1.4 Vietnam_mobile_app_market_Repczx.pdf
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About This Presentation
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Slide Content
VIETNAM
MOBILE APP
First half of 2018
MARKET REPORT
MOBILE APP
First half of 2018
MARKET REPORT
EXECUTIVE SUMMARY
The smartphone ownership since 2012 has penetrated about 72% of the total population in 2018,
making Vietnam one of the world fastest growing Mobile Application market. As an expert in mobile
game & apps publishing, advertising, monetization, payment service and server-hosting provider,
Appota proudly introduces the Vietnam Mobile App Market Report, which covers a wide range of
topics related to Mobile Application. This report is expected to provide an overview of Vietnam Mobile
Application market, aiding strategic decision making of businesses.
1. Vietnam has a significant amount of young and middle-class consumer, along with high digital
media consumption, as well as mobile gaming habit. Any enterprises who wish to tap into Vietnam
should develop mobile-friendly websites, videos, pictures, apps, etc.
72% of the Vietnamese people own Smartphone.
68% of the Vietnamese come online via smartphone more often than computer
25% of the Vietnamese are frequent mobile internet users, engage in all online mobile-related
activities.
Many Vietnamese people own more than two Internet-connected devices, as the national average
is 1.7%.
69% of The Vietnamese watch video and listening to music on their phone every day.
The Vietnamese are willing to try new apps, but at the same time, they have the highest uninstall
rate among APAC markets.
The Vietnamese people install five new apps every month on average resulting in a difficult
challenge for publishers to retain user.
Three apps are uninstalled every month on average by Vietnamese people.
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The smartphone ownership since 2012 has penetrated about 72% of the total population in 2018,
making Vietnam one of the world fastest growing Mobile Application market. As an expert in mobile
game & apps publishing, advertising, monetization, payment service and server-hosting provider,
Appota proudly introduces the Vietnam Mobile App Market Report, which covers a wide range of
topics related to Mobile Application. This report is expected to provide an overview of Vietnam Mobile
Application market, aiding strategic decision making of businesses.
1. Vietnam has a significant amount of young and middle-class consumer, along with high digital
media consumption, as well as mobile gaming habit. Any enterprises who wish to tap into Vietnam
should develop mobile-friendly websites, videos, pictures, apps, etc.
72% of the Vietnamese people own Smartphone.
68% of the Vietnamese come online via smartphone more often than computer
25% of the Vietnamese are frequent mobile internet users, engage in all online mobile-related
activities.
Many Vietnamese people own more than two Internet-connected devices, as the national average
is 1.7%.
69% of The Vietnamese watch video and listening to music on their phone every day.
The Vietnamese are willing to try new apps, but at the same time, they have the highest uninstall
rate among APAC markets.
The Vietnamese people install five new apps every month on average resulting in a difficult
challenge for publishers to retain user.
Three apps are uninstalled every month on average by Vietnamese people.
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EXECUTIVE SUMMARY
Smartphone plays an essential part in the Vietnamese daily life. A vast amount of the Vietnamese
checks their mobile phone right after waking up and spend over 2 hours a day on their phone. Besides,
the Vietnamese willingly give away information in exchange for free items. Brands should find ways to
attract people by mobile phone advertising, in-app offers.
46% of the Vietnamese use their phone within 5 minutes after waking up.
82% of the Vietnamese are willing to trade personal information for free items.
Mobile E-Commerce is reaching the highest growth, and more people start to look for a product
through their phone, then ending up the purchase on a computer. It is essential for websites to be mo-
bile-friendly. Besides, the consumers are afraid of getting scammed, so they prefer cash-on-delivery
than any other purchase methods. Therefore, a better online consumer protection legislation is neces-
sary to encourage consumers to use e-banking when shopping online.
72% of total visits on e-commerce websites are from mobile phone.
53% of e-commerce purchases are made on mobile phone.
E-commerce conversion rate from mobile phone is 1.4 while PC is 3.6.
88% of e-commerce payments are cash-on-delivery.
Vietnam is a deep-rooted cash society with a majority of transaction is made with cash. While mobile
fin-tech ecosystem is still under development in the early stage, the foremost challenge is to educate the
consumer to use e-banking, as well as gaining trust from the consumer.
6.14 billion USD in e-payments in 2017, with CAGR of 22%.
46% say they don’t want to use mobile payment because they don’t have a bank account, and concerns
about losing banking information.
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Smartphone plays an essential part in the Vietnamese daily life. A vast amount of the Vietnamese
checks their mobile phone right after waking up and spend over 2 hours a day on their phone. Besides,
the Vietnamese willingly give away information in exchange for free items. Brands should find ways to
attract people by mobile phone advertising, in-app offers.
46% of the Vietnamese use their phone within 5 minutes after waking up.
82% of the Vietnamese are willing to trade personal information for free items.
Mobile E-Commerce is reaching the highest growth, and more people start to look for a product
through their phone, then ending up the purchase on a computer. It is essential for websites to be mo-
bile-friendly. Besides, the consumers are afraid of getting scammed, so they prefer cash-on-delivery
than any other purchase methods. Therefore, a better online consumer protection legislation is neces-
sary to encourage consumers to use e-banking when shopping online.
72% of total visits on e-commerce websites are from mobile phone.
53% of e-commerce purchases are made on mobile phone.
E-commerce conversion rate from mobile phone is 1.4 while PC is 3.6.
88% of e-commerce payments are cash-on-delivery.
Vietnam is a deep-rooted cash society with a majority of transaction is made with cash. While mobile
fin-tech ecosystem is still under development in the early stage, the foremost challenge is to educate the
consumer to use e-banking, as well as gaining trust from the consumer.
6.14 billion USD in e-payments in 2017, with CAGR of 22%.
46% say they don’t want to use mobile payment because they don’t have a bank account, and concerns
about losing banking information.
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EXECUTIVE SUMMARY
6. Mobile Game Market occupies the majority in the market share in Vietnam, however, the demand
has slowed down but consumer value is slowly increasing, showing that people are willing to pay for
in-game items and premium features. Therefore, mobile game publishers need to find attractive
ways to monetize from their apps and reach deeper into the consumer pocket.
124 million game downloads in May 2018 with average revenue per user of 0.049 USD.
7. Mobile game eSport has proved its popularity in Vietnam, attracting investment of billions of VND
from brands and publishers into eSports events. Along with the presence of Vietnam national team in
mobile eSport at Asia Games, battle royale games and smartphone ownership are increasing, leading
to the number of viewership increasing, thus, benefit all parties involved.
8. Mobile Advertising in Vietnam is still a tiny market comparing to other SEA countries. However,
total spending on mobile ads has been increasing rapidly. Although being one of the fastest growing
app markets, Vietnam still keeps a low CPI. This allows the developers to quickly gain users with rela-
tively smaller investment than other markets.
78 million USD was spent on mobile ads in 2017, and It is expected to reach 200 million by 2020
Vietnam CPI is $0.38 for Apple iOS and $0.15 for Android OS.
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6. Mobile Game Market occupies the majority in the market share in Vietnam, however, the demand
has slowed down but consumer value is slowly increasing, showing that people are willing to pay for
in-game items and premium features. Therefore, mobile game publishers need to find attractive
ways to monetize from their apps and reach deeper into the consumer pocket.
124 million game downloads in May 2018 with average revenue per user of 0.049 USD.
7. Mobile game eSport has proved its popularity in Vietnam, attracting investment of billions of VND
from brands and publishers into eSports events. Along with the presence of Vietnam national team in
mobile eSport at Asia Games, battle royale games and smartphone ownership are increasing, leading
to the number of viewership increasing, thus, benefit all parties involved.
8. Mobile Advertising in Vietnam is still a tiny market comparing to other SEA countries. However,
total spending on mobile ads has been increasing rapidly. Although being one of the fastest growing
app markets, Vietnam still keeps a low CPI. This allows the developers to quickly gain users with rela-
tively smaller investment than other markets.
78 million USD was spent on mobile ads in 2017, and It is expected to reach 200 million by 2020
Vietnam CPI is $0.38 for Apple iOS and $0.15 for Android OS.
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Executive Summary
Vietnam Market overview
The smartphone user habit
Mobile E-commerce overview
Mobile fintech overview
Mobile game overview
Advertising and monetization overview
Summary & Key finding
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P.19
P.29
P.38
P.47
P.53
P.571
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TABLE of content
Vietnam Market overview
The smartphone user habit
Mobile E-commerce overview
Mobile fintech overview
Mobile game overview
Advertising and monetization overview
Summary & Key finding
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P.6
P.19
P.29
P.38
P.47
P.53
P.571
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TABLE of content
Market Overview
An overview of Vietnam internet
usage and connected devices
An overview of Vietnam internet
usage and connected devices
VIETNAM COUNTRY PROFILE
Vietnam over 70% of the population in the working age; 24% are millennial generation and 40%
under 25 years old. This guarantee an enormous consumer base for new products and services
in years to come.
96M
Vietnam population as of June 2018
MALE FEMALE
Vietnam - 2016
Population (in millions) Population (in millions)Age Group
100+
95 - 99
90 - 94
85 - 89
80 - 84
75 - 79
70 - 74
65 - 69
60 - 64
55 - 59
50 - 54
45 - 49
40 - 44
35 - 39
30 - 34
25 - 29
20 - 24
15 - 19
10 - 14
5 - 9
0 - 4
5 54 43 32 21 10 0
Vietnam over 70% of the population in the working age; 24% are millennial generation and 40%
under 25 years old. This guarantee an enormous consumer base for new products and services
in years to come.
96M
Vietnam population as of June 2018
MALE FEMALE
Vietnam - 2016
Population (in millions) Population (in millions)Age Group
100+
95 - 99
90 - 94
85 - 89
80 - 84
75 - 79
70 - 74
65 - 69
60 - 64
55 - 59
50 - 54
45 - 49
40 - 44
35 - 39
30 - 34
25 - 29
20 - 24
15 - 19
10 - 14
5 - 9
0 - 4
5 54 43 32 21 10 0
VIETNAM COUNTRY PROFILE
According to Global Confidence Report by The Conference Board – a global independent re-
search association, Vietnam Consumer Confidence index soared to 124 point by the end of 1st
quarter of 2018. This shows that the Vietnamese is content about the economic aspect, which
will likely encourage them to spend more.
124
Vietnam Consumer Confidence Index Q1/2018
Ranked 5
th
worldwide
According to Global Confidence Report by The Conference Board – a global independent re-
search association, Vietnam Consumer Confidence index soared to 124 point by the end of 1st
quarter of 2018. This shows that the Vietnamese is content about the economic aspect, which
will likely encourage them to spend more.
124
Vietnam Consumer Confidence Index Q1/2018
Ranked 5
th
worldwide
INTERNET USER DEMOGRAPHIC
Source: Euromonitor International (2018), Statista (2018), Appota (2017)
Vietnam internet user projection 2017-2022 Vietnam mobile interne user projection 2017-2022
54M
Internet user excess 57% of total population
42M
45% of total population uses mobile internet
49.7
52.08
53.86
55.19
56.24
57.2
58.48
59.48
2015 2016 2017 2018 2019 2020 2021 2022
in Million
33.87
38.17
42.18
45.79
48.91
51.53
53.7
55.45
2015 2016 2017 2018 2019 2020 2021 2022
in Millions
3,42 % 0,1 %
Source: Euromonitor International (2018), Statista (2018), Appota (2017)
Vietnam internet user projection 2017-2022 Vietnam mobile interne user projection 2017-2022
54M
Internet user excess 57% of total population
42M
45% of total population uses mobile internet
49.7
52.08
53.86
55.19
56.24
57.2
58.48
59.48
2015 2016 2017 2018 2019 2020 2021 2022
in Million
33.87
38.17
42.18
45.79
48.91
51.53
53.7
55.45
2015 2016 2017 2018 2019 2020 2021 2022
in Millions
3,42 % 0,1 %
MOBILE INTERNET
70%
Of total mobile internet user subscribes for 3G and 4G
14.6Mb
Vietnam mobile internet average speed (3G & 4G)
Vietnam aggressive investment in
telecommunication has quickly put the
population under 4G coverage. Second to
only Singapore in term of 4G speed in
Southeast Asia, Vietnamese can enjoy all
kind of mobile internet content, including
online games and even 4K videos. Second to
only Singapore in term of 4G speed in
Southeast Asia, the Vietnamese can enjoy all
kind of mobile internet services, including
online games and even 4K videos.
70%
Of total mobile internet user subscribes for 3G and 4G
14.6Mb
Vietnam mobile internet average speed (3G & 4G)
Vietnam aggressive investment in
telecommunication has quickly put the
population under 4G coverage. Second to
only Singapore in term of 4G speed in
Southeast Asia, Vietnamese can enjoy all
kind of mobile internet content, including
online games and even 4K videos. Second to
only Singapore in term of 4G speed in
Southeast Asia, the Vietnamese can enjoy all
kind of mobile internet services, including
online games and even 4K videos.
INTERNET USER DEMOGRAPHIC
More than 50% of mobile phone users use their phone to text or make voice calls only. About
25% is heavy users, prone to engage in e-commerce and tech-savvy. In comparison with India –
the biggest app market and fintech powerhouse in APAC – the percentage of moderate to high
usage users in Vietnam is significantly higher.
