A study of mobile Internet habits, conducted as part of the annual Yahoo! Net Index 2011, revealed that even though mobile Internet adoption is currently in its nascent stage in Malaysia, it has more than doubled since 2010.
Driving mobile Internet growth in Malaysia are the young (15-24 year) males (62%) who constitute at least half of the total mobile Internet user base. Compared to other Southeast Asian countries, Malaysians tend to own more high-cost handsets including smart phones, ie. 60% own handsets worth USD 100 and nearly a quarter own mobile phones that cost >300 USD when compared with the low-cost feature phones prevalent in Indonesia, Vietnam and The Philippines. Unlike the other SEA markets where Nokia is the dominant phone manufacturer, Malaysia is the only market where Sony Ericsson (39%) is the most popular brand with Nokia (26%), Blackberry (6%) and Apple (6%) trailing behind.
“The Yahoo! Net Index 2011 showcases that Malaysia is truly unique, when compared to surrounding markets such as Vietnam, Indonesia and The Philippines, in terms of the proportion of users who are on post-paid plans and higher levels of out-of-home mobile Internet access. With rising trends of increased Internet access on mobile phones and engagement levels, the way forward for Yahoo! is to leverage on the growing market needs and deliver on targeted product offerings on the mobile in Malaysia specifically for people who are on the move,” said David Jeffs, Head of Insights Marketing.
Currently, Yahoo! reaches 73% of the Internet audience in Malaysia and ranks No. #1 for Mail, Messenger, Photos, News, Portal, Entertainment News (comScore Media Metrix, APAC, Oct 2011). Statistics show that although more 15-24yr old are into social networking, the who are keen on images/graphics, facts or trivia, news, movie timings and local phone number and address information. Interestingly, looking for driving directions/maps on the mobile is particularly unique to Malaysia.
The top four mobile-related activities that Malaysians mostly indulge in are emailing, accessing social networking sites, downloading ring tones and instant messaging. Digi (47%), Maxis (32%) and Celcom (8%) remain the top mobile and smart phone service providers that Malaysians use for connecting to the Internet most often and spend an averge of USD 15 per month. The usage of smart feature phone handsets with affordable data plans, advanced features such as call and text function, access to mobile web and multimedia features is prevalent among the Malaysians.
The Yahoo! Net Index 2011 research shows that the Malayians have a fair amount of understanding and interest in m-Commerce that could be further boosted with infrastructure development, reduction in tariffs and government support.
With in-depth highlights on the current Internet trends, evolving digital landscape and online behaviour of Malaysians, Yahoo! provides consumer insights to deliver unique and compelling content experiences which in turn creates powerful opportunities for advertisers to connect with their target audiences, in context and at scale. The annual Yahoo! Net Index 2011 study was conducted in conjunction with Synovate, one of the world’s leading market research groups.