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Malaysia: Smart devices to drive content creation demands

As multi-device surfing grows, mobiles remain central to consumers’ internet experience, with well over three quarter’s (80 per cent) of Malaysian mobile users preferring to surf with their mobiles, according to a report by BuzzCity.

Meanwhile, the growth of SmartTV (9 per cent) has more than doubled in the last year while tablet usage flattened at 17 per cent in Malaysia. The shift also saw PC / Laptop usage halved to 8 per cent from 19 per cent last year. With the rapid coming of the digital age it is expected that smartwatches will join the hike in the coming year. About seven per cent of those surveyed are ‘planning to buy a smartwatch’ in the next 6–12 months.

The top five uses of internet in July 2015 were entertainment (65 per cent), communications (39 per cent), reading & searching for news and information (29 per cent), passing time (21 per cent) and work, business or studies (30 per cent).

According to the research, PCs and laptops remain significant devices for internet access; nearly one ten (8 per cent) use their laptops and PCs to access the internet, although there is a significant decline in the demand for these devices (from 19 per cent in 2014 to 8 per cent in 2015) and there may yet be a resurgent usage in the form of ‘2-in-1’ laptop-tablets, particularly where free wi-fi is easily available.

One in ten (9 per cent) also access the Internet with smart TVs, seeing a double in demand for smart TV in the last year (from 4 per cent in 2014 to 9 per cent in 2015). Multi-device access (where users are surfing across two or more devices), although still relatively small eight per cent, has more than doubled since early 2014 (3 per cent), and is expected grow in the coming year due to the proliferation of devices.

Smartwatches in Malaysia are used to control music (22 per cent), monitor incoming texts, mail and social media (20 per cent), screen calls (17 per cent), receive information updates or alerts for lists, schedules, weather and stock updates (16 per cent) and their prime function to tell the time or set alarms is relegated to fifth in the list (15 per cent).

Speaking on the findings of the report, Dr KF Lai, founder and CEO of BuzzCity says, “ The increasingly multi-device experience that the internet brings will put continued pressure on brand marketers and content developers to acknowledge changing factors, such as browsing habits and how each device is used, and regularly adapt their marketing content to each device. Content marketing strategies will need to take these trends into account. It is also worth emphasising that strategies will need to be mobile first which generally, scales content creation up, rather than down.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.