Releases '2017 Digital Consumer Behavior Report' by analyzing over 5 trillion data points
Supports marketers in predicting online access and conversion methods

Appier has released the '2017 Digital Consumer Behavior Report.' The aim is to present a roadmap to marketers seeking solutions for increasingly complex consumer journeys resulting from multi-device usage environments.

The report was prepared by analyzing over 5 trillion data points collected through Appier-led marketing campaigns conducted across the entire Asia market in 2017. Online usage patterns of digital devices were surveyed on a daily and weekly basis and classified by country, gender, age, and industry. Through these AI-based insights, marketers can develop a clear picture of the market and easily understand consumer movement paths in the Asia market.

Fabrizio Caruso, Chief Revenue Officer of Appier, stated, "Appier has been providing corporate customers with AI-powered platforms to help them more easily reach their target customers," and added, "With these insights and AI assistance, marketers will be able to ride the wave of the times."

The key topics covered in the '2017 Digital Consumer Behavior Report' are as follows.

Multi-device usage becomes the new standard
Users distribute their time across devices since they have different purposes for each device. Individual users' online access and conversion methods also vary. When multiplied by the number of countries in the Asia region, gender, and age groups, online access and conversion methods become increasingly complex.

Multi-device usage with four or more devices per person has become the norm and has established itself as a new standard in the Asia-Pacific region, including emerging markets. Hong Kong and Taiwan rank at the top in multi-device usage, while Japan and Thailand rank at the bottom.

Marketers discover blind spot users with AI
The market blind spot that affects marketers most significantly comprises consumers who use devices with completely different purposes. Until now, it has been difficult to approach such blind spot users with effective and targeted methods, but by using Appier's AI, marketers can identify such consumers and obtain the most effective approach methods. The countries with the highest number of such consumers are emerging markets, with the Philippines, Taiwan, and Australia ranking at the top.

The Holy Grail named online access and conversion methods
Perhaps the most important role of AI for marketers is helping them predict the online access and conversion methods most preferred by consumers, and Appier's data serves that role. Among online access methods most used by Asia region consumers, tablets recorded the highest ad conversion rate, with smartphones following in click activity and purchase conversion. Additionally, this data reveals that PCs have continued to play an important role in consumer movement paths and are among the top 5 conversion paths across the region.

AI-based cross-screen campaigns drive high purchase conversion
On average, AI-based cross-screen campaigns showed 150% higher purchase conversion rates compared to single-screen campaigns. Consumers using three or more devices showed 400% more purchase conversions in their consumer journey compared to single-screen consumers. These figures clearly demonstrate the advantages marketers can gain through artificial intelligence.