A mobile user enjoys 3G services on her smartphone. (Photo: VNA)
The findings in the APAC State of Mobile Advertising report are based on Q2 2015 data collected from 400 million unique users on the Opera Mediaworks platform.
Each user in Vietnam uses 85MB per month – very close to the global average of 90MB per month. High-frequency users, or those who access mobile sites and apps for five or more days each week, are common in Vietnam and Indonesia — even exceeding the global average.
India, Indonesia, Vietnam and the Philippines, countries which Opera refers to as the "P4" (Power 4) sub-region, have seen a dramatic 545 per cent increase in smartphone adoption since 2013, making this one of the fastest growing sub-regions in the world.
The P4 countries represent 43 per cent of the population of Asia, yet they account for less than 30 percent of regional Internet users. However, more than 76 percent of these users access the Internet through a mobile device. This group is led by Indonesia. Mobile growth can largely be attributed to the rapid adoption of Android devices. In the second quarter of this year, the Android operating system took the first position in market share for impressions served to mobile devices, accounting for more than 60 percent of traffic in APAC and approaching 70 percent in the P4 region.
There is also high demand for and rapid adoption of mobile video-ad units across the globe. Within the P4 region, the Philippines has the highest ratio of video-ad impressions served in its market and has exceeded the expected global standard (ratio of 1:1).
Both India and Vietnam have exceeded the average across all of Asia (0.41:1).
It's an exciting time to be a mobile marketer in APAC right now. The region is predicted to have 2 billion smartphone users by 2019, and APAC's mobile screen minute average is higher than global averages, thanks to the higher demand for mobile video, according to Vikas Gulati, managing director for Asia at Opera Mediaworks.
This is due in part to publishers creating more video-friendly environments and mobile audiences surpassing TV-like scale.
In terms of revenue, business, finance and investing publishers fared well, accounting for a whopping 42 percent of revenue paid to mobile publishers across the P4 region. Communication services are clearly differentiated in the P4 region compared to global performance; their impression volume and revenue generation are much higher than global averages by four times for impressions and as much as 15 times for revenue.
"We believe marketers in Asia are best positioned to become leaders in global mobile innovation, building campaigns that caᩚᩚᩚᩚᩚᩚᩚᩚᩚ𒀱ᩚᩚᩚn harness the potential of the medium and the mobile audience," RohitDadwal, managing director of Mobile Marketing Association APAC, said.-VNA
