TAIPEI: Multi-device usage is continuing to rise in Asia, according to a new study that found the number of people in the region who use four or more screens increased 40% in the first half of 2016 compared to the second half of 2015.

In addition, almost a third (31%) of multi-device users across Asia now engage with four or more screens, up from 22% last year.

And in markets like Malaysia (+17%), Hong Kong (+16%), Singapore (+15%) and Japan (+11%), the number of users on 4+ screens increased at a faster rate than those using three.

These are some of key findings in the latest Cross Screen Behavior Report from Appier, a Taiwanese AI tech firm, which said users in Asia are interacting with their screens in myriad ways.

"This latest report shows that cross screen is key in Asia, as users move between a growing number of screens in increasingly complex ways," said Caroline Hsu, CMO at Appier.

"One size does not fit all, and businesses need to consider how different messages and formats can help them connect with their audience across all screens," she continued.

"Understanding these interconnections will allow marketers in the region to reach their users at various touch points in their journey, leading to more meaningful engagement throughout."

For example, the Appier research found that PCs generate 70% more volume of web usage and are used three times as much as each individual smartphone.

Similarly, the report found that each average tablet generates 30% more web usage and 3-4% more app usage than each smartphone.

It also revealed that PCs and smartphones drive the highest rates of awareness and conversions, although smartphones account for more than half of all cross screen conversion paths.

Smartphones generate a greater number of page views and non-purchase actions taken on websites, the report found, but the PC remains the main device for actual online purchases.

"While mobile is a key screen in Asia, advertisers cannot ignore PCs and tablets either, both of which play notable roles in a user's journey," the report concluded.

Data sourced from Appier; additional content by Warc staff