South East Asia's mobile-first path to purchase: Insights from Facebook
Low Lai Chow and Anna Hamill
Here's a sobering stat for marketers looking to reach consumers in Southeast Asia with television commercials: for the most part, their target audiences simply aren't interested.
A recent Crowd DNA study commissioned by Facebook revealed that this behaviour is consistent across Southeast Asia. Over 82% of Southeast Asian consumers aged 15-54 confessed that they 'second screen'; or use their mobile while watching television.
Indonesian youth are particularly attached to their mobile devices, with scores higher than the global average in terms of...