MOBILE MALAYSIA
AHEAD OF THE PACK

Photo: Fayez
Malaysians are internet-savvy, welleducated and fashionable consumers…

population

65.8%
internet
penetration

…with broa...
Key internet & mobile statistics
POPULATION

^

29 Million

34%

INTERNET	
  USERS*,	
  %	
  POPULATION

g

%	
  POP.	
  A...
Beating Indonesia & USA
Malaysia is extremely mobile friendly, with mobile penetration rates higher
than its famous neighb...
Mobile phones are primary devices at
home that connect to the internet
Which of these items does your household currently ...
13 million mobile internet users thanks
to affordable data plans and free wifi
Where do you tend to use your smartphone?

...
Feature phones still rule, not for long

Feature phone
65%
Smartphone
35%

Of all mobile phone owners:
53% own just one ph...
Malaysians replace their mobiles every 

21 months, more often than other devices
How often do you replace these devices?
...
They spend more to 

upgrade their feature phones to


a smartphone
As a result unit price is higher, but mobiles phones
a...
Good time for consumers - three 

competing mobile operators drive down prices

Android
65%

Digi
28.9%

Celcom
37.8%

Sma...
Malaysia has relatively high levels
of 4G coverage, far above other
developing Asian countries!
Malaysian 4G networks
DiGi...
4G LTE is limited to the major cities…
Existing 4G networks in Malaysia are:

+325%
Better than the
average US city

+506%...
Malaysia ranks highest for daily internet
usage in South-East Asia
Average number of hours per day spent by internet users...
79%
of smartphone owners
use their phone
for social networking

Source: PwC (2013)
98% of internet users are on social media
98%

Any social network

72%

95%

Facebook

59%

77%

Google+

32%

57%

Twitte...
70% of Malaysians refer to brand’s social media
presence before making a purchase decision
“Malaysian netizens view social network sites
14 billion times every month”

That’s 731 times per person

Source: We are S...
Malaysians have the highest
average number of friends on
social networks in the world.

G

233 friends on Facebook
which i...
HUNGER FOR
ENTERTAINMENT!
9 out of 10 use their phone
for video, music, games

!

Source: Google (2013), photo: John Ragai
”80% of internet users in
Malaysia stream online video
content each month, and 51%
have an active YouTube profile.”
Simon ...
74% play games on their phone
Social platform like Facebook and Line
messenger have helped boost the
popularity of casual ...
J

”Malaysians are used to making
payment online in recent years
thanks to the AirAsia wave since
2001 and daily deal site...
91% of connected Malaysians shop online

.

$

$380 mil

$2,000

ecommerce
turnover in 2013

average yearly spend
on onlin...
Buyer’s remorse
71% of Malaysian shoppers regret their online purchase because
products looked different than advertised o...
Why hasn’t m-payments taken off?
Only 0.3% of transactions are m-payments…
• Existing popular methods
• Lack of infrastruc...
Mobile Money
M-Money on a mission to change that - offers both the convenience and
infrastructure Malaysia needs to speed ...
Mobile Malaysia
!
• Very well connected - 66%
population online
• Shopaholics - majority have
bought things online
• Ahead...
Reach consumers in Malaysia
On Device Research uses the mobile internet to gain access
to consumer opinion any time or loc...
Have a question about mobile research?

Contact Siim Teller
siim@ondeviceresearch.com
+44 207 278 2267
!
!
!
Follow us:

!...
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Mobile Malaysia - ahead of the south-east Asia pack

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This report looks at all the important Malaysia trends - mobile, social, ecommerce. Malaysia is clearly ahead of the pack in south-east Asia - it's higher income, better connected, and more affluent compared to its neighbours like Indonesia, Thailand, Vietnam and others.

