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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Note: This blog is based on the Global Digital Report 2024 – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2024. Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.

In today's digital age, marketers, influencers, and organizations must grasp their audience’s online usage dynamics to make an impression. This article will examine the changing trends and user behaviors influencing Malaysia's digital environment by reviewing its social media statistics over the previous year.

Our main focus this year is to look at how Malaysians are becoming reliant on social media for everything from personal relationships to doing business and sharing information. The ever-increasing popularity of social media sites like TikTok demonstrates how our culture is becoming more wired and tech-savvy. By delving into Malaysia's social media statistics, we will discover how these platforms transform into digital marketing and ecommerce industry leaders and their traditional role as communication facilitators.

Keep an eye out for our Global Digital Report 2024, which covers all the bases, including the present state of social media in Malaysia and its changing trends. Whether your goal is to enhance your digital presence or gain an understanding of Malaysia's digital scene, this article will provide you with the tools you need to succeed in the country's dynamic social media landscape.

Social media usage statistics in Malaysia

What's ahead for social media in Malaysia in 2024?

In 2024, Malaysia has shown a willingness to embrace digital connection, as seen by the general social media statistics from the previous year. The country's overall population has grown to 34.49 million, and digital usage is seeing a consistent increase year after year. Connectivity has become essential in Malaysian life, as seen by the 1.1% growth in online engagement to 97.4% of the population. In addition, the number of social media user identities has increased by 20%, with a current total of 28.68 million people actively maintaining a social media presence.

The minor rise in cellular mobile connections, currently at 44.55 million, comprising 129.2% of the country's total population, shows the significance of mobile connectivity in Malaysians' daily lives.

Among internet users between the ages of 16 and 64, 98.5% own a mobile device, an increase of 0.9% from the previous year, representing near-universal mobile phone ownership. Desktop computers and laptops continue to be common, with 69.3% of users having one or more devices, up 1% from the previous year. These constant increases further demonstrate the significance of popular gadgets for gaining access to the internet and social media. 

A noteworthy trend to observe is the rapid expansion of smart gadgets. The ownership of smart watches or wristbands increased by 5.1%, the use of TV streaming devices by 15.4%, and the adoption of smart home devices by 8.6%. The increasing number of linked smart gadgets in Malaysian households gives residents more power and ease of use, and it's clear that the country's residents are becoming increasingly in tune with more interconnected and advanced forms of technology.

Looking at the bigger picture of Malaysian social media statistics in 2024, we see that internet and social media usage have been two constants regarding the country's media consumption. The average time Malaysians spend online has increased by 2.5% over the previous year, reaching 8 hours and 17 minutes. Around a quarter of this online time is spent on social media, with users spending an average of 2 hours and 48 minutes daily on these sites—a 0.7% increase. Although not significant increases, these figures represent Malaysians' steady presence on the internet over the previous year.

Various forms of media consumption have decreased, in contrast to the slight increase in internet and social media use. Specifically, television and radio have seen 9.4% and 13.8% decreases, respectively; there has also been a 4.4% decline in podcast engagement, indicating a change in content consumption habits in digital platforms.

Discovering what draws Malaysians to the internet and social media will be the next step in delving deeper into Malaysia's online landscape. Looking closely at these social media statistics will help us understand which platforms are popular and what kind of content is popular with Malaysians, enabling us to navigate the country's move towards digitalization.

Key internet usage statistics point to a steadily connected Malaysia in 2024, where internet use has been constant. In 2024, 97.4% of Malaysians have access to the internet, making up 33.59 million people, the same amount of internet users from the prior year.

The average daily use duration is 8 hours and 17 minutes, a rise in internet usage time compared to the previous year, increasing by 2.5% or an extra 11 minutes daily. One factor that may be attributed to this slight increase in time spent on the internet might be related to the improved internet speeds across Malaysia.

Looking more closely at these now-lightning-fast internet speeds, we find that the median download speed for mobile internet connections is 66.64 Mbps and the median upload speed is 18.25 Mbps, which have increased by 83.4% and 77.5% respectively from last year. Meanwhile, the median download speeds for fixed internet connections are 112.21 Mbps, and the upload speeds are 55.49 Mbps, which are gains of 22.6% and 8.8%, respectively. Increased internet speed has significantly improved the user experience, making online tasks quicker and more pleasurable. With its recently upgraded internet infrastructure, Malaysia's citizens can access reliable, lightning-fast internet connections.

A review of Malaysians' daily internet use statistics finds that a significant portion of their time online, 4 hours and 37 minutes, is spent on mobile phones versus 3 hours and 40 minutes on laptops and tablets. This usage split shows that mobile devices are a primary means of accessing the internet for people in Malaysia, representing 55.8% of daily online time.

When we look at why most Malaysians use the internet, finding out more information is at the top of the list for 78.3% of users. As we'll discuss later, Malaysian companies are seeing a rise in digital advertisements spend to reach Malaysians, who are most likely to seek the promoted information. On top of that, the tech-savvy Malaysian audience uses the internet's abundance of tools to do extensive product research before buying anything, prompting businesses to adjust their online presence to better serve customers who do extensive research before making purchases. 

