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Report reveals Mobile Internet users in Southeast Asia are young

A report that was published recently reveals that mobile internet users in Southeast Asia(SEA) are young. Vserv.mobi, a Global Mobile Ad network, released The Mobile Internet Consumer Report – Southeast Asia 2013, developed together with The Mobile Marketing Association (MMA).

The report provides a regional and country-specific insight into mobile internet usage across six Southeast Asian countries namely, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

The-Mobile-Consumer-SEA-vser-mma

The report aims to provide media planners and brand advertisers with useful Mobile Internet audience insights, to enhance their reach to the right target audience across this fast-growing region.

Specific insights on Malaysia include:

Demographic Profile

  • Only one out of eight mobile internet users in Malaysia belong to the youngest age group (less than 18 years)
  • Majority of mobile internet users in Malaysia hold diplomas or are undergoing undergraduate studies
  • Malaysia has one of the highest proportion of full-time employees in the mobile internet user base in Southeast Asia (46%)

Consumption Habits

  • In order of popularity, the type of content consumed by mobile internet users in Malaysia is similar to that of a typical Southeast Asian user. However, the number of users downloading  games and apps (59%) is relatively lower than Southeast Asia average
  • The penetration of consumer durables is the lowest in Malaysia (29%)
  • The penetration of computers (37%) and tablets (29%) is on par with the Southeast Asia average

Overall insight on SEA:

  • More than half of mobile internet users are generally young; below 24 years of age
  • More than a third possess graduate and postgraduate degrees
  • Over 70% of users are working professionals, with a high spending power that includes frequent visits to restaurants, shopping malls & movie theatres
  • Mobile Internet users are content and information hungry, often turning to mobile advertising to fulfil these needs
  • Consumers love mobile ads that provide downloadable content (55%), followed by those that help discover great deals (42%)
  • Apps and games are the most downloaded form of content followed by, videos and music


Check out the reports for Malaysia and SEA below:


The Mobile Internet Consumer report produced by MMA and Vserv.mobi is based on a primary survey of over 3,000 mobile web and app users. The two-week long survey was conducted in – July 2013.

About Kugan

Kugan is the founder of MalaysianWireless. He has been observing the mobile industry since 2003. Connect with him on Twitter: @scamboy