Reported in eMarketer, according to H2 2014 research from Asia-Pacific programmatic buying service provider Appier, digital device users in Australia are the most likely of those in any country in the region to own more than two—and more than three—devices. Nearly half of multidevice users in Australia reported using three or more digital devices, vs. 28% of those in last-place Japan or Taiwan, for example.
Multidevice users can be a headache for marketers trying to work out multichannel campaigns. Appier sought to determine how similarly—or differently—multidevice users behaved on their various internet access channels. The research found that more than half of users in Australia had completely different behaviors on each device—while 27% exhibited identical behaviors across devices. There was no discernible relationship between penetration of many devices in a market and users’ likelihood of using them similarly.
That can make it difficult for marketers to, first, identify individuals across all their devices, and second, deliver relevant and timely messages to them based on the device they are using. But there were also some patterns across populations in terms of device-related behaviors.
Appier found that across Asia-Pacific, PC traffic was higher on weekdays than weekends. Smartphone traffic, meanwhile, tended to spike on Saturdays, though users in Australia, Hong Kong, Singapore and Japan actually used smartphones most on Wednesdays. Tablet traffic tended to fall most on weekends. And across devices, men were more active than women.
