With 10 million active users in Malaysia, the internet can no longer be considered a niche media, said Universal McCann managing director Gaurav Bhasin. “The scope and influence of the Net now offers fresh opportunities for advertisers,” he said in a statement. “There’s an exciting dynamism in advertising, with bloggers, gamers, social networkers, and podcasters charting a new reality for brand building.”
A recent research study conducted by Universal McCann, based on a sample size of 4,670 respondents, revealed that 40% of Malaysian netizens (regular internet users) spent more than three hours daily on the Net. Of the Malaysian netizens, 31% click on video and animated banner advertisements, 27% participate in promotions, and 41% read sponsored pages at least once weekly. The survey also revealed that 35% of Malaysian netizens are active bloggers with about one-quarter responding or writing about brands and services experienced.
“These bloggers can actually influence the fate of brands, and the growing number of passive bloggers who visit and read blogs of people they personally know is not small enough that they can be ignored,” he said. The Universal McCann study showed that 14% of bloggers trusted brand reviews they read and were positively inclined to try a brand with a positive review.
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