24 Media Consumption Behaviours Across Generations in Malaysia Report

Malaysians no longer separate where they watch, learn, and shop. Every feed is now a mix of entertainment, education, and e-commerce. Vase.ai surveyed 962 Malaysians to understand how people consume content across platforms and how those habits shape what they watch, learn, and buy.

Here’s a sneak peek at 5 key insights that reveal how Malaysians spend their media time and discover brands online. Explore all 24 questions and findings in the full dashboard.

Here's What We'll Cover:

• 1. Facebook, TikTok, and Instagram top the list of news sources

• 2. Most Malaysians Use Youtube, TikTok and Facebook for Entertainment

• 3. YouTube, TikTok and Instagram Are Now Malaysia’s Top Learning Hubs

• 4. Most Malaysians Discover New Brands on TikTok, Facebook and Instagram

• 5. Fashion, Beauty and Gadgets Lead Online Purchases Driven by Social Platforms

• 6. 🗂️ Full list of 24 questions and insights from the study

• Unlock the Full Media Consumption Dashboard

Note: The dashboard is only accessible via laptop or desktop. You can also view the full list of survey questions to explore how each insight was collected.

1. Facebook, TikTok, and Instagram  top the list of news sources

🗣️ We Asked Malaysians:

"Which platforms do you use most often to keep up with news and current events?"

• Facebook: 71%

• TikTok: 65%

• Instagram: 50%

2. Most Malaysians Use Youtube, TikTok  and Facebook for Entertainment

🗣️ We Asked Malaysians:

"Which platforms do you use most often for fun and entertainment (videos, shows, memes, etc.)?"

• YouTube: 76%

• TikTok: 72%

• Facebook: 63%

3. YouTube, TikTok and Instagram Are Now Malaysia’s Top Learning Hubs

🗣️ We Asked Malaysians:

"Which platforms do you use most often to learn new skills or knowledge?"

• YouTube: 79%

• TikTok: 62%

• Instagram: 35%

4. Most Malaysians Discover New Brands on TikTok, Facebook and Instagram

🗣️ We Asked Malaysians:

"Where do you usually come across new brands or products for the first time?"

• TikTok: 64%

• Facebook: 49%

• Instagram: 41%

5. Fashion, Beauty, and Gadgets Lead Online Purchases Driven by Social Platforms

🗣️ We Asked Malaysians:

"Which types of products have you purchased after seeing them on your most-used platform?"

• Fashion / apparel / shoes: 69%

• Beauty / personal care: 62%

• Electronics / gadgets: 57%

🗂️ Full list of 24 questions and insights from the study

Our dashboard explores how Malaysians consume, learn, and shop through media across four key areas.

Platform Usage

• Platforms most used to keep up with news and current events
• Platforms most used for videos, shows, memes, and entertainment
• Platforms most used for learning new skills or knowledge
• List of all platforms or media currently in use
• Platform where users spend the most time
• Number of days per week each platform is used
• Average daily time spent per platform

Content Engagement

• Type of content most frequently engaged with on each platform
  
• Maximum video length comfortable to watch on various platforms
  
• Main reason for using each platform
  

Advertising & Purchase Behavior

• Attitudes toward ads or sponsored content on each platform
  
• Whether a user has purchased after seeing a product on a platform
  
• How a platform influenced a user's purchase decision
  
• Types of products purchased after seeing them on platforms
  
• Maximum amount ever spent on a single purchase found via a platform
  
• Whether the largest purchase was a regular or exceptional spend
  

Trends & Discovery

• Media usage and behavior changes compared to the previous year
  
• Channels where new brands or products are most often discovered
  
• Typical reactions to festive advertisements on media platforms
  

Unlock the Full Media Consumption Dashboard

Want to explore every question and chart in detail?

Note: The dashboard is only accessible via laptop or desktop. You can also view the full list of survey questions to explore how each insight was collected.

 Quick Q&A: Malaysia’s Media Habits at a Glance

Ready to turn these insights into action?

Apply these findings to your next media strategy and see how a data-driven, audience-first approach can elevate engagement. Whether you’re planning content campaigns, designing cross-platform experiences, or refining messaging for different audiences, Vase.ai helps you test and validate your strategy with real-time feedback before launch.