We consume content across multiple devices and screens each day, but it seems smartphone screens are king.
The report, released this week, analyzes multiscreen use and behavior across 30 countries, including nine in Asia Pacific, and explores consumer receptivity to advertising on TV, smartphones, laptops, and tablets.
The 2014 AdReaction Report reflects a global sample size of 12,000, including more than 3,000 Asia Pacific respondents.
Of the seven-odd hours screen consumption daily, almost 2 hours is simultaneous consumption of another digital screen while watching TV.
During the simultaneous use of screen devices, 17% is used for consuming related content (“meshing”), and 21% for consuming unrelated content (“stacking”).
Asia Pacific surged ahead of the global average in terms of total screen time (439 minutes versus 417), with smartphones taking up the lion’s share (159 minutes to 147).
Screen time for laptops (115 minutes) and tablets (60 minutes) was also higher than the global average. TV was the only screen to fall short (104 minutes to 113 globally).
Regional numbers from Asia Pacific were higher than global consumption patterns, driven primarily by use in Indonesia and the Philippines.