In June 2009, 9.3 million people in Malaysia above age 15, spent an average of nearly 14 hours online and accessed 1,066 pages of content, according to comScore.
|Top Malaysian Internet Properties in Malaysia Based on Unique Visitors
Total Malaysia Internet Audience*, Age 15+ – Home & Work Locations
|Total Unique Visitors (000)||% Reach||Average Minutes per Visitor|
|Total Internet : Total Audience||9,320||100.0||826.8|
|Star Publications (M) Bhd||768||8.2||17.2|
The figures are obviously limited and extrapolated, considering they have excluded those under 15 and “visitation from public computers such as Internet cafes or access from mobile phones or PDAs,” leaving a chunk of numbers out. The media websites claim much higher numbers of uniques than comScore. Unfortunately, comScore’s numbers are the only published monthly metrics we have in Malaysia.
comScore also ranked the most visited Internet properties in Malaysia:
1. Google: 7.1 million visitors, reaching nearly 76 percent of the online population.
2. Yahoo!: 6.4 million visitors (69 percent reach)
3. Microsoft Sites: 4.7 million visitors (50 percent reach).
4. Friendster: 3.2 million visitors
5. Facebook: 3.1 million visitors.
Highlights from IDC’s Digital Marketplace Model and Forecast:
1. The number of mobile devices accessing the Internet will surpass the number of online PCs by 2012.
2. Users will access the Internet through more than 1.5 billion devices worldwide in 2008, including PCs, mobile phones, and online videogame consoles. By 2012, the number of devices accessing the Internet will double to more than 3 billion, half of which will be mobile devices.
3. China passed the US in 2007 to become the country with the largest number of Internet users. China’s online population is forecast to grow from 275 million users in 2008 to 375 million users in 2012.
4. Nearly half of all Internet users will make online purchases in 2008. By 2012, there will be more than 1 billion online buyers worldwide making business to consumer (B2C) transactions worth US$1.2 trillion. Business to business (B2B) eCommerce will be ten times larger, totalling US$12.4 trillion worldwide in 2012.
5. Worldwide spending on Internet advertising will total US$65.2 billion in 2008, which is nearly 10% of all ad spending across all media. This share is expected to reach 13.6% by 2011 as Internet ad spending grows to US$106.6 billion worldwide.
6. Roughly 40% of all Internet users worldwide currently have mobile Internet access. The number of mobile Internet users will reach 546 million in 2008, nearly twice as many as in 2006, and is forecast to surpass 1.5 billion worldwide in 2012.
7. The most popular online activities today are searching, finding information for personal use, using Internet email, accessing news and sports information, and accessing financial or credit information. More than 50% of online users worldwide are using instant messaging and playing online games. The fastest growing online activities include accessing business applications, creating blogs, online gambling, accessing work-related email, and participating in online communities.
8. Among mobile Internet users, the most popular online activities are searching, accessing news and sports information, downloading music, videos, and ringtones, using instant messaging, and using Internet email. By 2012, downloading music, videos, and ringtones will become the number one activity among mobile Internet users worldwide.
"The Internet will have added its second billion users over a span of about eight years, a testament to both its universal appeal and its availability," said John Gantz, chief research officer at IDC.
The report states that Internet users will move from just searching, shopping, and sending email to watching user-generated videos, posting blogs, and participating in social networks. The latter will create new opportunities and challenges for online advertisers seeking to monetize the Internet experience.
The predictions for 2008 are starting to come in.
China’s online advertising market is projected to exceed 10 billion yuan (US$1.3 billion) in 2007, a 114.6 per cent rise over last year, according to Nielsen.
Online advertising revenues touched 870 million yuan, expanding the market size to 7.5 billion yuan in the first 10 months and is expected to accelerate in the coming months as the 2008 Beijing Olympics nears.
China’s online advertising is said to have grown “higher than that of broadcasting advertising and magazine advertising.”
- Sina, Netease, QQ, and Sohu, China’s four largest Internet portals, were big gainers with their total advertising incomes exceeding US$100 million for the first time in the third quarter of the year.
- Entertainment and fast consumable products makers overtook financial and property firms as the largest spenders on web advertising.
- Apart from brand logo advertising and pay-per-click search engine, new ways being explored are video ads, game ads and blog ads, among others.
– US online ad spend in 2007 is expected to reach US$20 billion, up 26 per cent in the first three quarters, according to an Interactive Advertising Bureau (IAB) report.
In an earlier prediction (Aug, 2005), WPP’s Martin Sorrell told the Times, that China China will overtake all advertising markets save the US within three years.
He said the rise of the Chinese market reflects the “two-paced”nature of the advertising industry, with slower growth in mature markets and rapid expansion in the Far East, Central Europe and Latin America. At the time, China was ranked the sixth, after the US, Japan, Britain, Germany and France.
On the news front, Followmedia.com’s Philip Stone sums it up:
“The basic view for the newspaper industry in 2008 (as given at UBS Media week presentations Tuesday) is that newspaper print advertising revenue will continue to fall, that newspaper internet revenue will continue to climb, that combined the total revenue will still continue to decrease, and the only real question is by how much?
