Asia’s Middle Class: 2012 To 2020

An increasingly powerful economic force.

Middle class lifestyles, still out of reach for most people in South and Southeast Asia, are set to become more common over the course of the decade.

Between 2012 and 2020, the middle class will grow by 330 million in India to become 540 million strong, and by 210 million in Southeast Asia to represent 400 million people there, according to estimates from Nielsen.

Nielsen defines the middle class as people with enough money to choose what they buy, equating to at least US$16 in daily disposable income.

Rising affluence means that India’s middle class will account for 39% of the country’s population by 2020, compared with 17% in 2012.

Southeast Asia’s middle class, meanwhile, will represent the majority by 2020 at 55% of the population, compared with 28% in 2012.

Asia’s largest middle class lives in China however, at 800 million people or 61% of the population in 2012. This figure is set to rise to one billion people, or 71% of the population, by 2020.

In total, the size of the middle class in China, India and Southeast Asia will rise from 1.2 billion people in 2012 to almost 2 billion by 2020, a 62% growth rate.

asian middle class -comp

Source:; 23 June 2015

Ramadan: Be a Brand that Wins Hearts and Minds

The holy month of Ramadan is almost upon us. It will be a period of extended fasting, prayers, personal reflection, and celebration for Muslims. So how can brands potentially be a valued partner during this period? We’ll be presenting some online Malaysian consumer habits during Ramadan to help.

Spiritual Education, Great Cooking, Trendy Fashion, and Celebratory Music
Muslims depend heavily on the internet for a variety of Ramadan needs. In July, we see searches increase on both and YouTube for prayers (35% month-on-month), recipes (32% month-on-month), and Malay apparel (28% month-on-month). On YouTube, searches for celebratory Raya music increases 1,133% in July.

Create Content Around These Interests and Promote Them
Brands looking to be loved and valued this Ramadan should create online content around these categories of interests and promote them on mass awareness channels such as:-
1. Display Networks and Video Platforms
2. Search platforms where Muslims are actively looking for content.

To give a sense of what’s important to Malaysians in the year 2015, we’d like to share the top searches around recipes, Raya music, and Malay apparel in 2015 thus far. For example, you might want to consider promoting how-to recipe videos for chicken and cake dishes, because they’re so popular. How-to-wear tutorials for popular apparel such as tudung bawal will surely earn you love as well.

Definitely Promote Yourself on Mobile
Searches for recipes, Raya music, Malay apparel, and prayers have quickly shifted from desktop to mobile. The share of these searches on mobile more than doubled in the past 2 years, from 27% to 67%. Here’s how you can make sure you’re ready for a mobile strategy:-

  1. Make sure your site is mobile-friendly here with the mobile-friendly test:
  2. Spruce up your video creatives with mobile-optimized visuals, such as with YouTube Cards, which provides carousel images enticing viewers to explore multiple offerings:





Source:Google Malaysia; 16 June 2015

5 Factors of Video Viewability

Online video advertising is growing rapidly each year, and as adoption and demand increases, there’s a lot of interest in understanding video ad viewability benchmarks, for YouTube in particular. The good news is that video ads on YouTube are significantly more likely to be seen than video ads on the rest of the web. The infographic below will review 5 factors of video viewability.

Source: Insights by Google Malaysia; 12 May 2015

5 factors of video









Click here to view infographic