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. Our research indicates that most of those in the generation still live with their parents and are mostly single. In addition, we found that they post about music, sports, selfies, travel, religion, among others. You can find more details below.
Things they Post that Reflect their Daily Life
- A study on how Gen Z (16-23 years old) in Thailand interact with social media Influencers in 2018 found that they are highly interested in food (52%), Thai Singers (44%), travel (43%), beauty (36%) and video games (34%). While the overall interest in beauty and video games appear to be low, it is important to note that for female adults, the interest in beauty is 65%, while the interest in gaming for male young adults is about 76%.
- The most popular types of content for young adults in Thailand on Facebook are videos and images.
- Based on the influencers they follow and share with their friends, the things Southeast Asians post that reflect their life include selfies, food, fashion, beauty, religion, and spirituality.
- An analysis of top Facebook pages (based on following and engagement) in Southeast Asia also suggests that the most popular things young Southeast Asian adults post and discuss on Facebook are food, beauty, football, music bands (especially K-Pop bands), and, interestingly, poker.
- In the Philipines, the things young adults engage with and post about the most include basketball, religion (posts from the bible), minority politics (trans right issues), and fashion.
- In Vietnam, the things young adults engage with and post about the most include English learning, military service, holiday, TV series, and gaming.
- In Malaysia, the things young adults engage with and post about the most include entertainment and arts, beauty, religion (especially Islam), and food.
- In Thailand, the things young adults engage with and post about the most include food, news, cat videos and funny gifs, motorcycle tours, and beauty.
- In Indonesia, the things young adults engage with and post about the most include food, news, football, music, shopping, and beauty.
- The success of Tiktok, a video app that allows users to post 15 seconds long video, among Gen Z in Southeast Asia suggests that young adults love to post videos of themselves dancing, lip-syncing, or making silly movements.
What they do in their free time
- Vietnam's Gen Zers (13 to 21 years) say their favorite hobbies are reading their Facebook wall (79%) and chatting online (71%).
- Older Gen Zers in Southeast Asia that are already working or about to join the workforce from colleges are always online and connected, especially during their free time and Facebook is their preferred social media channel.
- Southeast Asians also love to shop on social media, with 47% preferring to shop on Facebook.
- Other things Southeast Asians do in their free time include sports, theater, dance, video games, shadow puppet performances, and local games such as the Filipino sungka, among others.
- Young Southeast Asians spend about 3 hours a week on video games.
- Other leisure activities for young adults in Southeast Asia include Yoga, imported martial arts (such as taekwondo and karate), Formula One, spa treatments, gym activities, and shopping.
- Researchers also found that "many youths in urban Southeast Asia spend their weekends engaging in ‘cosplay’, a Japanese contraction of the words ‘costume’ and ‘role-play’, a performative activity that involves dressing up in homemade costumes and acting in the role of particular characters inspired by animated cartoons (anime), Japanese comic books (manga), video games, and pop music bands."
- Takro (also called takrau, sepak takraw) has experienced a revival among this age group across Southeast Asia.
- Humor is more subdued in Southeast Asia and jokes targeting parents and political leaders do not fly in places such as Vietnam and other parts of Southeast Asia because of respect and deference to elders that is a cultural norm. Jokes centered around sex can also be seen as crude.
- Humorous content consists of mostly self-deprecating jokes and the "unwritten humor code is couched in gentle, indirect reproach or reprimand."
- Humor contents about game-theory and quantum physics and wisecracks are popular with some crowds in Southeast Asia.
- Other content they find humorous is content about "awkward first dates, obeying Mom and, gasp, playing hooky from work."
- Jokes with political undertones (especially those related to government corruption) fair better in Malaysia, compared to other Southeast Asian countries such as Singapore where they are censored. However, a popular cartoonist with thousands of followers in Malaysia has been arrested in the past for making caricatures about government corruption.
- Self-deprecating jokes about family, friends, multi-level marketing, and the experience of young Malaysians are also attractive in Malaysia.
- In Indonesia, jokes targeting the hyper-religiosity in the country and the use of smartphones to spread hoaxes or fake news are popular.
- In the Philippines, jokes about the weather, tangled traffic, and soggy socks are quite popular on social media. Witty remarks surrounding popular series such as the Game of Thrones, movie stars, and politicians in the country, as well as self-deprecating jokes, are also popular.
Urban or Rural
- Our research suggests that most of teens and young adults in South East Asia are concentrated in urban areas, especially because Southeast Asia is developing fast and more areas are becoming urbanized.
- Our research suggests that this age group in South East Asia mostly lives with their parents when they are not in school.
- While some of them, who are migrating to other cities to work, are living alone and mostly single, most in the urban areas are still living with their parents or relatives.
Your Research Team Employed the following Strategy:
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, 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 Southeast 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 insights 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, a majority of which use Facebook and are likely to use Facebook Stories. We also found relevant insight on what they are likely to post by studying Facebook pages they follow and other influencers that the majority of them in various countries follow and engage with. We have collated relevant information we were able to glean from this strategy above.
Our research team analyzed several relevant market research papers. The 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.