Appier Releases Cross-Screen User Behavior Insights for 1H 2015: A Distinct Trend Toward Three-screen Usage in Asia
Singapore, Australia, and the Philippines boast the highest percentage of cross-screen users operating three devices
TAIPEI, Aug. 13, 2015 /PRNewswire/ -- Appier, the leader in cross-screen technology powered by Artificial Intelligence (AI), today released its Asia Cross-Screen User Behavior Research Report for the first half of 2015, analyzing user behaviors across PCs, smartphones, and tablets in ten key Asian markets, with an aim to help marketers address the daunting challenge of predicting user behaviors and patterns among various 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," said Chih-Han Yu, CEO and co-founder of Appier. "Harnessing the power of artificial intelligence and data analysis, Appier's cross-screen user behavior research report fleshes out the multi-screen landscape in Asia while also pointing out where the scale of screens and receptivity come into play."
The key findings of the report include:
- Users with three devices are setting the trend for multi-device ownership in Asia. In most markets surveyed, nearly 40% of multi-screen users are operating more than three devices. Singapore (21.2%), Australia (20.8%) and the Philippines (20.8%) boast the highest percentage of three-device users, while Japan (32.7%) and Taiwan (25.7%) claim the biggest percentage of multi-device users operating more than four devices.
- Greater complexity in cross-screen user behaviors: Forty-three percent* of multi-screen users in Asia exhibit vastly different behaviors on different devices, up from 38% in the second half of 2014.
- Golden Wednesdays: The highest usage across devices and the highest number of reachable unique devices was generally recorded on Wednesdays. In the meantime, Mondays, Tuesdays and Sundays were all good days for advertisers to pique the interest of active users, keeping in mind that males are more active than their female counterparts across devices.
- Mid-size devices and Android OS grab the spotlight. In 1H 2015, mid-size smartphones (3.8''-4.8") and tablets (9.7") dominated the market in terms of usage. Android was still the winner in mobile operating systems, despite losing some of its share to iOS comparing to 2H 2014.
- Different ad formats play different roles on different screen sizes, both in terms of their effectiveness and receptivity. In most Asian markets, high conversion rates for online ads occurred on devices with high CTRs. User preference for banners and interstitial ads varied depending on the size of the screen and the device used.
The report is based on data from Appier campaigns ran in the first half of 2015 in ten markets including Australia, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, and Vietnam. The full report can be downloaded on www.appier.com.
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