malaysia mobile internet consumer malaysia- report

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THE MOBILE INTERNET CONSUMER MALAYSIA 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

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Mobile Marketing Associatio​n and Vserv.mobi unveil first Mobile Internet Consumer Report for Southeast Asia 2013

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Page 1: Malaysia Mobile Internet Consumer Malaysia- Report

THE MOBILEINTERNET CONSUMER MALAYSIA 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

Page 2: Malaysia Mobile Internet Consumer Malaysia- Report

Preface

The Mobile Internet Consumer - Malaysia 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Malaysia.This report focuses on profiling the mobile web & app users, their purchasing power,lifestyle and consumption pattern.The findings and insights are drawn from a survey conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore,Thailand and Vietnam.

The Mobile Internet Consumer report is designed for media planners & brandadvertisers. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. It is created with the objective to help brands plan their media strategy for reaching the righttarget audience through Mobile Web & Apps. The Mobile Internet Consumerreport is available for India, Southeast Asia, Middle East & Africa and Latin America.

Page 3: Malaysia Mobile Internet Consumer Malaysia- Report

DEMOGRAPHICS

Page 4: Malaysia Mobile Internet Consumer Malaysia- Report

3THE MOBILE INTERNET CONSUMER - MALAYSIA 2013 |

Age

Less than 18 yrs

18-24 yrs

25-35 yrs

more than 35 yrs

22%

33%31%

13%

Malaysia has the youngest mobile internet user base in SEA

SEA AVERAGE

19 %

28 %

32 %

21 %

Page 5: Malaysia Mobile Internet Consumer Malaysia- Report

Gender

Malaysia has one of the highestMale to Female ratio among mobileinternet users, only next to Vietnam

37%FemaleMale71% 29%

63 %* 37 %*

*SEA AVERAGE 4THE MOBILE INTERNET CONSUMER - MALAYSIA 2013 |

Page 6: Malaysia Mobile Internet Consumer Malaysia- Report

Education24%|

27%|

40%|

9%|Uneducated

Schooling upto 12 yrs

Diploma / Undergraduate

Graduate / Post Graduate

Malaysia has lowest proportion of graduate/ post-graduates in the mobile internet user base

36 %*

27 %*

27 %*

10 %*

*SEA AVERAGE 5THE MOBILE INTERNET CONSUMER - MALAYSIA 2013 |

Page 7: Malaysia Mobile Internet Consumer Malaysia- Report

Occupation

5% Currentlynot working /Retired

Student16%46% Full timejob

Housewives5%

10% $Part timejob

Self Employed Professional9%

Business9% Malaysia has one of the highest proportion of full-time employees in the mobile internet user base in SEA

6%*

18%*41%*

4%*

10%*

8%*

13%*

*SEA AVERAGE 6THE MOBILE INTERNET CONSUMER - MALAYSIA 2013 |

Page 8: Malaysia Mobile Internet Consumer Malaysia- Report

CONSUMPTION PATTERN

Page 9: Malaysia Mobile Internet Consumer Malaysia- Report

Mobile content downloaded in the last month

Game / App Video Music Themes

59% 45% 42% 30%

Mobile content downloaded in Malaysia is lesser than the regional average

67%* 46%* 38%* 32%*

*SEA AVERAGE 8THE MOBILE INTERNET CONSUMER - MALAYSIA 2013 |

Page 10: Malaysia Mobile Internet Consumer Malaysia- Report

9THE MOBILE INTERNET CONSUMER - MALAYSIA 2013 |

Users love mobile ads that help them... Game / App Video

Ringtone / Song Wallpaper / Screensaver

21% 32%

29%Over half of mobile ad viewers from Malaysia stated that mobile ad has helped them in downloading mobile content

Download mobile content

Find a good deal on something

Learn about a brand

Locate something nearby

52% |

44% |

22% |

34% |

*SEA AVERAGE

55%*

42%*

27%*

36%*

Page 11: Malaysia Mobile Internet Consumer Malaysia- Report

$

PURCHASING POWER

Page 12: Malaysia Mobile Internet Consumer Malaysia- Report

Product Ownership

Automobiles Payment CardsConsumer DurablesConnected Devices

Penetration of consumer durables among mobile internet users is least in Malaysia

29% 27% 20%

Computers

37%

Tablets

29%39%* 29%* 38%* 32%* 23%*

*SEA AVERAGE 11THE MOBILE INTERNET CONSUMER - MALAYSIA 2013 |

Page 13: Malaysia Mobile Internet Consumer Malaysia- Report

Penetration of consumer durables among mobile internet users is least in Malaysia

Affluent Lifestyle

Shopping Mall / Market

Movie Theatre

Restaurant

57% |

40% |

42% |

Only 1 out of 8 mobile internet users from Malaysia went to all places - movie theatre, shopping mall/ market and a restaurant, least in SEA

41%*

47%*

58%*

*SEA AVERAGE 12THE MOBILE INTERNET CONSUMER - MALAYSIA 2013 |

Page 14: Malaysia Mobile Internet Consumer Malaysia- Report

About the study

The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based ona primary survey of over 3000 mobile web & app users. The survey was conductedusing random sampling for natural representation of the target group across 6 keycountries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailandand Vietnam. The overall Southeast Asia averages were weighted as per theregional composition of mobile internet users in each focus country.

To know more about The Mobile Internet Consumer report, please write to us [email protected] or visit vserv.mobi/insights

About the Mobile Marketing Association (MMA)The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.

For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

Page 15: Malaysia Mobile Internet Consumer Malaysia- Report

About the Mobile Marketing Association (MMA)The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.

For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

Page 16: Malaysia Mobile Internet Consumer Malaysia- Report

About Vserv.mobi

Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets.Vserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+ Appsacross platforms. AppWrapper is the World’s Simplest App Monetization - it enables premiumadvertising & innovative pricing models on any app, without coding, in just one click. Vserv’s othergame changing platform, AudiencePro, combines the scale of the Vserv.mobi globalMobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers canreach their exact target audience across all mobile platforms. Vserv is the only Ad Network with Appmedia across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisersunparalleled reach and engagement. Built on superior technology, the Vserv Marketplace deliversexceptional ROI to advertisers as well as enhanced earnings to developers & publishers.

Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi