KUALA LUMPUR: Malaysians increasingly use online media to socialise, manage profiles, blog and watch videos, making them "high rankers as social media users," according to Universal McCann.

Despite a noticeable drop in interest among European consumers, blogging in Malaysia has grown from 75.5% in 2008 to 80.4% this year.

Overall, Malaysians rank among the highest in the world in terms of managing their profile via a social network.

Although the common perception is that social media is overwhelmingly dominated by a younger demographic, the 35-44 age segment is fast catching up, says the UM report.

Meanwhile, 24% of Malaysians of this age using social media on an active basis.

But 38% of all social media users - the largest age group - are in the younger 25 to 34-year-old bracket.

"New conversation tools are emerging daily, and companies must leverage on these developments by saying something meaningful," Prashant Kumar, ceo of Universal McCann Malaysia, said.

Data sourced from Campaign Asia-Pacific; additional content by Warc staff