* Aficionados: heavy mobile internet user, engage in all mobile related activities, very tech-savvy and ready to pay
Pragmatists: heavy mobile internet user, less engage in commercial activities than Aficionados, prefer free content
Networkers: moderate use of mobile internet, primary use for social network, video streaming and web browsing
Talkers : low internet usage, do not engage in commercial activities, mainly use phone to call and text
Source: GSMAIntelligent (2017), Appflyer (2017)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Phillipines
China
India
Vietnam
Pakistan
Indonesia
Thailand
Myanmar
AficiandosPragma�stsNetworkersTalkers
More than 50% of mobile phone users use their phone to text or make voice calls only. About
25% is heavy users, prone to engage in e-commerce and tech-savvy. In comparison with India –
the biggest app market and fintech powerhouse in APAC – the percentage of moderate to high
usage users in Vietnam is significantly higher.
* Aficionados: heavy mobile internet user, engage in all mobile related activities, very tech-savvy and ready to pay
Pragmatists: heavy mobile internet user, less engage in commercial activities than Aficionados, prefer free content
Networkers: moderate use of mobile internet, primary use for social network, video streaming and web browsing
Talkers : low internet usage, do not engage in commercial activities, mainly use phone to call and text
Source: GSMAIntelligent (2017), Appflyer (2017)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Phillipines
China
India
Vietnam
Pakistan
Indonesia
Thailand
Myanmar
AficiandosPragma�stsNetworkersTalkers
CONNECTED DEVICE TREND
The average number of connected device has
increased significantly from 2013, indicate
that parts of Vietnamese are becoming
multi-screener.
1.7
Average connected device from 2013-2017
0.8
1
1.4
1.6
1.7
2013 2014 2015 2016 2017
The average number of connected device has
increased significantly from 2013, indicate
that parts of Vietnamese are becoming
multi-screener.
1.7
Average connected device from 2013-2017
0.8
1
1.4
1.6
1.7
2013 2014 2015 2016 2017
SMARTPHONE PENETRATION TREND
Source: Google Consumer Barometer (2017)
The Vietnamese are moving away from “big screen” and shifting towards smartphones. This can be
explained by the rise of on-the-go lifestyle of Vietnamese people, demanding for a more convenient
device. Furthermore, a smartphone is far more accessible than a TV or any other personal computers.
3%
5%
12%
14%
13%
39%
44%
48%
44%
43%
20%
36%
55%
72% 72%
2013 2014 2015 2016 2017
TabletPCSmartphone
Source: Google Consumer Barometer (2017)
The Vietnamese are moving away from “big screen” and shifting towards smartphones. This can be
explained by the rise of on-the-go lifestyle of Vietnamese people, demanding for a more convenient
device. Furthermore, a smartphone is far more accessible than a TV or any other personal computers.
3%
5%
12%
14%
13%
39%
44%
48%
44%
43%
20%
36%
55%
72% 72%
2013 2014 2015 2016 2017
TabletPCSmartphone
Smartphone penetration trend
Source: Google Consumer Barometer (2017)
Smartphone now exists everywhere in Vietnam, penetrate most parts of the country. In major cities
such as Hanoi, Ho Chi Minh city; The average adoption rate of smartphones is 6.5% per years. This
rapid transition of mobile phone user benefits both mobile retailers and services.
84.0%
71.0%
68.0%
Smartphone Penetra�on by Areas 2017
Key ci�es
Secondary ci�es
Rural areas
30%
52%
68%
78%
84%
70%
48%
32%
22%
16%
2012 2014 2015 2016 2017
Percentage of smartphone user on total mobile phone user in key ci�es
Basic mobile
phone
Smartphone
Source: Google Consumer Barometer (2017)
Smartphone now exists everywhere in Vietnam, penetrate most parts of the country. In major cities
such as Hanoi, Ho Chi Minh city; The average adoption rate of smartphones is 6.5% per years. This
rapid transition of mobile phone user benefits both mobile retailers and services.
84.0%
71.0%
68.0%
Smartphone Penetra�on by Areas 2017
Key ci�es
Secondary ci�es
Rural areas
30%
52%
68%
78%
84%
70%
48%
32%
22%
16%
2012 2014 2015 2016 2017
Percentage of smartphone user on total mobile phone user in key ci�es
Basic mobile
phone
Smartphone
MOBILE OS TREND
Source: GSstatcounter (2017), Counterpoint Technology Market Research (2017), BrandsVietnam (2018)
App developers who want to involve the mass scale must be present on Google Play Store as the Android OS share
excess 57% of total market, and 63% new smartphone sale in the first quarter of 2018 runs Android.
According to IDC Indochina, in Vietnam smartphone market, we have seen a boom of Xiaomi – a Chinese brand with
its mid-range smartphone Redmi 5 Plus – snapping 7% of the market share. The average price of purchased
smartphone is 233 USD, so, it shows that the Vietnamese are prone to mid-range devices. The app developer
should note this information to create suitable apps for these devices.
57%
37%
6%
Vietnam Mobile OS Share, end of 2017
AndroidIOSOthers
32%
24%
7%
7%
3%
27%
Vietnam Smartphone Sale –Q1 2018
SamsungOppoXiaomiAppleVietnam local brandsOther
Source: GSstatcounter (2017), Counterpoint Technology Market Research (2017), BrandsVietnam (2018)
App developers who want to involve the mass scale must be present on Google Play Store as the Android OS share
excess 57% of total market, and 63% new smartphone sale in the first quarter of 2018 runs Android.
According to IDC Indochina, in Vietnam smartphone market, we have seen a boom of Xiaomi – a Chinese brand with
its mid-range smartphone Redmi 5 Plus – snapping 7% of the market share. The average price of purchased
smartphone is 233 USD, so, it shows that the Vietnamese are prone to mid-range devices. The app developer
should note this information to create suitable apps for these devices.
