research report - appier · of 2016 multi device usage in asia, 1h 2016 59% of asia’s multi...

Research ReportCross Screen User Behavior Report

Asia 1H 2016

Source: Appier | Period: 1H2016

Appier Proprietary & Confidential © All Rights Reserved

Executive Summary

Multi device usage is on the rise: the number of 4+ device users in Asia increased in the first half of 2016

The post-mobile era: while mobile is an emerging as a key screen for users in Asia, merchants cannot ignore PCs and tablets either

Asian users are interacting with their screens in increasingly complex and interconnected ways —showing more variability in their interaction with online ads across screens than before

Cross screen campaigns are essential for marketers in the region



#1Multi device usage in Asia

is on the rise





Y-axis: % of multi-device users

The number of users on four or more devices increased during the first half of 2016

Multi device usage in Asia, 1H 2016

59% of Asia’s multi device users now use three or more screens: 28% use three, while 31% use four.

2 devices 3 devices 4+ devices

2H 2015 1H 2016

40%

28% 31%

22%

29%

49%



Six Asian markets saw an increase in the percentage of multi device users on 3+ screens

Multi device usage in Asia, 1H 2016

AU, HK, IN, JP, KR and MY all saw an increase in the percentage of users on three or more screens.

The percentage of users on four or more screens increased at a faster rate than those using three in MY (+17%), HK (+16%), SG (+15%) and JP (+11%).

51%

30%

25%

38%

42%

33%

27%

52%

60%

36%

23%

35%

25%

20%

18%

30%

25%

22%

36%

34%

24%

21%

14%

45%

55%

44%

29%

42%

50%

12%

6%

40%

56%

V N

T W

S G

P H

M Y

K R

J P

I N

I D

H K

A U

2 3 4+



#2The post mobile era:

device numbers and usage

in Asia Pacific





The number of mobile phones continues to surpass tablets and PCs

Number of reachable unique devices in Asia by day of week

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.

1 : 4.1 1 : 7 1 : 3.6

1 : 5. 2 1 : 6.9 1 : 4.5

Y-axis: Number of unique devices

MON TUE WED THU FRI SAT SUN



PC continues to punch above its weight in usage

Device usage in Asia by day of week and device type

PC generates more than 70% of the volume of web usage as smartphones, despite representing a fraction of total unique reachable devices.

AppApp

Y-axis: Number of ad requests as measured by IDFA

Website

Y-axis: Number of ad requests as measured by cookies

MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN

1 : 5.2

1 : 5.2

1.5 : 1 1 : 10.2 1.7 : 1

1.2 : 1 1 : 9.7 1.4 : 1



PC punches above its weight in average usage per device

Ad requests on unique devices in Asia by day of week and device type

Website AppApp

Y-axis: Number of ad requests on unique devices as measured by cookies

Y-axis: Number of ad requests on unique devices as measured by IDFA


1.04 : 1

1.03 : 1

2.9 : 1 1.3 : 1 3 : 1

2.9 : 1 1.3 : 1 3 : 1

Looking at ad requests on unique devices helps estimate the average volume of usage per individual device.

Each individual PC is used three times as much as each individual smartphone to access the web. Each tablet also generates 3-4% more average app usage than smartphones, despite representing just a fraction of total devices.



Number of reachable unique smartphones by day of week

Number of reachable unique smartphones on website by day of week in Asia

Around the region, the number of unique reachable smartphones tends to peak early in the week. There are fewer smartphones reachable on Friday, with the exception of India, Singapore and Vietnam.

AU HK ID IN JP KR

MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN

MY PH SG TW VN

MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN




Number of reachable unique tablets by day of week

Number of reachable unique tablets on website by day of week in Asia

On the other hand, for most of Asia, unique reachable tablets peak on Sundays as people enjoy their weekend at home.

AU HK ID IN JP KR


MY PH SG TW VN





Number of reachable unique PCs by day of week

Number of reachable unique PCs on website by day of week in Asia

As expected, the number of unique reachable PC’s drops as the weekend approaches and office workers shut down their PCs.

AU HK ID IN JP KR


MY PH SG TW VN





Smartphone web usage by day of week

Smartphone web usage by day of week in Asia

Across most of the region, smartphone web usage peaks early to midweek and rises again on the weekend. in Korea, however, usage is highest on Sunday

AU HK ID IN JP KR

MY PH SG TW VN



Y-axis: Number of ad requests



Tablet usage by day of week

Tablet web usage by day of week in Asia

The smartphone and tablet usage tend follow similar patterns market by market, with the exception of Singapore.

