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Airports, airlines, and retailers are keen on learning how smartphone usage plays out at airports in the Asia-Pacific region given the prevalence of mobile booking throughout the area.
AdNear released a report looking at travelers’ smartphone engagement, in terms of how long they use Wi-Fi, at twelve major airports in nine countries across Asia Pacific. The airports include Melbourne and Sydney, Australia; Hong Kong and Macau, China; Tokyo, Japan; Delhi and Mumbai, India; Singapore; Kuala Lumpur, Malaysia; Jakarta, Indonesia; Bangkok, Thailand, and Manila, Philippines.
Overall, males had a higher percentage of smartphone engagement than females across the airports.
Australia’s airports had the highest percentage of engagement for female travelers (28%), while the Indian airports had the lowest (17%). The Indian airports also had the highest percentage of engagement for male travelers (83%).
Travelers spend an average of 65 minutes engaged on their devices at these airports.
Sydney Airport (35 minutes) had the lowest engagement time, while Singapore Changi (97 minutes) had the highest engagement time, followed closely by Hong Kong International Airport (96 minutes). Australia’s lower numbers coincide with the nation’s trailing mobile booking habits observed in Skift’s report The State of Mobile Booking 2015.
Monday sees the most engagement at all of the airports, and the peak engagement time for most of them is between 4pm and 6pm.
AdNear conducted the research between April and June, looking at more than one million travelers. It’s important to note travelers with Asia Pacific nationalities weren’t exclusively examined for the report, so travelers of any nationality are included when looking at results.
See the full report below for further analysis.