57%
37%
6%
Vietnam Mobile OS Share, end of 2017
AndroidIOSOthers
32%
24%
7%
7%
3%
27%
Vietnam Smartphone Sale –Q1 2018
SamsungOppoXiaomiAppleVietnam local brandsOther
VIETNAM ANDROID SMARTPHONE SCREEN BREAKDOWN
Source: GSstatcounter (2017), Counterpoint Technology Market Research (2017)
20.65%
13.10%
10.15%
8.08%
7.71%
5.68%
4.07%
3.30%
2.42%
1.48%720x1280
1080x1920
480x800
540x960
720x1184
480x854
1080x1776
1440x2560
600x976
1280x800
Source: GSstatcounter (2017), Counterpoint Technology Market Research (2017)
20.65%
13.10%
10.15%
8.08%
7.71%
5.68%
4.07%
3.30%
2.42%
1.48%720x1280
1080x1920
480x800
540x960
720x1184
480x854
1080x1776
1440x2560
600x976
1280x800
VIETNAM MOBILE APP LANDSCAPE
Source: Applyzer (2017)
279 820
Active Apple App Store publisher in 2017
Top Apple App Store grossing app category 2017 Top Play Store grossing app category 2017
Active Android Google Play publisher in 2017
33.4%
10.9%
7.6%
6.6%
5.5%
4.6%
4.5%
4.0%
3.8%
3.0%
3.0%
2.7%
1.9%
1.8%
Games
Entertainment
Photography
Shopping
U�li�es
Social/Networking
Music
Lifestyle
Healthcare/Fitness
Finance
Produc�vity
Travel
Food& Drink
Educa�on
86.80%
1.80%
1.70%
1.70%
1.70%
1.30%
1.10%
0.70%
0.70%
0.60%
0.40%
0.40%
0.40%
0.40%
Game
Educa�on
Social
Tools
Produc�vity
Entertainment
Communica�on
Music and Audio
Media and Video
Business
Travel and Local
Lifestyle
Da�ng
Book and Referance
Source: Applyzer (2017)
279 820
Active Apple App Store publisher in 2017
Top Apple App Store grossing app category 2017 Top Play Store grossing app category 2017
Active Android Google Play publisher in 2017
33.4%
10.9%
7.6%
6.6%
5.5%
4.6%
4.5%
4.0%
3.8%
3.0%
3.0%
2.7%
1.9%
1.8%
Games
Entertainment
Photography
Shopping
U�li�es
Social/Networking
Music
Lifestyle
Healthcare/Fitness
Finance
Produc�vity
Travel
Food& Drink
Educa�on
86.80%
1.80%
1.70%
1.70%
1.70%
1.30%
1.10%
0.70%
0.70%
0.60%
0.40%
0.40%
0.40%
0.40%
Game
Educa�on
Social
Tools
Produc�vity
Entertainment
Communica�on
Music and Audio
Media and Video
Business
Travel and Local
Lifestyle
Da�ng
Book and Referance
Source: Google Consumer Barometer (2017)
THE SMARTPHONE
USER HABIT
Explore the screen behavior of
Vietnamese consumers
THE SMARTPHONE
USER HABIT
Explore the screen behavior of
Vietnamese consumers
DEVICE SCREEN TIME TREND
Vietnam is considered to be a smartphone-centric, so if advertisers or content creators want to
join this market, they should focus on mobile strategy first.
Source: Google Consumer Barometer (2017)
Use smartphone more often than PC/tablet
Use PC and smartphone equally
Use PC/tablet more often than smartphone
68%
16%
9%
Vietnam is considered to be a smartphone-centric, so if advertisers or content creators want to
join this market, they should focus on mobile strategy first.
Source: Google Consumer Barometer (2017)
Use smartphone more often than PC/tablet
Use PC and smartphone equally
Use PC/tablet more often than smartphone
68%
16%
9%
MULTI-SCREENS IS THE TREND
The percentage of one screen user is dropping fast over time, while multi-screens has picked
up it growth rate. That means more devices are being used at one time by Vietnamese consum-
ers, thus, bringing more advertising impression opportunities.
Source: Google Consumer Barometer (2017)
27%
32%
40%
38%
35%
15%
23%
25%
33%
32%
2% 2%
8%
9% 9%
2013 2014 2015 2016 2017
One screen Two screensThree screen
The percentage of one screen user is dropping fast over time, while multi-screens has picked
up it growth rate. That means more devices are being used at one time by Vietnamese consum-
ers, thus, bringing more advertising impression opportunities.
Source: Google Consumer Barometer (2017)
27%
32%
40%
38%
35%
15%
23%
25%
33%
32%
2% 2%
8%
9% 9%
2013 2014 2015 2016 2017
One screen Two screensThree screen
Socializing and entertainment activities is king. Firms need to tap in to these channels to better
communicate with Vietnamese connected consumers.
Source: Google Consumer Barometer (2017), DI-Marketing (2017)
DAILY SMARTPHONE USAGE
89%
75%
75%
73%
69%
64%
61%
59%
54%
50%
39%
38%
21%
6%Social networking
Call/text via apps
Taking picture
Surt the Internet
Listen to music, watch video
Check mail
Play games
Call/text
View maps
Shopping
E-banking
Read book
Health check
Other
Most frequent daily use of smartphone by Vietnamese
18%
21%
36%
66%
78%
79%
Purchase product / service
Look for product informa�on
Play games
Use search engines
Social networking
Watch videos
Weekly usage of smartphone by Vietnamese
communicate with Vietnamese connected consumers.
Source: Google Consumer Barometer (2017), DI-Marketing (2017)
DAILY SMARTPHONE USAGE
89%
75%
75%
73%
69%
64%
61%
59%
54%
50%
39%
38%
21%
6%Social networking
Call/text via apps
Taking picture
Surt the Internet
Listen to music, watch video
Check mail
Play games
Call/text
View maps
Shopping
E-banking
Read book
Health check
Other
Most frequent daily use of smartphone by Vietnamese
18%
21%
36%
66%
78%
79%
Purchase product / service
Look for product informa�on
Play games
Use search engines
Social networking
Watch videos
Weekly usage of smartphone by Vietnamese
46% of Vietnamese uses their smartphone within 5 minutes after wake up, and only 7% delay
their smartphone usage up to 2 hours. This shows how important smartphone is on Vietnamese
daily life. Advertisers and Apps developer should take this 5 minutes chance to greet Vietnam-
ese users or imprint their brand’s message.
Source: Google Consumer Barometer (2017), DI-Marketing (2017)
SMARTPHONE START THE DAY
25%
21%
30%
21%
22%
20%
29%
32%
25%
18%
19%
17%
5%
4%
6%
2%
2%
2%Total
Male
Female
Immediately Within 5 min Within 15 min Within 1 hour Within 2-3 hours More than 3 hours later
their smartphone usage up to 2 hours. This shows how important smartphone is on Vietnamese
daily life. Advertisers and Apps developer should take this 5 minutes chance to greet Vietnam-
ese users or imprint their brand’s message.
Source: Google Consumer Barometer (2017), DI-Marketing (2017)
SMARTPHONE START THE DAY
25%
21%
30%
21%
22%
20%
29%
32%
25%
18%
19%
17%
5%
4%
6%
2%
2%
2%Total
Male
Female
Immediately Within 5 min Within 15 min Within 1 hour Within 2-3 hours More than 3 hours later
Smartphone usage is at peak at 9 – 11AM and 7-9PM. For most Vietnamese people, these are
during and after meal time, thus, they are likely to chat with friends/family while surfing social
media at the same time. Therefore, these are the time brand should race to get the most men-
tions by the user.
Source: Google Consumer Barometer (2017), DI-Marketing (2017)
SMARTPHONE START THE DAY
5% 5%
4%
9%
11%
9%
3%
2%
5%
29%
17%
2%
1 - 3AM 3 - 5AM 5 - 7AM 7 - 9AM 9 - 11AM 11 - 1PM 1 - 3PM 3 - 5PM 5 - 7PM 7 - 9PM 9 - 11PM 11 - 1AM
during and after meal time, thus, they are likely to chat with friends/family while surfing social
media at the same time. Therefore, these are the time brand should race to get the most men-
tions by the user.
