Kuala Lumpur: 23 September 2014 – Latest research findings from Kantar TNS show constant connectivity and digital media have enabled Malaysians to leap-frog to be one of the most socially engaged markets in the world. According to findings from Kantar TNS’s Connected Life study released today, over three fifths (62%) of Internet users in Malaysia access social media networks daily, compared to 42% globally, whilst 52% use instant messaging every day.
For over a third of Internet users in Malaysia, the screen of their mobile phone is the first face they see in the morning; 35% of Internet users in Malaysia reach for their mobile phone before they even get out of bed, whilst a similar number (34%) use their phone in bed before they go to sleep.
This phone usage contributes to the 4.5 hours of leisure time Internet users in Malaysia spend online every day. Much of this screen time is spent in staying more connected. And whilst almost three fifths (59%) admit to spending a lot of their time on social media, email is still an important channel, with over 58% sending personal emails on a daily basis.
Facebook is by far the most popular application, with almost half of Malaysian Internet users identifying it as their favourite social platform (48%) and 88% visiting the site weekly. WhatsApp is not far behind for weekly use, at 72% of Malaysian Internet users, however it’s the favourite platform for just one fifth of the population (19%).
And whilst Malaysian Internet users may have their favourite platforms, they do use a wide range of different services to stay connected – far more than is seen globally.
|Platform||Weekly users - Malaysia (%)||Weekly users - global %|
Whilst digital devices are never far away, Malaysian Internet users do still engage with traditional media. They watch just under an hour and twenty minutes of TV every day, primarily during the evening when a quarter of Internet users will turn on the set.
“Our study has shown that Internet users in Malaysia are amongst the most attached to their digital devices of everyone we studied,” says Joe Webb, Head of Digital, APAC, TNS. He continues, “We’ve been hearing about the declining influence of traditional media for some time and the extent to which social media and digital devices have taken hold in Malaysia really shows this to be true. However, with traditional media continuing to play a role at particular times of day –TV in the early evening at dinner time, for example - there’s an opportunity for brands to truly integrate their marketing like never before. ”
Going online for entertainment is also popular in Malaysia, with almost half (47%) of Internet users streaming music or radio every week, 62% watching on-demand video and 44% watching paid TV or movies online every week.
Joe concludes, “Internet users in Malaysia are hungry for content and conversations. We’re seeing high levels of engagement with content and a desire to stay connected with friends and family. So whilst the medium has changed, the motivations haven’t. There’s a strong opportunity for the media owners that really understand these behaviours.”
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Notes to editors
About Connected Life
Connected Life is a leading global study of the digital attitudes and behaviours of over 55,000 internet users across 50 countries, exploring how technology is transforming the lives of consumers across the world. It offers essential insight into the impact of the growing digital ecosystem on the media landscape.
Connected Life also uncovers new and exciting opportunities for marketers to connect with their consumers in this increasingly complex environment; it is a powerful tool that helps brands make better digital decisions.
The fieldwork was undertaken in all markets between March and June 2014.
For further information, visit the Connected Life page.
About Kantar TNS
Kantar TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer and employee relationships, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, Kantar TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.
TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups.
Please visit Kantar TNS for more information.
Kantar is the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 27,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at Kantar.