Welcome to Gen-C Research.

As we notice of how much time we spend in today’s digital world, & Mars Indonesia proudly publish 
a research of the digitized generation: Gen C or Generation Connected.

who are they ?

Generation C – Digital natives, not necessarily young

First there was Generation X, followed by Y and Z. Now, pundits are saying a new group has risen – Generation Connected (Gen-C).

“C” stands for connected and ageless. Grouping that is not limited to a certain age bracket but should be seen as a psychographic band of people who share a similar state of mind, interests or lifestyles. They are realists, they are materialists. They are culturally liberal, if not politically progressive.

More than 95% of them have computers, and more than half use instant messaging to communicate, have Facebook pages, and watch Youtube. By 2020 it is estimated that Gen C would constitute the largest group of consumers worldwide – about 40 percent in the most developed countries, including Indonesia.

They are Gen C — connected, communicating, content-centric, computerized, community-oriented, always clicking.

Source: Bubu & Mars Indonesia Gen C Research


Gen-C Research

The Gen C Research report differs from other research reports 

  • The Gen-C Research report is the only comprehensive report covering the behaviors of the digitally-dependent Indonesian  population. No other reports cover specific this unique topic.

  • The Gen-C Research report provides not only the Generation Connected data, but also analysis about the market by highly  experienced research analysts.

  • In each research report, not only will you find comprehensive behavior information of Gen-C consumers, but you will also find the  highly informative resources like the 342 tables and the 142 graphs available throughout the report.

  • With Gen-C Research report is laid out for easy referencing, especially as it is presented in searchable digital format.

  • The validity & reliability of our research is assured as Mars Indonesia adapts to international standards in conducting the researches.

  • We conduct an in-depth research on respondents from five major cities in Indonesia with a very specific characteristic as a result

Our Research Method

  • Conducted in 5 largest cities in Indonesia: Jakarta, Bandung, Semarang, Surabaya and Medan.

  • Used Purposive Sampling technique.

  • With interview and structural questionnaire tools.

  • Involved close to 1.000 respondents who are active internet users.

  • Represented various SES, genders and educational degrees.

  • Highly informative resources: more than 340 tables and 140 graphs complement this report.

selected insight

a larger cohort

The Gen C accumulated population is the biggest in Indonesia history—even bigger than the Baby Boom.


Generation C’ affinity for technology is reshaping the retail space. With product information, reviews and price comparisons at their fingertips, Generation C are turning to brands that can offer maximum convenience at the lowest cost.

of GEN C who compare prices in store
Source: Bubu & Mars Indonesia Gen C Research

a larger cohort

The Gen C accumulated population is the biggest in Indonesia history—even bigger than the Baby Boom.


How Gen C utilize a platform to reach the world.

18 - 25

36 +

bubu & mars gen c research page preview

Download Gen-C Research table of contents ( English | Bahasa Indonesia )

Past Research Report Clients

Understand the indonesian

the marketing


For report-related information, contact:
Mutiara at + 62 21 72797607-9 or email: