RESEARCH REPORT. Cross Screen User Behavior Insights Asia 2H 2015

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1 RESEARCH REPORT Cross Screen User Behavior Insights Asia 2H 2015

2 Executive Summary Multi device usage is the norm for Asia. The post-mobile era: instead of a one way shift from PC to mobile, our data shows that people continue to use all of their screens in interconnected ways As devices proliferate, people s behavior across screens and across markets is increasingly complex--and increasingly difficult to predict People interact with ads differently across screens, and prefer different ad formats depending on the size of the screen they re using. For advertisers hoping to reach consumers online, the data shows that cross screen is no longer optional.

3 Multi device usage in Asia is the norm

4 Multi device usage in Asia, 2H 2015 Over half of Asia s multi device users use three or more screens. More than one half of multi device users in Asia use three or more screens: 29% use three, while 22% use four. Y-axis: % of multi-device users

5 Multi device usage in Asia, 2H 2015 Among markets we surveyed, more than half reflect the same trend In AU, JP, KR, PH, SG and TW, more than 50% of multi device users switch between more three or more screens. Y-axis: % of multi-device users

6 The post mobile era: device numbers and usage in Asia Pacific

7 Number of reachable unique devices in Asia by day of week The number of mobile phones far surpasses tablets and PCs Unique reachable devices represents the number of actual devices powered on and connected to the internet online: the total pool of unique devices Appier can reach on a given day. On weekdays, for every one active PC there are 6.4 mobiles (1:7.8 on weekends). For every tablet reachable on weekdays, there are 17.2 reachable mobiles (1:16 on weekends). Y-axis: Number of unique devices

8 Device usage in Asia by day of week and device type PC punches above its weight in usage PC generates more than 50% of the volume of usage as smartphones despite representing only a tiny fraction of the total unique reachable devices. Tablets also generate a disproportionate amount of usage. Y-axis: Number of ad requests

9 Ad requests on unique devices in Asia by day of week PC also punches above its weight in average usage per device Looking at ad requests on unique devices helps estimate the average volume of usage per individual device. Each individual PC is used nearly 4 times as much as each individual smartphone. Each tablet also generates 20%-30% more average usage than smartphones. Y-axis: Number of ad requests on unique devices

10 Number of reachable unique smartphones by day of week in Asia HK JP ID MY Number of reachable unique smartphones by day of week SG TW VN Around the region, the number of unique reachable smartphones tends to peak Mondays, with the exception of Indonesia and Malaysia. Y-axis: Number of unique devices

11 Number of reachable unique tablets by day of week in Asia HK JP ID MY Number of reachable unique tablets by day of week SG TW VN On the other hand, for most of Asia, unique reachable tablets peak on Sundays as people enjoy their weekend at home. Y-axis: Number of unique devices

12 Number of reachable unique PCs by day of week in Asia HK JP ID MY Number of reachable unique PCs by day of week SG TW VN As expected, the number of unique reachable PC s drops as the weekend approaches and office workers shut down their PCs. Y-axis: Number of unique devices

13 Smartphone usage by day of week in Asia HK JP ID MY Smartphone usage by day of week Across Asia, smartphone usage peaks vary across the region, from midweek in HK and ID to weekend in JP, TW and MY to Monday in SG. SG TW VN Y-axis: Number of ad requests

14 Tablet usage by day of week in Asia HK JP ID MY Tablet usage by day of week Tablet tends to see heaviest usage on weekends. SG TW VN Y-axis: Number of ad requests

15 PC usage by day of week in Asia HK JP ID MY PC usage by day of week PC usage tends to be lowest on weekends in most markets across the region. SG TW VN Y-axis: Number of ad requests

16 Ad requests on unique smartphones by day of week in Asia HK JP ID MY Average usage per device by day of week, smartphone SG TW VN Average usage per smartphone remains fairly consistent across the region throughout the week, with minor peaks varying market by market. Y-axis: Number of ad requests on unique smartphones

17 Ad requests on unique tablets by day of week in Asia HK JP ID MY Average usage per device by day of week, tablet SG TW VN Average usage per tablet rises on weekends in most markets across Asia, with the exception of VN, ID and MY. Y-axis: Number of ad requests on unique tablets

18 Ad requests on unique PCs by day of week in Asia HK JP ID MY Average usage per device by day of week, PC 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. SG TW VN Y-axis: Number of ad requests on unique PCs

19 As devices proliferate, people s behavior across screens and across markets is increasingly complex--and increasingly difficult to predict

20 PC usage in Asia by gender and day of the week Men in Asia are 3% more active on PC than women as measured by average individual usage Men and women s usage patterns also diverge; on average across the region, women s usage of PC peaks on Thursdays, whereas men s peaks on Saturdays. Exceptions include: ID (Thurs for both men and women), SG and TW (Sun for both genders), and JP (Sat for both genders) Y-axis: Number of ad requests on unique PCs

21 Smartphone usage in Asia by gender and day of the week M en are also more active on smartphone The average man s individual usage exceeds that of women s by 4%. Y-axis: Number of ad requests on unique smartphones

22 Tablet usage in Asia by gender and day of the week However, women are significantly more active on tablet than men Women are 14% more active on average across the region. At the same time, there are differences market by market in the usage patterns between men and women by day of the week. Y-axis: Number of ad requests on unique tablets

23 PC, mobile and tablet web usage patterns by time of day PC, smartphone and tablet web usage by time of day As measured by device cookies, PC and mobile usage intersects frequently during the workday (8AM-5PM). Smartphone usage outpaces PC during lunchtime (12-2PM) and again as people leave the office beginning at 5PM. Tablet usage remains low during the workday but begins accelerating after 5PM. Usage on all three devices peaks at 11PM.

