Gen Z – perhaps unsurprisingly – has emerged as the biggest consumer of online content in Indonesia, spending an average of four hours a day online. 

At the other end of the age spectrum, older viewers are found to be spending an average of 5.41 hours a day watching TV, according to Nielsen Indonesia’s Q3 2020 Consumer and Media View survey.

The quarterly survey, conducted from July to Sept this year, surveyed more than 17,000 respondents aged 10+ in 11 major cities with a total population of 58.4 million. Of these, 30% are Gen Z (aged 10-24), 31% Millennials (25-39), 24% Gen Z (40-54) and 14% Baby Boomers (55+).

The report shows that between July and Sept this year, Gen Z dominated the internet, followed by the Millennials with 3.12 hours a day online, Gen X with 3.12 hours and Baby Boomers with 2.33 hours. 

“The younger a person is, the longer they use the internet and the opposite pattern occurs in television media,” says Nielsen Media Indonesia’s executive director Hellen Katherina.

Baby Boomers/Silent Gen spent the most time watching TV, followed by Gen X with 5.04 hours and Millennials with 4.46 hours. Gen Z spent the least on TV, with 4.51 hours.

Gen Z in Indonesia favoured comedy/sitcoms, light entertainment, horror/mystery films, drama series and game shows. 

Across all age demographics, talent shows, drama series, movies, special events, comedy and variety shows were TV favourites, the survey shows.

The report also shows that dual screening (internet + TV) is “a norm for Gen Z” and their peak hours for dual screening were between 7pm and 9.59pm.
86% of Gen Z owns a smartphone, and spends more than an hour a day on gaming. 

Other smartphone activities include online learning, blogging, job hunting and accessing video content.