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Erratic cross-device response to online ads presenting ‘daunting challenge’ for marketers

appierMarketers across Asia are facing a “daunting challenge” as increasing numbers of consumers across Asia Pacific use three screens in their daily life, a survey has found.

And the challenge is being made additionally complex as user’s are showing little behavioural consistency across their devices.

The Asia cross-screen user behavior research report from technology marketing consultancy Appier found Singapore, Philippines and Australia have the highest number of three device users.

Singapore topped the table with 21.2 per cent, followed by the Philippines and Australia with 20.8 per cent.

Japan, Taiwan and Malaysia have the lowest number – 16.4, 14.5 per cent and 18.9 per cent respectively – but only on account of having the highest amount of four-devise usage.

In Japan, almost one in three operate four devices (32.7 per cent), followed by Taiwan with just under 26 per  cent and Malaysia 25 per cent.

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Conversely, Vietnam has the highest number of two device users, almost 62 per cent, but the lowest number using four devices at 18.4 per cent.

Appier said the increasing numbers of devices in the market – which it said will inevitably increase as wearable devices such as smart watches become more popular – is bringing fresh complexities to a marketer’s job.

“As the number of users per device rises, it becomes increasingly difficult to predict user behaviours and patterns across all devices,” the report said. [It is] presenting a daunting challenge to marketers; how to leverage big data to fully understand and accurately predict cross-device usage and user behaviour.”

The number of people responding to differently to online ads depending on what devise they are on climbed from 38 per cent in the second half of 2014 to 43 per cent in the first six months of 2015.

Vietnamese users showed the most erratic behaviour with almost six out of 10 exhibiting “vastly different behaviour to online ads across devices”.

The Philippines was close behind on 54 per cent and India 54 per cent.

Marketers in Singapore and Australia however face a relatively easier task with while only 14 per cent of Australians responding differently, and only eight per cent of Singaporeans.

The highest usage across devices and the highest number of reachable unique devices was generally recorded on Wednesdays.

But Mondays, Tuesdays and Sundays were all good days for advertisers to pique the interest of active users, the reporty said, adding men are more active than women across devices.

The report said: “The continued growth and consistently high volume of mobile device usage has made every time of day critical to acquiring customers. In order to plan and allocate budgets effectively, marketers must now be cognizant of user preference for devices while commuting, during work hours and leisure time.”

Appier co-founder and chief executive Chih-Han Yu said: “We are fully aware that the vast majority of marketers are no longer approaching cross-screen and cross-platform advertising as an option, but rather as a top priority.

“Harnessing the power of artificial intelligence and data analysis, Appier’s cross-screen user behavior research report fleshes out the multi-screen landscape in Asia while also pointing out where the scale of screens and receptivity come into play.”

Appier said the findings were based on a sample of 490 billion data points in Asian markets.

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