Filipinos spend over 8 hours on devices

MANILA, Philippines - Filipino multiple device users are among those who spend the highest hours on multiple screens in 30 countries, results from a study showed.

Filipinos, the study said, spend more than eight hours on various screens  or over a third of the day.

According to the 2014 AdReaction Report from advertising and communication research agency Millward Brown said Indonesians and Filipinos topped the "global trade in terms of total time spent between screens at 540  and 531 minutes respectively. "

The report, released Monday, analyzes multiscreen use and behavior across 30 countries, including nine in Asia Pacific, and explores consumer receptivity to advertising on TV, smartphones, laptops, and tablets.

Asia Pacific surged ahead of the global average in terms of total screen time (439 minutes versus 417), with smartphones taking up the lion's share (159 minutes to 147).

Screen time for laptops (115 minutes) and tablets (60 minutes) was also higher than the global average. TV was the only screen to fall short (104 minutes to 113 globally).

"Regional numbers from Asia Pacific were higher than global consumption patterns, driven primarily by use in Indonesia and the Philippines. While in other regions smartphones dominate primarily daytime screen usage, in Asia Pacific, they are the dominant screen in the evening as well," a statement from the agency said.

The study also found that "tablets deliver difference for brands, with receptivity notbaly high in the Philippines."

A total of 3,080 respondents from Asia Pacific participated in this study, from Australia, China, India, Indonesia, Japan, Philippines, South Korea, Thailand and Vietnam.