Keeping up to date with news and events is also a primary reason Malaysian users aged 16 to 64 use the internet, as 68.3% of Malaysians are online. Just as important is keeping in touch with friends and family, with 68.2% of users maintaining social connections through the many social networks the Malaysians engage in daily. 

Given the percentage of online users to find information, Malaysian consumers are highly reliant on their digital devices and rely heavily on the web to make well-informed decisions, as we can see from our exploration of the country's internet use patterns. To successfully engage the Malaysian market, online advertising tactics must consider this when planning your digital marketing strategies.

Examining Malaysia's social media usage statistics for 2024 reveals that 28.68 million people, or 83.1% of the country's population, have a social media identity. An extra 4.8 million user identities have joined social media in the last year, contributing to this figure's surge of 20% from the previous year. This number has also increased significantly in the short term, with quarterly growth showing an additional 1.9 million accounts joining the digital population, at a 7.1% increase.

Users still spend an average of 2 hours and 48 minutes each day engaging with social media, up 1 minute from last year, but otherwise, it stays largely constant. Since this consistency is present, there is a well-established pattern of social media use among Malaysians. Examining the breakdown by gender among social media users reveals that 55.7% of all social media user identities are male, suggesting that men in Malaysia are slightly more active online than women.

These numbers demonstrate the growing influence of social media in Malaysia and show that marketers and brands have an excellent opportunity to reach a large and consistently active audience. Digital marketing and online initiatives find a lively market in Malaysia, thanks to the country's growing online population that is actively engaged in its social media ecosystem.

Social media's ability to bring people together has become fundamental to maintaining connections in Malaysia. Among Malaysians, maintaining personal relationships is the top reason for utilizing social media, as keeping in touch with friends and loved ones is the priority of 57.6% of its users. This shows up in their platform selections and the kind of social media profiles they follow, with 57% of users following individuals they know on social platforms. To that end, 26.8% of users choose WhatsApp - Malaysians' favorite social media platform - which brings everything together regarding connection with friends and loved ones.

These choices make clear the importance of interpersonal relationships in Malaysians' digital habits, suggesting a significant desire for social media to serve as a means of connection between loved ones, regardless of location.

When it comes to other reasons Malaysians are on social media, 57.5% use social media in their free time, suggesting a growing tendency towards utilizing these platforms for fun and relaxation. Another essential reason to use social media is to read news stories, with 44.4% of Malaysians using these platforms to stay up to speed on current events.

When looking at the kinds of accounts Malaysians follow online, actors, comedians, and other entertainers' accounts are enjoyed by 37.8% of all Malaysian social media users. In addition, 35.2% of users in Malaysia follow accounts belonging to restaurants, chefs, or food celebrities. Another notable category of accounts being followed is bands, singers, and other musicians, followed by 35.1% of social media users. The wide variety of interests among Malaysians, from entertainers to foodies, is evident in the kinds of accounts watched closely by the Malaysian online user base.

Also, among Malaysia's most popular social media sites are TikTok, which is loved by 21.9% of users for its engaging short-form video content, and Facebook, which has captured 18.8% as a mainstay of social media for its all-around uses. Instagram is also a popular social media platform in Malaysia and is the favorite app for 14% of Malaysian users.

These numbers show how social media platforms benefit Malaysians in many ways, from keeping in touch with friends and family to keeping up with current events and finding entertainment.

Tip: Check out the top 20 Instagram influencers in Malaysia, the top TikTok influencers in Malaysia, and the top food influencers in Malaysia.

The most used social media platforms in Malaysia in 2024, according to social media statistics, provide us with a glimpse of the country's tastes regarding digital connection - as we just discussed, interaction with friends and family is essential for Malaysians' online lives. This is supported by the fact that WhatsApp is the most used social media app among users aged 16 and 64, with 90.7% using it monthly. By a wide margin, with 852 sessions, WhatsApp tops all social media apps in terms of monthly use,  over TikTok, the app that users access second most often at 368.4 sessions.

There are many platforms in Malaysia's social media landscape that users choose to suit their requirements and tastes. Facebook, which is still an integral part of Malaysians' social media diet after WhatsApp, is used by 84.9% of users, while Instagram follows with 77% of users. TikTok had a considerable influence on the social media landscape, appealing to the generation that is content-hungry and capturing 68.8% of users - and as we're about to discuss, TikTok is the social media platform that Malaysians use for the most extended amount of time each month.

When we switch gears and look at how much time Malaysians spend on different social media sites each month, we find that TikTok has the highest monthly interaction with the audience in terms of time spent. Users stay engaged on the site for 38 hours and 49 minutes per month thanks to its ability to deliver personalized content consistently via its short-form, algorithm-boosted content. This reflects a larger digital landscape trend, where users constantly gravitate towards fresh, engaging material for amusement and a sense of community.

The amount of time that Malaysians spend in front of screens each month is also heavily influenced by other platforms, as with an average of 35 hours and 34 minutes each month, YouTube is the second most popular app in Malaysia, drawing in a large number of users who like watching videos for leisure. Facebook, which remains a center for connection with others and news browsing, comes afterward with users committing 17 hours and 20 minutes to the network.

