Insight for Southeast Asia Mobile User Behavior

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With a population of over 600M, a rising middle class and extremely rapid mobile device adoption, Southeast Asia is undoubtedly one of the world’s most exciting place to be when it comes to mobile technology. Take Malaysia for example, according to Nielsen’s research, close to 50% of Malaysians currently own two or more mobile handsets (phones only, not including tablets or PCs). This number is extremely impressive, especially given the multi-device ownership (mobile phone, PC and tablets) globally, is 19%.

Southeast Asia is an important market to many of our clients and fellow marketers, and we want to spend some time this week on sharing some Southeast Asia specific Cross Screen market and user behavior insights.

Here are three key insights for the overall Southeast Asia, based on Appier’s recent research report:

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Does Size Really Matter In Advertising?

Does Size Matter

Looking at the history of mobile device development, it feels like it was centuries ago when cellular phones weighed 2lb+ and were too big to fit into our pockets. (Think: Motorola’s DynaTAC in 1983)

Mobile devices has taken a whole different toll since then, mobile devices have gotten significantly smaller, and with the introduction of the first iPhone in 2007, mobile devices have also gotten much smarter.

While the first decade of rapid mobile device growth focused on developing smaller mobilephones (i.e. Nokia “lipstick” 7280 in 2004), recent smartphone development trends shifted towards the idea of “phoneblet”, an mobile phone device at a size of a small tablet. Apple’s latest iPhone 6 plus is an example of this.

As device manufacturers from all of the world continue to develop all kinds of mobile devices of various sizes – from the netbooks a few years ago, to tablets to smartphones to wearable – we couldn’t help but wonder, what kinds of impact does the size of the devices actually have on the users? Does size really matter?

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What is the buzz around Cross-Screen targeting?

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Winnie Lee
Chief Operating Officer


    As we enter the era of multi-screen, Cross-Screen targeting has become one of the hottest new topics in the world of advertising. Join Winnie Lee, Appier’s Chief Operating Officer, in understanding what this buzz is all about.

November 19th, 2014 at 11:00 AM (GMT+8)

Join us for a webinar to explore:

  • Interesting insights on multi-screen user behaviors
  • The true essence of Cross-Screen targeting technology
  • Cross-Screen targeting vs. traditional digital campaigns

If you sign up and aren’t able to attend, we will send you a recording of the webinar after.