What’s On

Singapore leads in cross-screen users in Asia

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, according to a report by Appier.

Singapore has over 21.2 per cent of three-device users, Australia has 20.8 per cent and the Philippines has 20.8 per cent.  In terms of multi-device users operating more than four devices, Japan leads with 32.7 per cent followed by Taiwan at 25.7 per cent.

Nearly 40 per cent of multi-screen users in most markets are operating more than three devices.

“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. Harnessing the power of artificial intelligence and data analysis, Appier’s cross-screen user behaviour research report fleshes out the multi-screen landscape in Asia while also pointing out where the scale of screens and receptivity come into play,” said Chih-Han Yu, CEO and co-founder of Appier.

About 43 per cent of Asian multi-screen users exhibit vastly different behaviours on different devices, up from 38 per cent in the second half of last year.

According to the study, the highest usage across devices and the highest number of reachable unique devices was observed on Wednesdays. Mondays, Tuesdays and Sundays were good days for advertisers to reach out to active users. Tablet usage hit its highest on Saturdays in Singapore.

In H1 2015, mid-size smartphones and tablets dominated the market in terms of usage and Android leads in mobile OS. However, iOS took the lead in Singapore with a 64 per cent share.

High conversion rates for online advertisements occurred on devices with high CTRs in most of the markets. Depending on the screen’s size and the device used, user preference for banners and interstitial ads varied.

Singaporean users preferred small phones and large tablets when interacting with banners in a game. In terms of interacting with interstitial gaming ads, Singaporeans preferred small tablets. The study also highlighted that large phones and tablets encouraged greater interaction with retail banner ads and interstitial ads, respectively.

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.