In order to decide on which media/platform is effective for my final project I have researched on several reports/statistic about internet usage and also media preference in Malaysia. The reason of doing research regarding these is because I want to find out that what are the things/media that young adults (target audience) are exposed to, is it mobile? is it laptop or is it games? and also I would like to find out what are they spending time on the most, such as what kind of activities?
The statistic that I have found show that 15-19 age group uses the internet the most followed by 20-24 age group. There are mostly secondary school students and young working adults.
Another result shows that Malaysian uses internet on finding information, followed by communication with others and third highest usage is on education regardless any age group of people. Finding information as in search for relevant information using search engines.
However, I found that this result is not very accurate as it never specify internet usage in different age group.
source: http://comm215.wetpaint.com/page/Malaysia+Internet+Penetration
Beside researching on internet usage in Malaysia, I have also found some related information on smartphone usage in Malaysia.
The reports:
The typical smartphone user accesses the web almost every day (43% mobile, 73% fixed) with several sessions on a usage day – however rather short ones on mobile and longer ones on PC. One third expects to spend more time on the mobile web via smartphone in the future. Future web usage on PC is expected to be higher (52%). (<< this shows there are more people using PC than using a smartphone to access the web nowadays.)
Nokia (35%) and Sony Ericsson (25%) with highest market share and with clear distance to other brands. Rather un-mobile location usage place number 1: at home followed by in restaurants. Important as purse and key, two thirds don´t leave the house without the smartphone. The users are driven by killing time and having instant information at hand by taking the smartphone along. Internet usage – especially browsing (41% last week) and accessing a social network (37%) – are very important for smartphone users. Only 13% of users do not have cross-media usage habits: the majority does something in parallel when using the smartphone like listening to music (63%) or using the internet on a further device (49%). (<< this shows people using smartphone mostly for entertainment purposes.)
| Age | 18 - 24 Years | 38% |
| 25 - 34 Years | 41% | |
| 35 - 44 Years | 13% | |
| 45 - 54 Years | 8% | |
| Gender | Male | 29% |
| Female | 71% | |
| Education | Low | 1% |
| Middle | 26% | |
| High | 71% | |
| Employment | Employed - full-time | 66% |
| Employed - part-time | 5% | |
| Retired | 1% | |
| Student / Apprentice | 20% | |
| Unemployed/homemaker | 8% |
(<< this shows people using smartphone are mostly 25-34 years old which they are working adults and have income, and they are also have high education)
Source: http://www.it-sideways.com/2011/10/management-summary-facts-and-figures.html
From another source, I found that the top four mobile-related activities that Malaysians mostly indulge in are emailing, accessing, social networking sites and downloading ring tones and instant messaging. However, this result did not tell what is the specific age group.
source: http://www.liveatpc.com/mobile-internet-growth-in-malaysia-more-than-doubled-since-2010
Another source shows that most Malaysian uses their smart phones on browsing internet followed by taking photo, and social networking. Again, this statistic did not tell us which is the specific age group.
A statistic shows that the Malaysian uses smartphones mostly at home(97%) and followed by in a restaurant and a working place. This statistic probably tell us that the Malaysians are using smartphones in these places for browsing internet, social networking and taking photo.
Another statistic shows that most of the Malaysian agree that they will die without a smartphone including 66% of them never leave home without it, and 62% of them sleep with a smartphone close by. and there is 52% of them said that they are afraid to miss anything if they turned off their smartphones.
This shows how important a smart phone is to the Malaysian nowadays as they never want to miss any information, messages from friends or any news. They tend to seek for information in a quick and easy way.
To sum up:
There are more female young working adults than male (22-34 years old) using smart phone.
Most of the Malaysians get excited when receive a message or a new notification.
They use smart phones on web for search base content.
The use smart phones mostly in short period especially during waiting time (eg: in a restaurant waiting for food) or spend long time on smart phone at home.
There are 55% of Malaysian using laptop/ notebook to access to websites
while 19% of Malaysian using mobile phones for internet access.
They go to smart phones for getting fast information but use laptop for more detailed information.
source: http://www.it-sideways.com/2011/10/management-summary-facts-and-figures.html
other related sources:
http://www.elioe.com/franz/state-of-the-internet-statistics-focus-on-asia-malaysia/#11
http://blog.nielsen.com/nielsenwire/global/malaysian-internet-usage-takes-off-in-2010/
http://ramayah.com/journalarticlespdf/impactofintrinsic.pdf
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