Not only is the use of 3 or more devices the norm among Asia’s multi-device users, but that these connected Asians are living in a “post-mobile” world — moving between smartphone, tablet, and desktop PC in complex and interconnected ways based on convenience, habit and preference.
Appier’s 2H 2015 Cross Screen User Behavior Report reveals that over half (51%) of Asia’s multi-device users interact with 3 or more devices, with places like Australia (78%), Taiwan (77%), Korea (70%) and Singapore (69%), showing an even stronger adoption rate.
This trend is also picking up in the rest of the region, with nearly half in Malaysia, for instance, reporting the same.
“Our study shows that the post-mobile world is a cross screen world. Asia’s multi-device users are switching between screens throughout their day based on convenience, habit and preference, introducing unprecedented complexity for businesses looking to reach people online. As users embrace more devices, the message is clear: cross screen is no longer optional,” said Chih-Han Yu, CEO and Co-founder of Appier.
Mobile first doesn’t mean mobile only
Appier’s report suggests that even in “mobile-first” Asia, it’s too early to dismiss PC, which continues to be an important screen for the region’s multi-device users. Though there are around 6 or more reachable smartphones for every PC, PCs generate over 50% as much usage as smartphones. Each individual PC is used nearly 4 times as much as each smartphone. Similarly, while there are about 17 reachable mobile phones for every tablet, an average tablet generates 20% to 30% more usage than a smartphone.
Behaviors across screens are varied and complex
In the post-mobile world, users move between screens according to convenience, individual habit and preference. Accordingly, device usage varies on any given day based on a number of factors, from time of day, day of the week, gender and even market.
Appier’s report shows that on average, men are more active on both PCs and smartphones than women by 3% and 4%, respectively. However, on tablets, women are about 14% more active on average. The time of day also impacts usage. For example, PC and smartphone web usage tend to intersect during the day, with smartphones usage rising during lunch (12pm-2pm) and during the commute home (from 5pm). Tablet usage accelerates after 5pm.
Finally, usage varies by day of week — smartphone usage across the region varies through the week, from mid-week in Indonesia, to Mondays in Singapore and the weekend in Taiwan, whereas tablet usage rises on the weekend, indicating the latter is more of a leisure device. Average usage per PC varies across the region.
In aspiring markets where PC is primarily used in the workplace, average usage per PC peaks on weekdays. In developed markets where many households own PCs, average usage per PC tends to rise on weekends.
Different screens, different ads
Users respond differently to ads across different screens. Nearly 7 in 10 of Asia’s cross screen users interact somewhat or completely differently with ads across different screens, displaying different behavior or favoring different ad formats and subject matter. Of these cross screeners, just over half interact completely differently with ads across different screens — a trend more pronounced in places like Singapore, Taiwan and Vietnam. Clearly, one size does not fit all.
These findings show that cross screen is no longer optional for businesses. Cross screen campaigns, which reach users across every screen that they use rather than targeting devices separately, perform 26% better than multi-device campaigns.