comScore Malaysia Segmentation: Which areas have the most Internet users?

by YC Ng on January 19, 2011

While advertisers take the trouble to use all types of analysis tools searching for the right keywords to ensure that their sites get a high ranking in Google, another customer-oriented product has been created to measure the number of Internet users based on geographical region. The idea came directly from a market leader in measuring the digital world, comScore, Inc.

The company which originated in Reston, Virginia, was founded in August 1999. Since then, its founders had thought of the idea of creating a huge consumer panel online to track online commerce. The company is not without some media exposure in the market, especially when the Internet published a report that showed comScore and Nielsen revealed the news about Google losing its favour to Facebook with users spending more time in Facebook surpassing Google since March 2010.

The public listed company with a NASDAQ code of SCOR, expanded its services to Malaysia for the first time in October 2010. Such segmentation services give advertisers, publishers and agencies the demographic which is valuable for branding and product positioning purposes.

An August 2010 study revealed that the Central region of Peninsular Malaysia, including Selangor, capital city Kuala Lumpur and Negeri Sembilan have the most Internet users.

The study also revealed the usage habit of the different states in Malaysia. Sabah users are more likely to visit a travel site and Sarawak users are biased towards gambling sites. Peninsular Malaysia Internet users utilize the Internet for news, but all areas use the Internet for social networking.

Being a country with users spending a lot of time on Facebook, this revelation is not surprising at all. According to the Global Market Monitor Report by eMarketer.com, Malaysia sits among the top ten countries with the highest growth of Facebook usage in the world, together with the US, Indonesia, Philippines, Turkey, Italy, India, Mexico, Spain and Argentina.

What is the significance to the statistics provided by comScore about the Internet usage in Malaysia?

The results may be a tell-tale of how many users are on the Internet based on the different states, but did not seem to compare it with the total population in the different states, and neither did it tell how many people do have access to a computer and the Internet.

The study also excludes visitation from public computers such as those at the Internet cafes or access from mobile phones or PDAs. It is also possible that the statistics excluded tabloid devices such as the iPhone or Galaxy.

Is this a reliable statistics that will trigger the interests of experienced corporations, enough for them to table a budget to purchase such a report?

Seems unlikely so, because ultimately companies will be looking at more than just how many Internet users are there to reduce their odds for wrong positioning. Ultimately, comScore will need to give more information to companies if they wish to commercialize their research findings.

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