Melbourne & Sydney Airports Among Mobile Hot Spots In Japan and Asia-Pacific Region
Japan and Asia-Pacific’s most affluent consumers are highly engaged on their mobile phones at the Sydney, Melbourne, Hong Kong, Macau and Jakarta airports according to the JAPAC Traveller Report 2014 conducted by location intelligence company AdNear.
Australia also has the highest per user engagement on mobile at its Sydney and Melbourne airports as compared to other airports in the Japan and Asia-Pacific (JAPAC) region.
Shobhit Shukla, vice president, sales and partnerships, AdNear said: “Through our proprietary technology, we were able to analyse over a million travellers across 12 cities in the region and grouped them into different user profiles. In particular, we found that affluent travellers in Sydney, Melbourne, Jakarta, Bangkok, and Kuala Lumpur airports were on an average 3 times more engaged on their mobile phones compared to other travellers such as professionals, homemakers and students.”
Sydney and Melbourne airports saw more than 50% of repeat travellers and user engagement peaked between 5-10 pm. The time spent by travellers flying through Melbourne airports clocked around 50 minutes, while travellers at Sydney Airport were seen there for around 35 minutes. Majority of the travellers at these airports had high engagement with Social & Health and Fitness apps. Students travelling through Sydney were seen to be more engaged compared to their counterparts at Melbourne.
Across all airports, the 25-36 age group were most involved with their mobile phones. While the youth aged 16-24 were most engaged on mobile in Japan, Australia also had a high engagement from this age-group at 25%. Tuesday was seen to be the peak day of travel for Australians. Both airports saw 10% less engagement during weekends compared to weekdays.
Australia had the highest proportion of female travellers at 28% while India had the lowest at 17%. Professionals in Sydney, Melbourne, Hong Kong and Kuala Lumpur were more engaged on their mobile compared to their counterparts in other countries.
Though smartphone penetration is lower in countries such as Thailand, Indonesia and India, users were more likely to use location-based services on their mobiles as compared to the high smartphone penetration countries in JAPAC. For developed countries like Australia, Japan and Hong Kong where usage of location-based services is lower, there is an opportunity for players who can geographically target users through proprietary technologies.
“While this regional study concentrates on airports alone, we are able to help companies leverage our technology to target certain consumer profiles within a specified area to achieve offline consumer insights which are targeted, traceable, scalable and fully integrated with traditional marketing platforms. Marketers can also reach out to their audiences using our targeted mobile advertising solution,” added Shukla.
AdNear’s JAPAC Traveller Report 2014 analysed traveller and mobile engagement behavior of more than 1 million travellers across 12 airports in 9 countries in the JAPAC region during April-June 2014. The airports include those in Melbourne, Sydney, Hong Kong, Macau, Tokyo, Delhi, Mumbai, Singapore, Kuala Lumpur, Jakarta, Bangkok, and Manila.
The full report can be found here.
Please login with linkedin to comment
'X Factor' Trophy Al Crawford Cool Company Awards Project Clever BuoyLatest News
Have A Shot At Your Own Vaccine Ad & Enter B&T’s Good AZ Gold Adland Challenge!
If Kyle Sandilands can make a semi-decent vax ad then it really can't be that hard, can it? Prove B&T wrong here.
The Moonman Teams Up With Author Matthew Hardy For ‘Saturday Afternoon Fever’ LiSTNR Podcast
Did you ever give it your absolute best but have a childhood dream elude you? Lawrence Mooney’s new podcast Saturday Afternoon Fever is a riotous retrospective of childhood and adolescent haphazards and hopes alongside the author of the revered book of the same name, Matthew Hardy. As each page is turned, hilarity and tangents ensue […]
Billie Eilish Lends New Song To Dodge’s “Power Uncaged” Campaign
If it's got wonderkid Billie Eilish in it, it has to be great. Although, admittedly, this errs a tad on the shit side.
LG Kicks Off “Life’s Good” Campaign In Australia With Musician Stan Walker
This campaign sort of works like a karaoke competition just sans the drunkeness at 3am and abysmal Céline renditions.
Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications.
To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]
B&T’s Tokyo Olympics Wrap: Sexism, Cockiness & Hot Athletes
Why read The Daily Mail or News.com.au for all your daily Olympic stuff-ups when B&T's cut & pasted the best of it here.
Shutterstock Announces Formation Of Shutterstock.AI
Shutterstock.AI yet to announce the employment of any actual droids, although it does have adjustable light settings.
