COVID19 has had a huge impact on the digital consumption habits of people in Myanmar.
Consumers have broadened their adoption of new technology to support their requirements from increasing digital entertainment including mobile games and online video, to online shopping and food delivery.
A recent report from Myanmar advertising platform Humology took a deep-dive into the detail:
There are now 35 million total online consumers in Myanmar, with only 22 million on Facebook
56% of consumers now go online multiple times every day – an increase of 75% since COVID19
80% of consumers have added a new app on their smartphone since COVID19
71% of consumers now watch online video every day – an increase from 42% since COVID19
69% have increased video streaming on online video platforms such as OTT and CTV
65% are playing more games on their smartphones and tablets – interestingly 52% of the mobile gaming audience are female
72% play mobile games every day with a 37% increase in consumers playing multiple times per day
Social platforms are trusted by only 46% of consumers whereas local websites are trusted by 75% of consumers
Evolving consumer behaviour will result in changes in how marketers choose to execute in Myanmar, with more of a focus on online video, mobile gaming and ecommerce.
Myanmar is going through a digital transformation. AdsMy, a local marketing tech platform, have produced a trends deck covering digital marketing and consumer behaviour for Myanmar in 2018. Programmatic, mobile, video, native and digital advertising are all highlighted as growth areas.
Myanmar is a highly mobile market, backed up by the latest research showing 99% of households now own a SIM card. This points to an interesting dynamic where consumers own SIM cards to make calls, but will borrow a common handset from friends or relatives.
Facebook and Gaming are the most popular mobile pastimes in Myanmar, although 95% of consumers still use their mobile phones for phone calls.
“How much should we be paying per like on Facebook?” or “What is a good CTR for a display campaign?” are questions that will be familiar to anyone working in Digital. Benchmarks are a constant topic of discussion, and it’s only natural that we want to understand whether we are doing better or worse than everyone else.
It is not easy to find Asia specific benchmarks, but this post is a fairly comprehensive list of all the resources available. Where there are no local benchmarks, more general industry specific or global benchmarks can still help us understand performance, so we have included the best of these. Continue reading Digital Benchmarking and Measurement→
The most comprehensive and easily digestible source of social media information for Asia is to be found courtesy of We Are Social Singapore. They have a series of presentations covering key stats for almost all the Asian markets.