Source: Google Consumer Barometer (2017), DI-Marketing (2017)
SMARTPHONE START THE DAY
5% 5%
4%
9%
11%
9%
3%
2%
5%
29%
17%
2%
1 - 3AM 3 - 5AM 5 - 7AM 7 - 9AM 9 - 11AM 11 - 1PM 1 - 3PM 3 - 5PM 5 - 7PM 7 - 9PM 9 - 11PM 11 - 1AM
Source: Google Consumer Barometer (2017)
A DIGITAL SAVVY SOCIETY
Using internet is fun and informative, thus, Vietnamese would love to be able to do tasks digital-
ly. This open up great opportunities for startups to answer the need of Vietnam connected con-
sumers.
Using Internet is fun to me
I search internet whenever I need information
I will do tasks digitally if it available
74%
85%
63%
A DIGITAL SAVVY SOCIETY
Using internet is fun and informative, thus, Vietnamese would love to be able to do tasks digital-
ly. This open up great opportunities for startups to answer the need of Vietnam connected con-
sumers.
Using Internet is fun to me
I search internet whenever I need information
I will do tasks digitally if it available
74%
85%
63%
WILLINGNESS TO EXCHANGE
of Vietnamese consumers stated that data privacy and
data protection are very important to them.
Source: Google Consumer Barometer (2017), Kantar TNS (2017)
76%
Vietnamese consumer trust international brands. The trust level is second highest in Asia-Pacific region. giving global names a competitive edge against local producers.
54%
people ready to give away personal information for freebies from brands. This is the opportunity for bands to collect data and understand the consumer deeper.
82%
of Vietnamese consumers stated that data privacy and
data protection are very important to them.
Source: Google Consumer Barometer (2017), Kantar TNS (2017)
76%
Vietnamese consumer trust international brands. The trust level is second highest in Asia-Pacific region. giving global names a competitive edge against local producers.
54%
people ready to give away personal information for freebies from brands. This is the opportunity for bands to collect data and understand the consumer deeper.
82%
APP ON VIETNAMESE SMARTPHONE SCREEN
Source: Google Consumer Barometer (2017)
The average number of application on
Vietnamese smartphone is 33. Only 8 are
used daily, mainly social networking and
entertainment apps.
33
8
8
8
4
5
Daily
Occa�onally
Rarely
Stopped using
Never open
Source: Google Consumer Barometer (2017)
The average number of application on
Vietnamese smartphone is 33. Only 8 are
used daily, mainly social networking and
entertainment apps.
33
8
8
8
4
5
Daily
Occa�onally
Rarely
Stopped using
Never open
APP ON VIETNAMESE SMARTPHONE SCREEN
Source: Google Consumer Barometer (2017), Adsota (2017)
Vietnamese installs 5 new apps per month
in average, the highest in APAC market.
Games and social networking are among
the most frequent app category installed
each month.
+5
69%
68%
66%
63%
62%
Games
Social Networking
Messaging
Media & entertainment
Search
Source: Google Consumer Barometer (2017), Adsota (2017)
Vietnamese installs 5 new apps per month
in average, the highest in APAC market.
Games and social networking are among
the most frequent app category installed
each month.
+5
69%
68%
66%
63%
62%
Games
Social Networking
Messaging
Media & entertainment
Search
APP ON VIETNAMESE SMARTPHONE SCREEN
Source: Google Consumer Barometer (2017), Adsota (2017)
Vietnamese uninstalls 3 apps per month in
average, the highest uninstall rate in the
world. Game is also the most frequent app
category installed each month, indicate a
low retention rate of Vietnamese mobile
gamers.
-3
58%
46%
43%
43%
41%
Games
Books, comic, mags
Shopping & e-commerce
Lifestyle
Educa�on
Source: Google Consumer Barometer (2017), Adsota (2017)
Vietnamese uninstalls 3 apps per month in
average, the highest uninstall rate in the
world. Game is also the most frequent app
category installed each month, indicate a
low retention rate of Vietnamese mobile
gamers.
-3
58%
46%
43%
43%
41%
Games
Books, comic, mags
Shopping & e-commerce
Lifestyle
Educa�on
MOBILE E-COMMERCE
OVERVIEW
A look in one of the most potential
online payment market in the world
OVERVIEW
A look in one of the most potential
online payment market in the world
VIETNAM E-SHOPPERS IS GROWING SIGNIFICANTLY
Source: Q&Me (2017), Statista (2017)
The Vietnamese online shoppers in 2017 were estimated to be 35.1 million people, with revenue
excessed 2 billion USD. The figure is expected to reach 43.9 million users and over 4 billion USD in
revenue. Meanwhile, majority of e-shopper purchase items via Facebook, increase the penetration rate
to 83% of internet mobile user.
67%
33%
83%
17%
Shopped on Facebook
Haven’t shopped on Facebook
2016 2017
Source: Q&Me (2017), Statista (2017)
The Vietnamese online shoppers in 2017 were estimated to be 35.1 million people, with revenue
excessed 2 billion USD. The figure is expected to reach 43.9 million users and over 4 billion USD in
revenue. Meanwhile, majority of e-shopper purchase items via Facebook, increase the penetration rate
to 83% of internet mobile user.
67%
33%
83%
17%
Shopped on Facebook
Haven’t shopped on Facebook
2016 2017
MOBILE ONLINE SHOPPER DEMOGRAPHIC
Source: Q&Me (2017), Appota (2017)
The Millennial (aged 18-35) accounts for 82% of
Vietnam E-commerce market, making it the most
attractive segment for online retail/service.
The market is fairly distributed for both minor
provinces and major cities, with Ho Chi Minh City,
is the largest single market (38%).
3%
34%
30%
18%
15%
Under 18
18-25
26-30
31-35
Over 35
39%
1%
3%
3%
17%
38%
Rural area
Hai Phong
Da Nang
Can Tho
Ha Noi
HCM
Source: Q&Me (2017), Appota (2017)
The Millennial (aged 18-35) accounts for 82% of
Vietnam E-commerce market, making it the most
attractive segment for online retail/service.
The market is fairly distributed for both minor
provinces and major cities, with Ho Chi Minh City,
is the largest single market (38%).
3%
34%
30%
18%
15%
Under 18
18-25
26-30
31-35
Over 35
39%
1%
3%
3%
17%
38%
Rural area
Hai Phong
Da Nang
Can Tho
Ha Noi
HCM
MULTIPLE VISIT VIA MOBILE
Source: iprice.vn
Of total e-commerce site visits are via
mobile phone. Increased by 26% from
2016
Iprice Group’s report showcased a strong contribution of mobile phone in total visit on E-commerce sites
across South East Asia region. Although Vietnam is still far behind other countries with only 72% visits via
mobile phone, but reported the strongest rise in this figure (by 26%) from 2016.
