SINGAPORE, Malaysia, Australia and Hong Kong have very high smartphone and mobile internet penetration, according to the JAPAC Traveller Report 2014 released by location intelligence company AdNear.
Based on a survey conducted with more than one million users across 12 airports in nine countries during the months of April, May and June, the report shows Singapore travellers as the most active mobile users, ranking first at 87 per cent for smartphone and 64 per cent for mobile Internet penetration, followed by Malaysia at 80 per cent and 58 per cent), Australia at 75 per cent and 59 per cent) and Hong Kong at 62 per cent and 67 per cent.
Singapore travellers also spent an average of 97 minutes on their mobile devices at Changi Airport – the highest across Japan and Asia-Pacific, along with recording the highest percentage of repeat travellers.
Other key findings of the survey include:
– Australia has the highest per user engagement at the airports while India has the lowest;
– India, Malaysia and Indonesia have the highest percentage of user engagement at airports;
– India has the highest percentage of one-time travellers and the lowest for female traveller engagement; and
– Japan has the highest percentage engagement in 16-24 age group travellers.
Due to increasing competition and with more users now shifting towards smartphones, the penetration is expected to grow, which is in turn expected to increase the mobile ad spend over the coming years.
More comprehensive information on the report findings is available at www.adnear.com.
