m'sia digital scene - aprc 2013 summit, bankok
DESCRIPTION
This is a presentation on The Digital Scene in M'sia. I presented this during the Asia Pacific Research Committee Summit in Bangkok.TRANSCRIPT
APRC 2013 Summit MeetingAPRC 2013 Summit MeetingAPRC 2013 Summit MeetingAPRC 2013 Summit MeetingGrand Millennium Sukhumvit Bangkok
THAILAND
MALAYSIA
DIGITAL SCENE
Presented by : Barry Ooi
Date : 1st Nov. 2013
• online behaviour
The infrastructure
• internet
• online behaviour
• mobile usage behaviour
Mobile
• mobile penetration
• mobile usage behaviour
Conclusion
Presentation Content
16.4
16.6
16.8
17
17.2
17.4
17.6
17.8
16.9
17.7
Internet Users - Malaysia
2011 2012
Growing internet population
in millions • Indonesia : 55 mil.
• Philippines : 34 mil.
• Thailand : 20 mil.
• Vietnam : 31 mil.
Source: Internet World Stats. - June 2012
• South Korea : 40 mil.
• Japan : 101 mil.
• China : 538 mil.
• India : 137 mil.
M’sia has a relatively high level of internet penetration amongst Asian countries
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%
India
Indonesia
Thailand
Philippines
Vietnam
China
Malaysia
Singapore
Japan
South Korea
11.4%
22.1%
30.0%
32.4%
33.9%
40.1%
60.7%
75.0%
79.5%
82.5%
Internet Penetration - Selected Asian Countries
Source: Internet World Stats., June 2012
57.0%
58.0%
59.0%
60.0%
61.0%
58.8%
60.7%
Internet Penetration - Malaysia
2011 2012
Increasing penetration
Source: Internet World Stats., June 2012
M’sia’s internet speed lagging behind
Source: Google Analytics
S’pore : 50,290 kbps S. Korea : 44,929 kbps
Japan : 39,022 kbps UK : 22,345 kbps
US : 19,870 kbps World : 15,254 kbps
China : 14,928 kbps Thai : 12,998 kbps
Viet : 12,328 kbps M’sia : 4,830 kbps
S’pore : 50,290 kbps S. Korea : 44,929 kbps
Japan : 39,022 kbps UK : 22,345 kbps
US : 19,870 kbps World : 15,254 kbps
China : 14,928 kbps Thai : 12,998 kbps
Viet : 12,328 kbps M’sia : 4,830 kbps
kbps
10X slower than S’pore
3X slower than World average
3X slower than China
Internet users across all ages
except those 55+
Sources: comScore & Dept. of Stats. M’sia
15 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55+ yrs
37%
26%
22%
10%
6%
28%
24%
18%15% 16%
Online Population
General Population
M’sian’s are pretty engaged on the internet, although not as much as the Vietnamese and Thai’s
Source: comScore Media Metrix, March 2013
Average Time Spent Online Per Week (hrs.)
abt. 2½ hrs daily
Spends a large part of their online time on social networking
Source: comScore Media Metrix, March 2013
Top 20 Internet Sites Used by M’sians
Driving values:
(1) free internet service (2) online marketplace (3) convenience
(4) news (5) entertaintment & leisure
Despite growing digital platforms,
traditional media still dominates the reach
Source: Nielsen TAM; Nielsen Consumer & Media View 2012
TV : almost 4 hours daily
Daily time spent
Newspapers : 37 minutes
Online : 2½ hrs
Source: Nielsen Advertising Information Services (AIS)
Advertisers are responding to this trend
Government support
M’sia Social Media Week
An event supported by Malaysia’s Ministry of Information, Communication and Culture
Conference on emerging trends in social and mobile media
It’s a mobile country
Sources: International Telecom Union & MCMC - Handphone 2012 Users Survey
Mobile subscription per 100 inhabitants is 141%
Fixed line per 100 inhabitants is 16%
Sleeping with the phone
Sources: MCMC - Handphone 2012 Users Survey
77% leaves the phone on
even while asleep
23% switches off before
retiring for the night
Increasing trend for smartphones
Sources: MCMC - Handphone 2012 Users Survey
Access internet via smartphone
Sources: MCMC - Handphone 2012 Users Survey
Almost 70% of smartphone users access the internet through their smartphones
Appetite for mobile apps
Sources: MCMC - Handphone 2012 Users Survey
35% : downloaded 10-20 mobile apps
16% : downloaded 20 – 30 mobile apps
7%: downloaded 30 – 40 mobile apps
4%: downloaded 40 – 50 mobile apps
1%: downloaded 50 – 60 mobile apps
Malaysia Digital Scene - Conclusion
Digital marketing ripe for take-off
1. High internet
penetration rate,
currently at 60%
an growing
2. National
broadband
penetration will
reach 100% by
2015
3. Smartphones will
reach close to 50%
by 2015
1. Big social media
fans; top
amongst top 15
globally on FB
penetration
2. Amongst top 20
sites visited, 10
are local sites
3. Four of the top 20
sites visited are
national news
websites
Strong government
1. Most companies
have embrace
digital
2. Strong government
imperative &
support
3. Many digital
associations and
working groups
actively promoting
digital including
E & T
Infrastructure Consumer Ready Digital Activity
THANK [email protected]@[email protected]@potentiateglobal.com