This follows a recent survey conducted by Google Malaysia which showed that out of the 500 consumers sampled, only 22% were considered “informed” before making a decision on which mobile service provider to choose.
About 41% were considered to have “some information” and 37% were considered to have none.
The survey, titled “A Malaysian Consumer’s Path to Purchase: Mobile Plans”, was conducted in the third quarter of this year. The methodologies used included online surveys as well as in-person interviews.
Speaking at Google Malaysia at the Axiata Tower here today, the company’s industry manager Jamie Lucia T Mapa said while 94% of the consumers surveyed had conducted prior research online, many left without being completely informed before making their purchases.
“Malaysians know that multiple brands exist but they don’t know what these brands offer,” she said.
“Telcos could simplify information they provide, especially on platforms that consumers are already on.”
According to the results of the survey, it was also important for telecommunication providers to grab the attention of potential consumers early on, as 86% of those surveyed decided on a provider before signing up for a plan online.
“Purchases happen offline but in reality, research happens online, and while price is what will initially grab the attention of the consumers, what ultimately keeps that attention is performance,” Mapa said.
She said the survey also revealed that apart from using search engines like Google for their initial research, consumers also searched for videos in the further research phase to validate their choices.
“Eighty-one percent of those surveyed felt that videos add credibility to the brand, and what they are usually looking for from videos are reviews.
“Telcos must not neglect videos as they are very effective at winning over consumers, especially later on.”
The survey also found that consumers wanted different brands to win them over as 75% were willing to switch service providers.