WhatsApp may have more users than any other app each month, but its usage time of only 16 hours and 4 minutes shows that it is more of a tool for interacting with others than an entertainment platform. Rounding out some of the more popular media platforms in Malaysia, Instagram users spend 8 hours and 46 minutes a month on the app, which shows how popular it is as a way to share photos and connect with others.

More than simply software, these social media platforms are online spaces where Malaysians interact, share, and connect through relevant material in their everyday lives. In Malaysia, these social media platforms significantly impact people's daily lives, including their communication habits, content consumption routines, and recreational pursuits.

Looking at the social media data for Malaysia in 2024 by platform reveals a trend when it comes to the effectiveness of Facebook ads. The social media platform's ad reach increased by 10.4% in the last 12 months, giving advertisers access to 22.35 million prospective customers. Even more impressive is that Facebook advertisements reach 64.8% of Malaysia's population. This is only 0.7% lower than the number of ads that reach internet users in the country, suggesting that nearly all of Malaysia on the internet is exposed to Facebook ads. 

We see that 95.8% of the male population aged 18+ may be reached via Facebook advertisements, indicating that Facebook has a sizable male audience. Additionally, when comparing the platform's ad reach by its demographics, the number of males targeted by ads outnumber women, as 55.2% of all advertising targets men. 

In Malaysia, TikTok has surpassed all other social media platforms in terms of user engagement and ad reach and has arguably become the most popular platform in the country overall. In comparison to the previous year, TikTok has seen a significant rise of 48.6%, which corresponds to an extra 9.4 million users that can be targeted. With this, the total number of people who might see ads on TikTok is 28.68 million.

With 83.1% of the population exposed to the platform's ads, it reaches a sizable audience, especially among those adept at using the internet. Furthermore, the platform's 85.4% ad reach compared to total internet users is even more remarkable; with this figure, TikTok engages the great majority of online users in Malaysia.

These statistics show that TikTok has become Malaysia's key social media platform for digital marketing efforts. In addition to its strong ad reach growth and monthly exposure to Malaysian social media users, TikTok is an influential fixture in Malaysians' social media routines, making it an essential point of contact for marketers trying to target the country's dynamic demographic.

Tip: Take a look at the top TikTok influencers in Malaysia to find the right accounts to partner with.

By breaking down Malaysian social media usage by age group in 2024, we can see how users from each generation interact with the internet. According to the demographic distribution, Meta's advertising audience in Malaysia is engaged across different age groups.

The most significant reach is among younger populations, namely those between the ages of 25 and 34, with 17.9% male and 15% female in this group of users. Close behind is the 18-24 year age group, with men making up 11.6% of the ad reach and women 12.9%. This highlights the youth demographic's social media affinity and the possibility of influencing them in digital marketing. Notable participation is also seen in the 35-44 age group, with men accounting for 10.7% and women 9.8%. These numbers show that although a younger demographic is leaning, there is still a sizable presence from all ages, opening the door to tailored advertising possibilities.

These data from social media sites provide insight into how Malaysians spend their time online, showing a preference for sites that combine interesting, informative, and engaging material. Platforms like TikTok have grown rapidly and attracted a large user base, particularly from specific demographics. These social media statistics give essential insights into consumer behavior as these platforms change their strategy to continue attracting Malaysian audiences. Likewise, content creators, advertisers, and marketing professionals must adjust their approaches to appeal to various media-savvy consumers. These numbers show that targeted ads on growing social media platforms may reach a very receptive audience in Malaysia, which is excellent news for marketers trying to enter the country's digital market.

The extensive overview of Malaysia's mobile usage in 2024 sheds light on the essential function of mobile devices in the country's connectedness. With a mobile penetration rate of 129.2%, there are currently 44.55 million cellular mobile connections—a number that tops Malaysia's total population. This statistic shows that mobile usage is widespread and that Malaysians possess numerous devices. With a 0.4% rise, or 169,000 new mobile connections since last year, mobile connections show a slight yearly shift. With 95.7% of these connections offering high-speed internet - compounded by the country's improved internet infrastructure - mobile usage is trending in the right direction for Malaysia.

The typical Malaysian uses their smartphone for 5 hours and 6 minutes daily. Entertainment applications are the most popular apps, accounting for 39.8% of smartphone time. This aligns with the fact that YouTube and TikTok are Malaysians' most popular social media platforms. 

 Apps for social media account for 26.7% of this time, with a variety of mobile applications including gaming (14.9%), utility and productivity (10.7%), web-browsing (5.4%), shopping (1.8%), and a variety of other applications consuming the rest of Malaysians' screentime. From entertainment and connection to functionality and information access, this distribution demonstrates the many use cases of smartphones.

In 2024, ecommerce in Malaysia has shown strong demand and customer preferences. This strong preference towards online shopping is apparent from the statistic that 61.9% of Malaysian internet users between 16 and 64 have purchased something through the internet. As a sign of the growing confidence and ease of online purchases for necessities, 27.2% of users buy groceries online. 

Also, 13.6% purchase pre-owned goods from an online vendor, 22.2% have used online price comparison services, and 11.1 % are using 'Buy Now, Pay Later' services, which shows that the Malaysian e-commerce market is seeing an assortment of payment preferences to hunt for the best deals and save their hard-earned money.

