Sometime around November last year, we talked about Malaysia's fast growing mobile ecosystem. At that point, it was estimated that Malaysians spend over 3.6 hours a day accessing Internet via their mobile devices. Also almost 53% of the overall Malaysian mobile internet activity recorded, was watching online videos through web/app.
Since then, video consumption via smartphones has only gone up and Malaysians are watching a lot more videos via their smartphones than ever before. An eMarketer report estimates that in 2015, 42% of digital video consumption time came from mobile devices. That's over 20 minutes per day of digital video being consumed through smartphones.
When you couple this with the fact that digital video viewers in Malaysia are estimated to grow at a CAGR of 21% between 2014 and 2017, it is evident that watching videos on smartphones has become an inherent part of Malaysia's digital culture.
It does not stop there though. According to eMarketer, Malaysians spend over 187 minutes per day on their smartphones and a 2015 research report by Epinion & Omnicon Media Group suggests that 86% of smartphone users use their devices simultaneously while watching television. This means that in the near future, smartphones could potentially become the preferred device for video consumption among Malaysian smartphone users, surpassing television.
At a time when videos are increasingly being looked at to engage consumers, the above trends hold tremendous potential for marketers looking to reach out and engage with smartphone users across Malaysia. Marketers can take their video campaigns beyond television and stand a greater chance to tap their audiences on smartphones.