A joint survey by U.S. research firm Nielsen and Videology, a global leader in video advertising, reveals that within Southeast Asia, the number of people owning multiple IT products is increasing, and internet usage time is also growing significantly.
The study analyzed digital product consumption trends and digital video usage among men and women aged 16 and older in six major Southeast Asian countries (Malaysia, Indonesia, Singapore, Thailand, the Philippines, and Vietnam) and India.
■Increased Usage Time and Willingness to Spend
The Philippines recorded the longest weekly internet usage time at 26 hours and 42 minutes. This was followed by Singapore (25 hours and 12 minutes), Thailand (23 hours and 30 minutes), and Indonesia (23 hours and 12 minutes). Consumers in Malaysia (20 hours) and Vietnam (15 hours) spent less than the regional average of 22 hours, but still averaged over 2 hours per day.
The trend of simultaneously using multiple IT products is also accelerating. In all countries except Singapore (87%), over 90% of respondents reported "using two devices at the same time." In Malaysia, where the rate exceeded 90%, planned IT product purchases within the next year showed significant spending intentions: smartphones at 95% and laptops at 93%.
■Internet TV also popular
Internet TV penetration was highest in Thailand at 76%, followed by the Philippines (71%), Indonesia (68%), Vietnam (67%), and Singapore (62%), with Malaysia having the lowest rate at 61%.
Weekly online video viewers peaked at 91% in Vietnam, followed by the Philippines (85%), Thailand (83%), Indonesia (81%), Malaysia (67%), and Singapore (56%). Preference for free services with ads when watching videos was highest in Thailand (74%), Philippines (71%), and Singapore (68%).
Nancy Jaffe, a Nielsen executive in the cross-platform division, noted, "The rapid increase in smartphone and tablet usage is driving a shift from traditional media like television to digital media." She commented, "With digital media, consumers can choose when, where, and how they access content, leading them to engage more actively with information than before."