When we look at the main reasons people shop online, 64.8% of Malaysians who engage in ecommerce say that free delivery is a big incentive. Moreover, coupons and discounts are extremely important, as they encourage 51.2% of users to wrap up their purchases via the web. Customers' opinions matter to 43.3% of prospective purchasers, while 40.4% value loyalty points and 40.1% prefer easy online checkout options. 

Discounts, brand loyalty, and ease of purchase are big factors that influence the typical Malaysian consumer. Statistics like these shed light on the state of ecommerce in Malaysia, showing how many people shop online and how and why they make purchases. Businesses aiming to thrive in Malaysia's digital marketplace would do well to familiarize themselves with these critical drivers and statistics as ecommerce continues growing in the country.

Malaysian ecommerce is booming, with digital purchases of all kinds of consumer goods seeing significant jumps in value. The electronics, fashion, beauty, home, and DIY & hardware categories dominate the top consumer goods sales online, demonstrating the market's diversity and Malaysian's growing reliance on purchasing online.

The substantial yearly spending in the electronics sector, which reaches $2.32 billion (up 15.4% from the previous year), indicates the market's tech-driven appetite. Following closely behind with a yearly spend of $2.01 billion (up 8.1%), the fashion industry highlights Malaysia's expanding online retail scene. Also thriving in the online marketplace is furniture, with $670 million (up 13.6%) spent by customers, and beauty, at $520 million (up 8.3%), not far behind. Spending $500 million (up 6.4%), the DIY & Hardware sector completes the top five, reflecting the growing strength and the ease of buying such goods online.

Directing our focus on the expenditure on digital media, which has totalled $966.9 million (up 13.1%), there is also an upsurge in numerous industries. There is a healthy market for digital content and recreation, with video game spending at $588.1 million (up 12.1%), VOD services at $225.5 million (up 19.2%), and E-publishing at $87.39 million (up 7%). Finally, with $65.95 million (up 11.9%) going into digital music, the growth of digital spending and online shopping in Malaysia sends a strong message to businesses about the abundance of opportunities in the digital marketplace. 

Businesses can learn a lot about their customers' tastes and habits by listening to social media chatter to see how people use these platforms to make purchases. Companies can adapt their products and advertising campaigns to a market that is more willing to purchase online if they embrace the trends shown by social media statistics, which are essential for staying ahead of the curve in Malaysia's dynamic online landscape. Advertising your brand to inform consumers about products builds relationships with that demographic and promotes brand recognition. This is a fantastic tool for monitoring potential customers and rival businesses.

Digital marketing statistics in Malaysia show that businesses are increasing their spending on digital ads in response to the country's booming ecommerce industry in 2024. At $1.67 billion, a 6.9% increase, or $108 million more than last year, total advertising expenditure across all channels has significantly increased. Notably, advertising on digital platforms such as search engines and social media has surpassed $1.09 billion, an increase of 9.3% compared to the previous year, making up 65.6% of the total ad spend in Malaysia. This change shows a shift in strategy towards digital channels, highlighting the rising value of these platforms in facilitating consumer purchases.

Given the importance of search engines in Malaysian consumers' journeys to discover new brands and products, the increase in digital ad spending aligns with their purchasing habits. Consumers who take the time to learn about products online are evident, with 62.9% of Malaysian internet users - up 5% from the year before - doing brand research before buying. As further evidence of the effectiveness of digital marketing in attracting prospective buyers to discover more about brands' offerings, 51.3% have visited a brand's website in the previous 30 days, up 2% from 2023.

Digital engagements impact the way brands are discovered in Malaysia. The most important channel is social media ads since they are how 40.1% of internet users in Malaysia learn about brands. Search engines are nearly as important, at 37.1%, while retail websites account for 34.2% of the online population's brand discovery. These statistics highlight the important role of online platforms in presenting fresh goods and offerings to digital consumers in Malaysia.

With a yearly expenditure of $1.09 billion and a yearly increase of 9.3%, digital advertising in Malaysia has come a long way, demonstrating a strong emphasis on online platforms. The digital audio ads segment has seen the biggest growth in the market with $14.2 million, an increase of 18.6%, which is an additional $2.2 million in spending. Like in many countries, influencer marketing is becoming increasingly important in reaching audiences in Malaysia, as evidenced by the 16.3% increase in online influencer activities, corresponding to $8.3 million more. 

Close behind is the category of digital banner advertisements, which saw an increase of 9.3%, resulting in an additional $360.7 million in this growing sector. This, in particular, shows the increasing trend for consumers getting targeted by search advertisements, which have been heavily invested in Malaysia over the past year. When researching brands online, 55.6% of Malaysian consumers use search engines as their main source of information. 

Following closely are social networks at 52.6%, highlighting the significance of a robust social media presence for brand visibility, and consumer reviews at 43%, which shows how people rely on personal recommendations and peer reviews when making purchases.

