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Homemakers travelling through Changi Airport are JAPAC’s top mobile users

Homemakers travelling through the Changi Airport are the most mobile connected users in JAPAC, according to a study by AdNear titled ‘JAPAC Traveller Report 2014’ that is exploring trends in the mobile industry in the region. According to the study, 79 per cent of travellers are male and Sunday was observed to be the day with maximum traffic. Also, 1500-2100 hours was clocked as the peak engagement time.

According to the reports, homemakers are five times more engaged to their mobile devices as against professionals. The time spent by travellers flying through Changi Airport have been spending around 97 minutes on their mobile devices, the highest across Japan and Asia Pacific.

“We found it interesting to see that Singapore homemakers are the most engaged on their mobile phones compared to students, professional and the affluent and surpassing their own counterparts in the region by a wide margin,” said Shobhit Shukla, Vice President, Sales and Partnership, AdNear.

Travellers in the age group of 25-36 have shown highest engagement at 69 per cent while users above the age of 50 have contributed the least at 1.7 per cent. Travellers between 37 -50 years had a higher mobile engagement rate of 15 per cent against Kuala Lumpur at 10 per cent and Jakarta at 5 per cent.

“Analysing a large scale study of over one million airport travellers in the JAPAC region has given us powerful insights to understand travel and mobile usage patterns which cannot be found anywhere else. By combining our location intelligence with mobile users targeting, our insights give companies trackable return on their investment as well as provide offline consumers intelligence at scale,” added Mr Shukla.

AdNear analysed the behaviour of over one million users across airports of 12 countries – Melbourne, Sydney, Hong Kong, Macau, Tokyo, Delhi, Mumbai, Singapore, Kuala Lumpur, Jakarta, Bangkok and Manila.