Source: Youthlab Indonesia, Youth Trend 2012 Kaleidoscope

#Galau (= anxiety) higher than Relationship and Political issues.


THE TARGET MARKET - UNDERSTANDING THE YOUTH

How Adults

Envisage #Galau


What make youth happy? THE TARGET MARKET - UNDERSTANDING THE YOUTH

(Aged 14 – 18)

An exploratory study using indigenous psychology approach by Ardi Primasari and Kwartarini Wahyu Yuniarti, Center for Indigenous & Cultural Psychology, Faculty of Psychology, Universitas Gadjah Mada, Yogyakarta, Indonesia. Source: International Journal of Research Studies in Psychology 2012 June, Volume 1 Number 2, 53-61. Image from: Asean Youth Friendship Network (http://ayfnhq.org/?p=380)

• Relations with Others – Family 31.60% – Loving and being

loved 9.63% – Friends 9.20%

50.10%

32.67% 9.63%

4.91%

• Self fulfillment – Achievement 28.26% – Leisure time 4.06% – Money 2.60%

• Others

• Relation with God


Indonesia’s Muslim Youth

THE TARGET MARKET - UNDERSTANDING THE YOUTH

• How does Indonesia’s Muslim Youth feel about their respective country, their family, their society? – Do youngsters care about politics? – What are their needs, their

problems? – Who do they turn to? – Are they happy? Optimistic?

• The following data collection for this survey was carried out from November 18th until 26th, 2010 by Lembaga Survei Indonesia and presented in a publication namely “Values, Dreams, Ideals – Muslim Youth in Southeast Asia – Surveys in Indonesia and Malaysia” by Goethe Institute .

– 1.496 Indonesian citizens aged between 15 and 25 years were questioned.

– 58% of respondents were 15 – 19 years old. – 52.1 % of the questioned youths attended a religious school. – 49.9% males, 50.1% females. – 43.4% urban, 56.6% urban – 88.8% have parents still alive, 88.4% of them live with theirs and are

not divorced. • The sample was selected randomly. The respondents are proportionally

distributed over Indonesia’s 33 provinces, in accordance with the official Indonesian 2010 population census.

The future of the country – any country – will be shaped by its youth. Youngsters set trends and change societies. In Indonesia, a country with Muslim majorities – 88% of the population, young generations are huge: more than half of the population is less than 30 years old, about one third is younger than 14.


How do muslim youths view the current national governance?

The survey showed that the higher the respondent’s income, the lower is their trust in the government or their interest in politics. The more affluent among the muslim working youths have a lower trust in government than the less wealthy. The more affluent are also more critical of the nation’s economic state, law enforcement at the national level, national security, or the government’s track record. Lower income respondents believe more strongly that the country is moving in the right direction. They find the political situation and national security satisfactory. They are also satisfied with the government’s performance and the state of the country’s economy.

THE TARGET MARKET - UNDERSTANDING THE YOUTH – MUSLIM YOUTHS


Politics bore Muslim Youths?

THE TARGET MARKET - UNDERSTANDING THE YOUTH – MUSLIM YOUTHS

The survey shows that the higher educated Muslim youth respondents are clearly not interested in politics. The research shows that 3.3% of the Muslim university students do not see politics as important. Only 1.4% are interested in politics, while over 48.5% think that interest in the field should not be imposed on others. Of the 53.3% respondents who dismiss politics as boring, many are from this group.

<= ElementarySchool

Junior High School

Senior High School

43.3 44.5

3.95.8

2.5

44.8 46.22.7

4.71.6

45.9 47.11.5

1.4

4.1

College/University 52.3 42.23.2

0.0

2.2

Strongly agree Agree Disagree Stronglydisagree Don’t know / No answer


• Although there is not so much general interest in politics, young people in Indonesia are aware of the importance of politics and democracy.

• Most of them state that the people should have the power to change a government that is not to their liking and that opposition parties are essential to a good democracy.

• They state that good leadership has nothing to do with gender issues, as good women leaders fully deserve support.

• More women are highly aware of the need to exercise their right to vote, though they have less knowledge about politics and democracy.

• Awareness of the importance of politics and democracy is highest among older and well-educated respondents.

Young people in Indonesia are not particularly interested in politics.

