Malaysians active in brand interaction on social media : UM Wave 5

The most significant shift in social media in recent years is the ability of users to engage via mobile devices. This finding is particularly noticable among males of a higher socio-economic status.

The study also disproves the common perception that social media is dominated by a younger demographic. Although 38 per cent of social media users are in the 25-34 age bracket, the 35-44 age segment is fast catching up with 24 per cent of them using social media actively.

“New conversation tools are emerging daily, and companies must leverage on these developments by saying something meaningful,” says Prashant Kumar, CEO, Universal McCann Malaysia.

“Even traditional media is shifting to digital and it is imperative that at a minimum, brands must invest in social listening,” he adds.

Socialisation of brands is a major shift in how brands are communicating with consumers. The Wave 5 study reveals that 80 per cent of the respondents have visited an official company or brand website in the last six months.

“There is obviously a huge benefit to engaging consumers in the social space, but the challenge is to identify the type of social experience they want,” explains Kumar.

“We must understand consumer needs before we can create compelling and successful social media programmes,” Kumar believes.

Despite a noticeable drop in Europe, blogging in Malaysia has grown from 75.5 per cent in 2008 to 80.4 per cent this year.

The study also confirms that Malaysia ranks among the highest in the world in terms of managing a profile on an existing social network.

Visiting friends on a social network page is the top social media activity along with watching videos online.