Malaysia’s true digital natives, Generation Z, is the generation that grew up with the internet for all of their lives. Generally referring to those born between 1995 and 2010, Gen Z makes up 26% of Malaysia’s population1 and has unique characteristics that set them apart from the Millenials and Baby Boomers, particularly in the way they consume content and relate to brands.
Generasi tertua dari demografi Gen Z saat ini berusia 24 tahun, dan baru saja memperoleh daya beli. Penetrasi internet di antara mereka yang berusia 18-24 tahun sangat tinggi, yaitu 98%, sementara 99% memiliki ponsel pintar. Ini adalah generasi yang memiliki kemampuan yang berbeda untuk memproses dan memilah-milah informasi dalam jumlah besar, serta menavigasi dengan mulus antara dunia online dan offline.
Dalam konteks inilah, bisnis perlu memahami perubahan perilaku konsumsi dari generasi yang hiperkognitif dan "selalu aktif" ini, untuk menjangkau mereka secara efisien dan efektif.
Media sosial membentuk konsumsi berita
Ten years ago, when social media was in its relative infancy, more than half of Millennials (55%) – who were then 18-24 years old – read the newspaper on a daily basis. Since then, mobile technology has advanced and internet penetration has soared. Yet, demand for news has not waned. Instead, Gen Z consumes news in a different way, with only a fraction of them reading the newspaper on a daily basis, the majority turning to social media for top breaking news.
Seiring dengan terus berkembangnya platform untuk konsumsi berita, semakin penting bagi para penerbit untuk mempublikasikan konten berita tidak hanya di situs web berita, tetapi juga di media sosial, untuk menjangkau dan menjadi yang teratas di benak Gen Z.
KENYAMANAN DAN NILAI TETAP PENTING
The proliferation of internet use has also sparked a growth in the e-commerce industry and Gen Zers are at the forefront of this change. Between 2016 and 2018, an increasing number of 18-24 year olds have turned to online shopping (+9%). One in five have shopped online in the past month, with the most popular items purchased being clothing & apparel (76%), digital electronics (29%) and cosmetics and fragrances (19%).
Just like the generations before them, Malaysian Gen Zs place importance on value for money. Before making a purchase online, 85% of online shoppers would compare prices at physical stores while 82% would take the shipping rate into consideration. Convenience also matters, with four in five online shoppers considering delivery speed before purchasing an item online.
Oleh karena itu, untuk sukses di industri e-commerce, vendor online harus memiliki kombinasi yang tepat antara harga dan kenyamanan untuk menarik perhatian Gen Z.
MELIHAT UNTUK KENYAMANAN ATAU PENGALAMAN?
Kemudahan yang ditawarkan oleh penayangan program sesuai permintaan membuat layanan video on demand (VOD) dengan cepat menjadi bagian dari kehidupan Gen Z, dengan 94% dari mereka menonton/berlangganan ke penyedia layanan streaming seperti Netflix, Ifix, dan Tonton dalam setahun terakhir. Pergeseran ke arah layar kecil juga dapat dilihat di antara segmen 18-24 tahun yang menonton program TV/film secara online dalam satu bulan terakhir, sekitar sembilan dari 10 di antaranya melakukannya melalui ponsel.
Nonetheless, it’s not to say that the growth of convenience viewing has taken away the magic of the movie theater experience. Over the past decade, nearly two in five (17%) of Gen Z consumers are still visiting the cinema in the past month. As such, brands ought not to count cinema out when building their brand strategy. After all, while mobile phone streaming is convenient, cinema provides an immersive experience that online streaming can’t bring.
To learn more about the changing media consumption habits in Malaysia, check out our syndicated media studies.
Catatan: 1Department of Statistics, Malaysia
Metodologi
Data yang dipublikasikan dalam laporan ini berasal dari:
- Nielsen Consumer & Media View (CMV), January 2018 – December 2018
- Basis Semua orang Malaysia berusia 18 - 24 tahun di Semenanjung Malaysia
