Mobile vs Desktop Users in Malaysia
Is this an indication that up to 20% of your online sales are made via mobile devices ?
Smartphones
Malaysia is a country with relatively high mobile phone penetration rate at about 137%, so it is not surprising that smartphone adoption is growing rapidly here.
Following is the summary from selected sources:
(a) GfK Asia: “The markets with deepest smartphone penetration are Malaysia and Singapore where levels have already reached a high of 88%” (2012, source)
(b) Nielsen: “Malaysia smartphone penetration rate is at 27%” (2012, source)
(c) McCann: “Almost 60% of the total Malaysian population will own a smartphone in two years” (2013, source)
As for the vast disparity between GfK and Nielsen report, I tend to agree with both Nielsen and this unscientific research in which it is more logical that smartphone penetration rate in Malaysia is around 30%. It could be a tad higher now in 2014 since Malaysia government has provided incentives to increase smartphone use among the youth.
Based on current growth rate, it is hard to disagree with McCann’s projection that smartphone penetration rate in Malaysia will reach 60% in 2015.
Tablets
Together with smartphone, tablet is also one of the main contributing factors to the 20% mobile traffic.
According to Ericsson ConsumerLab, “tablet penetration stands at 9% of the country’s population, with potential to grow up to 29% in future” (2012, source).
Users consume tablet differently from smartphone so it is difficult to argue that users will prefer to shop on tablet compared to smartphone.
Malaysians behaviour on mobile devices
From the chart above, Malaysians top 3 activities on smartphone are (in this order):
– SMS – 91%
– Browse Internet – 71%
– Social Network – 69%
It is hard to argue that SMS usage will decrease in the future due to the adaption of instant messaging.
From the chart above, Malaysians top 3 activities on tablet are (in this order):
– Browse Internet
– Upgrade current device
– Apps Usage
It shows that tablet users browse the internet more compared to smartphone, while smartphone users are using instant messaging more often in smartphone.
The Million Dollar Question : Which is the best way to reach out to mobile users as an online retailer?
Based on the smartphone and table user usage behaviour in Malaysia, users browse Internet on mobile devices more than using mobile applications. Therefore, it makes better sense to prioritize having responsive design (for both smartphone & tablet) before mobile application.
Furthermore, it is challenging to market and distribute your commerce-oriented mobile application if you don’t have a strong brand and pulling power yet.
However, the ability to send users notifications is the main advantage of mobile app. Therefore, it is not surprising that bigger online retailers are using mobile app to engage with their loyal customers. Conversion rates could be higher too on mobile app as compared to those coming from web.
Are Local Business Owners in Malaysia ready for mobile traffic to increase their online sales?
Mobile commerce is here and will continue to grow, something that local businesses cannot afford to ignore. Mobile web design and mobile marketing are a whole new ballgame. It is important to keep all of these factors in mind if you are to build an effective mobile website.
To get the most out of your mobile design, contact the professionals, LocalMobileWebSolutions. We can be reached by phone, at 017-7797986, or contact us here.
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