TAIPEI: A growing number of consumers in Asia are using three or more devices, with one in five doing so in markets such as Singapore, Australia and the Philippines, research has shown.

A report from Appier, a company applying artificial intelligence (AI) to cross-screen technology, analysed 490bn data points from its own database covering campaigns in Australia, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan and Vietnam to assess user behaviours across PCs, smartphones, and tablets in ten key Asian markets during the first half of 2015.

This found that users with three devices are setting the trend for multi-device ownership in Asia, as the proportion of such users increased 10% on the second half of 2014.

In most markets surveyed, nearly 40% of multi-screen users were operating more than three devices, with Singapore (21.2%), Australia (20.8%) and the Philippines (20.8%) boasting the highest percentage of three-device users.

Japan (32.7%), Taiwan (25.7%) and Malaysia (24.8%) claimed the biggest percentage of multi-device users operating more than four devices.

Chih-Han Yu, CEO and co-founder of Appier, noted that marketers were no longer approaching cross-screen and cross-platform advertising as an option, "but rather as a top priority".

But an already complicated task is made more so by the greater complexity in cross-screen user behaviours.

Forty-three percent of multi-screen users in Asia, for example, exhibited vastly different behaviours while interacting with online ads on different devices, up from 38% in the second half of 2014, while around 25% displayed similar behaviours.

Screen size is the major determinant of behaviour, with, for example, users generally showing more interest in retail ads on large phones and small tablets while retail interstitial ads achieved a better response on small phones and large tablets.

The study also highlighted "Golden Wednesdays", a day when the highest usage was observed across devices and the highest number of reachable unique devices was generally recorded.

In addition, Mondays, Tuesdays and Sundays were all good days for advertisers to pique the interest of active users, although males were more active than their female counterparts across devices.

Data soured from Appier, Jakarta Post; additional content by Warc staff