Malaysian Internet Usage Driven Primarily By People In Central Region

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7th October 2010, 03:29pm - Views: 1300





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MEDIA RELEASE PR41643


Malaysian Internet Usage Driven Primarily by People in Central Region


KUALA LUMPUR, Malaysia, Oct. 7 /PRNewswire-AsiaNet/ --


comScore Expands Segmentation Capabilities in Malaysia to include Geographic Region-Based Reporting


comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the availability of

geographic region-based reporting in Malaysia, further enhancing comScore's segmentation capabilities within the

market. The new regional reporting gives advertisers, publishers and agencies increased insight into Internet usage

across six regions within the country including the Central, Southern, East Coast, Northern, Sabah and Sarawak

regions.



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"The ability to segment Internet users by geographic region provides an additional level of audience granularity for

the industry," said Joe Nguyen, comScore vice president for Southeast Asia. "Often regions within Malaysia

vary dramatically in their demographic composition and online behaviors, including content consumption and brand

loyalty, making regional audience metrics an important part of media planners' toolkits."


Visitors from the Central Region Account for More than Half of Time Spent Online in Malaysia

August data revealed that the Central region, which consists of Negeri Sembilan, Selangor and Kuala Lumpur, led

as the most dominant region for online usage, accounting for 54.4 percent of the total Internet audience, 51.3

percent of pages consumed and 52.6 percent of minutes spent online in the country. Visitors in the Northern region

-- which includes Kedah, Perak, Perlis and Pulau Pinang -- accounted for nearly 15 percent of visitors and more

than 16 percent of total pages consumed and minutes spent. The Northern region was also home to the most-

engaged users in August, with an average visitor from this region spending 16.6 hours online during the month and

consuming an average of 1,392 pages.


Regional Breakdown in Malaysia

August 2010

Total Malaysia Internet Audience*, Age 15+ - Home & Work Locations

Source: comScore Media Metrix

    

                               %                              Average

                         Composition       %           %      Minutes  Average

                            Unique   Composition Composition    per   Pages per

                           Visitors      Pages      Minutes   Visitor   Visitor

Total Audience            100.0       100.0       100.0     15.2    1,234

Region in Malaysia

Central Region         54.4        51.3        52.6     14.7    1,164

Southern Region        14.9        15.9        15.3     15.6    1,324

East Coast              4.0         4.1         4.1     15.7    1,278

Northern Region        14.9        16.8        16.2     16.6    1,392

Sabah                   5.9         6.0         6.2     15.9    1,238

Sarawak                 5.9         5.9         5.6     14.3    1,216


    *Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.


Online Behaviors Vary by Region

An analysis of select online site content categories in Malaysia found that visitor trends varied considerably by

region. Online users in the Sabah region were 28 percent more likely to visit a Travel site than an average

Malaysian Internet user, while visitors in the Sarawak region were 48 percent more likely to frequent a Gambling

site. Online users from the East Coast region were most likely to visit the Newspapers category (index of 122),

while Southern region visitors were 12 percent more likely to frequent online Personals sites. Social Networking

and Retail demonstrated more balanced visitation with an index near 100 across all regions.


Regional Profile of Visitors to Select Content Categories

August 2010

Total Malaysia Internet Audience*, Age 15+ - Home & Work Locations

Source: comScore Media Metrix

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Composition Index Unique Visitor by Region**

    

     Region         Travel    Retail      Online   Gambling

                                          Games

    Central

     Region           102        99         93         86

    Southern

     Region            93       102        106        115

    East Coast         71       100        104         86

    Northern

     Region            89        99        109        116

    Sabah             128        96        116        115

    Sarawak           117       105        104        148

    

    

    

    

                Composition Index Unique Visitor by Region**

    

    Region             Social    Personals    Banking   Newspapers

                     Networking

    Central

     Region               100        106         106          100

    Southern

     Region                99        112          94           96

    East Coast            102         81          89          122

    Northern

     Region               101         77          90          109

    Sabah                 101        104         107           97

    Sarawak                98         85          91           76

    


*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

**Composition Index = % Composition of Visitors to Category /% Composition of Total Malaysian Internet Audience

X 100; Index of 100 indicates average representation.


About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of

digital marketing intelligence. For more information, please visit http://www.comscore.com/companyinfo.


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SOURCE: comScore, Inc.


CONTACT: Sarah Radwanick of comScore, Inc., 

+1-206-268-6310,

press@comscore.com


To view this and other AsiaNet releases please visit http://www.asianetnews.net






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