“Even the Newspaper Association of America (NAA), the trade group for US newspapers, admitted in its presentation that 2008 will continue to be a down print year. It conservatively forecasted that total US newspaper revenues would drop 1.2% next year, but it got to that figure by estimating that print revenues would fall by 2.9% while digital revenues would increase by 22% giving the net effect of down 1.2%.
“Trouble with that, of course, is that based on what has happened so far this year, and the NAA’s own outlook for the economy for next year, that print down of just 2.9% does not really seem to be in the ball park, let alone off a bit.”
Stone cited Belo’s chairman Robert W. Deckherd who stated that although TV revs were up (2.2%) for the first nine months of 2007, news revs were down 9%. But the two divisions did have one thing in common – very strong and increasing digital revenues.
“At television the Internet revenues were up 40% over a year before and now represent 3.5% of television’s total revenue compared to the 2.6% a year before. And at the newspaper division, Internet revenue was up 21% over the year before and made up 8.9% of total newspaper revenue through the nine months compared to 6.6% for last year. And digital seems to be on a roll making up 9.4% of Q3 revenue.”
“And what’s driving digital? Deckherd said that in the first nine months of 2006, there were 145,000 video streaming requests versus 2.2 million video requests for the same period this year.”
Other woes for 2008: Even assuming no recession, consumers will continue to be challenged by housing, the credit crunch and energy prices which will translate to poorer ad numbers.
Gannett, McClatchy and Washington Post all reported a poor 2007, with some hope in broadcast revs from the 2008 elections. The Post has gone so far as to re-define itself as an education company first rather than a media company, due to its higher revs from its Kaplan unit.
The credit squeeze has begun to slice off earlier projections, but Internet ad spending continues to rise.
eMarketer projects online ad spending to reach US$42 billion by 2011, more than doubling from the estimated US$21.4 billion this year.
Those numbers are slightly down from eMarketer’s previous estimates of US$21.7 billion in spending for 2007 and US$44 billion for 2011.
Under the revised projections, online ad spending for 2007 is expected to increase 26.7 percent from the US$16.9 billion spent last year.
By contrast, advertising spending on all media is only expected to increase 2.1 percent.
“Don’t expect any large growth in total media,” eMarketer’s David Hallerman told InternetNews.com. “The shift away from traditional media is accelerating.”
Hallerman cautions that percentage growth changes can be deceptive, as they are bound to taper off as an industry builds mass.
While “Internet’s total growth is going to be decelerating,” he said, the digital share of the advertising pie will continue to grow for the foreseeable future. Hallerman offered no predictions on how large that share will become down the road.
The study found that search advertising will remain the strongest of digital ad spending through 2011, holding steady around 40 percent. Spending on display ads also is projected to remain at around 20 percent, followed by online classified spending at about 17 percent.
The biggest proportional gainer will be rich media, driven by video ads, which is expected to jump from 8 percent this year to 13 percent in 2011.
Hallerman admitted that eMarketer’s estimates may be conservative in areas where businesses models are still developing, and said he expects to revise his projections in rapidly developing sectors like video.
“I think we’re going to see some of the largest growth in video ads on televisions stations’ Web sites,” he said.
Nielsen/NetRatings will be using Total Time Spent as a primary measure versus the old pageview to gauge the popularity a website.
The switch will be in favour of sites that stream video ala YouTube and use AJAX for constant updates as in a live scoreboard.
“Total minutes is the most accurate gauge to compare between two sites. If [Web] 1.0 is full page refreshes for content, Web 2.0 is, ‘How do I minimize page views and deliver content more seamlessly?’” said Scott Ross, director of product marketing at Nielsen’s.
For example, MySpace may have 10 to 11 times more page views than YouTube, but myspace.com users spend only three times more minutes on the site, Ross added.
Total Time Spent will make it easier for advertisers to mould their ads to how users are actually accessing content, he said.
“On YouTube there will be more ads flowing in based on duration (on videos),” he said. “The more time I spend on YouTube … [advertisers] will figure out a way to monetize that.”
Nielsen/NetRatings will still report page views as a secondary metric, but will champion minutes if you are comparing two sites. The change will affect the rankings of some companies immediately, Ross said.
For example, AOL will get a boost because of time spent on its popular instant messaging application, while Yahoo and MSN likely would maintain their current rankings, but Google will probably ratchet down because its users don’t usually spend much time there, according to Ross.
Meanwhile, Followthemedia’s Philip Stone suggests that news sites might stuff their pages with more videoclips instead of carrying jumps:
NYTimes.com would still remain number one with 12.535 million visitors spending an average 27:34 minutes on the site giving it more than twice the time than any other newspaper web site. But when the rankings are based on the number of visitors multiplied by the average time they spend on the site then USAToday, currently second, change places with washingtonpost.com, currently third.
The Los Angeles Times site, currently fourth in the rankings based on visitors alone would drop to ninth based on the average time each visitor spent on the site; Boston.com, currently fifth in page views moves up to fourth when time is taken into account and The Wall Street Journal site, currently sixth based on visitors, moves up a notch to fifth when the time ranking is used.
So now editors need to change direction and organize their site around keeping visitors there for as long as possible. It won’t matter if they have call up four pages to read a long story – that can now be sprawled on just one page – but now editors will want to ensure they have the one or two minute video to go along with that story so that by getting the complete multimedia story people linger on the site.