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RESEARCH, ANALYSIS & TRENDS

Southeast Asia’s smartphone users

lead in pairing devices with TV

New global research from Irdeto revealed that second that smartphones infiltrate the living rooms of the Island
screens are now becoming ‘first screens’ in living rooms States’ citizens. While smartphone penetration and us-
across the globe, as laptops and smartphones are out- age is high in all markets surveyed, they are the most
pacing that of set-top boxes (STBs) and smart TVs in used living room devices in Singapore (56%) and the
the connected living rooms of today. most likely device purchase in the next five years
(49%). Compared to Singapore, only 36% of consum-
As consumer viewing habits evolve, and with the TV ers in the U.K, 32% in the U.S, and 30% in Australia
industry seeing an influx of over-the-top (OTT) content identified smartphones as the device they use most in
providers such as Netflix and iflix in the Asia Pacific the living room. Furthermore, only 27% of U.K. re-
region, the research reinforces a growing consumer spondents and 33% in both the U.S. and Australia plan
trend of multi-screen usage, with smartphones being to buy a smartphone in the next five years.
the most used devices in living rooms in Singapore
(56%), followed by PCs or laptops (39%) STBs (28%), “The traditional living room viewing experience is clear-
tablets (27%) and smart TVs (26%). In contrast, PCs or ly evolving and will continue to do so over the next five
laptops are the most used devices in living rooms in years, further increasing the importance of a secure
Australia (43%), followed by smartphones (30%), tab- and compelling multi-screen offering for operators and
lets (24%), smart TVs (23%) and STBs (18%). OTT players,” said Richard Scott, Senior Vice Presi-
dent, Sales and Marketing, Irdeto. “By harnessing the
The research also found that security and user experi- power of consumer insights, they will be able to tailor
ence are the key demands for consumers in Australia content and services to customers based on their
and Singapore, with most ranking the security of pay- changing viewing habits and device usage, and avoid
ment details stored on devices (88% in Singapore, 87% losing customers in an increasingly competitive market-
in Australia) and the security of personal information place.”
(90% in Singapore, 88% in Australia) as either very or
fairly important. Furthermore, 84% in Singapore and Emarketer got also granular on the topic and just re-
79% in Australia said a good user experience from ported that across five countries in Southeast Asia,
channel providers would be important. more than eight in ten smartphone owners use their
device in conjunction with TV viewing at least some-
Most characteristic of Singapore, however, is the fact times.
14 Asian eMarketing October 2015: Mobile Marketing
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