What Apps Got To Do With It: Mobile Behavior Across APAC

Masao Kakihara& Soyeon Kim
Think with Google

Asia has emerged as the globe's hub for mobile app businesses. Apps for instant messaging, social networking and search are used on a daily basis—and with so much competition, it's difficult for brands to stay ahead of the innovation curve. In partnership with TNS, we conducted the 'APAC Mobile App Usage Study', surveying 1,000 smartphone users each in eight countries about their app behavior, when and why they download apps, and their attitudes to apps and advertising. Here's what we found.

Most Asian countries have already transformed themselves into mobile-first nations, with smartphone penetration outpacing traditional desktop devices. Out of the eight markets we covered, six (Singapore, Korea, Hong Kong, Taiwan, Australia, and Japan) have smartphone penetration over 50%.