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Part
01
of two
Part
01

Latin America Teen Culture

Publicly available information suggests that the interests and behavior of teens or young adults in Latin America, when it comes to posting and sharing content on social media, differ from one social media platform to another. For these young users, who have grown in an age where opportunities abound and middle class families outnumber the poor, Facebook is about presenting socially acceptable versions of themselves to family and friends, Instagram is about stylized presentation, and Snapchat is about spontaneity and playfulness. Young and old users of Stories on the Facebook family of apps, in general, want content that is uplifting, inspiring, authentic, or personally relevant.

TYPICAL INTERESTS

  • Teens aged 12-17 in Latin America, particularly Mexico, Brazil, and Argentina, are very much interested in their appearance. Whereas only 60% of teens worldwide express concern about how they look, 75% of teens in Latin America do so, with almost equal percentages of teenage boys and girls in the region worrying about their appearance. These figures suggest that teens in Latin America will likely post only presentable versions of themselves online.
  • Whereas 67% of teens worldwide consider themselves business-minded or entrepreneurial, 77% of Latin American teens describe themselves as such. Also, nearly all teens in Latin America believe they should stand up for what they think is right. Ninety-seven percent of them, compared to 91% of teens worldwide, believe so.
  • Video consumption habits of mobile-dominant online video viewers in Mexico and Brazil suggest that mobile-first teens or Gen Zers are more likely than other demographic groups in these countries to discover new products, be motivated to book a vacation or trip, visit new restaurants, attempt new wellness or fitness routines, or watch new television shows.
  • Users of stories on the Facebook family of apps in Brazil, aged 13-54, want brands to post uplifting or inspiring stories.
  • Users of Instagram Stories in Brazil, aged 13-55, associate Instagram Stories with uplifting content, creativity, and visual beauty.
  • Users of stories on the Facebook family of apps in Mexico, ages 13-54, want brands to post stories about personally relevant events such as concerts, shows, and fairs.
  • Of users of Instagram Stories in Brazil, aged 13-55, 74% use the feature to know what their friends have been up to, 64% use the feature to see authentic or unfiltered content or what they call "everyday moments" or "non-moments", 63% use the feature to view funny or playful content, and 32% use the feature to find information.

SHARING BEHAVIOR

  • Whereas 73% of teens worldwide will share funny content immediately after encountering it, 77% of teens in Latin America will do so.
  • Young Facebook users in Argentina, aged 18-29, indicate that Facebook is a platform where they should present carefully staged or "tidy, polished, and socially acceptable" versions of themselves. The content they post on Facebook is more about milestones or key events than everyday occurrences. Since the audience on Facebook is massive, they only post content that is safe to be disseminated widely.
  • In Argentina, what young people aged 18-29 share depends on what social media platform they are on. For example, Instagram is all about stylized presentation, while Snapchat is all about spontaneity and playfulness.
  • Family and friends appear to be the people users of Instagram Stories in Brazil share the most with on social media. There appears to be a desire for greater authenticity in communicating with family and friends among users of Instagram Stories in Brazil who belong to ages 13-55. Fifty-seven percent of said users find Instagram Stories helpful in achieving this goal.

LIFESTYLE

  • Young adults in Latin America have come of age in an era where opportunities and resources abound and middle class families outnumber the poor. Eighty-four percent of them trust that the road to their professional goals will be much easier than that of their parents.
  • Latin Americans aged 15-24 have a poverty rate of around 32.5% and an extreme poverty rate of around 10.1%.
  • Around 93.7% of Latin Americans aged 15-19 have full primary education, while around 59.5% of Latin Americans aged 20-24 have full secondary education.
  • Most Latin American teens likely live in urban areas given that Latin America is the most urbanized among the various regions and 80% of the region's population reside in urban areas.

RESEARCH STRATEGY

We first looked for surveys involving Facebook Stories and Stories in general. We checked if there were surveys conducted on Latin American teens, youth, young adults, adolescents, or Gen Zers, all the while taking into account the countries and territories that are considered part of Latin America. All we found, however, were a couple of surveys conducted by Ipsos for Facebook IQ. Facebook IQ, Facebook Business's market research arm, has released articles discussing the results of these surveys. While Latin American teens or young adults were not the focus of these surveys, they were among the survey respondents. The survey conducted in August 2018 involved 3,144 individuals aged 13-54 from Brazil and Mexico, while the survey conducted in October 2017 involved 2,400 individuals aged 13-55 from Brazil. Facebook IQ also has an Insights to Go page where insights can be filtered by region and user group.

To find details more particular to the specified demographic group, we shifted our focus to the general psychographic profile of Latin American teens, youth, young adults, adolescents, or Gen Zers with respect to social media usage. We conducted a press search and scoured databases of academic literature as well. This second strategy led us to an article published by Viacom Global Insights and a study published in the Journal of Computer-Mediated Communication, both of which offer a few insights into the behavior of Latin American teens on social media.

We researched the lifestyle of teens in the region separately, as it is a different topic. We looked into studies depicting the social status of Latin Americans. In this regard, we found studies on the region's youth and social panorama useful. To gain additional understanding of the other aspects of the teens' lifestyle, we consulted Americas Quarterly's article on Latin American teens. Overall, we were unable to find information specific to Latin American teens or young adults aged 13-23 who use or are likely to use Facebook Stories, so we presented what is publicly available about these teens' interests, social media habits, and lifestyle. We assume these findings extend to teens who use or are likely to use Facebook Stories.
Part
02
of two
Part
02

SE Asia Teen Culture

While we were unable to find data on the cultural nuances and psychographics of teens/young adults in SE Asia who use Facebook stories specifically, our research team was able to draw relevant and related findings about teens/young adults in the region that are most likely to use Facebook stories. Teens and young adults are generally presented as Generation Z (23 years and younger) and we have presented information regarding their love for privacy on Facebook, desire to post selfies, passion for music and movies, among others. You can find more information as well as our methodology below.

