Asia Pacific is leading the way when it comes to transformation of media consumption and communication habits, courtesy proliferation of mobile. Millward Brown’s recently released annual study AdReaction gives insights into how consumers are spending time between different screens and how the trends vary between regions.
Speaking at the relaunch event of Digital Market Asia in Singapore, Priti Mehra, MD, Millward Brown Singapore informed that the screen time in APAC higher (at 7.19 hours a day). One of the reasons contributing to the high daily screen usage, is the high number of digital devices driving the difference between APAC and the global average. When observed closely, markets such as Indonesia and Philippines lead screen time (over 9 hours). One of the lowest in Asia would be Japan that is at around 5 hours a day, which is still high in comparison to some of the other markets globally.
“The screen usage through the day is seen across devices. This has an interesting implication for marketers as while consumers are using multiple screens at the same time, the key question is what the screens are being used for,” observed Priti Mehra, MD, Millward Brown Singapore speaking at the relaunch event of Digital Market Asia in Singapore.
The simultaneous usage of screens, which is at 39 per cent, is driven by tablets and smartphones. At the same time, viewing a screen in isolation, right now at 61 per cent, too is a significant number. Markets such as Vietnam, China and India show lower level of multiple screen usage at present.
Some of the user behaviours emerging from this trend indicate direct impact on media consumption and communication. Two such terms that Millward Brown draws attention to are meshing and stacking. Meshing is when two screens are used and more than one screen is used for related content and Stacking, in contrast, is when multiple screens are used for different content/ communication needs.
The reasons for meshing vary from more information for what is on TV or discussing what is being watched via social media. Thailand is a standout market here, where 40 per cent respondents discuss TV on social while watching TV.
Reason for stacking mainly is keeping up with friends in social media or filling time during ad breaks.
The rise of multi screen marketing
There is enough evidence that Asia Pacific consumers pay greater attention to digital advertising. “It is progressively seen that APAC consumers have evolved and come closer to the western consumer in terms of their behaviour and receptivity towards marketing initiatives,” Ms Mehra pointed out and asked, “What does this mean for advertisers? For a time poor and attention poor consumer, media can form part of the message and does not need to necessarily exist in silo.”
Consumers in APAC feel that brands that advertise on digital or mobile are of the opinion that brands are different and have something else to offer. The opportunity that comes on the back of this perception is what can media offer to make it part of the message.
Ms Mehra’s advice is four Cs – Be consistent, Be connected, Be considered and Be concise.