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MANILA, Philippines—Filipinos have proven that they have been one tech-savvy bunch.
According to Millward Brown’s 2014 AdReaction Report, Filipinos typically spend 531 minutes, good for second in the world rankings behind Indonesia’s 540 minutes, using multiscreen platforms—television, phones, laptops, and tablets—in viewing multimedia programs.
Filipinos, in a five-hour span, spend 99 minutes on the TV, 143 minutes on laptops, 174 minutes on smartphones, and 110 minutes on tablets, with some being used simultaneously.
Millward Brown had a sample size of 12,000 respondents scattered across 30 countries, with 3,000 respondents coming from nine countries from the Asia Pacific region.
According to the study, multiscreen users in the Asia Pacific region spend almost seven hours of screen media a day in a five hour period, the time spent are the total of the hours used in the different platforms, and most of the hours are spent on smartphones.
“A mobile-first marketing world is here, we’re leading the world in the propensity to spend time with our favorite devices, and switching between screens,” Mark Henning, Head of Media and Digital for Africa, Middle East, and Asia Pacific at Millward Brown, said in the statement.
Millward Brown study showed that the Asia Pacific region holds time averages ahead of the world.
In terms of total screen time, Asia Pacific averaged 439 minutes versus the world average of 417 with smart phones atop the tech totem pole with 159 minutes over the world average of 147.
Asia Pacific users spend, on average, 115 minutes on laptops and 60 minutes on tablets.
Television was the only platform in the Asia Pacific region to fall behind the world average with just 104 minutes to 113 globally.
Henning said that the data provided different opportunities for marketers on where to put their ads.
“Combining this knowledge with consumers’ receptivity to advertising across these screens will lend solid guidance towards creating more impactful and engaging audience interactions,” Henning said.
Rob Vasler, Regional Director for Media and Digital at Millward Brown, said that marketers are now more aware on the platforms in reaching their target audiences.
“Campaigns that are consistent, connected across screens, and concise are more likely to deliver brand value,” Vasler said.
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