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The MFI report found that Asia Pacific is a massive and growing market for app usage and app advertising, particularly in Malaysia

Mobile ad platform for brands Opera Mediaworks has recently released a report titled Mobile First Insights (MFI) in APAC region, including Australia, India, Indonesia, Philippines, Malaysia, Thailand, and Vietnam.

The report found that Asia Pacific is a massive and growing market for app usage and app advertising, particularly in Malaysia, where Games is the most popular app category, followed by Social Networking and Arts & Entertainment. Advertising campaigns running in these categories are seeing higher levels of engagement than any other, and in many cases, higher conversions as well.

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Comparing the value of apps vs. mobile web on Opera’s platform, it was found that the click-through rate in apps is 1.6x higher than that on mobile web, and the revenue generated from brand & app download advertising is nearly 2.1x.

Other key highlights from the report:

Users in APAC region spend more time on mobile apps

Games and broad-based entertainment categories (news, arts, music) are “must buy” categories. Based on the data from the top 100 apps that use Opera’s mobile ad platform to monetise their traffic, mobile users in Asia Pacific are spending about 46 minutes each in each of these popular apps – longer than the global average of 30 minutes. The average session length of mobile users in Asia Pacific was 9.6 minutes, also longer than the global average of 8.5 minutes.

Games is the top mobile app category across most APAC countries by impressions

The Games category has the highest number of ad impressions served on Opera Mediaworks’ mobile ad platform in Australia, Malaysia, Philippines, Singapore, Thailand and Vietnam. However, two markets showed differing results: India, where app usage is concentrated in the category of Music, Video and Media; and Indonesia, where a tech-savvy youth market is driving high usage of Technology and Computing apps.

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“Asia Pacific is a massive and growing market for app usage and app advertising,” said Vikas Gulati, Managing Director, Asia at Opera Mediaworks, in an official press statement.

“It’s fascinating to see that some trends, such as high usage of gaming, are reflected across almost all Asia Pacific markets, despite the range of cultural, social and economic factors that vary between countries in our region. We hope this new report will serve the needs of brands, agencies and publishers alike, and that it will be something that they look forward to every quarter because of the invaluable insights and category best practices that can be applied to their business,” he added.

To read the full report, please follow this link.

US-based Opera Mediaworks is a fully-owned subsidiary of Opera ASA with over 20 offices worldwide.

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