Google and Kantar TNS came together to conduct a research on how Malaysians go through the processor of buying mobile phones plans, while they have hight recall of the brands they still do not know the product offering details and this strongly impacts how they consider a mobile plan.
37% of consumers surveyed said they do not have knowledge of the products, while 41% are informed enough to be able to research and an average of three brands and 22% felt that they have all the information they need. Due to the lack of information provided, consumers will take the initiative to do their own research, nine out of ten consumers will do some research online and a majority of them search for this information through their mobile phones. Thanks to this, 86% of consumers have already decided on the plan they want to subscribe too before walking into a telco store to sign up. Acquiring new subscribers is also vital as 92% of Malaysians start their research online and further come to a conclusion by visiting a provider’s site or visiting social media channels.
Finally, watching online videos is also a go-to when it comes to later stages of the research, one in three consumers will watch videos when checking product reviews and eight in ten believe that online videos will encourage them to trust the brand and product. Providing them with the right content is vital to bring them over to the brand but they also have a high priority in affordability and plan upgrades before considering things like product quality or performance and features.
