Target audience: Self-employed people & freelancers in Malaysia

Selected insights on target group: Self-employed people & freelancers in Malaysia

• 38% of self-employed people & freelancers have a low annual household income
• A happy relationship has less importance to self-employed people & freelancers than to the average consumer
• History is a relatively prevalent interest of self-employed people & freelancers
• Self-employed people & freelancers are more likely to have gardening and plants as a hobby than the average consumer
• Self-employed people & freelancers remember seeing ads on websites and apps of brands and products more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Malaysia
• Gender of consumers in Malaysia
• Consumer’s level of education in Malaysia
• Share of consumers in Malaysia in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Malaysia live
• Communities where consumers live in Malaysia

• Most important aspects of life for consumers in Malaysia
• Top 10 interests of self-employed people & freelancers in Malaysia
• Top 10 hobbies and leisure activities of self-employed people & freelancers in Malaysia

• Agreement with statements in Malaysia
• The 10 most important issues facing Malaysia according to self-employed people & freelancers
• Political attitudes of consumers in Malaysia

• Top 10 places where self-employed people & freelancers in Malaysia have come across digital advertising in the past 4 weeks
• Devices consumers in Malaysia use regularly to access the internet
• Social media activities in Malaysia by type
• Places where consumers in Malaysia have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Malaysia have been using in the past 4 weeks