AU HK ID IN JP KR

MY PH SG TW VN






PC usage by day of week

PC web usage by day of week in Asia

PC usage tends to be lowest on Saturdays in most markets across the region, increasing through Sunday to peak on Monday.

AU HK ID IN JP KR

MY PH SG TW VN






Across Asia, people are generally slightly less active in browsing the web on smartphone on weekends than on weekdays, with the exception of KR, TW and ID.

Number of ad requests from unique smartphones by market and day of week (web)

The number of ad requests on individual smartphones is higher in Korea than other markets. Singapore is second in terms of ad requests on unique smartphones, while HK is third.

AU HK ID IN JP KR MY PH SG TW VN

Weekdays Weekends

Y-axis: Number of ad requests on unique devices



Average usage per individual device by day of week, smartphone

Ad requests on unique smartphones by day of week in Asia (web)

Average usage per unique smartphone peaks on varying days of the week across the region, but remains relatively consistent.

AU HK ID IN JP KR


MY PH SG TW VN






Weekdays Weekends

People tend to browse the web slightly less actively from tablet on weekend

The exceptions are SG, KR, PH and JP where the opposite is true.

Number of ad requests from unique tablets by market and day of week (web)




Average usage per device by day of week, tablet

Ad requests on unique tablets by day of week in Asia (web)

Average usage per tablet tends to rise on weekends in most markets across Asia.

AU HK ID IN JP KR


MY PH SG TW VN






Weekdays Weekends

Each individual PC is used more intensely on average on weekends than weekdays

Ad requests on unique PCs by day of week in Asia

The exceptions are ID and IN.




Average usage per device by day of week, PC

Ad requests on unique PCs by day of week in Asia

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.

AU HK ID IN JP KR


MY PH SG TW VN





#3



As devices proliferate, people’s

behavior across screens and

across markets is increasingly

complex—and increasingly

difficult to predict



Men in Asia are 24% more active when browsing the web on PC than women as measured by average individual usage

PC web usage in Asia by gender and day of the week


1 : 1.24

7X

2X

3X

4X

5X

6X

8X

Across APAC, men browse the web on PC more intensely than women.

Y-axis: Number of ad requests on unique PCs



Smartphone usage in Asia by gender and day of the week

1 : 1.24 1 : 1.11


6X

2X

4X

8X 6X

2X

4X


Y-axis: Number of ad requests on unique smartphones

Men in Asia are more active on smartphone

On average, men are more active in both web usage and app usage on smartphones—although the difference is less pronounced in app usage.

Website App



Tablet usage in Asia by gender and day of the week

Website App

1 : 1.14 1 : 1.04


3X

X

2X

4X

5X

3X

X

2X

4X

Men are more active on tablet than women

While men also use tablet more intensely, the difference is much less dramatic in app usage, which is more equitable

Y-axis: Number of ad requests on unique tables



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

PC, smartphone and tablet web usage by time of day

PC, smartphone and tablet web usage by time of day

As measured by device cookies, the total volume of smartphone usage surpasses PC usage between 6-7AM as workers wake up. Users shift devices from smartphones to PCs at 7AM.

The maximum gap between PC and smartphone usage appears at 11AM.

Tablet usage remains low during the workday but peaks at 10PM.




1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Unique PCs, smartphones and tablets accessing web by time of day

The number of phones actively browsing the web outweighs the number of PCs, especially from 5PM to 12AM during non-working hours.

The numbers of smartphones and PCs being used to browse the web intersect at 11AM, and again after lunch time from 2PM to 4PM.




#4People interact with ads differently

across screens, and prefer different

ad formats depending on the size of

the screen they’re using





X-axis: % of similarity ;Y-axis: % of cross screen users

Across Asia, the number of people demonstrating 0% similarity in behaviors across screen increased during the first half of the year

Users exhibiting different behaviors in online ads across devices in Asia (0% similarity vs. 100% similarity)

0% 100%

2H 2015 1H 2016

44%38%

28%32%

Some cross screen users tend to interact with one 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.

28% of cross screen users interact with advertising in the same manner regardless of the device they’re using, down from 32% during the second half of 2015. 44% appear completely different. The remainder fall somewhere in between—they share some ad browsing habits across screens, but not all of them.



44%

Asia

Cross screen users in certain countries 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) 1H 2016

This is the case in MY, VN, PH, and TW. In others, such as JP, AU and HK, users tend to appear more similar than the regional average.

