Hong Kong, Australia affluents most engaged on mobile: AdNear
In JAPAC, affluent travelers in Hong Kong and Australia have emerged to be the most engaged on their mobile devices, according to a study by AdNear, a location intelligence company, titled ‘JAPAC Traveller Report 2014’. Based on the average length of time spent across all airports covered, Singapore took the top spot with 97 mintues, followed by Macau and Bangkok with 96 minutes and 91 minutes, respectively.
“Through our proprietary technology, we were able to analyse over a million travelers across 12 cities in the region and grouped them into different users profile. In particular, we found affluent travelers in Sydney, Jakarta, Bangkok, and Kuala Lumpur airports we the three times more engaged on their mobile phones compared to other travelers such as professionals, homemamakers and students,” said Shobhit Shukla, Vice President- Sales and Partnership at AdNear.
They have also studied the demographics details of the travelers involved in the study. It emerged that Australia has the highest proportion of female traveler with 28 per cent while India registered the lowest with 17 per cent. In Southeast Asia, Manila saw the highest proportion of female travelers at 27 per cent.
Professionals in Sydney, Melbourne, Hong Kong and Kuala Lumpur were the most engaged on their mobile devices. Also, 1600-1800 hours was the peak engagement time and Monday was the busiest day across all airports.
Overall, travelers in the age group 25-36 were the most engaged as against 37-50 were the least due to varied levels of mobile phone penetration among these groups. Japanese youth in the group from 16-24 years were most active on mobile while those above the age of 50 in Bangkok had the highest mobile engagement.
Another interesting finding was that through smartphone penetration in countries such as Thailand, Indonesia and India is low, users were more likely to use location based services on the mobiles. Whereas in countries such as Australia, Japan and Hong Kong the use of location based services is the least.
“We are able to help companies to leverage our technology to target certain consumer profiles within a specified area to achieve offline consumer insights which are targeted, traceable, scalable and fully integrated with traditional marketing platforms. Marketers can also reach out to audiences, through our targeted mobile advertising solutions,” added Mr Shukla.
