The document outlines the internet and mobile penetration rates in Southeast Asia, showing significant variances among countries like Malaysia and Singapore. It also discusses advertising expenditure forecasts for several Southeast Asian nations, highlighting Malaysia's ad spending across different media forms in 2009. Additionally, the document examines the dominance of non-local social media and search platforms in online usage and news consumption within the region.

1. Online Infrastructure: Southeast Asia
Internet Penetration 2009
72.4%
65.7%
24.4% 24.5% 25.7%
12.5%
Malaysia Singapore Thailand Philippines Vietnam Indonesia
Total Users
(millions) 16.9 3.4 16.1 24.0 22.8 30
Broadband
(% online base) 35-50% >150% 41% 20% <10% <5%
Source: Asia Digital Marketing Association (ADMA), 2010.
Singapore broadband penetration reflect multiple broadband
accounts in a single household.
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2. Mobile Infrastructure: Southeast Asia
Mobile Penetration 2009
138%
124%
107%
69% 73%
63%
Malaysia Singapore Thailand Philippines Vietnam Indonesia
Total Users
(millions) 30 6 69 73 110 150
3G Penetration
(% mobile base) 12% 50%* 17% <8%** <1% 7%
Source: Asia Digital Marketing Association (ADMA), 2010.
Note*: Info-Communications Development Authority (IDA), SG Government 2010.
Note **: The Philippine Star, May 2010
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3. Advertising: Malaysia & Southeast Asia
Gross Rates:
May Over–Estimate Actual
Spending by 50%
Internet Advertising Forecast, USD Million
Malaysia Singapore Thailand Indonesia
$ RM $ $ $
2009 26 84 16 7 0.9
2010 34 109 17 7 1.0
2011 41 132 18 7 1.4
2012 48 155 19 8 1.8
Source: ADMA 2010, Zenith Optimedia; Estimates reflect gross rates.
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4. Malaysia: Advertising Market
Comparative Ad Spend, 2009
(Percent of Ad Spend by Media)
52%
37% 35% 35%
Malaysia World US
22%
14% 14% 14%
11%
9%
6%7% 6% 6%
2% 2% 3%
1%
Newspaper TV Radio Magazine Outdoor Online
Malaysian Ad Spend 3,407 2,446 362 139 112 40
(RM millions)*
Source: Nielsen, 2010 (Malaysian Estimate); Worldwide (PriceWaterhouse Coopers, 2010; US, Ad Age.
Note*: Nielsen estimates reflect full rate card pricing; no discounting included.
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5. Malaysia: Newspapers
New Straits Times Press The Star UtusanBhd Media Chinese Int’l
• Media Prima 43.29% • Huaren Holdings 42% • Party paper for UMNO • Publicly Tradedon
Ownership
• Publicly Traded on KLSE • Publicly Traded on • Owned by UMNO KLSE/HKSE
• Though Media Prima KLSE • Principal owner TiongHiew
affiliated with UMNO • Though Huaren King (张晓卿)
affiliated w/ MCA
• New Straits Times • The Star • Utusan Malaysia • Sin Chiew Daily
• Mingguan Malaysia 星洲日报
New Sunday Times
Newspapers
•
Principal
(Sunday only) (Sunday only) • Nanyang Siang Pau
• Kosmo! 南洋商报
• Malaya Mail (free)
• Guangming Daily
• BeritaHarian
光明日报
• Harian Metro
• China Press 中国报
• None • Ming Pao (HK) 明报
• None • RedFM (EN)
• YazhouZhoukan（HK)
• SuriaFM (BM)
亚洲周刊
Media
Other
• 988FM (ZH)
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6. Malaysian: Television
Media Prima Astro Radio TelevisyenMalaysia
• Publicly Traded on KLSE • Publicly Traded on • State-Owned Broadcaster
Ownership
• Malaysian Employee Provident KLSE • Owned by UMNO
Fund 14.9%
• Malaysian Resources Corp Bhd.
(affiliated with UMNO)
17%
Ad Share
54% 29%
Est.
• New Straits Times Press • Satellite TV • Radio
Media
Radio
Other
• • Presence in Brunei
• Outdoor • Presence in Indonesia
• Production
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7. Southeast Asia: Online
Across Southeast Asia, online use is dominated by non-local social
media, search and content/email portals.
 Social Media Sites: Social Networks, Blogging Platforms and Media Sharing Sites
dominate in all major markets.
• Facebook, Blogger (Google), Wordpress dominate local participation, but local
revenue models are limited
• Local blog rings/social networks have strong secondary positions in Thailand
(Sanook.com) and in Indonesia (Kaskus.us)
 Search Sites: Search is dominated by Google’s local site in each market and
followed by Google.com, the main global site.
 Content Portals: Content portals are dominated by Yahoo, likely related to Yahoo
Mail’s strong role in the region.
• Local language portals are important in Thailand Sanook.com and Detik.com in
Indonesia where English content is less widely understandable.
Strong international online sites in the region have not invested to develop
local advertising and other revenue streams in the region.
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8. Southeast Asia: Online News/Content
Online news consumption varies significantly by market with major
content sites in the top 20 in Malaysian and Indonesia .
Top News/Content Sites
(Alexa Rankings June 2010)
Malaysia Singapore Indonesia Thailand
• The Star (#14) • OneManga.com (#18) • Detik.com (#9) • Sanook.com (#6)
• MalaysiaKini.com (#15) (Comics) (portal) (portal)
• Hardwarezone.com • Kompas.com (#12) • Pantip.com (#11)
(#19)(Tech) (news) (portal)
• Detiksport.com (#14) • Kapook.com (#13)
(sports news) (portal)
• Detikhot.com (#16) • Manager.co.th (#17)
Philippines (celebrity news) (business news portal)
No news or media sites in
• Detiknews.com (#17)
the top 20.
(news)
• Vivanews.com (#19)
(news)
Source: Alexa.com, June 2010. News sites highlighted
in bold and italics.
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9. Malaysia: Online News
News sites have strong traffic in Malaysia with both traditional, online
only sites and emerging sites competing for traffic.
Top News Sites - Malaysia June 2010 Emerging Online News Sites/Blogs
• The Star (#14) En • FreeMalaysiaToday.com
(The Star Holdings)
• MerdekaReview.com
• MalaysiaKini.com (#15) EN, BM, ZH, TM
• MalaysiaZoom.com
(Independent)
• Aliran.com
• Utusan Online (#30) BM
(Utusan Newspaper) • TheNutgraph.com
• myMetro.com.my (#32) BM
Harian Metro
(News Straits Times Press)
• Bharian.com.my (#35) BM
BeritaHarian
(New Straits Times Press)
• Kosmo.com.my (#49) BM
(Utusan Newspaper)
• TheMalaysianInsider.com (#52) EN, BM
(independent)
• Malaysia-Today.net (#61) BM
(independent)
• ChinaPress.com.my
(MediaCHinese Int’l) ZH
Source: Alexa.com, June 2010.
• HarakahDaily.com (#91)
(PAS party paper) BM, EN
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