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a study by

THE MARKETPLACE OF MOMENTS 1

MOMENT, MOOD, MEDIA & CONTENT 2

• HAPPY MALAYSIANS AND THEIR “3PM BLUES”

• MOMENT IS THE MESSAGE

• ONLINE SHOPPING MOMENTS OFTEN DIFFER FROM OFFLINE

• “FRIENDS AT WORK” ARE A UNIQUE AND UNDER-LEVERAGED INFLUENCER SET.

MOMENTS & THE NEED STATES 9

• MALAY WOMEN WANT TO FEEL LOVED;

CHINESE WOMEN SEEK COMPLETE EXPERIENCE

MOMENTS & THE NEW EXPERIENCES 10

• MALAY MALES ARE THE EARLIEST ADOPTERS

• NEW TEXPERIENCES EXCITES MALAYSIANS

CONTENT

2

F or more than a hundred years through the age of analogue media, businesses often annoyed people by speaking to

them out of turn. People watched TV mostly in the evenings, so most brand advertising tried to tap that occasion to talk to people. Brands would try forging a connection in the mornings via newspapers or in drive time via Radio. In essence, the choice of mediums available was bound to physical locations; and the choices were really not that many.

Now in an era, where media travels in our pockets, it tends to be deeply individual and intimate, going wherever one goes, opening vast new vistas for brands to be able to belong

device and so on.

In the old world, people were often typecast as broad segments, with the assumption that whatever be the occasion and context, they

messaging. Now there is a clearer recognition of the fact that people live more and more in moments, rather than just broad segments. And

it’s possible to personalize sales propositions. Fine-tuning segments into moments, and USPs into PSPs is revolutionizing businesses and customer-centricity in a never before way.

In addition, the data footprints we generate living digitally can also enable companies to anticipate our needs, and personalize its proposition as well

MOMENTIS THE NEWMARKETPLACE

Entropia Marketplace of Momentsis a study of Urban 15-44yo via online panel.

Data extrapolated to 15-44yo with Universe (‘000) : 8,834

as messaging, thus making a meaningful use of the attention we bestow upon it. Data already guides, and as some would say controls our lives in so many ways today, as platforms use data

opinions, and reputations everyday.

We are already living programmatically, but most

This study from ENTROPIA seeks to unravel for Malaysia, some of the intricacies of the whole new marketplace it has opened up – the marketplace of moments - of moments that sell, from a macro perspective.

This study from ENTROPIA seeks to unravel for Malaysia, some of the intricacies of the whole new marketplace it has opened up – the marketplace of moments - of moments that sell, from a macro perspective.

1

THE MARKETPLACE OF MOMENTS

E arly this year Malaysia moved up 5 spots to be the 42nd Happiest country out of 155 countries, according to the World

Happiness Report. Hence it wasn’t a surprise to discover that Malaysians on average experience positive moods – such as relaxed, happy and excited, 2/3 of their day.

MOODS (by dayparts)

This ‘3pm Blues’ is an opportunity windowfor brands that seekto energize or reinvigorate consumers, vs. the cluttered morning kickstarts.

HAPPY MALAYSIANS ANDTHEIR “3PM BLUES”

day? Malaysians begin their day with excited-ness, while stress sets in as soon as work commences. Lunchtime however, they are recharged with burst of happiness and relaxation. However, by 3pm they are again extremely tired and stressed.

6am-8am 8am-10am 10am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am

Excited Happy Relaxed Stressed Tired

+ve -ve

2

MOMENT, MOOD, MEDIA & CONTENT

with negative moods, and this pattern is reversed during lunchtime – although we’ve understood

– possibly as the context is more relaxed and social. The mid to low HHI earners however are most

vs. females (64%), as they get more excited while females get more stressed. Race wise the Malays are 5% more positive than Chinese contributed due to Malays indexed higher in being happy and Chinese prominently more tired.

