Nielsen, a leading global information and analytics provider revealed today that digital consumers surveyed in Malaysia spend on average 19 hours and 48 minutes online each week, the most time spent with any media (Chart 1). Among all respondents, netizens aged 30-39 spend the most time online, 21 hours and 12 minutes, double the average weekly hours spent on watching TV (10.6 hours).
More than half (53%) of Malaysian digital consumers surf the Internet on a daily basis, while 35 percent go online several times a week1. “Connecting with people” is the main reason for going online for more than two-thirds (68%) of those surveyed, followed by learning (66%), leisure (55%) and purchasing online (54%).
Nielsen’s Southeast Asia Digital Consumer Report – Malaysia Edition provides an in-depth analysis and understanding of the behaviours, trends and attitudes of 1,321 frequent digital consumers in Malaysia who used the Internet in the past four weeks.
Anywhere, anytime: Internet-connected mobile devices on the go
“The Internet has now become an essential tool and is truly ingrained in many Malaysians’ everyday lives and activities. Close to half of (49%) netizens in Malaysia use laptops to surf the Internet, but the availability of Internet-connected mobile devices have increased the online dependency,” said Luca Griseri, Director of Customised Research, Client Services in Nielsen Malaysia. “For instance, digital consumers actually engage in 5.3 hours of online activities via their mobile phone, just slightly less time spent compared to playing online games on a personal computer (Chart 1).
The convenience of having access anywhere and anytime has made mobile phones the most frequently used device for three percent of netizens surveyed, followed by one percent who mainly go online via the tablet computer (Chart 2).
Potential game changer: Tablet computer
Nielsen’ survey also revealed that the take-up rate for smartphones and tablet computers is gaining significant momentum in Malaysia. Smartphone ownership is set to almost double during the next 12 months to reach 89 percent (up from 48% today) of all digital consumers aged 15 years and above while tablet computers are anticipated to be in 75 percent (from current 18%) of digital consumers’ households surveyed by mid-2012.
“Both smartphones and tablet computers serve as an important extended viewing window throughout the day, especially when the netizens are out of their homes; the devices help to fulfill their content consumption needs,” said Griseri. “The report also shows that among digital consumers, the Internet is the preferred information source (63%), most trusted source (46%), and main source of news (44%) across all media besides entertainment (51%).”
Simultaneous media consumption is common
Consumers’ appetite for media and Internet-capable devices has also increased opportunities for simultaneous media consumption: more than two-thirds (71%) of those surveyed claim they watch TV and browse the Internet at the same time. While computers remain the primary platform for simultaneous usage, one out of ten (11%) digital consumers say they watch TV and access the Internet on their mobile phone simultaneously. Four percent are doing so via the tablet computer or eBook reader. (Chart 3).Interestingly, 81 percent of all multi-tasking netizens say their primary focus is on the Internet.
“Findings show that in the U.S., when something happens on television, conversations about them are taking place online, via social media. This is another area we are excited to explore in Malaysia via our measurement tool, NM Incite. This tool converts consumers’ online conversations and responses on social media platforms into meaningful metrics and impactful insights,” said Griseri.
The many functions of social media
Social media has truly revolutionised the digital landscape in just a few years, enabling users to express themselves via sharing views and experiences as well as connect with family and friends. It is also used for entertaining and for sourcing information (Chart 4). Sending private one-on-one messages via social networking sites (83%) tops the list of users’ most popular regular online activities. Seven out of ten netizens like to browse someone else’s content on the social network and nearly the same number of digital consumer (69%) frequently read people’s comments about brands, products and services. 45 percent of consumers indicate that they will post their views or reviews on products or brand on a weekly basis or more often (Chart 5).
“Social media is changing the nature and impact of brand interactions. Over the past few years, consumers have become increasingly confident and savvy when it comes to expressing their opinions online and sourcing other consumers’ comments to help make purchase decisions,” said Griseri. “It is also providing marketers with more touch points to reach current and potential customers. But Social media is more than just another channel for communicating; it can provide valuable insights about customers and their preferences. Marketers should not underestimate the power of the Internet, and social media in particular. The opportunities for companies to connect and engage with consumers online are more plentiful than ever before, and marketers need to move fast to ensure they stay one step ahead of the curve.”
About The Nielsen Southeast Asia Digital Consumer Survey-Malaysia
The Malaysian Digital Consumer Report 2011 examines Internet and technology trends in the usage patterns and future uptake in the Malaysian market. It provides in-depth analysis and understanding of the behaviours, trends and attitudes among Malaysian netizens, relating to online media activity, including a focus on social media. Interviews for the Digital Consumer report were conducted in June and July 2011. In total, 1,321 interviews were completed among Malaysian consumers aged 15 and above who had accessed the internet in the previous four weeks, living in urban Peninsular
Malaysia. The survey was administered online to a representative sample of digital consumers who were recruited using different methodologies (email invitation or face to face).The accuracy level for the findings at 95% confidence level is +/-2.8 or better.