The following is the executive summary, included in the Scribd document above.
This document describes the population of Facebook users in Malaysia based on public information collected from Facebook. The goal is to provide a point of reference for social media marketing and a report on Malaysian interest in politics.
Personal characteristics and interests in topics such as Pakatan Rakyat (PR), Barisan Nasional(BN), coalition leaders, Bersih, 1Malaysia and both mainstream media (MSM) and online alternative media publications were measured by age group and gender.
Users interested in a topic are considered the fan-base for that topic. Research focused on potential voters (users aged 21 years and above).
Malaysia has a total population of 13.5 million Facebook users. The population is male-dominant – 53% are male and 47% are female.
Out of the total population, 9 million are potential voters – 54% are male and 46% are female.
Results of the analysis show that men are more interested in politics than women, but the overall population has little interest in politics. Only 8.8% of total potential voters expressed interest in PR and BN parties.
The research drew attention to a possible relationship between the male-female ratios of each topic’s fan-base:
- Female bias was present in the fan-base for Malay-language MSM, Chinese-language MSM.
- Female bias was strongest in the fan-base for 1Malaysia.
- Male bias was present in the fan-base for English-language MSM and Barisan Nasional parties.
- Male bias was strongest in the fan-base for Pakatan Rakyat parties, Bersih and online alternative media.
For female-dominated topics, there is 1Malaysia and Malay-language MSM. The 1Malaysia brand is associated with BN and Malay-language MSM tends to give more coverage to BN parties.
For male-dominated topics, there is PR, Bersih and online alternative media. Bersih is a coalition of non-governmental organisations (NGO) seeking electoral reform. Bersih is strongly supported by PR. Online alternative media tends to give more coverage to PR parties compared to mainstream media.
PR’s fan-base is 1.5 times larger than BN’s fan-base. However the gap between BN and PR is small when it comes to women and PR’s fan-base is more male dominant compared to BN. This means that BN can overtake PR when it comes to potential women voters.
Population growth in November showed that both BN and PR’s fan-base were becoming less male-dominant. However BN started with a more favourable position in terms of gender balance.
Both 1Malaysia and Malay-language MSM have a female-dominant fan-base, which is a good market for BN to draw users from.
PR does not have a female-dominant source to draw from. Bersih and online alternative media are too male-dominant. The main source left to draw from are women who currently do not show an interest in politics, which is a challenge faced by both coalitions.
This places BN in a better position than PR to increase its share of interest from potential women voters.