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The Malaysian Mobile Market
The Malaysian Market
Population = 30.5 million
Mobile connections = 43.4 million
Mobile connection penetration =
142%
96% of the population own a mobile
device (unique users)
1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528
‘Mobile-First’ Country
71% of the population own a
smartphone
25% still own a feature phone
Just 35% of Malaysian
consumers own a
desktop/laptop
Approx 3h 37m spent on mobile
internet
The only country to spend over 3
hours per day on mobile2
Extreme mobile-first country1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528
2. How Southeast Asia Uses Smartphones - Feb 206 - http://www.emarketer.com/Article/How-Southeast-Asia-Uses-
Smartphones/1013595
Global Mobile Web Usage
Mobile web audiences are 2x larger than
mobile app1
Mobile web usage has grown 1.2% faster
than app over the past 3 years
The median browser usage has grown
61% in the past year compared to 51%
for apps1
1. Morgan Stanley, ‘Google, There's an App for that...the Browser’ - September 24, 2015 - http://linkback.morganstanley.com/web/sendlink/webapp/f/e49099bq-3pb2-g000-a9cf-
005056028001?store=0&d=UwBSZXNlYXJjaF9NUwBkMjYxMjIwMC02MDgwLTExZTUtOWNkYS0yYWVjNWZiMzM3MzU%3D&user=k8zaytx6tjb9-
610&__gda__=1569211381_ddff0a14f7abbe1454f722f9c78321fc.
Mobile is
Overtaking
Desktop
● There are 18 million mobile internet users
in Malaysia = 59% of the general
population
● 77% of the population use the internet
every day
● Web page views on mobile (48%) and
tablet (5%) = 52%
● Web page views on desktop = 48%
● KEY FACT: Mobile web page views
increased by 40% since 2015
● Desktop web page views decreased by
19% since 2015
We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528
Mobile Web is Huge
42% of smartphone users have
made a purchase on their
mobile.1
64% of all internet searches are
performed on a mobile/tablet.2
Only 36% of searches are
performed on desktop.
Mobile internet penetration rate
of 65% - expected to reach
100% by 2020.3
1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528
2. Mobile in Malaysia: A How-To for Every Business - November 2015 - http://apac.thinkwithgoogle.com/articles/mobile-
in-malaysia-how-to-for-every-business.html
3. Malaysians getting with the mobility programme, May 2016 - https://www.digitalnewsasia.com/mobility/malaysians-
get-mobility-programme-malaysian-smes-way-behind
The Rise of m-commerce
Almost half (47%) of Malaysians
use their smartphone to shop
online
Mobile commerce is bigger than
e-commerce
M-commerce is set to grow 300x
faster than e-commerce in
2016.2
Malaysia is the 3rd fastest
growing m-commerce market
in the world, after India and
Taiwan.31. Malaysian m-commerce booms, May 2016 -
https://www.warc.com/LatestNews/News/Malaysian_mcommerce_booms.news?ID=36764
64% of smartphone users are
under 30.1
52% of the population access
social media on their mobile.
43% of the population watch
video on mobile.2
34% play games on mobile.
47% use mobile map services.
35% of the population rely solely
on their smartphone for
internet access.11. VServ Smartphone User Persona Report 2016 - http://www.vserv.com/mapping-smartphone-usage-malaysia-
smartphone-user-persona-report-supr-2015-malaysia/
2. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528
Activities on Mobile
Mobile App Usage
Lowest number of app installs
per month of all SEA countries.1
On average, Malaysians use 6.1
apps a month
Instant Messaging - Facebook
Messenger, WhatsApp
77% of people use messaging
apps daily2
Social Media
Gaming1. Global Media Consumption, Decision Fuel, February 2014 -
http://info.inmobi.com/rs/inmobi/images/Global%20Mobile%20Media%20Consumption%20Wave%203%20Report.
2. TNS Global - Connected Life Study - October 2015 - http://dazeinfo.com/2015/10/09/facebook-whatsapp-wechat-
usage-malaysia-us-uk-china-instant-messaging-report/
Decent connection speeds mean fast
web browsing on the move
Mobile web browsing is overtaking
desktop browsing - 48% of web page
views come from mobile devices
and growing
M-commerce is huge - shoppers use
the mobile browser to research
information and pricing, which is
easier on mobile web
Malaysians do not download as much
apps as other SEA countries 1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528
How Does Mobile Web Win?
About AdSpruce
AdSpruce is a mobile video ad tech company which
specialises in providing mobile web advertising solutions
for advertisers and publishers.
AdSpruce enables publishers to maximise revenue from
their mobile inventory by providing an industry-first mobile
web Ad Development Kit (ADK) that integrates video
advertising across video inventory. The AdSpruce mobile
web ADK provides the first solution for trackable pre-roll
advertising on feature phones and a variety of ad spots on
smartphones and tablets. With mobile web audiences
more than twice larger than app audiences and growing
even faster (Morgan Stanley, 2015), AdSpruce focuses on
delivering the best possible ad experience across all
mobile browsers. From low-bandwidth phones in emerging
markets like Vietnam, Indonesia and India to 4G
smartphones in New York, London and Singapore,
AdSpruce can provide the highest possible video
advertising quality and experience.
Founded in 2011, AdSpruce has delivered millions of video
adverts for some of the world’s biggest brands including
Microsoft, IBM, Disney, Coca Cola, Vodafone, BBC and
BMW.
Delivering brand performance
Kapil Sampanthan
Business Development Director
Email: [email protected]
Skype: kapil.sam1
adspruce.com
