Next in our exclusive series with Effective Measure, a global Digital Audience Measurement and Research company focused on emerging markets, we look at the Malaysia’s amazing growth in mobile. With 115+ million web pages viewed on Malaysian mobile devices in the month of September 2011 – 30 million pages more than Indonesia (the second highest country with the most number of mobile views of web pages) and with a strong preference for Bahasa Malaysia, we will see a rapid development of local language content accessible by mobile. Interestingly, over 40% Of Filipinos access the internet via their mobile making it another key market to watch.

Q.1: Tell us what’s happening in Malaysia right now?

Malaysia have proven to be a great environment for mobile Internet as we have seen a solid upward trend in terms of the percentage of web pages viewed on local mobile devices so far this
year.

Over 115 million web pages were viewed on Malaysian mobile devices in the month of September 2011 – 30 million pages more than Indonesia, the second highest country with the most number of mobile views of web pages.

Compared to January 2011 data, in which only 2.2% of web pages were viewed on mobile, September 2011 data showed a robust 6% increase – bringing the total share of web pages being viewed on mobile to almost 8%.

Q.2: What can you tell us about Internet users in Malaysia?

Malaysian Internet users are typically between 25-30 years old and considered as Digital Natives . This means that Malaysians Internet users are adaptable and comfortable with new technologies, having had first-hand experience with major technological changes.

Living in large households of four or more people, over half the time spent on the Internet is from home and there is a strong preference for Bahasa Malaysia. This suggests that there is a potential for family-centric local language content to develop quickly in Malaysia.

Over 60% are educated at least to post-college level and work as managers or professionals – allowing Malaysian Internet users to enjoy a better socio-economic status, and along with it a desire for popular consumer products and  entertainment.

Q.3: How can this insight help publishers, advertisers and agencies?

Using this insight to better understand the Malaysian market will prove to be useful not only in the research and data-gathering process, but also in cases when hypotheticals need to be verified with cold, hard facts.

Already, we have had requests from online publishers to put together a bespoke summary of their audience to be used as a tactic to take their businesses further.

Q.4: Do you see other trends in the region that support growth in mobile Internet, as seen in Malaysia?

In the Philippines, we see a significant trend in which consumer electronics and technology websites are being accessed most on mobile devices.

With almost 40% of Filipinos polled saying they access the Internet from their mobile phones, we expect to see a steady increase in page views from mobile across more categories looking ahead - in line the increasing popularity of newly released smartphones such as iPhone 4S.

We believe that a majority of the online population across South East Asia are proactive in their consumption of new technology, and so with the gradual improvement in Internet connectivity across the region, introduction of low price point mobile devices and further development of mobile-friendly site content, the growth of mobile Internet is inevitable.

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