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TNS: Malaysian Millennials Spend a Day a Week on Their Smartphones
The arrival of smartphones changed the way that society conversed and addressed the world. In fact, research conducted by Connected Life found that the average millennial (those between the ages of 16 and 30) in Malaysia spent an average of 3.8 hours per day on their mobile devices. To put it into perspective: that's an average of 27 hours per week, or 58 days of the year.
The research breaks down the figures even further, suggesting that Malaysian millennials divide their time between browsing social media platforms, watching videos (we're guessing mostly on YouTube), and doing their shopping via some of the more popular online shopping stores. Brands big and small have started to notice this trend in the millennials, and have also began focusing their reach to this group via their respective shopping channels.
“As mobile penetration increases in Malaysia, it's tempting for brands to direct all of their energy towards digital strategies. The amount of time millennial Malaysians spend on mobile is a good sign that this is the right approach. However brands need to be mindful of the rest of their audience. Despite becoming more mobile-savvy, older generations are still fond of traditional media such as TV, therefore a tiered marketing strategy, reflecting where the spending power actually sits, may be more appropriate,” MC Lai, Managing Director of TNS Malaysia, said on the trend.