For any marketer, it is vital to know who your advertisements are displayed to. This is where the population profile comes into play. As an advertiser, by knowing who your target audience is, you will be able to communicate better and more effectively because you place your ads at the right media and directed at the appropriate group.
Malaysia - One of the most diverse populations in the world
With about 30 million people in Malaysia(2015), it is a constant challenge for advertisers to place their ads especially with the growing trend of using new media to complement the more conventional mass media like television and radio.
What are Malaysians like?
- Occupation and job scope - A large portion of Malaysians are employed in the service and sales sector which constitute about 20% of the total. As expected, the manufacturing sector holds the largest number of Malaysian workers followed wholesale and the retail industries. Construction businesses hold about 9.5% of Malaysian workforce while other areas include accommodation and restaurant, real estate while government services constitute about 6.6% of the workforce.
- Salary scheme - Malaysians are mainly made up of the middle income group where 28.3% of them are in the RM1,001 to RM2,000 bracket. Despite the minimum salary policy, a large portion of them are in the RM500 and below bracket while 11% of Malaysian earn between RM3,001 and RM5,000 per month. In this context, only 2.2% of them earn over RM10,000 per month.
- Age group – In 2015, the total population in Malaysia is expected to exceed 30million and this means that the figure would have doubled since the 1980s. At the moment, there is a larger portion of the younger age group as compared to the older age group. In 2010, there are about 500,000 people below 10 years of age while there are about 100,000 of them around 70 years old.
This number is expected to change in the next 20 years as the younger group grows older. It is expected that by 2030, there will be over 2 children who are aged below 14 years of age to every person above 65 years old.
What does this mean?
Knowing such figures are very important for every advertiser and marketer as they will be able to gauge who their target markets are which will then allow them to learn about what the buying behaviours are, the income levels and other related factors.
Such information are imperative in all areas of advertising that include conceptualizing of the idea and campaign and the type of ads that will be most appropriately placed at the most suitable medias concerned.