KUALA LUMPUR – comScore has announced major upgrades to MMX® Multi-Platform and Mobile Metrix® in Malaysia with the introduction of mobile consumer panel data. The introduction of Android mobile panel data expands comScore’s measurement of mobile audiences in Malaysia to enable more robust reporting of visitation, engagement and demographics, including new segments for age and gender.
“The introduction of mobile panel data is an important development in advancing digital audience measurement in Malaysia,” said Joe Nguyen, senior vice president, Asia Pacific at comScore. “As smartphones and tablets play an increasingly significant role in consumers’ lives, robust, unduplicated measurement across platforms and devices is critical for media buyers and sellers to plan and optimise their digital strategies. We have received strong support from the media and advertising industry in Malaysia, and continue to be committed to delivering quality solutions to the market.”
“As audiences’ media consumption continues to evolve, it is imperative to have a trusted, independent measurement source to provide granular, yet actionable data and insights, for advertisers, agencies and publishers to understand the complex multi-platform landscape,” said Serm Teck Choon, president of the Malaysian Digital Association. “We applaud comScore as the Internet audience measurement currency for Malaysia in providing the industry with a comprehensive, accurate online audience measurement framework.”
comScore MMX Multi-Platform and Mobile Metrix combine data from desktop and mobile consumer panels with data from the comScore census network. This approach provides an unduplicated, persons-based measurement of total digital reach. Further, comScore measurement continues to evolve to address consumers’ changing behaviours and new technologies. This includes the ability to measure and credit traffic from third-party apps and content distributors such as Facebook Instant Articles, to ensure publishers are able to consistently account for their digital audience across devices.
Top 10 Properties from Desktop and Mobile Devices in Malaysia
In April 2017, 50.5 percent of Malaysia’s total digital population of 18.8 million unique visitors/viewers accessed the Internet from both desktop and mobile platforms. 30.8 percent of the 13.7 million mobile users accessed exclusively via smartphones and tablets, making 22.5 percent of the total digital population ‘mobile only’. Google Sites ranked #1 with 15.5 million unique visitors/viewers, followed by Facebook with 13.9 million and Yahoo Sites with 7.9 million. Astro Group was the top Malaysian property, with a combined desktop and mobile audience of 7.5 million users, with 68.4 percent accessing digital content only via smartphones and tablets.
Top 10 Properties from Desktop and Mobile Devices in Malaysia Source: comScore MMX Multi-Platform | ||||
Rank | Property
| Total Unique Visitors/Viewers (000) | ||
Total Digital Population | Desktop | Mobile | ||
Total Internet: Total Audience | 18,792 | 14,566 | 13,723 | |
1 | Google Sites | 15,487 | 11,736 | 10,614 |
2 | 13,917 | 8,651 | 10,479 | |
3 | Yahoo Sites | 7,851 | 6,312 | 3,570 |
4 | Astro Group | 7,478 | 2,364 | 6,204 |
5 | Media Prima Group | 6,351 | 1,674 | 5,582 |
6 | Rev Asia | 6,261 | 919 | 5,897 |
7 | Microsoft Sites | 6,107 | 6,030 | 919 |
8 | Lazada Sites | 5,906 | 4,759 | 2,432 |
9 | TENCENT Inc. | 5,488 | 523 | 5,242 |
10 | Maybank Group | 4,628 | 3,796 | 1,779 |
Top Apps Visited from Mobile Devices in Malaysia
In April 2017, the top four mobile apps reached more than half of the total mobile app audience of 13.8 million unique visitors in Malaysia. WhatsApp Messenger ranked #1 with 9.8 million unique visitors, reaching 70.6 percent of the total mobile app population. Google Play followed closely with 9.7 million users and YouTube came in third with 8.3 million visitors. WhatsApp Messenger and Facebook accounted for the most total minutes within the top 10 apps, and represent nearly one-third of Malaysia’s total mobile minutes.
Top 10 Apps from Mobile Devices in Malaysia | |||
Rank | App | Total Mobile | |
Total Unique Visitors (000) | % Reach | ||
| Total Internet: Total Audience (Mobile App only) | 13,811 | 100.0 |
1 | WhatsApp Messenger | 9,753 | 70.6 |
2 | Google Play | 9,654 | 69.9 |
3 | YouTube | 8,251 | 59.7 |
4 | 7,744 | 56.1 | |
5 | mCent | 6,779 | 49.1 |
6 | Google Search | 6,471 | 46.9 |
7 | Facebook Messenger | 5,870 | 42.5 |
8 | 5,222 | 37.8 | |
9 | Gmail | 4,920 | 35.6 |
10 | 4,584 | 33.2 | |
This latest development in Malaysia expands comScore’s advanced mobile measurement solutions to a total of 13 markets across the globe. In the coming months, comScore will also introduce advanced mobile measurement in France as we continue to expand our global mobile measurement footprint.
comScore will share more details on this announcement at its launch event in Malaysia on 6 July 2017. To learn more about MMX Multi-Platform and Mobile Metrix, as well as the launch event, please contact us.
In photo is Joe Nguyen, senior vice president, Asia Pacific at comScore.