Malaysia's digital environment continues to change quickly, integrating into its citizens' personal and professional lives. Once merely serving as communication channels, social media platforms are becoming centers of e-commerce and digital marketing. A shift toward a more connected, tech-savvy culture is indicated by the commonality of social media use for various purposes, including doing business, fostering personal relationships, sharing information, and purchasing commodities.

Businesses in Malaysia can take advantage of the growing number of internet users to increase their online presence and reach out to consumers. The rise in digital advertising expenditures indicates the companies' efforts to leverage the enormous prospects created by the Malaysian market's desire to maximize their internet usage.

Significant future implications result from these changes: With more Malaysians preferring to shop online, it's clear that businesses need to adopt a digital-centric strategy. Brands can maintain an advantage by comprehending and utilizing the social media landscape and ensuring that their approaches align with the changing tastes of Malaysian consumers.

Social Media Statistics for Malaysia [Updated 2024]

In the modern digital era, social media has undergone a significant transformation, becoming a space where marketers have continued to understand dynamic trends to engage their customer base. Effective utilisation of social media platforms can significantly elevate a brand, promoting client interaction, audience expansion, and successful conversions. This article aims to shed light on the most recent social media statistics for Indonesia heading into 2024, seeing how online user behaviour is changing and what these changes mean for businesses and marketers.

Social media usage statistics in Indonesia

Digital marketing statistics in Indonesia

What's ahead for social media in Indonesia in 2024?

As we begin to explore Indonesia's digital landscape, we discover a lively ecosystem where digital connections form the foundation of daily interaction and commerce. Indonesia stands out in the APAC region due to its distinctive digital footprint, a prominent feature of its broad online base. Discussing the nuances of Indonesia's social media environment allows advertisers to understand better and connect with this dynamic and diverse audience.

When looking at Indonesia's general social media statistics for 2024, the numbers show that internet usage remains relatively constant. The amount of internet users has increased slightly by 0.8%, or around 1.5 million more than the previous year, bringing it to 185.3 million. Similarly, the number of cellular mobile connections has risen by 0.7%, reaching 353.3 million, with 2.5 million more connections added since last year. Because some people may have more than one mobile phone subscription for other purposes, such as work, the ratio of cellular connections to the total population is 126.8%.

These numbers demonstrate Indonesia's slow yet consistent growth in digital connectedness, which is essential to comprehending the nation's present social media and internet usage patterns.

As we can see from the data collected concerning Indonesia's internet usage statistics in 2024, there has been a slight decrease in the amount of time people spend online. Over the past year, there has been a 1% drop, or 4 minutes, in the average amount of time spent online across all devices daily. Still, over two-thirds of Indonesians have access to the internet, as over 66.5% of the country's population use it regularly.

Knowledge, interaction, and inspiration remain the main drivers of internet use among Indonesians. Firstly, 83.1% of users go online to find information, making the internet the average Indonesian's go-to place for news and statistics. As we'll see later, with WhatsApp being the country's top social media network, keeping in touch with friends and family is a priority for 70.9% of Indonesians online. This reason for using the net highlights digital communication's vital function in sustaining social relationships. New ideas or inspiration are sought after by 70.6% of Indonesian internet users, demonstrating that the internet also serves as a centre for innovation and discovery for them.

Internet usage across a range of devices in Indonesia has decreased, reflecting the slight decline in online engagement discussed earlier. Notably, tablet devices and feature phones have experienced the most significant declines, with 18.2% and 27.9% decrease, respectively. This development suggests consumers are moving towards more integrated and multipurpose devices, such as the old reliable mobile phones, as their continued go-to internet-accessing device.

Internet usage in Indonesia through mobile devices has been relatively stable, increasing by 0.6% over the previous year. This is supported by mobile internet connection speeds in the country, which have improved significantly, with download speeds going up by 42%. This indicates better network capabilities, which may contribute to the continued use of mobile phones for internet-related activities. This is coupled with a 16.4% increase in internet download speeds overall, leading to a more efficient and better user experience. In line with worldwide trends towards mobile-centric internet consumption, this supports the notion that Indonesians value the immediacy and convenience of mobile phones while accessing the web.

Statistics on social media use in Indonesia show a subtle change in how the internet is used. Compared to a year ago, Indonesians on social media - which account for 49.9% of the total population - now spend an average of 7 minutes fewer each day online. The overall trend of social media's reduced significance in brand discovery is reflected in this decrease in engagement time. More specifically, in the past year, there has been a marked decline in the number of people using social media to learn about new brands and products.

Compared to the previous year, there has been a 1.8% decline in the total use of social media platforms for brand research. Blogs and vlogs, content-driven platforms, have seen a steep decline of 28.0% and 19.5%, respectively. Indonesia's advertisers and social media influencers face a challenge as the country's audience becomes increasingly selective when discovering new companies online. Heading into 2024, Indonesian marketers must adapt to and engage with a customer base that shows less interest in using social media to learn about and connect with brands.

Three factors stand out as primary drivers of social media use in Indonesia heading into 2024. 

