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A growing trend of three-screen usage in Asia: Appier

Zafirah Salim | Aug. 24, 2015
Singapore, Australia, and the Philippines boast the highest percentage of cross-screen users operating three devices.

Users with three devices are setting the trend for multi-device ownership in Asia with nearly 40 percent of multi-screen users operating more than three devices, according to a recent Asia Cross-Screen User Behaviour Research Report by Appier.

Specifically, Singapore (21.2 percent), Australia and the Philippines (both 20.8 percent), boast the highest percentage of three-device users, while Japan (32.7 percent) and Taiwan (25.7 percent) claim the biggest percentage of multi-device users operating more than four devices.

With the aim to help marketers address the daunting challenge of predicting user behaviours and patterns across various devices, the report analysed user behaviours across PCS, smartphones and tablets in ten key Asian markets, namely Australia, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan and Vietnam.

The report also revealed greater complexity in cross-screen user behaviours as 43 percent of multi-screen users in Asia exhibit vastly different behaviours on different devices, up from 38 percent in the second half of 2014.

It is also noted that the highest usage across devices, and the highest number of reachable unique devices was generally recorded on Wednesdays. Nonetheless, Mondays, Tuesdays and Sundays are 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.

With regards to the device itself, mid-size devices and Android OS grab the spotlight. In the first half of 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.

Marketers should also note that 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. 

"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 behavior research report fleshes out the multi-screen landscape in Asia while also pointing out where the scale of screens and receptivity come into play."


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