SINGAPORE: People in Asia Pacific not only consume more screen media daily than the rest of the world, they also spend more time multiscreening, a new study has found.

The 2014 AdReaction Report from Millward Brown, the global research firm, surveyed more than 12,000 people in 30 countries, including 3,080 in nine across Asia-Pacific (Australia, China, India, Indonesia, Philippines, South Korea, Thailand and Vietnam).

It revealed that the average APAC multiscreen user consumed around 22 minutes more screen media every day than the global average, or seven hours 19 minutes vs six hours 57 minutes. And they were able to do that within a five hour period thanks to their multiscreening habits.

Just over two hours, 122 minutes or 39% of their total viewing time, was spent multiscreening, compared to the global average of one hour 49 minutes.

In particular, they spent more time on smartphones (159 minutes) and laptops (115 minutes), although proportionally this time was broadly similar to the global average. The most significant departures from the global norm were in the greater use of tablets (14% vs 12%) and lesser use of television (24% vs 27%).

Indonesia (nine hours) and the Philippines (eight hours 51 minutes) were out in front in terms of overall screen minutes. At the other end of the scale were Japan (five hours 43 minutes) and South Korea (six hours 19 minutes).

Millward Brown also examined how people used their devices while watching TV, distinguishing between "meshing" (the consumption of content related to what was on TV) and "stacking", using a phone or tablet for something not related to TV.

People in Thailand, the Philippines, South Korea and Indonesia were most likely to mesh, while those in Australia, Japan and Vietnam spent more time stacking.

Consumers' receptivity to advertising on the different media was also examined, with television continuing to be the most favourable. But Mark Henning, Millward Brown head of media and digital for Africa, Middle East and Asia Pacific, noted that APAC consumers emerged ahead of the global average for "paying at least some attention" to ads on laptops (57% regionally vs 52% globally), smartphones (56% vs 51%) and tablets (56% vs 52%).

"Brands should keep in mind that the media itself – where you are seen – can be part of the message," he told Campaign Asia-Pacific.

Data sourced from Campaign Asia-Pacific, Millward Brown; additional content by Warc staff