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Media
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Performance
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Data
Outcomes
The market-leading advertising platform in Myanmar
Connecting data-driven marketing with business outcomes

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About The Report
As the Coronavirus situation continues to evolve, people
are being encouraged to stay at home in order to ensure
their health and safety.
Across Myanmar more than 71% of respondents have
started working from home and cut back on social and
outdoor activities.
This report analyzes the shift in mobile behavior and
consumer sentiments in Myanmar during the COVID19
crisis.
The survey was conducted by Humology across 500
people living in Myanmar with an age range of 18 to 75.

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Shifts in Consumer Behaviour
Game of
Phones
34% increase in
consumers saying they
play mobile games
“multiple times per day”
Switch to
Online Shopping
55% of consumers
have shifted
purchases from
offline to online
Work From
Home World
71% of consumers
are working from
home or have
reduced office hours
Video Streams
Become a River
21% of consumers
have increased
online video viewing
since March
Social Media
Low Trust
Social Media ranks lowest
in consumer trust during
the COV19 situation,
behind local and global
sites and apps
Humology Consumer data 2020

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Social distancing
is the new norm in
times of COVID19
70% have cut back on
social and outdoor
activities across
Myanmar
71% 70%
61%
49%
38%
Work from home or
reduce office hours
Reduce outdoor
and social activities
Cancel vacation
plans
Cancel work travel
plans
Start attending
online classes
Select the following that applies to you in response to the
Coronavirus Covid-19 situation
Humology Consumer data 2020

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Smartphone usage is peaking as respondents avoid
going outside
86% 87%
23%
25%
16%
80%
65%
29% 30%
16%
82%
60%
33%
16%
6%
Smartphone Laptop/Desktop TV Tablet Gaming console
Gen Z Gen Y Gen X
Humology Platform data 2020

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47% of consumers now go online multiple times every day -
an increase of 41% since COVID19
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
After
Before
Multiple times per day Daily Less than Daily
Humology Consumer data 2020

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Consumers in Myanmar spend most of their time watching
online video and playing mobile games during the crisis
60%
57%
54%
51%
45%
Increase online video
streaming
Play more mobile games Spend more time on social
media
Watch more TV Read more news on physical
newspapers
Select all that best describe your entertainment behaviour in response to the Coronavirus Covid-19
situation.
Humology Consumer data 2020

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People are connected
online 24/7 during the
crisis
Social media ranks 3rd in
terms of how consumers
across Myanmar are
spending their time since
COVID19
60% have increased video
streaming on Netflix or online TV
57% are playing more games on
their smartphones and tablets
51% are watching more TV
45% are reading more news on
physical newspapers
54% are spending more time on
social media
1st
2nd
3rd
4th
5th
Humology Consumer data 2020

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0
64% of consumers now watch online video every day – an
increase from 42% since COVID19
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
After
Before
Multiple times per day Daily Less than daily
Humology Consumer data 2020

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Online Video streaming has seen a high number of new app
downloads and a large increase in sessions
Total
Downloads
(millions)
Total
Sessions
(Millions)
88
90
92
94
96
98
100
102
104
106
0.65
0.7
0.75
0.8
0.85
0.9
0.95
10/3/2011/3/2012/3/2013/3/2014/3/2015/3/2016/3/2017/3/2018/3/2019/3/2020/3/2021/3/2022/3/2023/3/2024/3/2025/3/2026/3/2027/3/2028/3/2029/3/2030/3/2031/3/201/4/202/4/203/4/204/4/20
Total downloads Total sessions
Humology Platform data 2020

57% of consumers are
playing more mobile games
since the outbreak
51% of the mobile gaming
audience are female
Humology Consumer data 2020

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65% play mobile games every day with a 34% increase in
consumers playing multiple times per day
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
After
Before
Multiple times per day Daily Less than Daily
Humology Consumer data 2020

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Mobile gaming downloads and sessions have increased
Total
Downloads
(millions)
Total
Sessions
(Millions)
75
80
85
90
95
100
0
0.2
0.4
0.6
0.8
1
1.2
1.4
10/3/2011/3/2012/3/2013/3/2014/3/2015/3/2016/3/2017/3/2018/3/2019/3/2020/3/2021/3/2022/3/2023/3/2024/3/2025/3/2026/3/2027/3/2028/3/2029/3/2030/3/2031/3/201/4/202/4/203/4/204/4/20
Total downloads Total sessions
Humology Platform data 2020