29.1%

42.2%

23.2%

5.5%

Not interested at all Somewhat interested Interested Very interested

Only 23% of Indonesian youth (15 – 25) admit to some interest in politics, and 27% of them state that they participate in regional elections. Image from: ceeklog.com


Bowing Headed Generation

76% Urban Youth Likely To Update Status On Social Media

Source: Indonesian Youth Survey 2012, 10 cities, 2150 respondents, by MarkPlus Insight


Almost 20% of 15-year old Indonesian students had a computer at home

8% of them had Internet access at home

From an accompanying survey to an 2009 achievement study conducted by the Organization for Economic Cooperation and Development (OECD) Programme for International Student Assessment. Data extracted by authors from OECD PISA 2009 dataset, <http://pisa2009.acer.edu.au/interactive.php>, (Accessed 22 December 2011)


Indonesian Mobile Consumers are Getting Younger

15 – 19 year olds and more recently year old driving growth

Data published on February 23, 2011 (http://blog.nielsen.com/nielsenwire/global/mobile-phone-penetration-in-indonesia-triples-in-five-years/)


Indonesian Mobile Consumers

Indonesia’s overall score flagged due to lack of consumer readiness and mobile commerce clusters. The country’s population are not familiar with mobile payments, and score low on willingness and frequency of use. The upside is that their willingness to use mobile payments score higher than familiarity, meaning with enough marketing and consumer education, Indonesians could be adopting the technology in large numbers.

Country Indonesia

Population 240 million

Total number of mobile subscriptions/subscribers 220 million

Percentage of mobile penetration 92%

Percentage of smartphones v/s featurephones 20%

Average ARPU IDR 23,238

Total number of Internet users 55 million

Percentage of Internet penetration 23%

Number / percentage of mobile Internet users 29%

Source: Mobile Southeast Asia Report (June) 2012, MobileMonday chapter founders; market research reports cited by Charles Moreira.


Indonesia Mobile Infographic

“Up to 80 percent of the Indonesian population is younger than 40 years old. 35 percent of them use social media. If you look at the way people interact and travel in Indonesia, mobile phones play a key part,” according to Commonwealth Bank Indonesia’s director Ian Phillip Whitehead (Jakarta Post: http://bit.ly/MqHx66).

Source: Mobile Southeast Asia Report (June) 2012


Indonesia’s Internet Adoption

For many consumers in Indonesia, digital media is ingrained in their everyday lives, and internet usage is even surpassing time spent on traditional media such as television or print.

• Incident of Using Internet (vs Traditional Media) – Past 12 monts: 21% – Past 4 weeks: 19

• Incident of internet use in past 4 weeks split by key demographic segments: – By Gender: Male: 23%, Female 16% – By Ages:

• 15 – 19 years: 55% • 20 – 29 years: 26% • 30 – 39 years: 14% • 40 – 49 years: 5% • 50+ years: 1%


General Flow of Activation MARKETING STRATEGY

• Captivate • Engage • Empower

The Product

Target Market

Marketing Program:

Communication & Activation

Sales: Youth Participations

Action

Channels


Youth Skepticism

Rooting the Causes

Youths’ Anxieties

Powerless to Make Changes

Skepticism of Democracy & Politics


Educational Steps

“Ciyus? Miapa? Nggak gw banget! #Males! #Ribet ! I don’t believe it anyway. You have no proof of it… since Cumpah Pemuda”

Show how the system works: “Your participation, matters! ”

Illuminate the fact: “Every single aspect of your life is influenced by politics”

Skepticism

MARKETING STRATEGY

“Even though I know that politics is important, I have no power to influence it. I am nobody.”

“Should I participate in? Really?”


Because…


The Youths The Watchers

The System Politicians & Stakeholders

The Multiplier of Youth Voices The Umbrella Strategy

Listen & Gather

• Aware to my anxiety

• Benefits me • A Cool Place

Share Each Other

• A cool place for people like me

• Benefits me • I should ask my

friends to join & support

• Now I and my friends know the real game

Shout to Others

• You should see from our sights

• Now we know how the system runs and we will watch it

• Benefits me

Activate Participation

• It is time to make changes

• Benefits me

Captivate Engage Educate & Accomodate Activate


The Pursuit of Happiness Everyone wants to be happy… including the youth. Who doesn’t?

Virgin Voters of Indonesia 2014

Education

youth galau

indonesian youth

jakarta indonesia

urban youth

youth trend

youth happy

youthindonesiasmuslim

youth word