72%
55%
60%
65%
70%
75%
80%
85%
90%
Q3 - 2016 Q4 - 2016 Q1 - 2017 Q2 - 2017
Vietnam Malaysia Singapore Philippines Thailand Indonesia
Percentage of Mobile phone visits to E-commerce sites in SEA
26%
Source: iprice.vn
Of total e-commerce site visits are via
mobile phone. Increased by 26% from
2016
Iprice Group’s report showcased a strong contribution of mobile phone in total visit on E-commerce sites
across South East Asia region. Although Vietnam is still far behind other countries with only 72% visits via
mobile phone, but reported the strongest rise in this figure (by 26%) from 2016.
72%
55%
60%
65%
70%
75%
80%
85%
90%
Q3 - 2016 Q4 - 2016 Q1 - 2017 Q2 - 2017
Vietnam Malaysia Singapore Philippines Thailand Indonesia
Percentage of Mobile phone visits to E-commerce sites in SEA
26%
MEANS OF PURCHASE
Source: Q&Me(2017)
Vietnamese e-shopper is starting to adopt mobile browsers and apps as their means of purchase.
Therefore, a mobile-friendly interface and content is essential to reach Vietnamese e-shopper. At the
same time, Home PC usage stagnate at 52% while office PC made a whopping increase of 12% from
2016 to 2017. This shows that Vietnamese are eager to buy online anywhere at any given time.
Of e-shoppers uses smartphone browser
to purchase product online
Of e-shoppers use mobile apps to shop
online
53%
6%
52%
12%
Source: Q&Me(2017)
Vietnamese e-shopper is starting to adopt mobile browsers and apps as their means of purchase.
Therefore, a mobile-friendly interface and content is essential to reach Vietnamese e-shopper. At the
same time, Home PC usage stagnate at 52% while office PC made a whopping increase of 12% from
2016 to 2017. This shows that Vietnamese are eager to buy online anywhere at any given time.
Of e-shoppers uses smartphone browser
to purchase product online
Of e-shoppers use mobile apps to shop
online
53%
6%
52%
12%
MULTIPLE VISIT VIA MOBILE
Source: iprice.vn
Iprice report found the conversion rate via PC is much higher than that of Mobile phone, while average
value per online baskets also reflect the difference between mobile and PC. However, the total visit to
e-commerce sites via mobile phone is significantly higher than PC. Thus indicate that generally,
Vietnamese tend to surf e-commerce sites and research product on mobile phone then finalize the
purchase on PC.
E-Commerce Conversion Rate in Vietnam Average value per online basket in Vietnam
1.4
3.6Mobile
PC
$23
$26Mobile
PC
Source: iprice.vn
Iprice report found the conversion rate via PC is much higher than that of Mobile phone, while average
value per online baskets also reflect the difference between mobile and PC. However, the total visit to
e-commerce sites via mobile phone is significantly higher than PC. Thus indicate that generally,
Vietnamese tend to surf e-commerce sites and research product on mobile phone then finalize the
purchase on PC.
E-Commerce Conversion Rate in Vietnam Average value per online basket in Vietnam
1.4
3.6Mobile
PC
$23
$26Mobile
PC
WHICH E-COMMERCE MODEL WORK BEST?
Source: ecommerceiq (2017), Similarweb(2017)
Business-to-Consumer E-commerce sites like
Lazada, Tiki,, Sendo,… holds the highest number
of visitor and performed well in 2017. While Con-
sumer-to-Consumer (5giay, Muare, enbac,
EbayVN,…) and Peer-to-Peer model (Nhattao,
Rongbay,…) show a clear downward trend in the
number of visitors throughout 2017.
164.03 163.29
159.01
161.17
164.31
160.51
168.4
189.97
Apr-17May-17Jun-17 Jul-17Aug-17Sep-17Oct-17Nov-17
Million visitor
Number of visitor of B2C sites
14.48 14.27
13.57
12.94
12.55
10.72 10.58 10.36
Apr-17May-17Jun-17 Jul-17Aug-17Sep-17Oct-17Nov-17
Million visitor
Number of visitor of C2C sites
9.17
8.34
7.88
8.37
7.87
7.15 7.13 7.14
Apr-17May-17Jun-17 Jul-17Aug-17Sep-17Oct-17Nov-17
Million visitor
Number of visitor of P2P sites
Source: ecommerceiq (2017), Similarweb(2017)
Business-to-Consumer E-commerce sites like
Lazada, Tiki,, Sendo,… holds the highest number
of visitor and performed well in 2017. While Con-
sumer-to-Consumer (5giay, Muare, enbac,
EbayVN,…) and Peer-to-Peer model (Nhattao,
Rongbay,…) show a clear downward trend in the
number of visitors throughout 2017.
164.03 163.29
159.01
161.17
164.31
160.51
168.4
189.97
Apr-17May-17Jun-17 Jul-17Aug-17Sep-17Oct-17Nov-17
Million visitor
Number of visitor of B2C sites
14.48 14.27
13.57
12.94
12.55
10.72 10.58 10.36
Apr-17May-17Jun-17 Jul-17Aug-17Sep-17Oct-17Nov-17
Million visitor
Number of visitor of C2C sites
9.17
8.34
7.88
8.37
7.87
7.15 7.13 7.14
Apr-17May-17Jun-17 Jul-17Aug-17Sep-17Oct-17Nov-17
Million visitor
Number of visitor of P2P sites
E-BANKING IS ON THE RISE, BUT CASH STILL KING
Source: IDG Vietnam (2017), Q&Me (2017)
Although internet banking penetrated 81% of existing banking users. However, cash-on-delivery is still the
foremost option for e-shoppers and accounted for 88% total e-commerce payments. The reason for this is
only 42% of Vietnamese adult own bank account, and trust issue with online sellers, and poor regulation
over online retailing pushes the consumer to “play safe” and only pay when they receive the good.
E-banking user on total bank users
E-banking payments on total e-commerce
payments
81% 12%
Source: IDG Vietnam (2017), Q&Me (2017)
Although internet banking penetrated 81% of existing banking users. However, cash-on-delivery is still the
foremost option for e-shoppers and accounted for 88% total e-commerce payments. The reason for this is
only 42% of Vietnamese adult own bank account, and trust issue with online sellers, and poor regulation
over online retailing pushes the consumer to “play safe” and only pay when they receive the good.
E-banking user on total bank users
E-banking payments on total e-commerce
payments
81% 12%
THERE IS NO TRUST IN PRODUCT QUALITY
Of online shopper complain about quality of the product
bought on e-commerce channels.
“Ecommerce channels are opening up a range of new items to consumers in emerging countries,
however trust is still a barrier when it comes to completing the sale. The security of knowing they
are buying better quality goods is a key factor that would make consumers in the markets more
likely to buy online, so brands should focus on making sure that authenticity is front and center of
their strategy.”
Source: IDG Vietnam (2017), Q&Me (2017)
Nitin Nishandar, Regional Managing Director, Brand & Shopper, Kantar TNS
44%
Expert take
Of online shopper complain about quality of the product
bought on e-commerce channels.