13%16%

24%

35%40%

45%48% 50%

58% 59% 61%

JP AU HK KR ID IN SG MY TW PH VN

Y-axis: % of cross screen users




12%

29%

39%

9%

34%

49% 48% 51%

62%

24%

40%

45%

13%

35%

50%48%

58%61%

HK ID IN JP KR MY SG TW VN

2H 2015 1H 2016

More users in markets across Asia appeared different in their interaction with online ads in the first half of 2016 than the second half of 2015

Users exhibiting different behaviors in online ads across devices (0% similarity)

An equal or slightly less number of users in Vietnam and Singapore appeared to behave differently between 2H 2015 and 1H 2016.




The vast majority of users in AU and JP interact similarly with ads across screens

Percentage of users with 100% similarity in online ads across devices 1H 2016

The opposite is true in SG, TW and VN.

SG TW VN MY ID IN PH KR HK JP AU

28%

Asia

11%15%

61%

22%

26% 27% 28%32% 35%

48%

77%




73%

41%

49%

64%

38%

25%

13%17%

29%

48%

27% 28%

61%

35%

26%

11%15%

22%

HK ID IN JP KR MY SG TW VN

2H 2015 1H 2016

Most markets across Asia saw a decline in the number of users behaving 100% similarly in their interactions with ads across screens between 2H 2015 and 1H 2016

Percentage of users with 100% similarity to online ads across devices

However, MY logged a slight increase.



On weekdays, the majority of unique users visiting websites are using PC

Website usage patterns in Asia by day of week: unique users

Mon Tue Wed Thu Fri Sat Sun

Y-axis: Number unique users

However, on weekends, smartphones account for a greater share of unique users.



Mobile phones generate a greater number of website pageviewsthroughout the week

Website usage patterns in Asia by day of week: pageviews

Whereas PCs account for a greater share of unique users, phones generate a dramatically higher number of pageviews on weekends.


Y-axis: Number of pageviews



Conversions on all three screens peak on Thursday and decline through the rest of the week.

Website usage patterns in Asia by day of week: conversions (non-purchase)

Conversions on all three screens peak on Thursday and decline through the rest of the week.

Y-axis: Number of conversions




Website usage patterns in Asia by day of week: purchase


Online purchases occur predominantly on PC

Mobile purchases rise relative to PC on the weekend, but PC retains its edge throughout.

Y-axis: Number of purchases



Tablets generate the highest number of pageviews per unique user

Web usage patterns in Asia by day of week: Page view per unique user


This demonstrates that individual tablet users are more active in browsing the web than either smartphone or PC users, a trend which accelerates on weekends.

Y-axis: Number of pageviews per unique user



Y-axis, left: number of pageviews. Y-axis, right: number of conversions

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

50000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

9000000

Both pageviews and conversions accelerate into the morning commuting hours, with conversions peaking at 10AM, 12PM and 2PM during the workday

Website pageviews vs. conversion patterns in Asia by time of day

Pageview Conversion

X

2X

3X

4X

5X

7X

X

2X

3X

4X

5X

6X

9X

8X

Conversions peak again at 10PM as people return to their devices after dinner, with pageviewspeaking shortly thereafter.



0

5000

10000

15000

20000

25000

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

9000000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Pageviews and purchases follow similar curves, reaching a daily high at 10PM

Website pageviews vs. purchase patterns in Asia by time of day(EC only)

Pageviews and purchases are closely correlated.

Pageview Purchase

7X

X

2X

3X

4X

5X

6X

9X

8X

X

2X

3X

4X

5X

Y-axis, left: number of pageviews. Y-axis, right: number of purchases



0

200000

400000

600000

800000

1000000

1200000

1400000

0

5000

10000

15000

20000

25000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

While the number of purchases peak in the evening, the number of unique users peaks at noon

Website unique users vs. purchase patterns in Asia by time of day (EC only)

This demonstrates that people tend to browse first, purchase later—taking time to consider purchases over the course of the day. X

2X

3X

4X

5X

Purchase Unique user

X

2X

3X

4X

5X

6X

7X

Y-axis, left: number of purchases. Y-axis, right: number of Unique users



0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

0

5000

10000

15000

20000

25000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

While pageviews per unique user stay fairly constant throughout day and night, purchasing behavior follows distinct peaks and valleys

Website pageviews per unique user vs. purchase patterns in Asia by time of day (EC only)

Pageviews per unique user are lowest during the early morning and the workday, but in general remain more constant than purchases.

