Malaysians are the most active Instagrammers in Asia Pacific, according to the latest study by global research firm Kantar TNS.
The study shows that 73% of connected consumers in Malaysia – basically those who access the Internet via devices such as smartphones, tablets and e-readers – are now using the popular social media network.
The year before, the figure was only 59%.
According to the research, the increase is due to connected users in the region expanding the use of social media beyond Facebook and testing newer, more visual channels.
Malaysia is followed closely by Hong Kong (70%) and Singapore (63%).
The development in mobile technology is another clear driver – according to the firm, smartphone users number over a billion across the region with 11 million in Malaysia.
Also, more powerful smartphone cameras allow users to take and share photos instantly, making them favour visual channels.
The study also found that the number of Snapchat users in Malaysia is growing fast – the percentage doubled from 14% last year to 37% this year.
“The rise of Instagram and Snapchat highlight how consumers are eagerly adopting visual ways of expressing themselves, as they embrace the ability to capture and share moments,” said Kantar TNS APAC digital director Zoe Lawrence.
Surprisingly, visual-heavy social media networks are not only popular among teenagers and youths but also the older generation.
The study shows that the rise of “Insta-Gran” is gaining momentum – almost half (48%) of the Internet users in Malaysia between the age of 56 and 65 now use Instagram.
“Importantly, the adoption of these new platforms is incremental – people are using them in addition to Facebook, WhatsApp and other social channels. This provides brands with multiple new channels to engage with consumers in a deeper and more effective way.”
For the full report, visit TNS Global.
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