South East Asia’s mobile-first path to purchase: Insights from Facebook

This event report covers insights from Facebook about developments and trends in South East Asia's mobile landscape.

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...

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