COVID19 has had a substantial impact on digital consumption habits of people in Myanmar. Consumers have broadened their adoption of new technology to support their requirements from increasing digital entertainment including mobile games and online video, to online shopping and food delivery.

1. THE DATA-DRIVEN
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2. FormatsHumology PlatformPremium Publishers Humology StudioPrediction AI Audiences Humology UI
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deliver the right creative that
connects to the right consumer
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global publishers to connect
our clients with 35 million
people in Myanmar
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Humology guarantees outcomes like
incremental visits or video views so
that marketers connect with a more
engaged audience
HOW WE
WORK
WITH
CLIENTS

4. 4
About The Report
Many parts of Myanmar have recently been under total
lockdown in order to contain the spread of the
Coronavirus. This has had a substantial impact on how
people are living their day to day lives and also how they
are now consuming media.
With limited ability to lead a pre-COVID19 existence,
consumer habits have adapted to a new normal.
Consumers have broadened their adoption of ‘new
technologies’ to support their requirements from online
shopping/food delivery services to entertainment habits.
Humology has tracked how these behaviours have
changed and how advertisers can best converse with
their audiences.
The survey was conducted by Humology across 1,000
people living in Myanmar with an age range of 18 to 75.

5. 5
Shifts in Consumer Behaviour
Game of
Phones
54% increase in
consumers saying they
play mobile games
“multiple times per day”
Manners Maketh
Man
4 in 5 consumers do
not like formats that
are interruptive to
their digital
experience
Move Beyond
Silos
Consumers have
broadened habits
across multiple
environments
Video Is the
Myanmar Star
70% of consumers
have watch online
video at least once a
day
Trust Needs
to be Earned
With a charged political
environment and mixed
messaging local and global
sites and apps become
key territories
Humology Consumer data 2020

6. 6
Social distancing
is the new norm in
times of COVID19
80% have cut back on
social and outdoor
activities across
Myanmar
Humology Consumer data 2020
71% 70%
61%
49%
38%
82%
80%
90%
85%
43%
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
Apr-20 Oct-20

7. 7
MYANMAR
CONSUMERS CAN
NOW BE REACHED
ACROSS A
MULTITUDE OF
ENVIRONMENTS
MYANMAR MONTHLY UNIQUES
Total Market Facebook
35m 22m
Messaging 15m
Gaming 14m
YouTube 4.75m
TikTok 4.25m
Music 2.2m
Utility 1.6m
Sources: Flurry Analytics, Facebook, Google, Humology, AdColony, Viber

8. 80% of consumers have added
a new app on their
smartphone since COVID19
Humology Consumer data 2020
0 1 2 3 4 5 6 or more

9. 9
Smartphone usage is peaking as respondents avoid
going outside
90% 88%
23%
25%
20%
82%
66%
32% 30%
16%
84%
60%
35%
16%
6%
Smartphone Laptop/Desktop TV Tablet Gaming console
Gen Z Gen Y Gen X
Humology Platform data 2020

10. 1
0
56% of consumers now go online multiple times every day -
an increase of 75% since COVID19
Humology Consumer data 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Oct-20
Apr-20
Pre-COVID 19
Multiple times per day Daily Less than daily

11. 1
1
Consumers in Myanmar spend most of their time watching online
video and playing mobile games & watching TV during the crisis
Humology Consumer data 2020
60%
57%
51%
54%
45%
69%
65%
55%
49%
39%
Increase onlive video
streaming
Play more mobile games Watch more TV Spend more time on social
media
Read more news on physical
newspapers
Select all that best describe your entertainment behaviour in response to the Coronavirus Covid-19
situation.
Apr-20 Oct-20

12. 1
2
People are connected
online 24/7 during the
crisis
Social media ranks 4th in
terms of how consumers
across Myanmar increasing
time spent over COVID19
69% have increased video
streaming on Netflix or online TV
65% are playing more games on
their smartphones and tablets
49% are spending more time on
social media
45% are reading more news on
physical newspapers
55% are watching more TV
1st
2nd
3rd
4th
5th
Humology Consumer data 2020

13. 1
3
71% of consumers now watch online video every day – an
increase from 42% since COVID19
Humology Consumer data 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Oct-20
Apr-20
Pre-COVID 19
Multiple times per day Daily Less than daily

14. 1
4
Online Video streaming has seen a high number of new app
downloads and a large increase in sessions
Total
Downloads
(millions)
Total
Sessions
(Millions)
Humology Platform data 2020
96
98
100
102
104
106
108
0.78
0.8
0.82
0.84
0.86
0.88
0.9
0.92
0.94
0.96
0.98
1
12/9/2013/9/2014/9/2015/9/2016/9/2017/9/2018/9/2019/9/2020/9/2021/9/2022/9/2023/9/2024/9/2025/9/2026/9/2027/9/2028/9/2029/9/2030/9/201/10/202/10/203/10/204/10/205/10/206/10/207/10/20
Total Downloads Total Sessions

