Malaysians Seek Entertainment Content Online

In partnership with Synovate, Yahoo! announced the results from the first edition Net Index, a groundbreaking study of Malaysian usage trends that defines Internet consumption for online marketers.

Myung Jo Choi, Acting Country Manager of Yahoo! Malaysia providing background to the Net Index study

The Net Index study reveals that digital media is transforming the way information is consumed in Malaysia. The popularity of the online medium is increasing as traditional media like newspapers and television decrease. The research identifies two major reasons for the increased adoption of the Internet. Firstly Malaysians are seeking richer news content, especially from portals and online newspapers. Secondly demand for entertainment content is robust, with almost 54% of users watching videos online. Mobile Internet access and social networking are also strengthening, the latter driven by users’ motivation to connect and communicate.

Key findings of Net Index 2010 Malaysia include:
Spread of digital media is changing the way Malaysians are consuming information, particularly news.
-Key news sources are; online newspapers (53%), Internet portals (47%) and local news sites (46%).
-Internet portals are largely accessed for entertainment content.

Mobile internet is starting to catch on.
-Though still nascent, older (20-39years), upscale adults could continue to drive adoption momentum.
-Email and messaging are key mobile internet drivers at 68% and 53%.

Online Entertainment – music, videos and gaming – very popular in Malaysia.
-Online music and video has attracted significant interest with 51% uploading/downloading music files online and 54 % watching video clips online.
-Over a third of users also play games online – dominated by younger males.
-The study shows gaming is a form of entertainment and also a reason to socialise.
-Preferred game genres vary, but action and adventure are most popular.

Social networking is ushering in a fundamental shift in the way people interact with each other and media.
-Social Networking engagement is at (61%) and user generated content sites (40%) remain more popular than Blogging (22%) sites or Community groups (12%)
-Usage of social media is more apparent amongst males and the young adults.
-Facebook is driving the growth of the social networking category.
-Communication and connection are key drivers; 59% use social networking tools to send email while 56% use them to stay in touch with family and friends.

“With a generation of young Malaysians growing up as digital natives, understanding their media habits is critical to understanding the future,” said Myung Jo Choi, Acting Country Manager, Yahoo! Malaysia.  “Malaysia is shaping up as a fast growing market for the Internet in Southeast Asia and Yahoo! is truly pioneering the study of Internet usage in the region and educating marketers on the way forward. Insights like the Malaysian preference for reading online news will enable brands and advertisers to reach the millions of people on Yahoo! every month,” he added.

The Net Index study not only provides findings on popular online activities such as email, search and instant messaging, but also sheds light on Internet usage trends (e.g. from social networking to most visited websites), channels of web access (e.g. from internet cafes to mobile phones) and makes recommendations on how businesses can leverage the research to grow .

Katharine Davis, Research Director of Synovate Sdn Bhd Malaysia delivering the topline findings of the study

“While the Malaysian market is distinct, insights on Malaysian Internet users remain limited. In the current economy, digital media is more than a buzzword. It is a vital necessity that marketers and advertisers cannot afford to ignore. Net Index helps separate myth from reality, providing a clear perspective and direction to businesses to craft meaningful online strategies. We are proud to associate with Yahoo! in developing a resource that will produce tangible benefits for the industry,” said Katharine Davis, Research Director, Synovate Sdn. Bhd, Malaysia.

Net Index incorporates well-established principles and techniques in the sample selection to ensure complete representation of the target population. Respondents were selected using a multi-stage probability sampling technique. Yahoo! will provide current and prospective clients relevant data to enable them to make informed decision about advertising on its properties. The agencies conducting the research will be at discretion to charge for the data.

Download The Index Highlights HERE.