User behavior, in terms of preference for use of mobile apps and mobile web, varies by country across Asia, though perhaps not markedly.

Asia will account for 55 percent of the world’s nearly 1.18 billion smartphone users in 2016, according to eMarketer. But user behavior is quite disparate, where it comes to preferences for use of mobile web and apps.

In more developed markets like Japan and South Korea, daily time spent with the mobile web on  smartphones outpaced time spent with smartphone apps, often by 10 minutes or more, a TNS study found. In emerging markets in Southeast Asia including the Philippines, Vietnam and Thailand, daily time spent was more likely to favor smartphone apps.

This split in app habits follows mobile trends observed in other regions of the world. Mobile users in emerging markets are comparatively more enthusiastic about downloading and spending time with apps, those in more developed economies less so.