Professional Documents
Culture Documents
Vietnam
Mobile
Market
2017
Dialogue
China 721.4
49M
United States 286.9
Japan 115.1
97.2
Nigeria
Germany 71.7
Mexico 69.0
Bangladesh 63.2
48% 52%
Iran 56.7
France 55.8
Philippines 54.0
Turkey 46.0
Thailand 41.0
Italy 39.2
Source: Appota 0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 750 800
Vietnam 3G Usage
3G Subscription (YoY) (Million) 3G Subscription Breakout by Telco
8%
44
18% Viettel
Mobile
30 48%
Vinaphone
22
26% Other
* Telco have been started launching 4G with big campaign. This would let the number of 4G subscription take off in 2017.
Source: Zing.vn
Smartphone Penetration
Smartphone penetration in urban areas
72%
55%
20% 36%
Source: Consumer Barometer Question: A2. Which operating system do you have on your smartphone?
Smartphone users, n=1000 TNS / Google smartphone apps research Vietnam
Using Mobile or Multiplatform?
Destop only Multi-Platform Mobile only
* Younger demographics heavy drivers of mobile adoption in Vietnam to compare with other countries
Source: Comscore
Smartphone OS Breakout
Smartphone Penetration by OS To compare with other countries in S.E.A
Southeast Asia
Country Android OS IOS
7%
Indonesia 94% 6%
iOS
Android
Other Source: Appota Source: Asian Business Insight
Mobile OS trends 2016
2016 IOS Usage 2016 Android OS Usage
100% 100%
90% 90%
80% 80%
70% 70%
Android OS Usage
60%
IOS Usage
60%
OS 7 Jelly bean 4.1:4.3
OS 8 Kitkat 4.4
50% 50%
OS 9 Lollipop 5.0:5.1
OS 10 Marshmallow 6.0
40% 40% Nougat 7.0:7.1
30% 30%
20% 20%
10% 10%
0% 0%
1/1/16 2/1/16 3/1/16 4/1/16 5/1/16 6/1/16 7/1/16 8/1/16 9/1/16 10/1/16 11/1/16 12/1/16 1/1/16 2/1/16 3/1/16 4/1/16 5/1/16 6/1/16 7/1/16 8/1/16 9/1/16 10/1/16 11/1/16 12/1/16
Apple released iOS 10 on September 13th. Three months later, the Android Nougat was released at the end of August, and four months
operating system is deployed on about 84% of iOS devices. This later still has <1% adoption! This was explained by that because
means iOS users always have immediate access to the latest and Android is so fragmented by version, and adoption of the latest OS is
greatest operating systems released by Apple. slow, their only choice is to focus stability efforts on the Android
OSes with the highest usage.
Source: Apteligent
Vietnam Android Screen Break out
Full HD 15.16%
1920x1080
HD 720x1184 15.78%
26.12% HD 720x1280
Source: Appota
SMARTPHONE
USERS’ BEHAVIOR
Vietnam
Mobile User Behavior
2016
Daily user’s behavior
Daily use and time spent with app categories
160 High use & longer engagement
Mins spent using
120
100 Messaging,
communication
80
Games
Entertainment
Music & audio
Books, comics, magazines
60
Search
Education
40 Shopping
Productivity, tools, utilities Lifestyle
Travel and local News & weather
Finance
20
Transportation
0
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Daily use
* Social networking and messaging have the highest use and occupy the most amount time; games also engage
Source: Question B5. Which of these categories of smartphone app do you use every day? Smartphone users, n=1000 Question B9. Thinking about a typical day, how much time do you
think you spend with these kinds of apps? Users of app category n=various (range from n=638 to n=980) TNS / Google smartphone apps research Vietnam
Impression by device through a daily time
Desktop
Phone
Time using a web browser Time using a web browser on Time using apps on a smartphone,
on a computer a smartphone which need an internet connection
Source: Question: C1 How much time do you think you spent online? Question C2 And what percentage of your online time do
you think is spent in the following ways? Smartphone users n=1000 TNS / Google smartphone apps research Vietnam
On average, five new apps are installed each month
69%
+5% 68%
66%
63% 62% 62% 59% 58% 57%
55%
app
installed
each month
Games Social Messaging, Media & Search Music & Books, News & Education Shopping
networking comms Ents. Audio comics, weather &
mags e-comm.
Source: Question: B11. How often do you install new apps for these types of apps? Smartphone users,
n=1000 TNS / Google smartphone apps research Vietnam
Frequency of using app categories
* Social networking and messaging apps are used every day by almost all smartphone owners
2016 year of Messaging App
Source: Appota
2016 year of Messaging App
The messaging landscape
Messaging app now is just only to use with your friends and family, it extends to bill paid, shop-
ping, instruction and entertainment. In 2017, enabling technology: Context, identity, and AI will
help messaging apps to grow tremendously and even surpass Social Networks.
Vietnam Mobile commerce 2016
Comparing between Mobile commerce
and E-commerce YoY
USD (Million) E- Commerce App is used to
1.0 research and purchase
0.4
Lazada: 36% of market share is
the market leader
0.2
52%
Dominantly popular shopping site in Vietnam. The
Penetration (%) mobile app users get 50,000 VND at the time of app
31% 29% Able to trade among individuals. Cars and houses are
sold as well. Buyers contact the sellers through
25%
chatting, telephone, SMS and email. Payment and
delivery method is up to them.
23%
17% iCheck(Shopping App)
9% 6% 1m-5m Download
One of the many barcode-reading-apps. This app tells
2% you so much information about your products such as
Source: Q&Me
The way Vietnamese users pay for e-commerce
5%
8%
14% 4%
6%
85% of EC users choose cash on
10%
delivery as a payment method.
Source: Q&Me
Mobile Game 2016 Overview
Market size Vietnam YoY( Milion USD ) Vietnam Game Revenue to compare with
other countries in S.E.A
PC Game
Singapore
Mobile Game
Malaysia
22.7% 20.4%
400 Philippines
300
Indonesia
15.5% 20%
200 Thailand
7% 14.3%
100
Vietnam
Top Successful
Mobile Game
in 2016
Top Publishers
in the market
Top Global Game Downloads
Vietnamese Gamers love to play trending global games. Pokemon: 8.8M downloads,
talking tom 8.1M downloads, Slithe.io with 7M downloads. However casual game
doesn’t work in Vietnam in term of revenue. (due to payment method and user’s
behavior).
Vietnam Mobile Ecosystem
Publisher Social Platform Media Carriers
Mobile Payment
Events
Advertising & Marketing
Tracking Service
Subsidiary Companies: