1.
This research is curated to share the
insights of Malaysian millennials and
their behaviour towards social media
usage.
Malaysian
Millennials Market
Research

2.
Mobile consumption behaviours and practices
Millennials and their interests
02
03
04
05
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Perspective on Health and Wellness
Insights of Social Media and Mobile Apps usage and interest
CONTENT
Introduction
01

3.
Introduction
This research is curated to share the insights of
Malaysian millennials and their behaviour
towards social media usage.
It was also found that millennials typically use
a variety of social media channels either to
fulfill their free time, entertain and learn new
skills.
The following slides will show a preview of
what we have gathered from multiple sources
and statistics.
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4.
Millennials and their
interests
01
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5.
Millennials are a generation of young people growing
up in a world of accelerated digital transformation.
Characterised by their use and adaptation of
technology, millennials have led numerous new
trends in daily living consumption, values, experience
and even motivation.
Here are some traits and interests of the millennials:-
● Avid users of technology and enjoys
networking.
● Value and emphasizes on fast and convenient
processes in any form such as products and
services availability, app accessibility, and etc)
● Scrolling through their social media platform to
gain knowledge and seek for
recommendations.
● Willing to invest in health and wellness products
or services.
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Infographic from The Edge Markets (2017) - HERE

6.
Perspective on Health and
Wellness
02
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7.
In Malaysia, millennials are increasingly concerned
by their physical appearances and overall health.
This may be due to their greater exposure to health
and fitness lifestyle information as well as trends in
the social media platforms.
With the upsurge of health and fitness awareness,
they began to invest on fitness programs, health
supplements, organic food source, and etc.
Many brands have noticed this rising market interest
and began to implement health beneficial products
or services to their business.
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8.
Mobile consumption
behaviours and practices
03
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9.
Malaysia Millennials have adopted mobile devices as
their main device for media consumption and usage.
Statistics have shown that, they consume at least 2.7
hours average per day on the internet. It is said that
the local millennials are one of the highests mobile
usage in the Asia Pacific Region. (Supporting sites-
HERE)
They spend most of the time on social media
platforms;
● 80% on entertainment and networking.
● Remaining uses mobile devices to gather
informations from the internet media, treating it
as their portable search engine.
This age group are also the most likely to adopt new
buying methods such as mobile payments (35%).
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Infographic from The Edge Markets (2017) - HERE

10.
Insights of Social Media and
Mobile Apps usage and
interest
04
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11.
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The top social media platform utilized by the local
millennials are Instagram, TikTok and Youtube
channels.
Instagram
According to NapoleonCat, millennials has the highest
usage on Instagram (66.7%) comparing to other user
group.
It is simple, entertaining, visual-based and more
personalized. They uses the platform to express and
showcase their current lifestyle status.
Apart from that, many would also uses the platform to
engage online promotions and interactive content
shared by their favourite influencers.

12.
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TikTok
Millennials recognises TikTok as a fresh brand with
funny, viral, and creative videos. Based on exabytes,
it is shown that Malaysia have reached more than 4
Million users as of March 2019.
The norms in this platform is to create viral
challenges and get your closed ones to join in the
fun.
Another reason would be the platform’s usability. It
allows them to create seamless and creative
contents without having to work on professional
editing softwares. Now, they can also be take part to
be a content creator with no hassle.

13.
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YouTube
This platform allows the millennials to jive into video
contents that covers all sort of the genres like
entertainment, educational, lifestyle review, and etc.
They would usually subscribe to their favourite
YouTube channel for content. As a user, some of them
would also uploads their own content on the platform
and share about their lifestyle story and experiences.
Some of the category which includes music, comedy
and movies are the top choice for YouTube viewers,
followed by how-to-videos, trailers, TV shows and
dramas.

14.
I’m Khalis
khalis@sushivid.com
+6017 249 0002
Talk to us!
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Company Credentials
05