With 58.9% of Indonesians using social media for leisure, it's clear that this platform is mostly used as a source of entertainment. The social nature of these platforms is further supported by how 57.1% of users say they use them to keep in contact with friends and family. As we'll see, WhatsApp is the social media platform Indonesians spend the most time on, with the most monthly app sessions and being users' favorite network. Meanwhile, 48.8% of users turn to social media to see what's being talked about, establishing social media as an essential source of information for Indonesians online in addition to conventional media channels. 

As Indonesia's most used social media platform and messaging application, WhatsApp is utilised by 90.9% of the country, with Instagram second at 85.3% monthly usage. Although not as popular in Indonesia, the percentage of individuals using Facebook remains relatively high at 81.6%, while the percentage of people using TikTok is 73.5%. These social media platforms cater to Indonesian users' needs in terms of communication, information, and entertainment, three of the chief reasons discussed earlier.

One reason for WhatsApp's popularity in Indonesia is the high rate of mobile phone usage in the nation. With so many people relying on their mobile devices for everyday tasks, it's unsurprising that WhatsApp is designed to be user-friendly and optimised for mobile devices. Statistics reveal that users open WhatsApp over 1,347.8 times each month, almost four times more than the next-highest used app, TikTok, which is at 373.7 times opened monthly, further demonstrating WhatsApp's popularity. This significant distinction highlights the function of WhatsApp in Indonesians' everyday interactions through their digital lives. 

Take note that WhatsApp is much more than simply a chat app; small businesses may reach a large audience and promote their products and services via WhatsApp business, taking advantage of the messaging app's widespread adoption. Given the nation's steady usage of mobile devices, this contributes to Indonesia's social media statistics, including the number of monthly uses and the amount of time spent on the application, streamlining commercial transactions via its user base and facilitating communication through the platform.

As mentioned, Indonesians use social media for communication, content discovery, and enjoyment. Instagram, the second most used social media network in Indonesia, has many features that appeal to all three. Users can also keep in touch with loved ones, follow their favourite celebrities, and immerse in these activities in an aesthetically pleasing and engaging format—all in one convenient location.

The opportunity for marketers is shown by the platform's advertising reach, which surpasses 100.9 million individuals, further emphasizing the social media app's usage in Indonesia. Instagram is one of two Indonesian social media platforms seeing significant increases in ad reach, along with TikTok, which is demonstrating extensive and rising exposure. Supported by a 13.2% growth in ad reach from the previous year, Instagram has become an ideal platform for advertising efforts in Indonesia due to its growing popularity and capacity to attract and engage a large and active audience.

TikTok is the most popular social media app in Indonesia in terms of time spent on the platform, with users using it for an average of 38 hours and 26 minutes every month. Meanwhile, YouTube, with its high advertising audience, follows, with consumers spending 31 hours and 28 minutes monthly on it. WhatsApp and Instagram are third and fourth, at 26 hours and 13 minutes and 16 hours and 10 minutes, respectively. 

TikTok has the most significant increase in advertising reach from the previous year and is also where most Indonesians spend their time on social media. Compared to Instagram, whose ad reach has declined over the last quarter, Tiktok's ad reach has increased by 19.1% over the same period and 15.4% over the previous year overall. TikTok provides marketers with an ideal platform to reach a large and engaged viewership thanks to its entertaining mix of features and the ability for social media influencers to create videos to promote products. The swift and steady increase in its ad reach highlights TikTok's increasing impact on Indonesian consumers, demonstrating how it's become an important application to monitor moving forward.

Meanwhile, considering YouTube in particular, the platform has a noteworthy ad reach, capturing the attention of 75% of Indonesia's total internet users and a potential reach of 139 million users, both of which are the highest among all the social media networks in Indonesia as of this study. With the most considerable reach of any social media network, YouTube allows advertisers to reach a diverse range of Indonesians.

The top demographics of Indonesian social media users by age comprised of a younger audience, giving advertisers a clearer idea of where to target their efforts. Males make up 20% of the advertising reach, and females 17.7% in the 25-34 age group, making it the largest segment when it comes to social media usage. Next are those in the age bracket of 18–24, where males account for 13.1% and females for 14%. The third comprises Indonesian users aged 35–44, with males making up 11.5% and females 9.3%.

Advertisers can tap into the tastes and routines of this younger demographic by adjusting their marketing efforts to appeal to them specifically. Marketers looking to take advantage of TikTok's jump in ad reach entering 2024 should think about interacting with users through fresh, short-form video content that is authentic, entertaining, and fitting of the social media platform's tone. By utilising social influencers that cater to their specific demographic, incorporating dynamic visuals, and creating engaging content, they can attract a younger audience and cash in on current trends. 

Along with the high engagement rates on WhatsApp, it raises the possibility for marketers in Indonesia to take advantage of cross-platform strategies that reach and influence people in this age bracket more deeply. Keeping an eye on what kinds of content use social media statistics such as these and making adjustments based on that data is key. Marketers should monitor social chatter and engagement metrics to determine the most effective content formats. This allows them to make quick, real-time adjustments to their strategies based on what's being discussed, ensuring their campaigns are highly engaging and relevant to Indonesia's young and active users.

Amidst the tide of shifting digital behaviours, Indonesia's mobile landscape in 2024 has remained stable. With 353.3 million cellular connections—more than its population—and a mobile phone penetration rate of 126.8%, mobile phones are, as mentioned, a necessary aspect of many people's lives in Indonesia. 

