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Android dominates in Southeast Asia

Android devices emerged dominant in Southeast Asia as some markets such as India consume 76 per cent of content on Android platform now. Nevertheless, Apple’s iPhone still enjoys its best engagement rates in mature markets such as Australia and Japan, highlighted a report on content consumption by Outbrain.

The report highlighted that smartphones and tablets are increasingly becoming the platform of choice for consuming content (especially on-the-go), particularly in some Asian markets like Singapore or Japan. This highlights the importance for brands to have a site that renders across a wide variety of mobile devices.

PC is still preferred by most to consumer content during the day, but people tend to switch over to smartphones and tablets at night. While in most countries content consumption on PC peaks at noon, there are some exceptions in Asia Pacific: in Singapore and Malaysia, consumption on PC peaks at 16:00; in India, it peaks at 14:00.

Consumption on smartphone and tablet peaks between 21:00-22:00 globally, but in Japan people seem to prefer to consume content on-the-go also at 12 noon.

In Singapore, PC is the dominant platform for consuming content from 9:00-18:00, peaking at 16:00.

The report also highlights that when it comes to content preferences, factors such as cultural differences and seasonality play an important role. For example, for the period analysed, of the overall health-related content consumed in Australia, a stunning 39 per cent was about nutrition.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.