Malaysia Digital Marketing Statistics 2017

Keep up to date with Malaysia's latest trends and statistics.

 71% of the Malaysian population (21 million) uses the internet. (Internet Live stats)

 Malaysians of all age groups use the Internet, with most users in the 25 - 34 age range at 31%. 

15 - 24: 28%
25 - 34: 31%
35 - 44: 21%
45 - 54: 13%
55+: 8%
(Statista, 2013)

 Malaysians have about 2.4 connected devices each, with Smartphones being the most used device.

Smartphone: 88%

Computers: 41%

Tablets: 18%

(Google Barometer)

Malaysians still spend significantly more time on the computer (4h 47m), compared to Smartphones (3h 43m) per day.  (We Are Social)

• Malaysia has a download broadband speed of 64.1 Megabits per second. (Akamai) 

 Malaysians prefer to use Smartphones when searching for local information.

Smartphone: 60%
Computer: 51%
Tablets: 22%

(Google Barometer)

Malaysia has a mobile penetration rate of 139%. (We Are Social)

• Malaysians from all age group use the internet daily, with 90% of the 25 - 34 age group being the most active.

15 - 24: 86%
25 - 34: 90%
35 - 44: 84%
45 - 54: 80%
55+: 70%

(Google Barometer)

 Malaysians use the internet for various reasons with majority of the young people using the internet for personal (non-business or work) reason.

Under 25: 96%
25 - 34: 88%
35 - 44: 80%
45 - 54: 81%
55+: 65%

(Google Barometer)

Malaysians spend an average of 3 hours and 43 minutes using mobile internet. Average mobile internet speed in Malaysia is 3.5 Megabits per second. (We Are Social)

• 38% of Malaysians make purchases online with 50% completing their transactions offline. (Google Barometer)

 Most Malaysians use the internet mainly for research purposes before purchasing products offline. (Google Barometer)

Social Media Marketing

• Malaysians embrace social media, with 71% of internet users (18.62 million) having an account on a social media platform. (Statista)

• Young people in Malaysia are among the most likely to watch videos away from home:

Under 25: 57%
25 - 34: 64%
35 - 44: 46%
45 - 54: 33%
55+: 19%

(Google Barometer)

65% of people who use social media are accessing social media through their mobile devices. (We Are Social)

• Among social media networks in Malaysia, Facebook had the highest response rate* of 56% followed by Twitter at 40%. (Social Bakers)

  • Malaysians have 1.6 times more friends in Facebook than the global average. (Soyacincau)
  • Malaysia is the leading country in South Eastern Asia in terms of time spend consuming video content in Facebook with an average of 159 minutes. This is 55% more than the global average of 102 minutes. (Soyacincau)

• The Top 5 Facebook brands pages ‘liked’ by Malaysians are:

1. Oh! Media
2. AirAsia
3. McDonald’s
4. KFC
5. Digi

(Social Bakers)

Malaysians spend about 3 hours and 19 minutes per day on average just on Social Media. (We Are Social)

Malaysians use a wide variety of Social Media sites with Facebook being the most popular.

Facebook: 92.58%,
Pinterest: 2.31%,
Twitter: 2.23%

(Global Stat Counter)

64% of Facebook users access Facebook platform daily. (We Are Social)

The average number of fans the top 20 brands in Malaysia have is 1.6 million on Facebook, and 329k on Twitter. (Social Bakers)

  • According to statistics provided by Facebook, 94% of Malaysians discover products and brands on Facebook and 62% of them makes a purchase after the discovery. (Soyacincau)

• Young audience in Malaysia like to watch videos online for entertainment.

Relax: 57%

Entertained: 64%

Up-to-date: 33%

Learn: 43%

Hobby: 38%

(Google Barometer)

Learn more about Social Media Marketing

Search Marketing

Malaysians mostly use the internet to help them make purchasing decision, with the highest percentage using it for comparing choices.

Compare choices: 42%
Immediate purchasing of product: 26%
Looking for opinions and reviews: 25%
Looking for Inspiration: 25%
(Google Barometer)

 60% of Malaysians used a Search Engine to help them in the purchase process before they bought their last product. (Google Barometer)

• Top 10 websites Malaysians visit comprise of mostly search engines and social media sites:

1. Google.com
2. YouTube
3. Yahoo
4. Lazada.com.my
5. Google.com.my
6. Facebook.com
7. Wikipedia.org
8. Maybank2u.com.my
9. Moe.gov.my

10. Paultan.org
(Alexa)

Malaysians tend to Google more on their smartphones.

Smartphones: 77%
Computers: 58%
Tablets: 25%
(Google Barometer)

• 30% of the total Internet advertising revenue in Malaysia is spent on paid search results. (PWC)

 96% of smartphone users search in order to find local information from their smartphones. (We Are Social)

 Malaysians’ top 10 searches on Google in 2016 in order are:

  1. Euro 2016
  2. Pokemon GO
  3. BR1M 2016
  4. SAPS Ibu Bapa
  5. Olympic Games Rio 2016
  6. Suri Hati Mr Pilot
  7. Train to Busan
  8. Mama 2016
  9. 7 Hari Mencintaiku
  10. Descendants of the Sun

(Google Trends)

Learn more about Search Marketing

Ecommerce

  • 52% of the Malaysian population use E-commerce platform. (We Are Social 2017)
  • 38% of people in Malaysia actively use their mobile phones to purchase products online. (We Are Social 2017)
  • In Malaysia, there is a year on year growth of 31% of M-commerce shoppers. (We Are Social 2017)
  • Top 3 sectors using online shopping are:
    1. Fashion & Accessories – 16%
    2. Home and Living – 15%
    3. Health & Beauty – 13%

(Export.gov)

  • Most online shoppers in Malaysia prefer to pay for goods using online transfer.
    1. Online Transfer 54%
    2. Debit/Credit card 33%
    3. Cash on Delivery 12%
    4. Prepaid to Account 1%
  • (Export.gov)
  • The most popular online payment vendors in Malaysia are;
  • The average revenue of E-commerce per user in Malaysia is $64. (We Are Social 2017)
  • 70% of consumers in Malaysia rely on both online as well as offline information sources before making final purchasing decision. 10% of the consumers rely on offline sources only! (Google Barometer)
  • “Electronics and Media” is the leading E-commerce market segment with a market volume of $426 million in 2017. (Statista)
  • The Top ten ecommerce sites that Malaysians frequent are;
  1. Mudah.com
  2. Lazada.com.my
  3. Zalora.com.my
  4. Lelong.com.my
  5. eBay.com.my
  6. Amazon.com.my
  7. Fave by Groupon
  8. Taobao.com
  9. Alibaba.com
  10. Shopee.com.my

(Export.gov)

Learn more about Website Optimization

Digital Publishing

  • Paid digital content in Malaysia is characterized by a user penetration of 6.2% in 2017 and is projected to hit 8.7% in 2022. (Statista)
  • In Malaysia, Revenue in the “ePublishing” sector currently stands at $20 million and is expected to show a constant annual growth rate of 9.5% to hit $31 million in 2022. (Statista)
  • The average revenue per user (ARPU) in Malaysia is currently at quoted as $3.60. (Statista)
  • “ePaper” is the sector’s leader with a market volume to the tune of $11 million in 2017 (Statista)
Learn more about Email Marketing