The average Indonesian spends 6 hours and 3 minutes on their phones daily. Apps for entertainment, which include audio and video streaming media, account for 35.6% (~2 hours and 9 minutes) of smartphone time, suggesting a strong desire for multimedia content consumption. 28.7% (~1 hour and 44 minutes) of this time is occupied by social media apps, highlighting the significance of these platforms for connecting and communicating. Additionally, mobile games have a lot of influence in this space, as users are engaged for 13.7% (~49 minutes) of mobile time with gaming, which shows how popular gaming is as a leisure activity. Apps for utility and productivity come in at 11.9% (~43 minutes), indicating the use of mobile devices for a mix of work and play. 

Despite a slight drop in overall app downloads, consumer spending in Indonesia's mobile app market has increased. Mobile app and in-app purchase spending reached $757.3 million in 2024, a 20.5% increase from the previous year. This uptick among Indonesian consumers reflects a rising inclination to spend on digital goods and in-app offerings.

Given its position as Indonesia's most used social media platform in terms of time, TikTok is the app with the most prominent consumer spending. TikTok coins are a way for users to show their support for their favourite content creators by purchasing in-app purchases. This paves the way for influencer marketing, where an appropriate influencer choice can result in direct monetisation, thanks to passionate fans eager to spend money on content creators with whom they connect deeply.

Consumer spending on Vidio, an Indonesian video streaming service, is second only to that; as an entertainment app, this reflects the amount of time Indonesians spend on their smartphones for that purpose. Video streaming continues to be one of the primary forms of leisure activity, reflecting the broader trend of Indonesian social media usage.

Businesses and marketers can gain valuable insights from customers' spending habits on mobile apps. Their points highlight the value of entertaining or informative content that engages users and the possibilities for monetisation through purchases made within applications and subscriptions such as memberships.

Ecommerce has become a necessary part of Indonesians' weekly shopping routines. Investigating the data for this in Indonesia leading into 2024, we can see this based on Indonesians' weekly online shopping behaviour. In the country's ecommerce landscape, 59.3% of internet users between the ages of 16 and 64 make purchases online weekly, demonstrating the widespread reach of digital marketplaces nationwide.

Most Indonesian ecommerce shoppers are turning to online grocery shopping, with 34.4% of users doing so. This emphasizes the convenience and reliability of digital transactions for basic necessities and everyday items in today's fast-paced world. Another noteworthy market is online businesses offering a buy now, pay later service; at 38.7%, over a third of Indonesia's population shops for items they can get now with flexible payment options. 

Several factors encourage Indonesians to shop online, enabling these purchasing behaviours. At 52.3%, half of all Indonesian online shoppers find coupons and discounts appealing, which shows how effective promotional efforts drive sales. The significance of reputation and consumer satisfaction is made clear by the fact that 48.2% of users are influenced by the experiences of others, highlighting the role that consumer reviews play in online shopping activities. The importance of ease and conserving money in Indonesian ecommerce is further demonstrated by how 47.4% of Indonesians are motivated by the offer of free delivery, which saves both time and budget. In Indonesia's digital marketplace, offering free delivery, quality control on items for good public sentiment, and attractive savings are major strategies businesses have employed to increase online customer engagement and sales.

Spending on digital media in Indonesia has been rising across every category reported, suggesting that demand for digital products and services is booming. Expenditure on digital media increased by 11.7% year-over-year, reaching $2.38 billion. Purchasing in the video games sector alone rose by 9.8%, at $1.12 billion. Also experiencing a significant uptick are video-on-demand services like the mentioned Vidio, with spending reaching $670 million, a 17.5% bump from the previous year. Digital music was close behind, with a 14.3% increase reaching $320 million, and the ePublishing sector followed with an 8.0% growth hitting $270 million.

By far, the most popular form of digital content spent on by Indonesians is movie or TV streaming services, which are enjoyed by 30.8% of internet users every month. Music streaming services are another popular option, with 24.6% of users. Of these online users, 22.0% make purchases through mobile games, which has been a major factor in the increase in digital shopping. These numbers show that Indonesians are spending more and more on digital media, especially with Indonesians' love for using their devices to fill their leisure time.

Tip: Take a look at the top Indonesian YouTube influencers and the top beauty influencers in Indonesia to partner with.

Brands face an increasingly challenging environment when attracting consumers via digital marketing initiatives, according to the current Digital Marketing Statistics Indonesia. 

Researching companies online before making a purchase has decreased by 3.4%, indicating an overall loss in engagement. Meanwhile, only 45.0% of users had been to a brand's website in the last 30 days, a decline of 6.2% from the previous year. Banner ad click-through rates dropped 2.4% yearly to 14.1%, while sponsored social media post engagement fell 5.7% to 21.7%. The percentage of people who have downloaded or used branded mobile applications in the last 30 days has dropped to 16.8%, showing a sharp decline of 15.2%, with brands needing to spend more on a better UI and UX experience to capture the audience's attention. 