“Ecommerce channels are opening up a range of new items to consumers in emerging countries,
however trust is still a barrier when it comes to completing the sale. The security of knowing they
are buying better quality goods is a key factor that would make consumers in the markets more
likely to buy online, so brands should focus on making sure that authenticity is front and center of
their strategy.”
Source: IDG Vietnam (2017), Q&Me (2017)
Nitin Nishandar, Regional Managing Director, Brand & Shopper, Kantar TNS
44%
Expert take
MOBILE FINTECH
OVERVIEW
A cashless economy future, what
lies within Vietnam fintech
OVERVIEW
A cashless economy future, what
lies within Vietnam fintech
VIETNAM MOBILE FINTECH MARKET
Source: Statista (2017), CK Finanzpro (2017), Solidiance (2018)
Vietnam e-payment increased to 6.14 billion USD in the end of 2017 ac-
cording to Statista. And the market is expected to double to 12.33 billion
USD by 2022 due to explosion of middle class and telecommunication
technology improvements.
22%
CAGR
Number of e-wallet customers as of 2017. Growth of e-wallet still slow due to low banking penetration.
The Government and State Bank Vietnam are pushing for a cashless
economy. The plan is to reduce cash transaction to 20% of total payments
and increase total of population own bank account to 70% by 2020. This is
the initiative for fintech startup to work with banks and e-commerce busi-
nesses under the support of The Government.
10 Mil
Source: Statista (2017), CK Finanzpro (2017), Solidiance (2018)
Vietnam e-payment increased to 6.14 billion USD in the end of 2017 ac-
cording to Statista. And the market is expected to double to 12.33 billion
USD by 2022 due to explosion of middle class and telecommunication
technology improvements.
22%
CAGR
Number of e-wallet customers as of 2017. Growth of e-wallet still slow due to low banking penetration.
The Government and State Bank Vietnam are pushing for a cashless
economy. The plan is to reduce cash transaction to 20% of total payments
and increase total of population own bank account to 70% by 2020. This is
the initiative for fintech startup to work with banks and e-commerce busi-
nesses under the support of The Government.
10 Mil
VIETNAM MOBILE FINTECH MARKET
Source: Solidiance (2018)
According to Solidiance – a strategic consultancy firm in Asia – Digital payment made by consumer
account for over 89% of totals market share, and will continue to lead the market for years to come.
Beside, corporate finance sector is predicted to have highest growth rate (35.9%). Thus, this is a
potentially lucrative sector for firms and startup to address.
Growth rate of fintech
(CAGR 2017-2025)
6%2%
2017 2025F
Digital Payment
Personal Finance
Corporate Finance
12.8%
31.2%
35.9%
Source: Solidiance (2018)
According to Solidiance – a strategic consultancy firm in Asia – Digital payment made by consumer
account for over 89% of totals market share, and will continue to lead the market for years to come.
Beside, corporate finance sector is predicted to have highest growth rate (35.9%). Thus, this is a
potentially lucrative sector for firms and startup to address.
Growth rate of fintech
(CAGR 2017-2025)
6%2%
2017 2025F
Digital Payment
Personal Finance
Corporate Finance
12.8%
31.2%
35.9%
BARRIER TO MOBILE PAYMENT
Of Vietnam online consumers do not want to use mobile payment due
to low level of credit card ownership and concern about data
protection.
“To build and protect trust, brands need to put the customer first. That means understanding their
motivations, understanding the right moments to engage with them, respecting their time as
valuable, and being more transparent about how and when they collect and use their personal data.
Above all, that means putting the customer first – something that many marketers have forgotten to
do.”
Source: Kantar TNS (2017)
Michael Nicholas, Global Lead of Connected Solutions, Kantar TNS
46%
Expert take
Of Vietnam online consumers do not want to use mobile payment due
to low level of credit card ownership and concern about data
protection.
“To build and protect trust, brands need to put the customer first. That means understanding their
motivations, understanding the right moments to engage with them, respecting their time as
valuable, and being more transparent about how and when they collect and use their personal data.
Above all, that means putting the customer first – something that many marketers have forgotten to
do.”
Source: Kantar TNS (2017)
Michael Nicholas, Global Lead of Connected Solutions, Kantar TNS
46%
Expert take
VIETNAM MOBILE FINTECH PLAYERS
MoMo
Category: E-wallet
Vendor: M_Services JSC
Bankplus
Category: E-wallet
Vendor: Viettel
MiSA Money Keeper Category: personal finance Vendor: MISA JSC
Appota Category: Entertainment Vendor: Appota INC
Money Lover Category: personal finance Vendor: Zoo Studio
#1
#3 #4 #5
#2
MoMo
Category: E-wallet
Vendor: M_Services JSC
Bankplus
Category: E-wallet
Vendor: Viettel
MiSA Money Keeper Category: personal finance Vendor: MISA JSC
Appota Category: Entertainment Vendor: Appota INC
Money Lover Category: personal finance Vendor: Zoo Studio
#1
#3 #4 #5
#2
Lending & Financing
Personal Finance Cryptocurrency
Money Transfer InsurTech
Ecommerce Payment
Digital Bank
Data hosting
Nodestr
Personal Finance Cryptocurrency
Money Transfer InsurTech
Ecommerce Payment
Digital Bank
Data hosting
Nodestr
The Fintech Challenge Vietnam was launched in
November 2017 by the State Bank of Vietnam in
partnership with Mekong Business Initiative to
foster financial technology innovation and
promote greater financial inclusion in Vietnam.
The program aims at startups in electronic
payments, digital identity, KYC, open APIs,
blockchain and peer-to-peer lending.
VIETNAM FINTECH LATEST EVENTS
Source: CK Finanzpro (2017), Mekong Business Initiative (2017)
The 1st Fintech competition in Vietnam
WINNER
RUNNER-UP
RUNNER-UP
November 2017 by the State Bank of Vietnam in
partnership with Mekong Business Initiative to
foster financial technology innovation and
promote greater financial inclusion in Vietnam.
The program aims at startups in electronic
payments, digital identity, KYC, open APIs,
blockchain and peer-to-peer lending.
VIETNAM FINTECH LATEST EVENTS
Source: CK Finanzpro (2017), Mekong Business Initiative (2017)
The 1st Fintech competition in Vietnam
WINNER
RUNNER-UP
RUNNER-UP
The Blockchain Festival Vietnam held from 24-25 May
2018, featured 30 speakers including government
officials and experts in Blockchain industry. The speaker
highlighted the importance and uses of Blockchain
technology in developing Vietnam economy.
Furthermore, Houbi’s Strategic Investment Director
made a remark indicated the firm ambition in Vietnam
market.
VIETNAM FINTECH LATEST EVENTS
Source: Blockchain Festival Vietnam (2018), VNExpress (2018)
The 1st Fintech competition in Vietnam
2018, featured 30 speakers including government
officials and experts in Blockchain industry. The speaker
highlighted the importance and uses of Blockchain
technology in developing Vietnam economy.
