While much of the spread of mobile advertising in Asia has been fuelled by the strength of the mobile ad market in Japan, Korea and China, there is significant growth in India, Indonesia, the Philippines and Vietnam. Opera Mediaworks has grouped these countries into a sub-region called The Power 4, or P4.
The P4 countries represent 43 per cent of Asia’s population but account for less than 30 per cent of regional internet users.
However, over 76 per cent of these users access the internet using a mobile device.
Despite the slower adoption of the mobile web (compared to Japan and Korea), smartphone ownership has increased by over 545 per cent since the beginning of 2013.
Use of mobile websites and apps tends to be lower in the P4. The Asia region and the P4 have a much higher percentage of “other” devices (i.e., those with operating systems other than iOS or Android) than our global user base. These devices tend to monetise at lower rates than Android or iOS, and they also tend to drive fewer impressions per user. However, in Asia – and more specifically, in our P4 region – these devices do drive a significant number of impressions.
Globally, there is greater demand for and rapid adoption of mobile video-ad units. Both India and Vietnam exceeded the average across all of Asia (0.41:1).
Vietnam and Indonesia have a higher percentage of high-frequency users than the global average, while India and the Philippines contain more low-frequency users. Interestingly, the “regular” frequency group for the P4 are all similar in market share and are also quite close to the global average.