Nevertheless, despite these challenges, Indonesians use various internet platforms to learn about and explore products. The impact of social and celebrity on social media is significant, as 63% of Indonesians still rely on these sites to learn about new brands. 55.3% of users seek more information on goods and services they already know, as search engines rank as the second most used medium. As mentioned, customer reviews are relied on in the country, with 51.6% relying on consumer testimonials as their primary source of product feedback. 

Genuine evaluations are essential for customers who need help making a purchase decision. Nowadays, when companies make many advertising claims and reviews that can be paid for, consumers rely on genuine assessments from neutral sources. Because of the community-focused and influencer-led dynamics typical in Indonesian online platforms, marketers in this context need to develop authentic, engaging approaches to leverage consumer engagement. 

Despite declining user engagement with digital marketing campaigns, advertising expenditure is increasing for Indonesian firms heading into 2024. At $6.66 billion, overall ad expenditure is up 5.2% from the previous year. Additionally, digital ad spending hit $3.06 billion, an increase of 10.1%, reflecting a market rapidly adjusting to the digital transition.

Spending on influencer ads has increased by 18.8%, making it one of the most rapidly expanding segments of the digital advertising market. Indonesian customers' inclination to depend on trustworthy and familiar voices when purchasing online is well matched by the increase of $190 million in influencer ad expenditure. By combining the appeal of social interaction with online assessments, influencers influence consumers' purchase choices via their reviews and suggestions.

Digital audio ads have increased by 21.2%, showing that audio podcasts and streaming services are becoming more popular for Indonesians to hear advertisements. Recognising the vital significance of search engines in product discovery among Indonesians, firms have invested $1 billion, leading to a 9.9% increase in online search advertisements. But, as we see in these digital marketing statistics, even with this methodical distribution of advertising funds, Indonesian online engagement has still seen a decrease; this demonstrates that it takes more than just an in-depth comprehension of the ever-changing ways in which Indonesians interact with companies to understand how consumers' habits are altering.

The future of Indonesian social media in 2024 can be examined using these social media statistics that may help brands and marketers navigate this exciting digital age. Despite declining engagement with digital marketing campaigns, total investment in digital ad expenditure is increasing, indicating a promising but challenging new boundary for brand connection.

Now is the time for marketers to reevaluate their strategies to take advantage of Indonesian consumers' social media and spending habits. With Indonesian social media users continuing to use their mobile phones to access the internet and spending more money on applications and in-app purchases, digital strategies have a clear path to follow. There is a favourable environment for influencer marketing because Indonesians are on social media in the first place, with these people being reliable and familiar voices that affect customer ideas and behaviours.

Companies now need to go beyond conventional measurements and focus on developing ads and marketing initiatives that speak to the individual tastes of the Indonesian audience. This means not only accepting the unique features of each platform, such as TikTok's focus on artistic freedom and WhatsApp's wide use case for Indonesian social media but also making sure that the brand story has something new and fresh to offer consumers.

The personal touch is undeniably important as we employ data from user behaviour and spending patterns. Authentic reviews, recognisable suggestions, and relatable content are the keys to winning Indonesian customers' hearts. The future of social media marketing in Indonesia lies in adapting to its unique population's ever-changing digital habits.

Monitoring what works and what doesn’t with your audiences can help you decide what social media strategies to take when tackling Indonesia’s social media landscape. Consistently interacting with customers across multiple platforms is an excellent approach for companies to keep expanding their reach and fostering loyalty among their clientele.

To reach today's tech-savvy web users, you'll need a solid social media strategy that pinpoints and engages that target with the right message at the right moment. If you want to know how your products or services are being received by the market and how to best position them, you must invest in sophisticated social analytics and listening. 

Our different Meltwater solutions can help you and your brand do exactly that! Just fill out the following form to get a free 15-minute tour of our platform.

Social Media Statistics for Indonesia [Updated 2024]

With every move she makes, Beyoncé gets the world buzzing, and the release of her latest album, Cowboy Carter, is no exception. The highly anticipated country album — a follow-up to her 2022 disco/house/pop album Renaissance — has been driving discussion and excitement across the world since even before it dropped on March 29. And while the discussion centers on Queen Bey and her place in country music, her collaborators, inspirations, and related businesses are also seeing welcome boosts of attention. 

We used our social listening and analytics solution to explore just how big of a social media and PR impact the release of Cowboy Carter has had on the people and brands in Beyoncé’s orbit. Read on to see which entities really hit it big in social media and news coverage, thanks to a boost from one of the world’s biggest stars.

Willie Jones, Tanner Adell, Brittney Spencer, Tiera Kennedy, Reyna Roberts, and Shaboozey

Whether she is releasing an album, headlining a tour, or simply posting on social media, Beyoncé is always a hot topic of conversation online. Still, mentions of her name (and her many nicknames) spiked dramatically on Friday, March 29, when she released Cowboy Carter, reaching a peak of more than 1.4 million mentions across social media and news. 

From March 27, the day she released the Cowboy Carter tracklist, through April 3, the weekend of the album release, the volume of conversations about her was 180% higher than in the week prior. Meanwhile, mentions of the album title peaked at nearly 324,000 mentions on release day. That gap of more than a million mentions shows just how much Beyoncé is the star of the show.

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