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Singapore travelers most engaged on mobile phones, with homemakers being most active: AdNear

Zafirah Salim | Dec. 4, 2014
Homemakers are five times more engaged on their mobile devices as compared to professionals.

Homemakers traveling through Changi Airport are the most mobile-savvy in the Japan and Asia Pacific (JAPAC) region, being five times more engaged on their mobile devices compared to professionals.

Based on the average time spent across all airports covered, Singapore took the top spot at 97 minutes, closely followed by Macau at 96 minutes and Bangkok at 91 minutes.

These are according to the latest JAPAC Traveler Report 2014 conducted by location intelligence company AdNear. The report analysed traveler and mobile engagement behaviour of more than a million travelers across 12 airports in nine countries within the JAPAC region.  

"Using AdNear's proprietary technology for location-based audience profiling, we were able to track different categories of travelers across 12 airports in the region and found it interesting to see that Singapore homemakers are the most engaged on their mobile phones compared to students, professionals and the affluent and surpassing their own counterparts in the region by a wide margin," said Shobhit Shukla, Vice President, Sales and Partnerships, AdNear.

The report also showed that travelers at Changi Airport between the ages of 25 to 36 had the highest level of mobile engagement at 69 percent, while travelers above 50 years old had the lowest engagement at 1.7 percent.

Additionally, travelers between 37 to 50 years old had a higher mobile engagement rate of 15 percent compared to their counterparts in Kuala Lumpur (10 percent) and Jakarta (five percent).

Hong Kong and Australian affluent most engaged on mobile

Another key finding of the report is that JAPAC's affluent are highly engaged on their mobile phones at the Sydney, Melbourne, Hong Kong, Macau and Jakarta airports.

"In particular, we found that affluent travelers in Sydney, Jakarta, Bangkok, and Kuala Lumpur airports were three times more engaged on their mobile phones compared to other travelers such as professionals, homemakers and students," added Shukla.

With regards to mobile phone engagement among professionals, those in Sydney, Melbourne, Hong Kong and Kuala Lumpur were more engaged on their mobile compared to their counterparts in other countries.

 

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