mobile app market in vietnam
TRANSCRIPT
Your sub-title hereVietnamese Mobile App Market Survey - Popular Apps and latest trend of information source
Survey information
• Survey about mobile app trend in Vietnam• Sample size: 764 samples• Respondent criteria:
• Male & female• 16-39 years old
• Area: Ho Chi Minh City & Hanoi• Conducted time: June 12th-18th, 2015
Executive Summary
• iPhone = 29%, Samsung = 27% are the top 2 ownership of smartphone brands
• More than 50% use 2 hours for mobile internet
• Compared with Japan, Vietnamese use more music applications but less for e-commerce or utilities
• “Utlities” “Food/Restaurant” apps have high ratio of those who downloaded but stopped using
• Vietnamese user concentrates on the selected apps including Facebook, Zalo and Youtube.
• Even though those who pay for app are limited, they are given many options to pay for apps
Respondent profile
52%48%
Gender
FemaleMale
16-19
20-24
25-29
30-34
35-39
19%
38%
29%
12%
3%
Age
52%48%
Area
Ho Chi Minh City
Hanoi
Which smartphones do you own?
iPho
ne
Samsu
ng LGSon
y
Lum
ia
Asus
Zenfo
neHTC
Opp
o
Leno
vo
Blackb
erry
Oth
ers
29%27%
9% 9% 8% 8%7%
5% 4%2%
12%
iPhone = 29%, Samsung = 27% are the top 2 ownership of smartphone brands
How long do you use smart phone a day?
Less
than 30 m
in
31 min - 1
hour
1 - 2 hours
2 - 3 hours
3- 4 hours
4 - 5 hours
More than
5 hours
I do not d
o this a
ctiviti
es
16 - 19 20 - 24 25 - 29 30 - 34 35 - 39
Teenagers spend more time on their smartphones (More than 5 hours/day)
How long do you use for mobile internet & apps a day?
I don't do this activity
More than 5 hours
4 - 5 hours
3 - 4 hours
2 - 3 hours
1 - 2 hours
31 min - 1 hour
Less than 30 minutes
1%
19%
8%
12%
18%
22%
13%
6%
Internet mobile usage(web browser, email)
I don't do this activities
More than 5 hours
4 - 5 hours
3 - 4 hours
2 - 3 hours
1 - 2 hours
31 min - 1 hour
Less than 30 minuts
0%
14%
6%
9%
17%
25%
21%
8%
Mobile application usage
More than 50% use 2 hours for mobile internet
Which do you spend more time on smart phones?
Web browsing more
Apps more Equal time
26%
19%
34%
19%
26%
36%
Time spendingFemale Male
App; 62%
Website; 31%
I don't know; 7%
Prefered version
People prefer to use the service via app, although their time spending via browser and app are almost equal
Which apps have you downloaded (comparison with Japanese)
Japanese data reference: MMD smartphone survey （ https://mmdlabo.jp/ ）
Game app
Social a
ppMusic
Online video / m
ovies
Photo / Video
Dictionary
News
E-book
Weather f
orecast
Education
Food / Resta
urant
Utilities
Shopping / Aucti
on
Work / B
usiness
Coupon / point
Sport
Cooking
Travel
Health ca
re
Finance
Medical
Others0%
10%
20%
30%
40%
50%
60%
70%
80%
69% 68%65%
56%
51%
40%36% 35%
33%
27%24%
20%17% 17% 16%
14% 14%12% 12%
10% 9%7%
VietnameseJapanese
Which apps genre do you use often?
Social a
pp
Game appMusic
Online video / m
ovies
Photo / Video
News
Dictionary
E-book
Weather f
orecast
Education
Utilities
Food / Resta
urant
Work / B
usiness
Shopping / Aucti
onSport
Coupon / point
Finance
Health ca
re
Cooking
Travel
Medical
Others0%
10%
20%
30%
40%
50%
60%
70%
59%
53%51%
39%35%
25%22%
21%
16%13% 12%
10% 9% 9% 8%7% 7% 6% 6% 5% 4% 3%
VietnameseJapanese
Japanese data reference: MMD smartphone survey （ https://mmdlabo.jp/ ）
Difference between Japan and Vietnam
Apps that Japanese use more often than Vietnamese
Apps that Vietnamese use more often than Japanese
The difference of the both countries come from 1. Market size and available players (e-commerce, coupon)2. Availability of alternatives (E-book, education)3. Cultural / life differences (Music, dictionaries, cooking)
shopping utilities coupon cooking
music Dictionary Education E-book
Which apps genre do you use often?
