Malaysia has witnessed many great changes in the last decade, from demographic shifts to media consumption habits. In order to keep track with the “now” and strategise on what is the “next”, data from a decade ago (or the oldest data available) has been analysed to build our understanding on what was “then” and its changes.
Understanding the “then.” Build understanding on how media consumption and the advertising landscape have changed in the last decade.
Keep track of the “now.” Know how consumers are consuming media today and where advertisers are spending their money.
Looking at what’s “next.” Build your next strategy and identify opportunities by recognising what is likely to come.
This year we’ve looked at the results a bit differently. Whilst the report still has the same breadth of information and year on year comparison, in this edition we’ve looked into the key trends and changes over the last decade, so we can see how Malaysia has developed. We’ve also included some key metric comparisons to our neighbours, Singapore and Indonesia.
Malaysia has also witnessed the ripple effect of technology evolution in the media & entertainment industry in the last decade, with the magnification of internet penetration being the cornerstone to these changes. As of 2019, past week internet usage is at 80% and smartphone ownership at 84%, rapidly rising from 25% and 1% in 2010 respectively.
Advancement in technology and internet coverage has created a plethora of choices and media formats for consumers where in 2019 alone, we see that only 19% of Malaysians are consuming traditional media while a 81% majority consumes a combination of both traditional and digital media. Today, advertisers have more media options than ever before to reach their target consumers and the power integrated media planning is not to be underestimated.
Traditional media (TV, outdoor advertising and in-store media) continue to reach at least 4 in 5 Malaysians. In 2019, 81% of Malaysians aged 15 years and above still use both traditional and digital media. E-commerce grew by 7% between 2016 and 2019. Appeal of physical stores remains strong, with 87% of consumers having visited hypermarkets, supermarkets, departmental stores or mini markets in the past month. Internet penetration is considerably ahead of Indonesia and not far behind that of Singapore. Whilst Digital Media is strong, Traditional media in Malaysia is holding its own when compared to our neighbours.
The full report of Nielsen 2019 Media Landscape Report covers:
- Overview of Malaysian consumers in the last decade – includes demographic changes from Nielsen Consumer & Media View (CMV) and The Conference Board Consumer Confidence Index (CCI), done in collaboration with Nielsen.
- Media Consumption Behaviour – changes in reach in the last decade, including an overview of what’s happening in 2019.
- Advertising Expenditure – changes in the advertising landscape in the last decade, including an overview of what’s happening in 2019.
- Print – readership, how news consumption differs between generation, advertising opportunities, advertising expenditure (ADEX) trend in the last decade, top categories & advertisers.
- Radio – reach, profile, advertising opportunities, advertising expenditure (ADEX) trend in the last decade, top categories & advertisers
- Television – viewing trend, popular program genre, advertising opportunities, top categories & advertisers.
- Outdoor Advertising – reach, profile, advertising opportunities.
- Cinema – reach, profile, advertising expenditure (ADEX) trend in the last decade, top categories & advertisers.
- Digital Media – reach, profile of internet users, growing internet activity trend, cashless payment growth.
- Shopping Habits – profile of e-commerce and in-store buyers, e-commerce purchases, in-store media ADEX and top advertisers.
Get the full report here.