Psychographics of Teens/Young Adults in Southeast Asia

  • Generation Z and young Southeast Asians gravitated towards apps such as Snapchat that allowed them to post selfies, edit their images, and that have "story-like features that disappear after 24 hours". This was the reason Facebook developed Facebook stories to be relevant to that group. Hence, it is likely that teens and young adults using Facebook stories are posting selfies and using it for a similar purpose.
  • Generation Z individuals in Vietnam share real-life moments, glean information, and express their opinions and beliefs on Facebook. On Instagram, however, they are more likely to "show their aspirational or funny selves and daily activities or products that they use." Their Instagram posting habit is relevant because Facebook stories is a partial adaption of Instagram stories and as such users of Instagram are likely users of Facebook stories.
  • Teenagers and young adults in Indonesia are mindful of what they share on Facebook because their parents are on the same platform with them. Respect for parents and older siblings is higher culturally so they are mindful of what might offend them.
  • Gen Z individuals in Indonesia show higher interests for tutorials and product reviews as well as for visually appealing branded content on social media.
  • The group also prefer social media celebrities over regular celebrities and are more likely to pay attention to social media celebrities over regular celebrities.
  • The second most important place for Southeast Asian Gen Z (47%) to shop is on Facebook and other social media channels.
  • A higher percentage of Southeast Asian Gen Z (49%) turn to Facebook and other social media channels when researching a product compared to asking friends (45%) or consulting family members (27%).
  • Despite the fact that almost half of this generation of Southeast Asians prefer shopping on social media, 56% still prefer to pay cash on delivery.
  • Young consumers in Southeast Asia share photos on social media and are more likely to check out content posted by social media influencers than those posted by brands.
  • Gen Z in Indonesia places strong value on digital privacy.
  • Young Southeast Asians Adverts and Branded Content Preference

  • Gen Z in Indonesia are interested in entertainment content on Facebook and other social media as well as informational content and consistently share those kinds of contents on social media.
  • Majority of Gen Z in Malaysia (71%) consume and share news on social media such as Facebook primarily.
  • Gen Z in Indonesia and Vietnam strongly dislike pop up ads (-35% and -22% net negative respectively), while those in the Philippines and Thailand (-5% and +5% net negative and positive respectively) are not as damning of pop up ads like those in Indonesia and Vietnam.
  • Gen Z across South East Asia do not like ads that are longer than 10 seconds on social media such as Facebook or other digital platforms. However, they are more welcoming of ads with "mobile rewards video and skippable pre-rolls (which achieve net positive scores of 48% and 30% respectively)."
  • Gen Z across South East Asia prefer ads on social media that contain humor, tell an interesting story, or that includes good music.
  • Gen Z in Southeast Asia are very passionate about music and movies and prefer ads placed in that context.
  • Relationship with Pet and Location

  • While we didn't find much information about Gen Z and teenagers in Southeast Asia and their relationship with pets, we found that while some teenagers do care about pets such as dogs in Vietnam, they also do not mind eating dogs.
  • Most of the generation live with their parents and are scattered across the country, however, cities generally have a greater concentration of people in South East Asia and are also likely to have a greater concentration of teens and young adults.

  • Methodology

    To find data and insights on the cultural nuances and psychographics of teens/young adults in SE Asia who use Facebook stories, our research team extensively searched media and industry sources of mostly Southeast Asia origin. We searched sources such as Jarkata Post, Vietnam Briefing, South China Morning Post, Inc Southeast Asia, Tech Crunch, Social Media Today, among others. Although these sources provided general data about the growing use of Facebook, Facebook Stories, and social media in general among the younger generation, they didn't provide specific data about teens/young adults or those using Facebook stories in particular.

    Next, we searched Facebook in hope of finding insights about the demographic using its product. Although we found relevant studies about Southeast Asians and businesses in the region using its platform (such as this and this), the information was also not specific to teens/young adults, nor was it specific to Facebook stories.

    Given the lack of pre-compiled data or insights on the subject, our research team decided to try to piece the data together by looking for general studies, reports, and analysis about teenagers and young adults in South Asia, especially as it relates to their Facebook use, habits, interests, location, relationship with pets and brands, among others. We turned to market research and academic research databases as well as industry and media reports such as Nielsen, Research Gate, Elsevier, Kantar, among others. Although we didn't always find insight specifically for teens/young adults in SE Asia who use Facebook and social media, we found several relevant insights related to teens and young adults in Southeast Asia, majority of whom use Facebook and are likely to use Facebook Stories. We have collated relevant information we were able to glean from this strategy above.

    Our research team analyzed several relevant market research. Majority of these market studies presented data on Generation Z in Southeast Asia. Generation Z (or Gen Z) in Southeast Asia are those born between 1995 and 2010. They are generally 23 years and younger, which is essentially teens/young adults. Hence, we have presented relevant insights from these studies above as well as other related findings we came across during the course of our research.
    Sources
    Sources

    From Part 02