Singapore and Philippines lead in three-device usage: Appier

• Appier releases Cross-Screen User Behaviour report
• A distinct trend towards three-screen usage in Asia

USERS with three devices are setting the trend for multi-device ownership in Asia Pacific, according to a 10-market study by Appier, based on usage on its own platform.
 
In most markets surveyed, nearly 40% of multi-screen users are operating more than three devices, the company said in a statement.
 
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.
 
Appier, which develops cross-screen technology, said its Asia Cross-Screen User Behaviour Research Report for the first half of 2015 analysed user behaviour across PCs, smartphones, and tablets in 10 Asia Pacific markets.
 
The report is based on data from Appier campaigns that ran in the first half of 2015 in Australia, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, and Vietnam.
 
The study aims to help marketers address the daunting challenge of predicting user behaviour and patterns among various devices, the Taipei-headquartered company said.
 
“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 Appier chief executive officer and cofounder Chih-Han Yu.
 
“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,” he added.
 
Among the key findings:

• Greater complexity in cross-screen user behaviour: 43% of multi-screen users in Asia exhibit vastly different behaviour 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. 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 the first half of 2015 (1H 2015), mid-size smartphones (3.8-4.8in) and tablets (9.7in) 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, both in terms of their effectiveness and receptivity. In most Asian markets, high conversion rates for online ads occurred on devices with high CTRs. User preference for banners and interstitial ads varied depending on the size of the screen and the device used.

Additional interesting points of the report are the findings for Singapore:

• Singapore boasted the highest percentage (21.2%) of multi-device users operating three devices, yet 69% of users there exhibited highly similar behaviour across different devices.

• While smartphone usage peaked on Wednesdays and PC usage on Tuesdays, tablet usage hit its highest on Saturdays.

• Mobile device usage was about triple that of PC during both the week and the weekend.

• Android OS dominated the mobile OS market in Asia as a whole, but iOS took the lead in Singapore with a 64% share.

• Of the markets surveyed, Singapore saw the greatest growth in 3.8-5.5in devices.

• Users in Singapore showed a preference for small phones and large tablets when interacting with gaming banners, and a preference for small tablets when interacting with interstitial gaming ads. Large phones and tablets encouraged greater interaction with retail banner ads and interstitial ads, respectively.

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