Screen Behaviors Intensifying in Asia
-- 3 in 10 multi-device users engage with 4+ screens, up from around 2 in 10
-- Cross screeners in Asia move between devices in more complex, interconnected ways
-- Users in Asia show more variability in their interaction with online ads across screens than before
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(TAIPEI, Taiwan, Oct. 19, 2016 PRNewswire=연합뉴스) Today, artificial intelligence company Appier released its latest Asia-Pacific Cross Screen User Behavior Report, which shows that multi-device usage is on the rise in Asia, with users in the region interacting with their screens in increasingly complex ways.
In Asia, the number of multi-device users on 4+ screens increased by 40% between the second half of 2015 and the first half of 2016. Today, around 3 in 10 (31%) multi-device users engage with 4+ screens, compared to just over 2 in 10 (22%) previously. Indeed, in Hong Kong, Japan, Malaysia and Singapore, the number of users on 4+ screens increased at a faster rate than those using 3. The percentage of users on 3+ screens also increased in Australia, Hong Kong, India, Japan, Malaysia and South Korea.
"This latest report shows that cross screen is key in Asia, as users move between a growing number of screens in increasingly complex ways. One size does not fit all, and businesses need to consider how different messages and formats can help them connect with their audience across all screens. Understanding these interconnections will allow marketers in the region to reach their users at various touch points in their journey, leading to more meaningful engagement throughout," said Caroline Hsu, Chief Marketing Officer, Appier.
Different screens need different ads
The number of users responding differently to ads across screens has increased. In Asia, 72% of cross screen users respond somewhat or completely differently to ads across screens, up from 68% previously. Of these cross screeners, 6 in 10 interact completely different with ads across screens, compared to just over half previously.
The report also shows that cross screen campaigns remain critical for marketers in Asia, consistently outperforming single screen campaigns across the region by around 67% in Northeast Asia (Japan & South Korea) to 10% in developed Asian markets (Hong Kong, Singapore & Taiwan) and 16% in developing Asian markets (Philippines, Malaysia & Vietnam).
Looking at conversion paths and devices for the first time, the report also found that there is wide variation in the final converting device among cross screen conversions paths across Asia, with PCs and smartphones playing the greatest role in both driving awareness and conversions.
In some places, like India and Singapore, conversions on PC outweigh those on smartphone, while in others, like Hong Kong, Philippines, Malaysia, South Korea and Vietnam, smartphones drive the greatest number of cross screen conversions. In total, over half of all cross screen conversions paths in Asia end on the smartphone. But even as mobile emerges as a key screen, PC and tablet account for nearly a quarter and a fifth of conversions, respectively.
Finally, the report shows that the more screens a user is engaged on, the more likely they are to convert.
Website usage in Asia
Also new to the report is a look at behavior on websites in the region. According to Appier's findings, on weekdays, the majority of unique users visiting websites are doing so via PC, while smartphones account for a greater share on weekends.
Smartphones also generate a greater number of pageviews and non-purchase actions taken on websites. However, when it comes to purchases, PCs dominate in Asia.
In terms of pageviews per unique user, tablets outperform both smartphones and PCs, especially on weekends, indicating that each average tablet user browses websites much more actively than their counterparts on PCs and smartphones.
Time of day also impacts behavior on websites. For instance, the number of unique users browsing websites on PC greatly outnumbers those on mobile during the workday, dropping rapidly after 5pm, while smartphones take over from 7pm. Similarly, conversions (non-purchase) on smartphone outstrip those on PC, while PC accounts for a greater number of purchases during the day (7am-10pm).
Clearly, while mobile is a key screen in Asia, advertisers cannot ignore PCs and tablets either, both of which play notable roles in a user's journey.
PCs and tablets: outnumbered, not outgunned
A look at usage patterns also highlights the continuing significance of PCs and tablets in the region. Despite representing only about a third to a fifth of reachable devices, PCs generate 70% more volume of web usage than smartphones. On average, each individual PC is used 3 times as much as each smartphone.
Similarly, each average tablet generates 30% more web usage and 3-4% more app usage than each average smartphone.
Behaviors across screen: increasingly varied and complex
With devices proliferating, behaviours across screens are more varied, complex and harder to predict. Breaking out web usage and app usage for the first time, Appier's report found that on average, in Asia, men are more active in browsing the web and in app usage across screens, though when we look at app usage on tablets, the picture is more equitable.
About Appier's Cross Screen User Behavior Report
The report is based on an analysis of Appier-run campaigns and websites embedded with Appier site tag in Japan and across the region. As part of this report we analysed over one trillion campaign data points, including ad requests, impressions clicks and conversions. All data from this research report is based on actual user behavior; no questionnaires were used. The report can be found at: http://www.appier.com/en/reports.html.
About Appier
Appier is a technology company that makes it easy for businesses to use artificial intelligence to grow and succeed in a cross screen era. Headquartered in Taipei, Appier serves more than 500 global brands and agencies from offices in eleven markets across Asia. For more information please visit www.appier.com.
For press enquiries, please contact:
The Hoffman Agency
Lauren Lee
Tel.: +852 2231 8116
Email: llee@hoffman.com
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Source: Appier
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