Published in: Technology

Mobile Malaysia - ahead of the south-east Asia pack

  1. 1. MOBILE MALAYSIA AHEAD OF THE PACK Photo: Fayez
  2. 2. Malaysians are internet-savvy, welleducated and fashionable consumers… population 65.8% internet penetration …with broadband, smartphones and disposable income. ! Source: Euromonitor (2013)
  3. 3. Key internet & mobile statistics POPULATION ^ 29 Million 34% INTERNET  USERS*,  %  POPULATION g %  POP.  AGE  15  –  34  YEARS INTERNET  USER  GROWTH  (2009-­‐12) 66% MOBILE  PHONE  PENETRATION O 140% 18% 3G  SUBSCRIPTION 10 Million Source: The World Bank (2012), Euromonitor (2013), Household Size Economies: EAP (2011), Wikipedia (2014), Ministry of Communication (2011)
  4. 4. Beating Indonesia & USA Malaysia is extremely mobile friendly, with mobile penetration rates higher than its famous neighbour, Indonesia, and the US. ! Source: The World Bank (2012)
  5. 5. Mobile phones are primary devices at home that connect to the internet Which of these items does your household currently own? 100% Mobile phone 90% 80% 70% A computer 60% 50% 40% 30% ! Source: Euromonitor (2013) 2009 2010 2011 2012
  6. 6. 13 million mobile internet users thanks to affordable data plans and free wifi Where do you tend to use your smartphone? 96% 83% use their phone at home Source: Google (2013), BuzzCity (2014) use their phone at work 72% use their phone on the go
  7. 7. Feature phones still rule, not for long Feature phone 65% Smartphone 35% Of all mobile phone owners: 53% own just one phone 47% own multiple phones McCann prediction: “Smartphones will rise to 60% by 2015” ! Source: Google (2013), McCan (2012), Euromonitor (2013)
  8. 8. Malaysians replace their mobiles every 
 21 months, more often than other devices How often do you replace these devices? Mobile phones Mobile Phones 21 US 22 Tablets UK 22 Cameras KR In-car navigation ZA Video players JP 46 Laptops DE 46 Televisions BR Camcorders IN 0 10 20 30 Months ! Source: Phone arena (2011), Euromonitor (2013) 40 50 27 38 81 94
  9. 9. They spend more to upgrade their feature phones to a smartphone As a result unit price is higher, but mobiles phones are becoming CHEAPER as competition grows and new models are released. ! Source: Euromonitor (2013)
  10. 10. Good time for consumers - three competing mobile operators drive down prices Android 65% Digi 28.9% Celcom 37.8% Smartphone OS Maxis 33.3% Windows 13% Blackberry 9% Smartphone OS only Source: Euromonitor (2014) iOS 13% Handset carrier
  11. 11. Malaysia has relatively high levels of 4G coverage, far above other developing Asian countries! Malaysian 4G networks DiGi (from $4.50/month) Network with cheapest package Maxis (75Mbps) Fastest network with LTE Celcom (96.07%) Most reliable 4G coverage Other countries with good 4G coverage: Japan, South Korea, Hong Kong Source: Leaping Post (2013), OpenSignal (2014)
  12. 12. 4G LTE is limited to the major cities… Existing 4G networks in Malaysia are: +325% Better than the average US city +506% Better than the worldwide average Plus… Last year, DiGi further improved its 3G networks to be able to reach 95% of Malaysians, as well as becoming LTE technology ready! Source: Euromonitor (2014), OpenSignal (2014) for now!
  13. 13. Malaysia ranks highest for daily internet usage in South-East Asia Average number of hours per day spent by internet users on the internet 3.1 2.5 2.1 2.1 2 1.9 1.7 1 Malaysia Malaysia Source: We are Social (2014) Indonesia Hong Kong World Average Singapore China Vietnam Japan
  14. 14. 79% of smartphone owners use their phone for social networking Source: PwC (2013)
  15. 15. 98% of internet users are on social media 98% Any social network 72% 95% Facebook 59% 77% Google+ 32% 57% Twitter 23% 40% Instagram Linkedin 16% 32% 9% Own an account Source: We are Social (2014) Used in the past month 18 million Malaysians
  16. 16. 70% of Malaysians refer to brand’s social media presence before making a purchase decision
  17. 17. “Malaysian netizens view social network sites 14 billion times every month” That’s 731 times per person Source: We are Social (2014)
  18. 18. Malaysians have the highest average number of friends on social networks in the world. G 233 friends on Facebook which is nearly 80% higher than the global average. Source: we are social (2011)
  19. 19. HUNGER FOR ENTERTAINMENT! 9 out of 10 use their phone for video, music, games ! Source: Google (2013), photo: John Ragai
  20. 20. ”80% of internet users in Malaysia stream online video content each month, and 51% have an active YouTube profile.” Simon Kemp, we are social Source: we are social (2012)
  21. 21. 74% play games on their phone Social platform like Facebook and Line messenger have helped boost the popularity of casual games. ! Role playing games have a very strong presence in the highest grossing games both on iOS and Android. ! On iOS the first non-game in the highest grossing category is Skype only at #77!* Source: Euromonitor (2013), *AppAnnie (25.02.2014)
  22. 22. J ”Malaysians are used to making payment online in recent years thanks to the AirAsia wave since 2001 and daily deal sites invasion since 2011.” CK Wong, ecommerce.milo @ckaywong Source: we are social (2012)
  23. 23. 91% of connected Malaysians shop online . $ $380 mil $2,000 ecommerce turnover in 2013 average yearly spend on online purchases Source: Euromonitor (2013), we are social (2012)
  24. 24. Buyer’s remorse 71% of Malaysian shoppers regret their online purchase because products looked different than advertised or were of poor quality. fkfkf kfkkf Source: Rakuten (2013)
  25. 25. Why hasn’t m-payments taken off? Only 0.3% of transactions are m-payments… • Existing popular methods • Lack of infrastructure • Low awareness Bank transfers Credit cards Other PayPal, cash on delivery, Celcom AirCash etc Source: Ecommercemilo (2013), World Pay (2013) 38% 50% 13%
  26. 26. Mobile Money M-Money on a mission to change that - offers both the convenience and infrastructure Malaysia needs to speed up the adoption of mobile payments. ! Teaming up with Western Union, Malaysians can pay into their M-Money accounts using their phone, online or through “cash-in” channels. They can then top-up their airtime, pay their bills, and purchase items such as cinema tickets. ! M Money cash-in channels >1000 retailers Bank Islam CIMB Public Bank Hong Leong RHB Source: Ernest & Young (2013), WorldPay (2013), comScore (2009) Mobile Money Transfer Service
  27. 27. Mobile Malaysia ! • Very well connected - 66% population online • Shopaholics - majority have bought things online • Ahead of neighbours - higher average income, 4G coverage, ecommerce penetration ! ! Malaysia is ahead of Indonesia, Thailand, Vietnam and other southeast Asian up and comers.
  28. 28. Reach consumers in Malaysia On Device Research uses the mobile internet to gain access to consumer opinion any time or location. ! Our reach in Malaysia: • • • 1000 unique respondents a day Smartphones and feature phones (35% vs 65%) From $3.50 per interview Request a quote! ondeviceresearch.com
  29. 29. Have a question about mobile research? Contact Siim Teller siim@ondeviceresearch.com +44 207 278 2267 ! ! ! Follow us: ! " # $
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