mobile web vs mobile app in vietnam

11
The Mobile Web and App Market in Vietnam

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Page 1: Mobile Web vs Mobile App in Vietnam

The Mobile Web and App Market in Vietnam

Page 2: Mobile Web vs Mobile App in Vietnam

Global Mobile Web Usage

Mobile web audiences are 2x larger than mobile app1

Mobile web usage has grown 1.2% faster than app over the past 3 years

The median browser usage has grown 61% in the past year compared to 51% for apps11. Morgan Stanley, ‘Google, There's an App for that...the Browser’ - September 24, 2015 -

http://linkback.morganstanley.com/web/sendlink/webapp/f/e49099bq-3pb2-g000-a9cf-005056028001?store=0&d=UwBSZXNlYXJjaF9NUwBkMjYxMjIwMC02MDgwLTExZTUtOWNkYS0yYWVjNWZiMzM3MzU%3D&user=k8zaytx6tjb9-610&__gda__=1569211381_ddff0a14f7abbe1454f722f9c78321fc.

Page 3: Mobile Web vs Mobile App in Vietnam

Vietnam has become one of the fastest growing markets in the world...

… and is the fastest growing smartphone market in Southeast Asia

Ho Chi Minh is set to be the Asian Silicon Valley1

In 10 years internet users have grown 900% - from 4 million users to 40 million1

The Vietnamese

Market

1. BBC News, 2nd February 2016 - http://www.bbc.co.uk/news/business-35227626

Page 4: Mobile Web vs Mobile App in Vietnam

The Mobile Market

Vietnam is the 3rd-fastest growing smartphone market in the world and the 1st in SEA

96% of the population own a mobile - 55% of these own a smartphone1

There are still a large majority of the population using feature phones...

... with many people using low-end, cheap smartphones

1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

Page 5: Mobile Web vs Mobile App in Vietnam

Vietnam is ‘Mobile-First’

Only 46% of the population own a PC or laptop compared to 96% owning a mobile1

55% own smartphone / 45% feature phone1

Page views on mobile browser grew 40% in 2015 compared to 9% decrease in desktop page views1

Mobile internet penetration is at 55%2

1.4 mobile devices per person

1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/5282. Vietnam Mobile Market Report, 6th January 2016 - http://www.slideshare.net/appota/vietnam-mobile-market-report-2015

Page 6: Mobile Web vs Mobile App in Vietnam

The Mobile Web

42% of the population use the mobile internet… and increasing rapidly1

Mobile search is extremely popular activity - 56% of consumers in Vietnam use mobile search2

Mobile search is the 2nd most popular activity on mobile - closely behind social media at 59%2

1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/5282. Appota Mobile Apps Report, October 9th 2015 -

http://www.slideshare.net/appota/vietnam-mobile-apps-report-q3-2015?qid=b64da184-9909-42e4-9ceb-009d42562dc9&v=&b=&from_search=2

Page 7: Mobile Web vs Mobile App in Vietnam

Mobile App Usage

Gaming is extremely popular in Vietnam

Mobile gaming in Vietnam makes up 37% of the total of the gaming market in SEA1

Out of the 350 million app downloads in Vietnam, half of these are games2

59% of mobile users use social media - not clear how much use mobile web or app

Most popular social media app is Facebook

Music apps are also popular - Zing MP3 and NCT3

Difference between mobile web and app use is intention and purpose

1. Thanh Nien News, July 20th 2015 - http://www.thanhniennews.com/business/vietnams-mobile-game-market-tops-se-asia-poised-to-grow-49089.html

2. One Sky App, August 11th 2015 - http://www.oneskyapp.com/blog/vietnam-mobile-game/3. Appota Mobile Apps Report, October 9th 2015 -

http://www.slideshare.net/appota/vietnam-mobile-apps-report-q3-2015?qid=b64da184-9909-42e4-9ceb-009d42562dc9&v=&b=&from_search=2

Page 8: Mobile Web vs Mobile App in Vietnam

Disadvantages of Mobile App

Apps need to be downloaded and updated - not ideal on slower connections in emerging markets

Content is easily shared from mobile websites - 64% of Vietnamese like to have product info on their mobile for ease of sharing1

Limited storage on mobile so you cannot have an infinite amount of apps

Apps often freeze or crash - not good for customer retention

Slow connection speeds make it difficult to download and update

1. The 4 C’s of Advertising, Spetember 2015 http://cdn2.hubspot.net/hubfs/462650/4Cs-Events/The_Four_Cs_of_Mobile_Advertising_-_VIETNAM_Report.pdf?__hssc=1464942.1.1455701477157&__hstc=1464942.3107e1c880477e93b15d0cb6fe920710.1455693888000.1455693888000.1455701477157.2&__hsfp=&hsCtaTracking

Page 9: Mobile Web vs Mobile App in Vietnam

Why Mobile Search Rules in Vietnam

Many use low-end smartphones and feature phones

Vietnam also has one of the slowest internet speeds in SEA...

... so downloading and updating apps is not efficient

Vietnam are skipping the ‘PC trend’ - mobile is the searching and browsing device

E-commerce is huge - 90% of shoppers use the mobile browser to research information and pricing1

1. Deal Street Asia, November 23rd 2015 - http://www.dealstreetasia.com/stories/e-commerce-at-an-early-stage-but-it-has-really-kicked-off-lazada-vietnam-coo-glauerdt-20450/

Page 10: Mobile Web vs Mobile App in Vietnam

About AdSpruce

AdSpruce is a mobile video ad tech company which specialises in providing mobile web advertising solutions for advertisers and publishers.

AdSpruce enables publishers to maximise revenue from their mobile inventory by providing an industry-first mobile web Ad Development Kit (ADK) that integrates video advertising across video inventory. The AdSpruce mobile web ADK provides the first solution for trackable pre-roll advertising on feature phones and a variety of ad spots on smartphones and tablets. With mobile web audiences more than 2x larger than app audiences and growing even faster (Morgan Stanley, 2015), AdSpruce focuses on delivering the best possible ad experience across all mobile browsers. From low-bandwidth phones in emerging markets like Vietnam, Indonesia and India to 4G smartphones in New York, London and Singapore, AdSpruce can provide the highest possible video advertising quality and experience. Founded in 2011, AdSpruce has delivered millions of video adverts for some of the world’s biggest brands including Microsoft, IBM, Disney, Coca Cola, Vodafone, BBC and BMW.

Page 11: Mobile Web vs Mobile App in Vietnam

Delivering brand performance

Kapil SampanthanBusiness Development Director

Email: [email protected]: kapil.sam1

adspruce.com