Mobile and multi-platform usage in the Malaysia market has increased significantly over time. A recent analysis based on data from the comScore Mobile Metrix® and comScore MMX™ Multi-Platform services revealed some key findings:

Mobile and multi-platform usage in the Malaysia market has increased significantly over time. A recent analysis based on data from the comScore Mobile Metrix® and comScore MMX™ Multi-Platform services revealed some key findings:

Mobile Adds 27% Incremental Users to Desktop Audience

Multi-platform data allows us to understand the overlap and exclusive audiences between different platform. Taking the base of people who use desktop devices in a month, we can see that mobile-only users add an additional 27% to the total digital population in Malaysia.

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Multi-Platform Usage is the New Normal

When we look at the total digital population in Malaysia as a whole, we can see that the greatest share belongs to users accessing digital content on more than one device – the multi-platform majority. A third of the total digital population still uses desktop exclusively, and one in five people in Malaysia uses only smartphone or tablet devices in a month to access the Internet.

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Move to Mobile and Multi-Platform Varies by Demographics

Naturally, demographic groups behave differently, with younger groups showing an increased propensity for mobile-only usage. The 25–44 age group exhibits the largest share of multi-platform usage, whereas desktop-only usage grows as you move upwards through the age brackets. From this, we can clearly see that mobile and multi-platform usage will continue to grow as the pre-eminent ways in which people engage with digital content.

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Mobile Platform Choice Dictated by Function

One interesting nuance is that platform choice is also dictated by the content being consumed, with smartphones taking priority for more functional or location-based tasks such as checking the weather or sports coverage. Tablet usage tends to be more prevalent for more leisurely, open-ended activities such as games or shopping.

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For more information about Mobile Metrix, please visit: www.comscore.com/MobileMetrix.
For more information about MMX Multi-Platform, please visit: www.comscore.com/Multiplatform.

For more insights into the Malaysia online audience, download the full presentation Understanding Malaysia’s Online Audience in 2016 here.

Source: http://www.comscore.com/Insights/Data-Mine/Malaysia-What-Does-Mobile-and-Multi-Platform-Audience-Evolution-Mean-for-Content-and-Advertising

By Joe Nguyen.

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