Smartphones, the ultimate choice for online content in APAC

In the APAC region, smartphone and smart TV ownership has surpassed non-Smart TV ownership. With a remarkable 86% of households owning smartphones and 64% owning smart TVs, non-smart TVs lag far behind at a mere 20%.

In this region, smartphones (71%) take the lead among the top three devices for watching online content. However, there are exceptions such as Australia, where users tend to lean towards smart TVs, and Japan and South Korea, which alternate between smartphones and PC or notebooks. Among all countries in the region, Indonesia stands out as the country that most heavily relies on smartphones in comparison to other devices.

This could be attributed to the uneven level of fixed internet penetration in the region. Precisely, the countries that lean towards using smartphones over other devices are those with the lowest fixed internet penetration in the region: India (12%), Indonesia (20%), China (47%), and Thailand (48%). In contrast, countries with better access to fixed internet—South Korea (88%), Australia (86%), and Japan (84%)— are the ones that exhibit higher usage of other devices.

Across all age groups, smartphones emerge as the undisputed champions regionally. Taking smartphones aside, while the younger demographic (16- to 24-year-olds) gracefully balances between PC or notebooks and smart TVs, older generations (from 25 to 55 and older) show a greater preference for smart TVs over other devices.

Sources 

BB Media – Online Media Essentials | APAC 2Q 2023

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