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1. http://www.flickr.com/photos/kijah69/3878298771/ The Second Wave Market Insights on the Indonesian rural youth A Youth Laboratory Indonesia presentation

2. 68 percent of youths lives in rural area http://www.flickr.com/photos/bambang_bakti/4280519510/sizes/z/in/photostream/ >60% of Indonesian Youth lives In Rural Area

3. Drop out of school (helping parents at work) Early marriage Early marriage and parents economic struggle force them to leave school http://www.flickr.com/photos/budgetcouple/3378339177/sizes/z/in/photostream/

4. But, the dream of having a normal social life is still there….

5. http://www.flickr.com/photos/22169453@N04/5128339503/sizes/z/in/photostream/ Like any other young people, they still want to see and be seen. But sometimes it manifest in a ”deviant” ways

6. http://www.flickr.com/photos/29437056@N07/2752420045/sizes/m/in/photostream/ To survive is to be collective. There’s no room for Individualism

7. http://www.flickr.com/photos/48088372@N00/1506800259/sizes/m/in/photostream/ ‘Social Currency’ to an Indonesian rural youth means that “I’m part of the crowd”

8. http://www.flickr.com/photos/bambang_bakti/4509586117/sizes/z/in/photostream/ That’s why cigarette market is thicker in rural area

9. Their perception is shaped by what is seen on television http://www.flickr.com/photos/hijau/1834665241/sizes/z/in/photostream/

10. http://www.flickr.com/photos/megah_asia13/3928559814/sizes/z/in/photostream/ Reality show, TV Quiz, and infotainment have a central role in craftingtheir dream & reality

11. Entrepreneurship is not earned, but mostly enheritedfrom parents

12. http://www.flickr.com/photos/21279244@N03/3325204829/sizes/z/in/photostream/ Being a labor means life stability

13. 62% of Indonesian youth lives under 1$ a day http://www.flickr.com/photos/iksamenajang/3959465260/sizes/z/in/photostream/

14. Photo source: flickr made suryakemara Price list is crucial to stay connected & Joggle from one card to another

15. Trying too hard to stay with the urban current, they’re stigmatized as ‘Alay’= ‘AnakLayangan’= ‘Kite boys’ Or implicitly ‘Lame’ Source: benny & mice

16. The so called ‘Alay’ have their own Language system using numbers and symbols in text messaging.

17. They want to stand out but not too different from the rest http://www.flickr.com/photos/movetwo/5628023872/sizes/z/in/photostream/

18. http://www.flickr.com/photos/38851823@N02/5484454199/sizes/z/in/photostream/ Second wave of market trends adopters

19. Also on to ‘second hand’ Blackberry

20. Or the look alike http://simplyindonesia.blogspot.com/2010/09/blueberry-phone-and-agnes-monica.html

21. The second wave of social media adopters From casual viewer to performer

22. Prefer Traditional Market & Traditional way of Trading http://siswa.univpancasila.ac.id/youth/2010/11/05/belanja-sepatu-murah-di-taman-puring/

23. http://marga.wordpress.com/2008/06/13/bingung-beli-motor-skubek-bebek-atau-motor-laki/ Most of the time act as impulsive buyer to cope with social norm pressure

24. There’s not such thing as ‘Brand’ through their eyes http://www.flickr.com/photos/budgetcouple/3434481148/sizes/z/in/photostream/

25. Only ‘Crowd’ as reference http://www.flickr.com/photos/24059745@N05/4751539456/sizes/z/in/photostream/

26. It’sCUSTOMERS VS CUSTOMERS

27. Get more data & insights on The Indonesian Youth Market www.enterthelab.com For a Free Download request of this presentation:http://enterthelab.com/index.php?m=insight&s=presentation