Whilst Asia is due to account for over half the world’s smartphones this year, research released by Google and TNS shows that device behaviour isn’t consistent throughout the region. The research showed that in more developed markets, such as Japan or South Korea, less time was spent on apps compared to the web, whilst in lesser developed nations it was the other way around. In countries where they were more likely to favour the web, such as India or Japan, they were also more likely to use fewer apps. Also, in more developed areas, smartphone users had, on the whole, downloaded more apps and were less loyal to a few specific ones. According to the marketing analysis company, eMarketer, this matches the trend also seen in other areas of the world, where emerging markets remain more enthusiastic about app usage.