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October 7, 2010

Central Malaysia leads in online usage in the country: comScore data

Accounts 54.4% of total Internet audience in Malaysia

By CBR Staff Writer

Malaysia’s central region, which consists of Negeri Sembilan, Selangor and Kuala Lumpur, led as the most dominant region for online usage, accounting for 54.4% of the total Internet audience, 51.3% of pages consumed and 52.6% of minutes spent online in the country, according to new data released by comScore.

The month of August saw the northern region as the most-engaged users, with an average visitor from this region spending 16.6 hours online during the month and consuming an average of 1,392 pages.

comScore vice president for Southeast Asia Joe Nguyen said, the ability to segment Internet users by geographic region provides an additional level of audience granularity for the industry.

"Often regions within Malaysia vary dramatically in their demographic composition and online behaviors, including content consumption and brand loyalty, making regional audience metrics an important part of media planners’ toolkits," Nguyen said.

The company said that an analysis of select online site content categories in Malaysia found that visitor trends varied considerably by region.

Online users in the Sabah region were 28% more likely to visit a Travel site than an average Malaysian Internet user, while visitors in the Sarawak region were 48% more likely to frequent a Gambling site.

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Online users from the East Coast region were most likely to visit the Newspapers category (index of 122), while Southern region visitors were 12% more likely to frequent online Personals sites.

Social networking and retail demonstrated more balanced visitation with an index near 100 across all regions.

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