Initiative Crowned Top Performing Media Agency For June’s Record Month
Initiative's glass recycling bin lid requiring an extra tender push this month following celebrations over this win.
Thinkerbell Retains Top Spot For New Wins For June, As Clems Has An Absolute Flyer
Gold for Thinkerbell, silver for Clems & bronze for Special Group in R3 rankings. And a bag of Allens' teeth for fourth.
This New Apple Watch Ad Will Make You Want To Start That Health Kick
Packed on so much weight in lockdown you fear gettiing doorknocked by A Current Affair? Could this expensive watch help?
Don’t Miss Out! Register Now For B&T’s Changing The Ratio Webinar
Changing The Ratio is one webinar you DO NOT want to miss! Larry Emdur's Yodelling Masterclass arguably another one.
“If It Has A Point Of Difference, We’re Winning”: 10’s Chief Sales Officer Rod Prosser On The Network’s Future
Network 10 has made some significant announcements in the past few months, particularly with regard to its streaming and sports offerings. B&T sat down with 10 ViacomCBS’s chief Sales Officer Rod Prosser to discuss the changes. Earlier this year, 10 ViacomCBS announced the introduction of another streaming service into the Australian market: Paramount+. Part of […]
Monday TV Wrap: Olympics Sees 500,000 Fall From Sunday But Still Easily Nabs Top Spot
You'd have to say Seven's Olympic TV numbers are on steroids! Despite that being a rather unfortunate analogy.
Lion And Cricket Australia Call Last Drinks
Cricketers no longer pouring a sponsor's beer over one other after a win. Hoping Taubmans Paints isn't the new sponsor.
The MFA Launches A Diversity, Equity And Inclusion Advisory Council
The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]
Rihanna’s Fenty Beauty Is The Most Profitable Celebrity Beauty Brand
Further evidence there's more cash to be had flogging cheap lipstick than singing or acting comes this influencer list.
Gus Worland’s Gotcha4Life Launches “Mind Your Mate Pledge” Via Initiative Studio
Australian mental fitness charity Gotcha4Life is launching its most comprehensive communications platform via a national campaign produced by Initiative Studio. Gotcha4Life works to end suicide by delivering programs that create meaningful mateship, build emotional muscle and strengthen social connection in local communities. The charity was established as a not-for-profit foundation by media personality Gus Worland in 2017. https://vimeo.com/582293453/872cd42796 […]
Theory Crew Snares Four New Clients
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
SMI Data: June Delivers The Largest Ad Spend Ever In Aussie Adland History
Work at a media agency? Nervous about asking for a pay rise? Strut to the boss' office like a peacock on these numbers.
SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach Appointed By Property Developer Beulah
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Google Tells Marketers To “Rethink The Line” In Campaign Via The Hallway
Following on the success of last year’s Think with Google “Rethink The Mix” campaign, this week sees the brand inviting marketers to “Rethink the Line” via a campaign created by The Hallway. The campaign is spearheaded by a video that tells the story of “The Line ” via animation and is complemented by a collection of shorter videos and […]
Digitas APAC Appoints Adrian Farouk To CEO
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]
Adland Sexism: Where Are All The Male Voices?
This comment piece is by Jasmin Bedir, CEO of Innocean and founder of FckTheCupcakes. It’s been a month since Zoe Scaman’s amazing article. When I read it, I kept nodding along and readied myself for an industry discussion in Australia. But nothing happened. Not a peep. And it’s not because we’re so much better in […]
Magnite Confirms Australian Leadership Team
Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.
Bundaberg Brewed Drinks Pours Zenith Brisbane Its Media
Zenith Brisbane wins Bundaberg Brewed Drinks' media and, with the extra staff, creates a glass half-full conundrum.
Sports Teams Unite In Latest Campaign Against Sports Bet Advertising
Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]
Haylie Marchant Appointed Executive Director Of Red Havas Brisbane
Red Havas has announced the appointment of Haylie Marchant to the role of executive director, Red Havas Brisbane. In addition to leading the agency to drive growth in the Brisbane market, Haylie will also join the Red Havas national senior management team. Marchant brings 15 years experience building and running successful agencies in Australia and […]
The Monkeys’ ECD Vince Lagana Departs
After three years as executive creative director, Vince Lagana has departed The Monkeys to explore new interests and opportunities. Lagana said: “I’ve really enjoyed these three years as ECD at The Monkeys but now feels like the right time in my career to pursue other new and exciting opportunities. I’m proud to have worked on […]
Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