15. 57% of consumers are
playing more mobile games
since the outbreak
52% of the mobile gaming
audience are female
Humology Consumer data 2020

16. 1
6
72% play mobile games every day with a 37% increase in
consumers playing multiple times per day
Humology Consumer data 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Oct-20
Apr-20
Pre-COVID 19
Multiple times per day Daily Less than daily

17. 1
7
Mobile gaming downloads and sessions have increased
Total
Downloads
(millions)
Total
Sessions
(Millions)
Humology Platform data 2020
75
80
85
90
95
100
105
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
12/9/2013/9/2014/9/2015/9/2016/9/2017/9/2018/9/2019/9/2020/9/2021/9/2022/9/2023/9/2024/9/2025/9/2026/9/2027/9/2028/9/2029/9/2030/9/201/10/202/10/203/10/204/10/205/10/206/10/207/10/20
Total Downloads Total Sessions

18. 1
8
Social platforms like Facebook are the least trusted
media by Myanmar consumers, particularly for COVID-
19 updates and political content
Humology Consumer data 2020
69% 68%
50%
75%
72%
46%
Local Apps & Websites Global Apps & Websites Social Media
Where do you look for trusted news and information during the Coronavirus Covid-19 situation?
Apr-20 Oct-20

19. Networking,
education and
entertainment top
the interests
however they are
interested in a wide
range of content
Interests on Mobile
98%
95%
91% 90%
87% 85% 84% 83% 82% 80%
72%
52%
Socialnetw
orking
Education/W
ork-related
Entertainm
ent
R
ealTim
e
Inform
ationSports
&
Fitness
N
ew
s
&
C
urrentevents
H
ealth
&
B
eautyTravel&
H
olidays
Fashion
&
C
lothing
C
onsum
erelectronicsM
otors
&
V
ehicles
H
om
e
&
G
arden
All Adults
Humology Mobile Usage Study 2020: Adults

20. 2
0
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
Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Using Apps
Humology Consumer data 2020

21. 2
1
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 APR 2020Peak timings pre COVID
Humology Platform data 2020
Peak timings OCT 2020

22. Ensure that you are
using formats
where your target
audience feels as
though they are in
control and/or there
is a value exchange
Humology Mobile Usage Study 2020: Adults
82%
78%
57%
52%
51%
45%
31%
31%
20%
19%
18%
22%
43%
48%
49%
55%
69%
69%
80%
81%
User-initiated mobile app
Interactive Rich Media
Native Ads
In Feed click-to-play
Skippable pre-roll
Social click-to-play
Standard Banner
In Feed auto-play
Social auto-play
Pre-roll
Positive Negative

23. 2
3
58% are planning to
purchase groceries
and household items
online
Humology Consumer data 2020

24. 2
4
Across Myanmar more than 58% of respondents are
planning to shift purchases online
Humology Consumer data 2020
58%
52%
45%
24%
62%
58%
55%
23%
Shift more purchases from offline to
online
Purchase groceries/household items
online
Increase my usage of delivery
services
Purchase more from local stores
Select all that best describe your purchase behavior for the next few months
Apr-20 Oct-20

25. 84% of consumers want
brands to continue
communicating during
this crisis
Humology Consumer data 2020

26. 2
6
43% of consumers hope to see ads featuring latest
promotions and discounts
Humology Consumer data 2020
77%
54%
38%
21%
17%
23%
18%
84%
62%
55%
43%
26%
15% 15%
Keep communicating
with consumers
Information around
product health and
safety
Compassionate
messaging
Information around
latest promotions and
discounts
Efforts to support
local communities
Pause brand
communications
Right type of humour
to lighten the mood
Select all that best describe your purchase behavior for the next few months
Apr-20 Oct-20

27. 2
7
40%
39%
25%
23%
23%
43%
33%
29%
22%
21%
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

28. 2
8
The mobile app ecosystem is tailormade for brand
suitability
Professional
Brand-safe
environment
Exclude UGC
Focused & captive
audience
Increase in
consumer time
spent

29. Humology Rich Media – Deck of Cards
Challenge
Strategy
Reach
45.3%
Brand Safety
98.8%
CTR
9.17%
Interaction (MRC)
9.08%
Click Through Rate
x18 Higher than market
average
Interaction Rate
200% Higher than market
average
A FOOD DELIVERY BRAND ACHIEVES
BRAND RECOGNITION USING HUMOLOGY
RICH MEDIA
• Foodpanda was position itself as the new technology delivering platform in food market.
• They wanted to interrupt and engage with the consumer while they only available in certain
locations in Yangon, Mandalay, Mawlamyaing, Bagan, PyinooLwin
• Simple engaging rich media unit that convey multiple messages to the target consumers.
• Hyper targeting to specific locations. Contextual targeting to Food sites/apps. Interest
targeting to consumers that regularly eat out/use food apps.
• Used A.T.O.M. AI optimization to drive guaranteed results
Click to play video

30. 3
0
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.

31. 3
1
Thank You