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Social media sessions have increased slightly but
downloads are flat
Total
Downloads
(millions)
Total
Sessions
(Millions)
105
106
107
108
109
110
111
112
113
0.76
0.77
0.78
0.79
0.8
0.81
0.82
0.83
0.84
0.85
10/3/2011/3/2012/3/2013/3/2014/3/2015/3/2016/3/2017/3/2018/3/2019/3/2020/3/2021/3/2022/3/2023/3/2024/3/2025/3/2026/3/2027/3/2028/3/2029/3/2030/3/2031/3/201/4/202/4/203/4/204/4/20
Series1 Series2
Humology Platform data 2020

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Social platforms like Facebook are the least trusted
media by Myanmar consumers
69% 68%
50%
Local Apps & Websites Global Apps & Websites Social Media
Where do you look for trusted news and information during the Coronavirus Covid-19
situation?
Humology Consumer data 2020

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Consumers across most categories show increased time
spent with Mobile Games, Online Video and Apps
0
20
40
60
80
100
120
140
160
180
Moms Young Males Young Females High Net Worth
Chart Title
Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Using Apps
Humology Consumer data 2020

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Frequency of online usage has increased post COVID
Breakfast
(6-10am)
Morning
(10am-12pm)
Lunch
(12-2pm)
Afternoon
(2-5pm)
Evening
(5-8pm)
Late Night
(8pm-12am)
Top Apps
Mobile Games
Online Video & OTT
Online Shopping
Social Media
Watching TV
Peak timings post COVIDPeak timings pre COVID
Humology Platform data 2020

53% of consumers have added
a new app on their
smartphone since COVID19
0 1 2 3 4 5 6 or more
Humology Consumer data 2020

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0
52% are planning to
purchase groceries
and household items
online
Humology Consumer data 2020

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Across Myanmar more than 58% of respondents are
planning to shift purchases online
58%
52%
45%
24%
Shift more purchases from offline
to online
Purchase groceries/household
items online
Increase my usage of food
delivery services
Purchase more from local stores
Select all that best describe your purchase behavior for the next few months
Humology Consumer data 2020

77% of consumers want
brands to continue
communicating during
this crisis
Humology Consumer data 2020

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54% of consumers hope to see ads featuring information
around product health and safety
77%
54%
38%
23% 21%
18% 17%
Keep
communicating
with consumers
Information around
product health and
safety
Compassioate
messaging
Pause brand
communications
Information around
latest promotions
and discounts
Right type of
humour to lighten
the mood
Efforts to support
local communities
What are you expecting from brands in the current COVID 19 situation?
Humology Consumer data 2020

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40%
39%
25%
23%
23%
15% 20% 25% 30% 35% 40% 45%
Food & Beverage
Travel
FMCG
Realestate
Energy/Oil/Gas
Consumers are concerned by brands that appear next to
COVID19 content
IAS Covid Report data 2020
Food & Beverage and Travel
brands top the list of verticals
that consumers DON’T want to
see adjacent to Coronavirus
content

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The mobile app ecosystem is tailormade for brand
suitability
Professional
Brand-safe
environment
Exclude UGC
Focused & captive
audience
Increase in
consumer time
spent

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• For the past 25 years, Ovaltine has been No.1 leading and trusted Malted Food
Drink brand in Myanmar.
• Over the past few years the business has stagnated due to multiple small players
entering the market.
Challenge
• Create stand-out in the market through a personalized KOL call ad creative.
• Bespoke consumer segments including Mothers with kids aged 3 to 12 year old,
home-makers and working women
• Using data-led usage analysis via our technology platform we identified that
whenever moms were able to take break from their duties they enjoyed
relaxation through their mobile devices, particularly gaming.
• We therefore used:
• Contextual targeting
• Appographic Targeting and
• Time targeting
Strategy
Case Study – KOL Call
OVALTINE
Engagement
Engagement rate
34%
CTR
2.16%
Viewability
85%
Hours
33,000+

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32% of consumers are interested in support from banks
and financial institutions
59%
32%
26%
14%
Support from government Support from banks and financial institutions) Support from employer Support from friends family
What financial support are you looking for over the Coronavirus Covid-19 situation?

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What should Brands do to address the
Fluid Times and Shifts In Consumer Behavior?
Stay In
Touch
Remain calm and continue your
communication and engagement
with consumers in the right tone
of voice. Make consumers feel
that you are available and ready
in times of crisis.
Shift Your
Media
Understand where consumers are
spending more time across apps,
online video and mobile gaming.
Shift your media plan
accordingly.
Think
Engagement
Consumers have more time to spend with
you and your brand online than ever
before. Ensure you use the right mix of
interactive rich media, playable and video
formats to give them a reason to engage.
This is not a time for static images.

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Thank You