TV and Internet go hand in hand

NIELSEN   DIGITAL CONSUMERS   ONLINE BEHAVIOR

Malaysia - Almost two thirds (71%) of Malaysians surveyed claimed to watch TV and browse the Internet simultaneously, the latest Nielsen Southeast Asia Digital Consumer report stated.

According to the survey, one out of ten (11%) consumers said they watched TV while accessing the internet on their mobile phone.

Luca Griseri, director of customised research, client services, Nielsen Malaysia said: "Findings show that in the U.S., when something happens on television, conversations about them are taking place online, via social media. This is another area we are excited to explore in Malaysia via our measurement tool, NM Incite. This tool converts consumers' online conversations and responses on social media platforms into meaningful metrics and impactful insights."

The study also looked at how consumers were engaging on the social networking sites. For 83% of the users most popular regular online activity was sending private one-on-one messages via social networking sites, 70% liked browsing on someone else's content while 69% of consumers frequently read people's comments about brands, products and services.  

It also looked at how social media was being a key source of information in purchase decisions with 69% of consumers stating they were reading comments about brands weekly and 45% saying they would post their views or reviews on products or brands on a weekly basis.

Griseri added that social media was changing the nature and impact of brand interactions as over the years consumers have begun to become more confident in terms of expressing their opinions and sourcing for information online.

The study also showed more than half (53%) of Malaysians surfed the internet of a daily basis with 35% going online several times a week.

The interviews for the Digital Consumer report were conducted in June and July 2011. A total of 1,321 interviews were completed among Malaysian consumers aged 15 and above who had accessed the internet in the previous four weeks, and were living in urban peninsular Malaysia.

________________________________________________________________________________________

Festival of Media Asia

The Festival of Media Asia is coming to Singapore in November in partnership with Marketing Magazine.

For speaker information and event details see the site festivalofmedia.com/asia