Cambodia’s consumers revealed

Tuesday, 14 December 2010
Ellie Dyer
The Phnom Penh Post

IRG found that 12 percent of those surveyed used the internet regularly – many of whom were “young and wealthy students, living in Phnom Penh”. Those from households earning more than US$200 a month accounted for 89 percent of usage, with nearly half browsing most often in internet cafés. Just 13 percent of internet users usually accessed the web at home, with high cost cited by 41 percent as their rationale. But over the last year, user numbers outside of the capital grew – with Phnom Penh now accounting for 43 percent of users, compared to 58 percent in December 2009.

An ATM card is one of the top three items a Cambodian would like to own, according to a new survey.

Indochina Research’s latest paper, seen by The Post this week, surveyed 1,100 Cambodians aged between 15 and 50 throughout the country to monitor their attitudes to the media and lifestyle choices.

Internet usage, newspaper reading habits and attitudes to advertising were all analysed in the fourth edition of the bi-annual survey, called the Media Index Wave.

In a move IRG called “a good sign of economic revival”, an ATM card made it in the top three objects people want to have, with 54 percent of those surveyed saying they would like a card.

It was topped only by modern clothing, with 67 percent, and their own home, with 62 percent. One year ago, opening a bank account came third – with 42 percent.

“It certainly shows that people want to spend their money,” the report stated.

Cambodia gained its firm ATM machine in 2004 and banks have been quick to install more.

Annualised ATM growth in 2008 was a massive 91 percent, but slowed to 10 percent last year, figures from the National Bank of Cambodia showed.

A total of 371 machines had been installed at the beginning of 2010.

Elsewhere in the report, IRG found that 12 percent of those surveyed used the internet regularly – many of whom were “young and wealthy students, living in Phnom Penh”.

Those from households earning more than US$200 a month accounted for 89 percent of usage, with nearly half browsing most often in internet cafés.

Just 13 percent of internet users usually accessed the web at home, with high cost cited by 41 percent as their rationale.

But over the last year, user numbers outside of the capital grew – with Phnom Penh now accounting for 43 percent of users, compared to 58 percent in December 2009.

Meanwhile, nearly 100 percent of those surveyed said they watched television every day, with CTN the “uncontested first TV station”. The station gained market share "in all locations”.