YouGov Survey: Gen Z Becomes The Main Motivater Of Social Media Trends In Indonesia

Illustration - Social media (Photo: Freepik)

JAKARTA - YouGov's latest report entitled YouGov Indonesia Media Consumption Report 2025 states that Generation Z (Gen Z)'s role has further strengthened their role as the main driver of media consumption patterns in Indonesia.

In the report, YouGov showed that the majority of online activities are now formed by Gen Z, especially through social media which is not only a space for interaction, but also a means of shopping and decision making.

YouGov sees that 61 percent of daily social media users in Indonesia come from Gen Z, signaling the high attachment of the younger generation to digital platforms.

Meanwhile, TikTok emerged as the fastest growing platform, with nearly two out of three Gen Z admitting its use increased compared to last year.

This finding also states that social media plays a major role in influencing consumption behavior.

As many as 73 percent of Indonesian users claimed to have bought something after seeing advertisements on social media.

In addition, about 72 percent of users often do cross-border multitasking, making every online moment potentially a new point of interaction.

General Manager YouGov Indonesia & India Edward Hutasoit menekankan, konsumsi media saat ini bersifat emosional dan generasi-lah yang menjadi faktor penentu.

“Memahami kapan, di mana, dan mengapa masyarakat berinteraksi dengan media menjadi kunci bagi brand, kreator, hingga pembuat kebijakan,” ujarnya.

General Manager of YouGov Indonesia & India Edward Hutasoit emphasized that the current media consumption is emotional and it is the generation that is the determining factor.

"Understanding when, where, and why people interact with the media is the key for brands, creators, to policymakers," he said.