13 August 2015

Three-device users begin to be the norm in Asia Pacific

Source: Appier blog.

Appier, the cross-screen technology provider, has found that users with three devices are setting the trend for multi-device ownership in Asia Pacific.

Nearly 40% of multi-screen users are operating more than three devices, the company said in its Asia Cross-Screen User Behavior Research Report for the first half of 2015, analysing user behaviours across PCs, smartphones, and tablets in ten key Asian markets. Singapore (21.2%), Australia (20.8%) and the Philippines (20.8%) boast the highest percentage of three-device users, while Japan (32.7%) and Taiwan (25.7%) claim the biggest percentage of multi-device users operating more than four devices. 

"We are fully aware that the vast majority of marketers are no longer approaching cross-screen and cross-platform advertising as an option, but rather as a top priority," said Chih-Han Yu, CEO and co-founder of Appier. "Harnessing the power of artificial intelligence and data analysis, Appier's cross-screen user behaviour research report fleshes out the multi-screen landscape in Asia while also pointing out where the scale of screens and receptivity come into play."

Key findings include:

Greater complexity in cross-screen user behaviour
Forty-three percent* of multi-screen users in Asia exhibit vastly different behaviours on different devices, up from 38% in the second half of 2014.

Golden Wednesdays
The highest usage across devices and the highest number of reachable unique devices was generally recorded on Wednesdays. In the meantime, Mondays, Tuesdays and Sundays were all good days for advertisers to pique the interest of active users, keeping in mind that males are more active than their female counterparts across devices.

Mid-size devices and Android OS grab the spotlight
In 1H 2015, mid-size smartphones (3.8'' to 4.8") and tablets (9.7") dominated the market in terms of usage. Android was still the winner in mobile operating systems, despite losing some of its share to iOS comparing to 2H 2014.

Different ad formats play different roles on different screen sizes
In most Asian markets, high conversion rates for online ads occurred on devices with high click-through rates (CTRs). User preference for banners and interstitial ads varied depending on the size of the screen and the device used.


*The report is based on data from Appier campaigns ran in the first half of 2015 in ten markets including Australia, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, and Vietnam. Some 490 billion data points from the Appier database were analysed.