Taiwan’s Appier says advertisers in Asia must look beyond mobile-only as report finds half of netizens use 3 or more devices to go online
Asians are now ‘post-mobile’, start-up says
Advertisers should adjust their mobile-first approach in Asia to reach potential customers across all devices, according to a report which found that almost half of internet users in Asia use three or more devices to go online.
The report by Taiwanese start-up Appier, a company that uses artificial intelligence to help advertisers better target their campaigns, found 25 per cent of multi-device users in Hong Kong use three devices or more and 24 per cent use four or more devices to access the internet.
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Caroline Hsu, chief marketing officer for Appier, said the report outlined the importance of not forgetting PC and tablet users, as people now jump between devices during the day.
“Asians are not just mobile-only, they’re post-mobile,” Hsu said.
“Instead of a one-way shift from PC to mobile, our data shows people are using all of their screens in complex and interconnected ways.”
The report, based on 850 billion data points from Appier-run campaigns across the region collected in the second half of 2015, found that users interact with adverts on different devices in various ways, meaning advertisers should tweak their methods for PC, smartphone and tablet.
