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10PM: the golden hour to tap M'sian consumers

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A recent study by Outbrain revealed that consumers in the Asia Pacific region prefers to access to content at night and via their mobile devices. In Malaysia specifically, content access peaks at 10.00pm.Football tops the category of content accessed by Malaysian users. Football buffs are probably hyped to search information at that time considering most matches are aired live at night here in Malaysia due to time differences. Apart from that, night is also the time where Malaysian users access to music and read on celebrities. Lifestyle content is greatly received at night here in Malaysia.According to Anthony Hearne, regional director, Outbrain Southeast Asia & India: “Many are departing onto the content marketing train but not many recognise that consumers are in full control of the content they receive and consume. It is time that the industry gets smarter and direct content to relevant audiences according to consumption statistics. The trends we share through this research are to help achieve that.”Asia is a huge market to tap into where opportunity varies and digital ad spend growth is also promisingly increasing. Going portable by creating content that is user friendly on various handheld devices is foreseen would receive more response due to mobility. 

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