One of the many things that come to our mind when we think of Malaysia is the famous Petronas Twin Tower. Then there is also its famous Formula 1 race track where race cars go around at blazing speeds. However, there is one more thing in Malaysia that is moving at very fast pace: the country’s mobile ecosystem.
- Within Southeast Asia, Malaysia is the country with the highest Internet penetration. According to World Bank’s 2014 figures, close to two-third of Malaysia’s population has Internet access.
- The smartphone user base in Malaysia is expected to grow from 8.1 million in 2014 to 11 million in 2016. This will lead to one in every two mobile phone users in the country being a smartphone user.
- According to a survey conducted by Google & TNS, 35% of Malaysian smartphone users solely depend on their smartphones for all Internet access. This figure is estimated to be the highest in the world, making Malaysia the top country when it comes to Internet access exclusively via smartphones.
- Furthermore, a StatCounter report suggests that Internet traffic via mobile devices peaked in September 2015, constituting to 48% of the overall Internet traffic.
- It is estimated that Malaysians spend over 3.6 hours per day accessing Internet via their mobile devices. From all the mobile internet activity recorded from Malaysian smartphone users, almost 84% was on social networking, while 79% was on search engines, 58% on maps & directions and 53% on online videos.
- Interestingly enough, a Consumer Barometer estimate reveals that almost 30% of Internet users in Malaysia have made an online purchase.
- In terms of purchase intent, a Nielsen survey puts flight tickets at the top with 67% (third highest globally) planning to go online to buy airline tickets in the next six months. 62% (second highest globally) will make hotel and tour reservation while 58% (third highest globally) would purchase tickets to events such as movies, performances and exhibitions in the next six months.
- Malaysia’s total mobile entertainment market revenue is estimated to grow from USD 773 million in 2014 to USD 879 million in 2016. Mobile music revenues, which make up for almost 11% of the total mobile entertainment revenue, are estimated to grow from USD 82.81 million in 2014 to USD 86.09 million in 2016.
- A Newzoo report suggests that 43% of mobile gamers in Malaysia spend money on these games. at USD 32.61 per spender, the annual spend is the second highest in Southeast Asia. There are currently an estimated 3.8 million mobile gamers in Malaysia.
- Mobile TV revenue in the country is estimated to grow at a CAGR of 21% between 2014 and 2016 to reach USD 152. 4 million.
Clearly, the mobile ecosystem in Malaysia is on an upswing, buoyed by rapid smartphone penetration and increasing preference towards smartphones Internet access. More Malaysians are searching and buying online and as these activities move on smartphones, there will be bigger opportunities for marketers to engage these consumers.
The user willingness to spend on mobile games and mobile entertainment means app publishers providing such content have a lot of room to grow their businesses in the country. It will be interesting to see how Malaysia rapidly moves towards a mobile-everything era in the coming days.