The company's the latest APAC State of Mobile Advertising report, prepared in partnership with the Mobile Marketing Association, shows a dramatic increase in penetration in key markets.

India, Indonesia, Vietnam and the Philippines, countries which Opera refers to as the “P4” (Power 4) sub-region, have seen a dramatic 545% increase in smartphone adoption since 2013,

making P4 one of the fastest growing sub-regions in the world.

P4 users are overwhelmingly young; the average user age in all four countries is under 24.

In Vietnam, 50% P4 userare 19 years old or younger (Source: Genk.vn)

Data consumption in Vietnam is among the highest in the region, with each user in Vietnam using 85 MB per month – very close to the global average of 90 MB/month.

High-frequency users, or those who access mobile sites and apps five or more days each week, are common in Indonesia and Vietnam — even more than the global average.

The most visited mobile sites and apps are in the Social Networking category, consumption of which is led by the Philippines, which shows an extreme preference for this category, even compared to high global averages.

India’s users are drawn to sites and apps that serve Music, Video, Media & Entertainment content, while Indonesians are consuming far more Business, Finance & Investing content than the rest of the world.

Mobile growth in the region can largely be attributed to the rapid adoption of Android devices, according to the report. In the second quarter, the Android operating system took the no. 1 position in market share of impression served to mobile devices, accounting for more than 60% of traffic in APAC and approaching 70% in the P4 region.

Telecomasia.net