KUALA LUMPUR: Malaysians are increasingly navigating across multiple digital platforms — from search engines and social media to online video, messaging apps and artificial intelligence (AI) tools — fundamentally reshaping how information is discovered and purchasing decisions are made.
These trends are highlighted in the Digital 2026: Malaysia report released by Meltwater and We Are Social, which shows the country remains one of Southeast Asia’s most digitally connected nations.
Internet penetration stands at 98 per cent, with 35.4 million people online and 30.7 million social media identities nationwide. On average, Malaysians spend 41 hours and 32 minutes online each week, including more than 24 hours on social platforms and over 14 hours watching online video.
Meltwater Vice President for Enterprise, APAC, Mimrah Mahmood said the data reflects a shift towards more deliberate and informed digital behaviour.
“Malaysians are highly connected and increasingly thoughtful in how they discover, evaluate and consume information online.
“People move across search, social content, online video, messaging and AI tools to understand options with greater clarity, and this multi-channel behaviour is reshaping how decisions are made,” she said in a statement.
The report shows that research plays a central role in purchasing decisions, with 61.7 per cent of Malaysians researching brands online before buying. More than half, or 54.8 per cent, rely on search engines during this process.
“Social networks support decision-making for 51.3 per cent of users, while 43.2 per cent consult consumer reviews. Video content, including tutorials, product reviews and influencer content, further helps consumers compare options confidently,” she said.
Discovery, however, rarely follows a single channel. Social networks reach 97.4 per cent of Malaysians monthly, while 98.2 per cent use messaging apps such as WhatsApp, Messenger and Telegram, which often serve as early touchpoints for shared links and recommendations.
“Meanwhile, online video is watched weekly by 96.1 per cent of respondents, making it a key tool for learning, evaluation and comparison.
“Search remains a critical reference point, with Google accounting for over 93 per cent of search referrals.
“Increasingly, AI tools are also part of the discovery journey, with 48.4 per cent of Malaysians using ChatGPT each month to clarify information and support decision-making,” she said.
This intentional discovery behaviour is also reflected in spending patterns.
“About 61 per cent of Malaysians make online purchases weekly, with e-commerce spending reaching US$8.79 billion in 2025, a 13.1 per cent year-on-year increase,” she said.