Social a
pp
Game appMusic
Online video / m
ovies
Photo / Video
News
Dictionary
E-book
Weather f
orecast
Education
Utilities
Food / Resta
urant
Work / B
usiness
Shopping / Aucti
onSport
Coupon / point
Finance
Health ca
re
Cooking
Travel
Medical
Others0%
10%
20%
30%
40%
50%
60%51%
42%44%
32%
36%
19%22%
20%
15%12% 12%
9%7%
10%
3%6% 5% 6% 7%
5% 4%2%
43% 44%
37%
30%
19%21%
14% 13%10%
8% 8% 8% 8%5%
10%
5% 5%4%
2%4% 2% 3%
FemaleMale
Female has higher ratio of social app usage. Also, “photo/video” usage is nearly as twice big
Apps that are downloaded, used, and stopped
Game app
Social a
ppMusic
Online video / m
ovies
Photo / Video
Dictionary
News
E-book
Weather f
orecast
Education
Food / Resta
urant
Utilities
Shopping / Aucti
on
Work / B
usiness
Coupon / point
Sport
Cooking
Travel
Health ca
re
Finance
Medical
Others0%
10%
20%
30%
40%
50%
60%
70%
80%69% 68%
65%
56%
51%
40%36% 35%
33%
27%24%
20%17% 17% 16% 14% 14% 12% 12% 10% 9%
7%
53%
59%
51%
39%35%
22%25%
21%
16%13%
10%12%
9% 9%7% 8%
6% 5% 6% 7%4% 3%
14%
5% 6%8% 10% 10% 9%
13% 13%10% 10% 12% 11%
7%10% 9% 11% 11%
8% 10% 9% 10%
DownloadedUser oftenStop using
“Utlities” “Food/Restaurant” apps have high ratio of those who downloaded but stopped using
Social apps usage and awareness
Facebook M
essenger
YoutubeZalo
ViberSkype
Line
Yahoo
Facetime
Wech
at
TwitterTango
Whatsa
pp
Kakaotalk
89%
75% 74%69%
35%30% 27%
21%16% 16%
11% 10% 9% 9% 8% 7% 7%
Installed and frequently use
Installed and rarely use
• Facebook and messenger are the most popular social app. • Skype and Yahoo are the installed app but rarely used
How do you know those apps?
From fr
iends
App store
Facebook ads
Online adverti
sement
From fa
mily / r
elatives
Web fo
rums
Online newsp
aper
App review sit
e
Newspaper /
magazin
e TV
Corporate w
ebsite
Seminar
Others
56%
45% 45%
34%31% 31%
28%25%
20%
14%11%
8%
3% 2%
50%
46%
41%
34%
28%25%
22%24%
19%
13% 14%
6%3%
6%
IOSAndroid
51% know those apps through Facebook, 45% from friends and 41% though Facebook ads
Vietnamese mobile app market characteristics
1. Concentration on some super-popular apps
Despite of the long hours of using mobile devices, number of apps Vietnamese download is not so much (compared with Japan for instance). Many use the same app for very very long time
Apps Vietnamese use the most“Q. Please choose the 5 app you like the best”
Youtube
Zalo
Games
67% 44%
27% 27%
Vietnamese mobile app market characteristics
1. Concentration on some super-popular apps
Social Apps are one of the most common tools
Vietnamese mobile app market characteristics
1. Concentration on some super-popular apps
Youtube cannot be missed
Vietnamese mobile app market characteristics
1. Concentration on some super-popular apps
Games – Pirate King, Talking Tom, Candy Crush etc..
Vietnamese mobile app market characteristics
2. Low paid users and multiple payment options
Although Vietnamese use smart phone hours and try a variety of apps, those who have paid for app are quite limited
Yes; 32%
No; 68%
Experience of paying for app
Vietnamese mobile app market characteristics
2. Low paid users and multiple payment options
Now that credit card penetration is extremely low in Vietnam, users have many other alternatives of the payment
0%
10%
20%
30% 24% 21% 21%
11% 8% 8% 7%
App Payment method
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