Next in our exclusive series with Effective Measure, a global Digital Audience Measurement and Research company focused on emerging markets, we look at Gen Y. The Gen Y demographic in South East Asia (SEA) make up 46% of the total digital audience and account for 63 million unique browsers in the region.

Q1: First Gen X, and now Gen Y. What makes this group so important?

A: Gen Y – the demographic born from 1975 to 1995, make up 46% of the total digital audience in South East Asia (SEA). This accounts for 63 million unique browsers.

Gen Y-ers are important as they are positioned to support advancements in digital media and advertising. A high level of engagement online and a growing sophistication in understanding new technologies have given Gen Y an edge over others.

Source: Effective Measure SEA, Singapore (SG), Malaysia (MY), Thailand (TH), Indonesia (ID), Vietnam (VN) and Philippines (PH) Demographic Analysis – June 2011

Q2: What more can you tell us about this audience?

A: There is essentially one thing that defines Gen Y in SEA: Staying relevant is important. With city life proving to be an influencer in the type of websites that they visit, Gen Y-ers in SEA are keen on recreation.

Along with social networking sites, Gen Y is seen significantly in the following website categories across SEA: Lifestyle, IT, Music, Soccer and Movies.

Most especially in Vietnam and Thailand, Gen Y conform to the preference of consuming first language content online as seen in traditional media.

 

Source: Effective Measure Audience Categories Analysis For SEA – June 2011

Q3: What is the scope of growth for Gen Y in SEA?

A: A month-to-month analysis we performed in Q2 showed the increasing market share of Gen Y to the total digital audience in SEA.

A spike in unique browsers from April to May highlights the interest generated throughout the region in standardizing online audience measurement, as new sites from Vietnam and Malaysia enter the Effective Measure dashboard mid-quarter.

Source: Effective Measure Audience Market Size Analysis For SEA – April to June 2011

Q4: How can publishers as well as advertisers and agencies use this knowledge?

A: As marketing campaigns get more sophisticated, so does the online audience. Understanding the different demographics and measuring their level of influence can help in establishing the process of target audience segmentation.

By understanding where Gen Y go to online, publishers are able to offer advertisers targeted ad inventory with proven substantiation. Similarly, advertisers and agencies are able to craft a better way to reach out to Gen Y based on the levels of engagement found in the various sites that are measured.

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