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Even as online video consumption skyrockets in countries like China, other Asia-Pacific markets like Malaysia are adopting the medium at slower pace, with TV maintaining an important role in consumers’ daily time spent with media.
According to data from ZenithOptimedia investigating the online video consumption habits of viewers in Malaysia, time spent watching online video will see a slight decrease between 2015 and 2017. Viewers are expected to watch 46 minutes of online video in 2017, whereas viewers watched 48.5 minutes in 2015.
ZenithOptimedia is not alone in suggesting viewers in Malaysia, even in younger age groups, are somewhat ambivalent about online video. A separate study from Epinion, investigating the types of digital, offline TV and video content viewed by young adult internet users in Malaysia, found offline TV was the most popular medium, mentioned by 40% of respondents. YouTube, by way of comparison, was mentioned by only 27% of respondents.
One reason for the continued popularity of offline TV as compared to online video may be a persistent gap in device usage between Malaysia’s more sophisticated urban centers and its less-connected rural areas.
A 2014 examination of the share of households with desktop, laptop and tablet access among different states in Malaysia by the country’s Department of Statistics found that more urbanized regions around Kuala Lumpur, Putrajaya and Labuan had access rates of 70% or more for laptops. At the other end of the spectrum, laptop access in more rural states such as Kelantan was less than 40%.
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