Y-axis, left: number of purchases. Y-axis, right: number of pageviews per unique user

PV per unique user

X

2X

3X

4X

5X

Purchase

X

2X

3X

4X

5X

6X

7X

8X

9X



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Y-axis: number of unique users

The number of unique users browsing websites on PC during the workday greatly outnumbers those on mobile

Website behavior by device: unique users

However, after 5PM their number drops rapidly. The number of unique users on smartphone outstrips those from PC beginning at 7PM and peaks at 9PM.



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Pageviews on each screen ebb and flow throughout the day, following three distinct curves

Website behavior by device: pageviews

Pageviews from PC predominate during the workday, but pageviews on smartphones outstrip PC both during the early morning commuting hours and the evening. Meanwhile, pageviewsfrom tablet accelerate noticeably beginning at 7PM to peak at 10PM.

Y-axis: number of pageviews



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

While pageviews are roughly similar across PC and mobile, conversions (excluding purchases) are vastly higher on mobile than PC

Website behavior by device: conversions (excluding purchase)

Additionally, total PC conversions decline after the workday ends, whereas smartphone conversions reach their daily high at 9PM.

Y-axis: number of conversions



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

PC drives the most purchases, which are highest during the workday.

Purchase by time of day in Asia

Purchases on smartphones accelerate beginning during the evening commuting hours to peak at 10PM, but only overtake those on PC at 11PM.

Y-axis: number of purchases



#5For advertisers hoping to

reach consumers online,

the data shows that cross

screen is no longer

optional





Y-axis: CTR

Clickthrough rate: single vs cross screen, Northeast Asia (Japan and Korea)

67%

Single screen Cross-screen

*Single screen here stands for: the sum of PC only, tablet only and smartphone only*Cross screen here stands for users with three devices and two devices.

7X

X

2X

3X

4X

5X

6X

Cross screen is no longer optional

Our data shows that cross screen campaigns on average outperform single screen campaigns by 67% (as measured by clickthrough rate) in Korea and Japan.



Click through rate: single vs cross screen, SG/TW/HK

10%


7X

X

2X

3X

4X

5X

6X

8X

9X

Cross screen performs better

Our data shows that cross screen campaigns on average outperform single screen campaigns by 10% (as measured by clickthrough rate) in Singapore, Taiwan and Hong Kong.

Y-axis: CTR




Clickthrough rate: single vs cross screen, PH/MY/VN

16%

X

2X

3X

4X

5X

6X


Cross screen performs better

Our data shows that cross screen campaigns on average outperform single screen campaigns by 16% (as measured by clickthrough rate) in PH, MY, and VN.

Y-axis: CTR




55%

24%

21%

Phone PC Tablet

Converts on smart phone

Converts on PC

Converts on Tablet

55%

24%

21%

Over half of all cross screen conversion paths end on smartphone

Number of cross screen conversions in Asia: converting device

Roughly one quarter or conversion occur on PC, and one fifth from tablet.



There is wide variation in the final converting device among cross screen conversion paths across the region

Number of cross screen conversions in Asia: converting device

In some countries, like SG and India, conversions on PC outweigh those on smartphone. In others, such as ID, PH, MY, HK and KR, smartphone drives the greatest number of cross screen conversions.

45%

54%

39%

58%

62%

75%

41%

71%

61%

2%

23%

46%

20%

15%

2%

48%

4%

24%

53%

23%

15%

22%

23%

23%

11%

25%

15%

V N

T W

S G

P H

M Y

K R

I N

I D

H K

Smartphone TabletPC



Country View ads on Click ads on Convert ads on

AU

HK

ID

IN

JP

KR

MY

PH

SG

TW

VN

Across the region,PC and smartphone play the greatest role in both driving awareness and conversion

Top one cross screen conversion path (CVR) by country: all ads



Y-axis: Number of conversions

The more screens a user is engaged on, the more likely they are to convert

Number of per cross screen user conversions by cross screen path in Asia: all ads

The number of per user conversions among those reached on three screens is up to 230% higher than among users reached on two.

Phone+TabletPhone+PC Tablet+PC Phone+Tablet+PC

117% 230% 96%



Asia is a cross screen region, and this is a trend that is here to stay. This means that even though mobile is a critical screen for users in Asia, users continue to engage with other devices, especially PCs, to browse and shop. Cross screen campaigns which reach users across PC, phone and tablet consistently outperform single screen campaigns.

Take away for marketers

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.



Research Methodology

The report is based on an analysis of Appier-run campaigns across the region. As part of this report we analyzed over one trillion campaign data points, including ad requests, 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.

THANKYOUCross screen User Behavior Insights

Asia 1H 2016

research report - appier · of 2016 multi device usage in asia, 1h 2016 59% of asia’s multi...

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