GLOBAL DIGITAL
FUTURE IN FOCUS
Malaysia Perspective
Jonah Ken Tan
VP, south-east Asia
[email protected]
Quiz1: What do these countries have in common?
• Hint: think mobile
•
Source: Google DoubleClick, June to August 2014
Click-through rates across static image, flash and rich media formats
© comScore, Inc. Proprietary.
2
THE DIGITAL
LANDSCAPE
IS MORE
GLOBAL
THAN EVER
©comScore |
3
‘NON-US’ HAS SOARED
IN SIGNIFICANCE
In the 20 years since 1996, the proportion of non-US internet users
measured by comScore has increased from 34% of the global desktop
population to 89%
1996
GLOBAL
Global non-US
internet users
2016
89%
©comScore | Source: comScore MMX, June 2016 |
4
APAC & EMEA DELIVER
THE MAJORITY OF GLOBAL
DESKTOP USERS
Over three quarters of desktop internet users are located in the two
largest regions, with North America and Latin America almost reaching
parity with one another
12%
GLOBAL
% of Global Desktop Audience
33%
12%
33%
10%
45%
10%
45%
©comScore | Source: comScore MMX, June 2016 |
5
MALAYSIA: CHINESE USERS SHOW DISPROPORTIONATE
SHARE OF MINUTES
Malay & Bumi
Chinese
Indian
Other
27.2%
33.3%
% users
% total minutes
Source: comScore MMX, Malaysia, October 2016
6
AVERAGE MINUTES PER USER FOR AGE / ETHNICITY
GROUPS
Malay & Bumi
Chinese
Indian
Other
2000
1500
1000
Source: comScore MMX, Malaysia, October 2016
55+
45 – 54
35 – 44
25 – 34
15 – 24
55+
45 – 54
35 – 44
25 – 34
15 – 24
55+
45 – 54
35 – 44
25 – 34
15 – 24
55+
45 – 54
35 – 44
25 – 34
15 – 24
500
7
A MULTIPLATFORM
WORLD HAS
CHANGED HOW
WE USE DIGITAL
THROUGHOUT
OUR DAY
©comScore |
8
EACH PLATFORM ENJOYS
‘PEAK’ DAYPARTS
When looking at the percentage of each platform’s daily impressions by
hour, desktop is more evenly distributed, while smartphones and tablets
generate more distinct morning and evening peaks
% of each platform’s average
daily impressions by hour
UK
TABLET
DESKTOP
PHONE
LATE NIGHT
12am – 7am
EARLY MORNING
7am – 10am
DAYTIME
10am – 5pm
EARLY EVENING
5PM – 8pm
PRIME
8pm – 12am
©comScore | Source: comScore custom data, October 2016 |
9
GLOBAL DESKTOP AUDIENCES
ARE STILL GROWING
Despite the explosive growth of smartphone and tablet platforms,
desktop audiences remain better than stable, showing incremental
growth in all regions
Desktop Unique Users
GLOBAL
2
+ %
EMEA
1
+ %
North
America
4
+ %
4
+ %
Global
APAC
+
11%
LATAM
©comScore | Source: comScore MMX, June 2016 |
10
GROWTH IN TOTAL DESKTOP AUDIENCE CONTINUES IN MY
ALBEIT SLOWLY
QUIZ 2: HOW SLOW?
+1%
Jan 2016
Jan 2017
Source: comScore MMX, Indonesia, Jan 2017
11
MOBILE DOESN’T
CANNIBALISE
DESKTOP, ADDS
INCREMENTAL TIME
AND AUDIENCES
©comScore |
12
MOBILE BOOSTS DIGITAL
MINUTES, DOESN’T
CANNIBALISE DESKTOP
Total minutes on desktop have remained largely flat in the past 12
months, but the impact of mobile is dramatic, adding incremental
digital time and opportunity
Total minutes
Desktop
+134%
Mobile
Minutes
CANADA
Mobile
+283%
+186%
Minutes
Minutes
BRAZIL
UNITED KINGDOM
©comScore | Source: comScore MMX Multi-Platform, June 2016 |
13
The majority of consumers use mobile to complement desktop
usage, but mobile adds incremental audiences that are not active
on desktop. Of the selected markets featured, Spain and Brazil
especially demonstrate that this is already a significant factor
MOBILE HAS ADDED
USERS WHO ARE NOT
ACTIVE ON DESKTOP
% incremental users added
to desktop by mobile
+8%
GLOBAL
Canada
37%
+7%
UK
29%
+25%
+37%
+11%
Japan
Spain
USA
+22%
22%
China
+29%
14%
Brazil
+12%
Argentina
7%
©comScore | Source: comScore MMX Multi-Platform, June 2016 |
14
TOTAL DIGITAL
POPULATION IN MALAYSIA
Malaysia enjoys one of the highest mobile digital population in Asia
TDP 19.2m
Total Desktop
14.5m
Total Mobile
13.7m
5.4m DESKTOP ONLY vs 4.6m MOBILE ONLY
MMX Multi-Platform Jan 2017
TRACKING AD
VERIFICATIONS IS
PARAMOUNT TO
UPHOLD YOUR
CAMPAIGN INTEGRITY
PLS NOTE THIS SECTION IS NOT COVERED IN THE
WHITE PAPER
©comScore |
16
Overall average APAC in-target rate is 47%, with variance
seen across product categories
Q4
2016
% In-Target: Overall and by Select Advertiser / Product Category
Source: comScore vCE Benchmarks, Q4 2016, APAC
100%
49%
49%
47%
Overall
norm: 47%
46%
43%
42%
0%
FINANCE
RETAIL
CPG
AUTO
MEDIA /
ENTERTAINMENT
HEALTH
17
In Malaysia, 50% of ads are delivered in target
Q4
2016
In-Target Benchmarks
Malaysia: 50%
18
Global Normative Data on Viewability and Invalid Traffic
© comScore, Inc. Proprietary.
Q4
2016
19
QUIZ3: WHICH OF THE FOLLOWING IS A COMSCORE
REPORT IN MY?
Answer: A, B or Both?
©comScore |
20
THANK YOU
[email protected]
WWW.COMSCORE.COM/INSIGHTS/PRESENTATIONS-AND-WHITEPAPERS/2016/2016-GLOBAL-DIGITAL-FUTURE-IN-FOCUS
©comScore |
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