24 People interact with ads differently across screens, and prefer different ad formats depending on the size of the screen they re using

25 Across Asia, over one third of cross screen users interact completely differently with ads across different screens Users exhibiting different behaviors to online ads across devices in Asia (0% similarity vs. 100% similarity) Some cross screen users tend to interact with advertising the same way--clicking on the same types of ads for the same products or services regardless of the screen they re using at the time. Others exhibit different behaviors depending on the screen, using different screens for different purposes or favoring certain ad formats or subject matter on different screens. Just under one third interact with advertising in the same manner regardless of the device they re using. The remainder fall somewhere in between--they share some ad browsing habits across screens, but not all of them. X-axis: % of similarity ;Y-axis: % of cross screen users

26 Cross screen users in certain countries--such as VN, SG, and TW--tend to exhibit completely different behaviors when interacting with ads on different screens, at rates higher than the regional average. Users exhibiting different behaviors to online ads across devices (0% similarity) In others, such as JP, ID and HK, users tend to appear more similar than the regional average. X-axis: % of similarity ;Y-axis: % of cross screen users

27 Percentage of users with 100% similarity to online ads across devices The vast majority of users in HK and JP interact similarly with ads across screens. The opposite is true in SG, TW and VN. X-axis: % of similarity ;Y-axis: % of cross screen users

28 Cross screen usage ebbs and flows throughout the day PC web usage patterns vs. conversion patterns in Asia by time of day We mapped daily screen usage patterns against conversion patterns--defined as an action completed to our advertisers specification, here including clicks or completed video views. This allows us to contrast daily PC usage patterns with daily PC conversion patterns. The result suggests that certain times of day produce more optimal performance for online advertising. Conversion rates are relatively higher during the workday (roughly 8AM-6PM), and also display a dramatic increase between 11PM to 12AM--after peak usage at 11PM. Y-axis, left: number of device cookes. Y-axis, right: number of conversions

29 In contrast to PC, smartphones usage and conversion patterns don t produce dramatic spikes. Smartphone web usage patterns vs. conversion patterns in Asia by time of day Conversions peak early in the evening at 7PM and taper off gradually until midnight. In contrast, usage picks up steadily starting at 4PM, peaking at 11PM. This suggests that while usage is highest on smartphone at night time, it s not the most optimal time to reach users on this screen-- especially considering that PC conversions are at their highest peak at this time. Y-axis, left: number of device cookes. Y-axis, right: number of conversions

30 Tablet web usage patterns vs. conversion patterns in Asia by time of day Tablet shows a discrepancy between peak usage and peak conversion rate similar to that on smartphone. Tablet usage peaks at 11pm, while conversion rate begins rising during the day to peak at 9PM. This suggests that as with smartphone, users are relatively more responsive to advertising on tablet during the day and early evening. Y-axis, left: number of device cookes. Y-axis, right: number of conversions

31 For advertisers hoping to reach consumers online, the data shows that cross screen is no longer optional

32 Conversions: multi device vs cross screen Cross screen is no longer optional Our data shows that cross screen campaigns on average outperform multi device campaigns by 26% (as measured by conversion rate). Y-axis: % of conversions

33 Conversions: single vs cross screen When compared to single screen campaigns, the difference is even more stark Cross screen campaigns outperform PC-, tablet-, and mobile-only campaigns by a significant margin. Y-axis: % of conversions

34 Takeaways for Marketers Mobile first doesn t mean mobile only. Asia is famously mobile first : many users are coming online for the first time on mobile. But our report shows it s too early to write off PC, which still plays a significant role across the region. In fact, cross screen campaigns outperform single screen campaigns by a significant margin. Put the user at the center. A person who uses a PC, a tablet and a smartphone is one person, not three. Marketers need to account for a number of variables from personal preference to habit and convenience when reaching their user across screens. One size does not fit all. Many users respond differently to ads on different screens. Today s marketers need to consider how different formats and messages can trigger different responses on different screens.

35 Research Methodology The report is based on an analysis of Appier-run campaigns across the region. As part of this report we analysed over 850 billion campaign data points, including ad requests, impressions clicks and conversions (as defined by our advertiser s specific goals, e.g. clicks, completed video views, app downloads, etc). All data from this research report is based on actual user behavior; no questionnaires were used. This research report covers 11 Asian markets, including Australia, Korea, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, Taiwan, and Vietnam.

36 THANK YOU Cross screen User Behavior Insights Asia 2H 2015