The term millennial generation is indeed being heard. The term comes from millennials coined by two American historians and writers, William Strauss and Neil Howe in several of his books.
Millennial generation or generation Y is also known as generation me or echo boomers. Literally, there is no specific demographic in determining this generation group.
However, experts classify them based on early and late years. Generation Y classification is formed for those born in 1980 – 1990, or in early 2000, and so on. Early 2016 Ericsson released 10 Trends Consumer Lab to predict the various desires of consumers.
The Ericsson report was born based on interviews with 4,000 respondents spread across 24 countries around the world. Of the 10 trends, some of them are special attention to the behavior of the millennial generation.
In the report, Ericsson notes that technology products will follow the lifestyle of the millennial community. This is because behavioral shifts also change hand in hand with technology. “New technology products will emerge as accommodation for technological change,” said Ericsson Indonesia President Director Thomas Jul.
Throughout this year, some of the predictions delivered by Ericsson have been proven. One of them, the behavior of Streaming Native which is now increasingly popular.
The number of teenagers who consume video streaming services is increasingly unstoppable. Ericsson noted that until 2011 there were only about seven percent of teenagers aged 16-19 years who watched videos via YouTube.
They spend an average of three hours a day in front of a mobile device screen. That figure soared four years later to 20 percent.
The time allotted for watching streams has also tripled. This fact proves that the behavior of the millennial generation cannot be separated from watching videos online.
Technology has also made the internet generation rely on social media as a place to get information. Today, social media has become the main news reporting platform and source for the community.
This trend has been proven throughout 2016 through several important events, such as the terrorist bombing. People really rely on social media to get the latest information from an event.
The Nielsen Global Survey of E-commerce also conducts research on shifts in shopping behavior among the internet generation. The research was conducted based on internet penetration in several countries.
Nielsen conducted research on 30 thousand respondents who have adequate internet access. The respondents came from 60 countries in Asia Pacific, Europe, Latin and North America, and the Middle East.
The study describes the behavior of this internet-friendly generation choosing online routes to research and buy various products or services to meet their daily needs. Nielsen noted, the penetration growth of mobile devices in Indonesia’s big cities reached 88 percent.
Mobile device ownership is one of the most significant factors in online shopping behavior. Based on Nielsen’s research, Indonesia has the top ranking globally in terms of smartphone usage for online shopping.
As many as 61 percent of consumers choose to shop using a smartphone, and another 38 percent choose a tablet or other mobile device. Meanwhile, 58 percent of consumers prefer to use a computer.
Being attached to the virtual world, having high knowledge in using platforms and mobile devices, turns out to be a weak point for the internet generation. This weak point has a negative impact on the security of the millennial generation in cyberspace.
One of them is a cyber threat that is ready to pounce on users. Norton Cyber Security issued the November 2016 Insight Report. The online research involved 20,907 respondents from 21 world countries.
Three Southeast Asian countries, including Malaysia, Singapore and Indonesia. The study took place from 14 September to 6 October 2016. The sample in Indonesia involved more than a thousand users aged 18 years and over who were randomly selected. “Millennials have surprisingly relaxed online security habits,” said Norton by Symantec Asia Consumer Business Director Chee Choon Hong.