Vietnamese spend approximately eight hours in front of a screen, such as a TV, laptop, smartphone, or tablet, on a daily basis, according to a report released Monday by global research agency Millward Brown.
The 2014 AdReaction Report analyzes the screen time and behavior of multi-screen users across 30 countries, said Millward Brown, which focuses on brands, media, and communications.
“Multiscreen users” are defined as people who own or have access to a TV and a smartphone and/or tablet, while “screen time” is any time that is spent in front of a screen, according to the report.
The study found that Vietnam was above the global average of seven hours of multi-screen time per day, with “an overwhelming majority of users favoring smartphones and laptops as their preferred device,” the report reads.
Users in Vietnam also logged over six percent more screen minutes per day than the average Asia-Pacific multi-screener.
Smartphones took the lead position in terms of screen time at 168 minutes, but only by a small margin. At an average of 160 minutes, Vietnamese users clocked amongst the highest numbers of laptop minutes in comparison with the other markets surveyed within the region.
Conversely, TV screen minutes were about a third less than the regional average highlighting the pre-eminence of mobile devices among multi-screen users in Vietnam.
Just 27 percent of screen time in Vietnam is devoted to the simultaneous use of both TV and a digital device, with almost equal amounts of time spent “meshing” and “stacking.”
Meshing is the simultaneous consumption of related content across screens, while stacking is that of unrelated content across screens.
Meshing accounts for 12 percent of screen time in Vietnam, on par with the global average but significantly lower than in other Asia Pacific countries. The figure for stacking is 15 percent, which is the lowest in the Asia Pacific region.
These findings are aimed at helping advertisers make sense of the multi-screen world for brand building by taking advantage of the capabilities and effectiveness of each screen, according to Millward Brown.
Even though TV remains the least consumed screen medium in Vietnam, local viewers are still most receptive to TV advertising compared to other formats.
However, TV no longer represents the largest media opportunity due to limited screen time. Digital receptivity in Vietnam may trail the global average, but the large amount of time spent on mobile devices reflects a huge opportunity for marketers, the report said.
The AdReaction Report explores consumer receptivity to advertising on TV, smartphones, laptops, and tablets, reflecting a global sample size of 12,000, including more than 3,000 Asia Pacific respondents. In Vietnam, 669 multi-screen users were surveyed.