POSITIVE MOODS ( by HHI )

Excited

Happy

Relaxed

Stressed

Tired

HHI <1K HHI 1-2K HHI 2-3K HHI 3-4K HHI 4-5K HHI 5-6K HHI 6-7K HHI 7-8K HHI 8-10K HHI 10K+


+ve

-ve

16%10%

67%

Male

33%

26%

25%

23%

11% 11%

64%

Female

36%

25%

26%25%

24%

14%

27%67%

Malay

33%

26%

9%

24%

14% 13%

62%

Chinese

38%

26%

23%

3


MOMENT IS THE MESSAGE

While the editorial content dominates the morning hours, as people are seeking to know what’s going on with the world, advertising content gains pre-eminence only in the evenings, when people are more relaxed and passive. Peer-to-peer content dominates early morning and the

lunch hours in contrast. Branded utility becomes important between 0800-1000, when people look to use regular utility apps to solve their daily needs. Evening hours typically see openness to all sorts of content.

A6am-8am 8am-10am 10am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm 8pm-10pm 10pm-12am

ADVERTISING

EDITORIAL

INFLUENCERS

P2P

UTILITY


ADVERTISING

EDITORIAL

INFLUENCERS

P2P

UTILITY

MALAY CHINESE

appear to be more receptive to advertising earlier on in the evening, while Chinese can go with it late into the night.

CONTENT PIPE ( by day part )

CONTENT PIPE BY RACE ( by day part )

HIGH LOW

44


roles in the customer journey, it’s become important to map moments to the right type of content forms, in order to maximise marketing impact.

become important to map moments to the right type of content forms, in order to maximise marketing impact.

It also helps us in identifying what context the mediums are being consumed. TV is a comfort medium, viewers are mostly relaxed, at home, and probably with family and having a meal or a conversation.

While Radio is more of a distraction as it’s most closely associated with commuting to and fro the workplace and colleagues - from the stressful morning drive, and in the evening drive-home tiredness.

Newspaper is a meal complimentary medium that is most likely discussed with friends and families at food joints or at home over breakfast or dinner. Online serves mainly as a omnipresent medium, used throughout the day to feel relaxed regardless of the company or location.

Feeling RELAXED atHOME, EATING withFAMILY

Feeling STRESSED whileCOMMUTING TO WORK- ALONE, COLLEAGUES

Feeling RELAXED at MAMAK/RESTAURANT, EATING withFRIENDS, COLLEAGUES

Feeling HAPPY atHOME, SPENDINGTIME with FAMILY

Feeling RELAXED at MAMAK/RESTAURANT, SPENDING TIME with FAMILY & FRIENDS

Feeling RELAXEDat HOME, RELAXING ALONE

MEDIUM AND CONTENT


5


D espite the rise of online shopping in Malaysia, it is not

dayparts, where the bulk of groceries and other necessary purchases are still being done. In such cases, online shopping

dayparts.

Looking at Male shopping behavior, they are more focused, as

for online shopping.

However, looking at Females, there are multiple shopping peaks in

and evening for online, both pre-empting the men. However, there is a marked secondary peak during lunchtime, made even more dramatic for online shopping.

ONLINE SHOPPING MOMENTSOFTEN DIFFER FROM OFFLINE

ONLINE VS OFFLINE SHOPPING Gender( by daypart )

MALE ( OFFLINE SHOPPING ) MALE ( ONLINE SHOPPING )

FEMALE ( OFFLINE SHOPPING ) FEMALE ( ONLINE SHOPPING )


the shopping frequency between Malays and For Malays, shopping online during lunchtime is much more pronounced, and evening is the

66


With the rise of eCommerce, lunchtime is emerging as a critical shopping moment and as discussed friends at work are expected to be a

or reconsiderations. The pattern is expected to be even more interesting based on category, need states and level of involvement with the category decision.

Chinese, however, are less frequent shoppers, as they by and large seem to shop in the evenings. However, the general pattern of online shopping during lunch is higher relatively in both races.

“eCommerce has by and large created a whole new major shopping moment. And that’s during lunch hours.”

ONLINE VS OFFLINE SHOPPING Gender ( by daypart )

MALAY ( OFFLINE SHOPPING ) MALAY ( ONLINE SHOPPING )

CHINESE ( OFFLINE SHOPPING ) CHINESE ( ONLINE SHOPPING )


“Workplace is clearly more than work, especially foronline shopping.”

7


W ith 60% of waking hours spent at the workplace, it is not surprising that in Malaysia, time spent ratio between ‘with colleagues’ to ‘with friends’ is 4:1. In addition the rise of the

“friends at work”.

“FRIENDS AT WORK” ARE A UNIQUE &UNDER-LEVERAGED INFLUENCER SET

Across several categories, which see a massive surge in search and conversation volumes in the

regular weekend friends & relatives, they may also be more diverse, and hence be an important catalyst for switches and new triggers.

With rising income, as people tend to spend more and more time at work, they also spend more and more time with the family. However, ‘alone time’ and time with friends and relatives gets compromised in the process. Tipping point for this phenomenon is in the HHI 6,000 zone.

FAMILY/SPOUSE/PARTNER PPL AT WORK/EDU FRIENDS/RELATIVES ALONE

WHO ARE THEY WITH (by daypart)

HHI <1K HHI 1-2K HHI 2-3K HHI 3-4K HHI 4-5K HHI 5-6K HHI 6-7K HHI 7-8K HHI 8-10K HHI 10k+

FAMILY/SPOUSE/PARTNER PPL AT WORK/EDU FRIENDS/RELATIVES ALONE

WHO ARE THEY WITH (by HHI)


8


MALAY WOMEN WANT TO FEEL LOVED;

CHINESE WOMEN SEEK COMPLETE EXPERIENCE

I f there is one need gap that levels up Malaysians, it’s that

value, with only Chinese females scoring clearly higher than others, including Chinese males. The picture is somewhat inverted on the higher order end of the need gap spectrum, where Chinese females (and males) score the lowest on ‘I want brands to inspire me’.

Chinese Males across the board seem somewhat tepid in what they expect from brands. Chinese men and women agree on only one need gap which is ‘I want brands to make me feel good about myself’. However

dramatic on ‘I want brands to

with Chinese males, choosing to stick to the basics; and on ‘I want brands to connect to my heart’, with Chinese

males choosing to stay more functionally oriented.

When it comes to pulling heartstrings and connecting to Malaysian hearts, Chinese

than the other segments. Interestingly, Chinese women want the best of both world,

practical value, yet speak to their hearts. When speaking to this segment, the key is to

functional and emotional.

This might be indicative of the role-plays that men and women may have in Chinese families, and could be an important indicator of the messaging focus, depending on category and decision dynamics within the household.

between Malay females and males. The one major point of

want brands to help me belong and feel loved’. Malay males score much lower than Malay females, who score clearly the highest among all segments here. So if brands want to make Malay females happy, they need to show tender love and sensitivity towards Malay women in a happy communal context.

Malays distinctively prefer the emotional territory of “I want brands to make me feel good about myself” more so than Chinese. Storytelling for this group of consumers probably ought to be optimistic and celebratory with a lot of positive energy.

InspireMe

PracticalValue

CompleteExperience

Connect ToMy Heart

Belong &Feel Loved

Feel GoodAbout Myself

EnergiseMe

MALAY MALE CHINESE MALE MALAY FEMALE CHINESE FEMALE TOTAL

BRAND NEED STATES ( by gender and race )

9

MOMENTS & THE NEED STATES

MALAY MALES ARE THEEARLIEST ADOPTERS

As Malaysia seeks to break away from the middle-income trap by raising the productivity via knowledge and creative

economy, innovation takes the centerstage in this future.

A tough economy invariably is a cue to go back to customers, in search of more insightful and bolder innovations to cater to their known and unknown preferences. New technology is transforming the way we shop, entertain,

“Malays in general are a lot more open to innovation

- but also possibly cautious and calibrated - Chinese.”

Malays in general are a lot more open to innovation than Chinese, and this pattern is further accentuated by gender. Malay males lead early adoption followed by Malay females, followed by Chinese males and then Chinese females.

Decades of rising

and optimism among generations of Urban Malays, who bring high level of curiosity and keenness to explore the new and the better.

DIFFUSION CURVE (by race)

DIFFUSION CURVE (by gender)

exciting opportunities for innovative brands.

However, in all this, it is useful to know what segment of the population is most open to try new things, so brands can focus their new innovations on this segment, using them to seed and validate.

The attitude to innovation has the least variation based on age group but more prominent based

the age group of Urban Malaysia, 15-44, there is

Innovators15%

Early Adopters44%

Early Majority34%

Late Majority6%

Laggards1%

MalayChineseTotal

Innovators15%

Early Adopters44%

Early Majority34%

Late Majority6%

Laggards1%

MaleFemaleTotal

10

MOMENTS & THE NEW EXPERIENCES

10

NEW TEXPERIENCES EXCITES MALAYSIANS

As we’ve discovered Malaysians’ attitude

which Texperiences they are adopting and which are the ones they’re most curious and excited about. Would the huge hype and media exposure surrounding disruptive and emerging technologies globally catch on here?

Interestingly 5 Texperiences stood out - they have

anticipated and exciting opportunities. These untapped Texperiences consist of both Immersive and Cognitive Experiences, such as the futuristic

As concluded earlier, Malays’ adoption towards technology, both immersive and non-immersive, is faster than Chinese. While there is a perception that Chinese are more “techy” and have deeper understanding of tech, they surprisingly show less enthusiasm or preference towards these experiences. Immersive experience is acceptable by almost half of the population of Malays, who desire to take entertainment to the next level.

Analyzing it further, Malay men accept various immersive experiences be it for their gaming or cinema experiences but Malay women are gravitating towards experiences that enhances social moments particularly 3D/4D/6D theme parks and cinemas.

Immersive Experiences – blurs the line between the physical world and the digital or simulated world, thereby creating a sense of immersion (eg: AR, VR, 3D/4D/6D Theme parks).

Utility Experiences – built for pragmatic and functional purposes (eg: QR, Smartwatches, Smartphones).

Cognitive Experiences – allows human-like decisions or mental actions through information provided (eg: AI, Chatbots, Facial Recognition).

AI, intelligent and automated Text Chatbots, virtual Hologram and last but not least, Drones and 360 videos that are growing in popularity!

Smartphones, however, are at the opposite end as they have the highest adoption rate but least excitement. This is possibly due to the rapid evolution of the phones as high tech features

fast charging, HD-screen, and VR-support are available on mid-range smartphones such as Xiaomi, Huawei and Oppo, already opening it to the mass market.

TEXPERIENCES

Love It

Immersive Utility Cognitive

SOU

ND

EXC

ITIN

G

3D/4D/6D Cinema

3D/4D/6D Theme Park

360° Video

Hologram/Hololens/Tiltbrush

Drones

Live Broadcast

InteractiveDOOH

Motion SensorGame Console

ARVirtual Reality

IMAX Cinema

QR

Smart TV

Smart WatchFacial Recognition

Text Chatbots

AI

Smartphone

OpportunityFor Exciting &UntappedTexperiences

Voice Chatbots

1111

MOMENTS & THE NEW EXPERIENCES

The advent of deep data and marketing technology has caused massive chaos and complexity in the marketing ecosystem. Marketing has always lived at the cusp of business and people & therefore when faced with complexity, the most powerful insights and ideas, can be highly fragile and elusive. Indeed, complexity can kill the soul of marketing. At the least it can take focus away from what truly matters.

Get in touch with us at [email protected] © 2017 Entropia Pte. Ltd. All rights reserved.

Brands must enhance human happiness if they want to stay relevant. So, must data and technology. And in the age of anticipatory data, Creative prototyping and curative technology, there is a historic opportunity to be

Entropia hopes to chance upon ways we can do that - with simplicity, consistency and scale.

We hope to bring to the play an agile, hybrid and ecosystem approach, which is native to the digital age - made in future. In the process, we hope to break a few norms, and call a spade a spade, even if at the risk of sometimes being wrong.

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