Starcom’s Catalyst 2.0 study looks at what’s driving Malaysian consumers online

Nearly 38 per cent of total urban Malaysians watched online video clips, with four out of ten agreeing that watching online video content has reduced their time spent on TV. According to Marketing Daily Philippines, around 47 per cent of total urban Malaysians have a social networking account with 98 per cent of them being on Facebook.
These insights are findings from Catalyst 2.0, a study in Malaysia by Starcom MediaVest Group (SMG). The study was initiated to effectively develop communications strategies. The study integrates SMG’s proprietary apps that provide consumer insights and in-depth analysis that support the agency’s planning and buying systems. This is the fourth year running of Catalyst.
This research will help brands understand human desires therefore creating insights for brands, SMG hopes. It will also identify the most profitable target and media segments as well as the brand perception that drives purchasing intent. In addition, the research aims to help brands evaluate the business situation ahead of the marketplace and enhance the communications development planning process to get a competitive advantage.
Nick Drew, managing director, Starcom Malaysia said: “Consumers’ needs and how they consume media is changing rapidly and fragmenting. Traditional methods of measuring audiences and how much of a particular medium they consume is becoming increasingly irrelevant as we move to a communication model of one to one interactions.”
“Catalyst 2.0 allows us greater precision to determine which medium has a greater propensity to drive intent/sales and more importantly, what the life-time value of those individuals are to our clients’ business. It can put our clients business in an advantageous position versus competition.”
“Personally, what I like is that it covers East Malaysia when so many marketers are asking for information in this space. We now have the data at our finger tips.”

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