Social Networking Accounts for One Third of All Time Spent Online in Malaysia, Media Prima and Maybank Rank as Top Local Properties

Malaysians Spending 19 Percent More Time Watching Online Video in August versus Last Year

Kuala Lumpur, Malaysia, October 17, 2011 – comScore, Inc., a leader in measuring the digital world, today released the latest report on Internet usage in Malaysia including insights into the top online destinations, content categories and video viewing behaviors. The report found that Social Networking accounted for one third of all time spent online in Malaysia in August 2011, ranking as the top online activity for the market. The report also found that online video viewing continues to grow in Malaysia with the viewing audience climbing 8 percent in the past year, while average viewing minutes increased 19 percent, representing an additional hour of monthly viewing time.

“Social networking has become the central activity in Malaysians’ digital lives, accounting for 1 in every 3 minutes spent online,” said Joe Nguyen, comScore vice president for Southeast Asia. “Given its importance today, brands and marketers need to ensure that social media is addressed in their digital strategies – whether that means having a dedicated social media plan or simply monitoring consumer sentiment towards your brand.”, Media Prima Group and Maybank Group among Top Properties

In August, more than 11 million people age 15 and older accessed the Internet from a home or work location in Malaysia. Among this audience, 92.4 percent visited Google Sites, which ranked as the top online property for the market with 10.4 million visitors. ranked as the second most-visited property with nearly 9.9 million visitors, up 15 percent in the past year, as the social networking giant continues to attract more users.

Among local properties, classifieds destination ranked as the most visited with 2.5 million visitors in August. Media Prima Group, which includes (Harian Metro), (Berita Harian), and others, reached 2.2 million visitors. Maybank Group drew nearly 1.9 million visitors in August 2011, growing 20 percent from the previous year, as Malaysians continue to adopt online banking.

Top Online Properties by Unique Visitors
August 2011
Total Malaysia – Visitors Age 15+ Home/Work Locations
Source: comScore Media Metrix
Total Unique Visitors (000) % Reach
Total Internet : Total Audience 11,236 100.0%
Google Sites 10,381 92.4% 9,879 87.9%
Yahoo! Sites 8,231 73.3%
Microsoft Sites 7,222 64.3%
Wikimedia Foundation Sites 3,246 28.9%
WordPress 3,004 26.7% 2,528 22.5%
Media Prima Group 2,225 19.8% 2,170 19.3%
CBS Interactive 2,167 19.3%
VEVO 2,144 19.1%
NetShelter Technology Media 1,931 17.2%
Maybank Group 1,878 16.7% 1,842 16.4%
AOL, Inc. 1,835 16.3%

Social Networking Tops List as Most Engaging Online Activity

An analysis of how Internet users are spending their time found that Social Networking led as the most-engaging content category in Malaysia. In the past year, Social Networking has increased 5 percentage points to 32.1 percent of all time spent online as it becomes increasingly important in people’s daily lives and to digital marketing strategies.

A critical component of brands’ social marketing strategies is leveraging Facebook brand fan pages to reach fans and friends of fans with social media impressions. An analysis using comScore Social Essentials, comScore’s social measurement product, found that AirAsia and My.McDonalds managed to double the reach of Facebook brand impressions by reaching friends of fans. These findings highlight the importance of leveraging brands’ fan bases to extend the reach of their brands and deliver impressions at scale and without additional marketing expense.

Other top categories by share of time spent online included Entertainment (11.5 percent) and Portals, (11.0 percent). Instant Messengers and Email represented 5.3 percent and 4.2 percent of total minutes, respectively.

Top Online Categories by Share of Total Minutes
August 2011
Total Malaysia – Visitors Age 15+ Home/Work Locations
Source: comScore Media Metrix
% Share of Total Online Minutes
Total Internet: Total Audience 100.0%
Social Networking 32.1%
Entertainment 11.5%
Portals 11.0%
Instant Messengers 5.3%
e-mail* 4.2%

*Defined as web-based email.

YouTube Accounts for 67 Percent of All Videos Viewed in Malaysia

Online video viewing continues to be a growing activity in Malaysia. The total online video viewing audience grew to nearly 9.3 million viewers in August 2011, up 8 percent from the previous year. Growth in online video engagement was even more pronounced, as average minutes per viewer increased 19 percent to 6.2 hours in August 2011.

Google Sites ranked as the top video property in Malaysia with 8.8 million viewers and 457 million videos during August 2011 driven largely by, which accounted for 99 percent of viewers and videos to the Google Sites property. ranked second with 4.1 million viewers watching a total of 30.5 million videos during the month, while VEVO saw nearly 3 million viewers watch 26.5 million videos ranking as the third largest online video property in Malaysia.

Top Video Properties by Unique Viewers
August 2011
Total Malaysia – Visitors Age 15+ Home/Work Locations
Source: comScore Video Metrix
Total Unique Viewers (000) Videos (000) Minutes per Viewer
Total Internet : Total Audience 9,256 675,440 372.6
Google Sites 8,782 457,138 187.8 4,108 30,547 28.6
VEVO 2,983 26,458 37.8
Viacom Digital 1,553 6,545 17.7 830 8,279 65.2
Yahoo! Sites 775 8,020 29.3
Metacafe 602 4,947 32.5 416 944 26.6
Youku Inc. 377 3,165 50.7
Microsoft Sites 325 3,521 21.1

*Source: comScore

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