TNS: Malaysian Mil­len­ni­als Spend a Day a Week on Their Smart­phones

HWM (Malaysia) - - TELEPORT - HOT SHOTS -

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.

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