KUALA LUMPUR, Nov 10 — Malaysian telecommunications firms need to better promote their mobile plans on search engines, social media or their own websites if they wish to capture more subscribers.
A survey conducted in the third quarter to this year and released today by internet giant Google showed that 86 per cent of consumers here have already decided which device and what mobile plan to get before signing up for a new mobile plan or purchasing a new mobile device.
Google’s industry manager Jamie Luca T Mapa said that while Malaysian consumers are familiar with the telecommunication brands, they are generally unaware of the services and mobile plans offered.
“While most Malaysians have high recall of the brands in contention, they do not know the product offering details themselves, which strongly impacts how they consider a mobile plan,” she told a media briefing here today.
She said 92 per cent of the 500 respondents surveyed by Google started their research on new mobile devices or plans on online search engines, adding that it is a critical touchpoint leading to other online touchpoints.
She remarked that 37 per cent of consumers surveyed said they do not have prior knowledge of the products while 41 per cent said they were somewhat informed enough to be able to research an average of three brands.
“Only 22 per cent felt they were sufficiently informed,” Mapa said.
Google’s survey involved 500 respondents aged between 18 to 35 years old with two-thirds living in urban areas with an equal gender breakdown. The survey was conducted online and face-to-face.
The survey showed that Malaysian consumers are first attracted to pricing and affordability but what will seal the deal for them is the content provided by the telcos and the network coverage and strength.
They generally go online for reviews and videos are a highly marketing tool to help consumers seal the deal.
One in three consumers turn to videos when seeking product reviews and eight out of 10 believe that online videos add credibility to the brand and product.
“Mobile network providers have never faced a consumer that is more research-oriented than now.
“While this presents challenges, if mobile network providers can provide relevant, helpful information online just when consumers want it, they will succeed in the current mobile-first and consumer-first era,” Mapa said.