Asia is entering a post-mobile society. Here’s what to do about it
A report by Appier shifts the perception that Asian countries are mobile-first nations
“What we are seeing from our research is that mobile device use is the norm in Asia … These connected Asians are living in what we call a ‘post-mobile world’. So we are moving between smartphones, tablets, and PCs in a very complex and interconnected ways,” said Appier CMO Caroline Hsu in an interview with e27.
The new findings call for the end of a one-way move and advertisers need to tailor campaigns to be seen on multiple devices for one person.
Among multi-device users in Asia, over half use three or more devices, a trend that has been recorded across the region in Australia (78 per cent), Taiwan (77 per cent), Philippines (74 per cent), Korea (70 per cent), Singapore (69 per cent), and Japan (66 per cent).
Countries such as Vietnam (43 per cent), Indonesia (44 per cent), and India (42 per cent) are also catching on in this matter.
The report is based on an analysis of Appier-run campaigns across the region in which the company analysed over 850 billion real campaign data points, drawing insights and conclusions from actual aggregated user behaviour observed over the second half of 2015.
The following are the key findings from the report.
First, businesses need to note a post-mobile society and adapt to users’ screen behaviours are very complex with the use of multi-devices. Behaviours are determined by several factors such as number of reachable devices, device usage, gender, and time of the day.
There is a wide variation in the number of unique smartphones, tablets and PCs reachable on any given day although, generally, the number of unique reachable PCs tend to drop going into the weekend.
Across Asia, smartphone usage varies through the week, from midweek in Indonesia, to Mondays in Singapore and the weekend in Taiwan. Average tablet usage peaks on weekends while PC usage tends to fall as the weekend approaches, though the usage patterns varied among countries.
On average, men are three per cent more active on PC than women, with women’s PC use tending to peak on Thursday while men’s peak on Saturdays. Men are also more active on smartphones, on average exceeding women by four per cent while women trump on tablets — on average, they are 14 per cent more active than men.
One aspect that has been neglected in the conversation regarding the position of mobile in today’s society is the role of PC, which the report believed will remain strong.
Though the number of reachable mobile phones far exceeds the number of reachable PCs and tablets, both PCs and tablets generate more volume of usage — having a more than 50 per cent higher volume of usage rate than smartphones.
An individual PC is used nearly four times as much as a smartphone and data revealed that ad conversion rate is relatively higher during workday, and increases dramatically between 11PM and 12AM.
What can businesses do about this trend?
“They have to keep in mind is that cross-screen campaigns are no longer a choice; it has become a necessity. Advertisers who wish to reach out into audience really need to think about the cross-screen,” said Hsu.
Nearly seven in 10 (68 per cent) of multi-device users interact somewhat or completely differently with ads across different screens, and they also favour certain ad formats or subjects matter on each screens.
There are also some points that the report wishes to highlight:
- It is too early to go mobile-only, as businesses need to be able to maximise cross-screen potentials
- Put the user as a center, by taking into account various factors such as personal preference, habit, and convenience
- One size does not fit all, businesses need to consider how different formats and messages trigger different responses on different screens
On average, cross screen campaigns outperform multi-device campaigns by 26 per cent.
Some examples on brands that have successfully implement the new strategy are GrabTaxi (achieved 116 per cent of total user acquisition), Bukalapak (surpassing 8,000 daily installations), Nike (lowered CPC average by 77 per cent), and Zalora (achieved up to 88 per cent reduction in CPA).