Asia Pacific offers multiscreen opportunity for brand marketers, according to the 2014 AdReaction Report from Millward Brown that analyses multiscreen use and behaviour, and explores consumer receptivity to advertising on TV, smartphones, laptops, and tablets.

Findings of the report indicate that multiscreen users in the Asia Pacific region consume seven hours of screen media per day, and most of this time is spent on their smartphones.

The total screen time in Asia Pacific was calculated to be 439 minutes. Screen time for laptops was 115 minutes, tablets 60 minutes, smartphones 159 minutes and TV 104 minutes.

Total time spent between screens for Indonesia and the Philippines are 540 and 531 minutes respectively. At 343 minutes Japan had the lowest consumption in the region while laptop minutes in China (161) are the highest in the world.

"There are some great insights to be picked up when it comes to understanding what this means in China and India, as compared with Japan and Australia," said Mark Henning, head of Media and Digital for Africa, Middle East and Asia Pacific at Millward Brown. "Combining this knowledge with consumers' receptivity to advertising across these screens will lend solid guidance towards creating more impactful and engaging audience interactions."

Smartphones screen usage

In other parts of the world smartphones primarily dominate daytime screen usage, but in Asia Pacific, they are the dominant screen in the evening also.

About 40 percent of the time used in screen goes in simultaneous use of an additional screen with TV. 17 percent of this time goes in meshing that involves usage of TV and a digital screen to consume related content.

21 percent of this time is used for stacking or consuming unrelated content. 28 percent of users in Thailand engage in meshing, and the same percentage of users (28) in Australia engage in stacking.

This report also shows that consumers are most receptive to micro-video; TV ads with interactivity; and TV ads promoting mobile apps, Facebook pages as well as websites.

The 2014 AdReaction Report reflects an Asia Pacific sample of over 3,000 Asia Pacific respondents. Brand marketers can leverage these findings to build integrated media plans and drive brand growth.

"Marketers can now be better equipped to make the right decisions while reaching out to their target audience," said Rob Valsler, regional director for Media and Digital at Millward Brown. "Campaigns that are consistent, connected across screens, and concise are more likely to deliver brand value."