Furthermore, Houbi’s Strategic Investment Director
made a remark indicated the firm ambition in Vietnam
market.
VIETNAM FINTECH LATEST EVENTS
Source: Blockchain Festival Vietnam (2018), VNExpress (2018)
The 1st Fintech competition in Vietnam
The world’s leading global digital asset announce their movement to
enter Vietnam market. As Frank Fan, strategic investment director of
Huobi made a remark at Blockchain Festival Vietnam, indicate its intention
to collaborate with local institution in regulation, banking and marketing.
GrabPay officially entered Vietnam following GrabFood – an extension of
grab service to dinning delivery sector. GrabPay is integrated into the Grab
app, and offer Grab Credits service which allows users to pre-paid for
services and even transfer credit between different account.
Pay by QR code has rapidly been adopted by banks and payment platforms
in the hope of easing user experience, thus, encourage Vietnamese
consumers in using financial service and goes cashless. The list of banks
and payment services using QR code is: TPBank, Maritime Bank,
Sacombank, Lien Viet Post Bank, VNPay, Momo, ect. Even the Petro
Vietnam Oil has introduced QR code payment to ease congestion at gas
stations.
VIETNAM FINTECH LATEST EVENTS
Source:Fintechnews Singapore (2018), VNExpress (2018)
New players joining in, and old players adopting new technology
enter Vietnam market. As Frank Fan, strategic investment director of
Huobi made a remark at Blockchain Festival Vietnam, indicate its intention
to collaborate with local institution in regulation, banking and marketing.
GrabPay officially entered Vietnam following GrabFood – an extension of
grab service to dinning delivery sector. GrabPay is integrated into the Grab
app, and offer Grab Credits service which allows users to pre-paid for
services and even transfer credit between different account.
Pay by QR code has rapidly been adopted by banks and payment platforms
in the hope of easing user experience, thus, encourage Vietnamese
consumers in using financial service and goes cashless. The list of banks
and payment services using QR code is: TPBank, Maritime Bank,
Sacombank, Lien Viet Post Bank, VNPay, Momo, ect. Even the Petro
Vietnam Oil has introduced QR code payment to ease congestion at gas
stations.
VIETNAM FINTECH LATEST EVENTS
Source:Fintechnews Singapore (2018), VNExpress (2018)
New players joining in, and old players adopting new technology
MOBILE GAME
OVERVIEW
Top money maker in both IOS and
Android, how mobile game works in
Vietnam?
OVERVIEW
Top money maker in both IOS and
Android, how mobile game works in
Vietnam?
There is a slight decrease in total game downloads from May 2017 to May 2018. The trend may indicates
that mobile game market is matured in Vietnam, however, a longer observation period is required to con-
clude this idea. On the other hands, average revenue per user shows a clear upward trend, thus, suggest
that consumers value is on the rise and an increase in total revenue. Therefore, publisher need to find more
ways to monetize existing games and reach deeper into the customer pocket.
MOBILE GAME MARKET
Source: Statista (2017), Adsota (2018)
119
135
143
128
108
104
97
101
88
126
106
135
124
May 17Jun 17Jul 17Aug 17Sep 17Oct 17Nov 17Dec 17Jan 18Feb 18Mar 18Apr 18May 18
Million downloads
Es�mated Total Game Download in Vietnam on iOS & Android
0.036
0.030 0.030
0.034
0.042
0.043
0.050
0.052
0.055
0.047
0.050
0.052
0.049
May 17Jun 17Jul 17Aug 17Sep 17Oct 17Nov 17Dec 17Jan 18Feb 18Mar 18Apr 18May 18
USD
Es�mated Average Revenue Per User in Vietnam on iOS &
Android
that mobile game market is matured in Vietnam, however, a longer observation period is required to con-
clude this idea. On the other hands, average revenue per user shows a clear upward trend, thus, suggest
that consumers value is on the rise and an increase in total revenue. Therefore, publisher need to find more
ways to monetize existing games and reach deeper into the customer pocket.
MOBILE GAME MARKET
Source: Statista (2017), Adsota (2018)
119
135
143
128
108
104
97
101
88
126
106
135
124
May 17Jun 17Jul 17Aug 17Sep 17Oct 17Nov 17Dec 17Jan 18Feb 18Mar 18Apr 18May 18
Million downloads
Es�mated Total Game Download in Vietnam on iOS & Android
0.036
0.030 0.030
0.034
0.042
0.043
0.050
0.052
0.055
0.047
0.050
0.052
0.049
May 17Jun 17Jul 17Aug 17Sep 17Oct 17Nov 17Dec 17Jan 18Feb 18Mar 18Apr 18May 18
USD
Es�mated Average Revenue Per User in Vietnam on iOS &
Android
MOBILE GAME MARKET
Source:Fintechnews Singapore (2018), VNExpress (2018)
As more game are closing than new game entering the market, Vietnam mobile game market
proven increasingly difficult for small and medium game publishers. However, as number of game
fall, so does the competition. As the number of gamer stay stable, less game means bigger
community for each remaining games. But publishers still needs to educate their players, as well
as introduce high quality contents to retain players and dig deeper into their pocket, or face
closure of the game.
New mobile game released in
Q1 + Q2/2018
21
Mobile game closed in Q1+Q2/2018
47
Source:Fintechnews Singapore (2018), VNExpress (2018)
As more game are closing than new game entering the market, Vietnam mobile game market
proven increasingly difficult for small and medium game publishers. However, as number of game
fall, so does the competition. As the number of gamer stay stable, less game means bigger
community for each remaining games. But publishers still needs to educate their players, as well
as introduce high quality contents to retain players and dig deeper into their pocket, or face
closure of the game.
New mobile game released in
Q1 + Q2/2018
21
Mobile game closed in Q1+Q2/2018
47
AMONG TOP 100
22 titles are Action game
16 titles are Casual game
14 titles are Arcade game
11 titles are Puzzle game
Honour of Kings
Category: MOBA
Publisher: Garena
Garena Free Fire
Category: Battle Royale
Publisher: Garena
Rules of Survival
Category: Battle Royale
Publisher: NetEase
My Talking Tom
Category: Casual
Publisher: Outfit7 Limited
PUBG Mobile
Category: Battle Royale
Publisher: Tencent Games
Helix Jump
Category: Action
Publisher: VOODOO
MOBA and Battle Royale games are on the top in
term of new download. This shows popular
MOBA games are still the biggest star on mobile
devices. However, two of top three are Battle
Royale games, along with PUBG mobile also sits
at sixth position, which shows the rising
popularity of Battle Royale games is undeniable
in Vietnam.
On the other hand, the majority of smartphone
owners play Casual, Arcade and Puzzle games,
as these genres took up almost halve of the Top
100 chart.
#2
#2
#2
#2
#2
#2
Battle Royale games is rising stars
TOP DOWNLOAD IN FIRST HAFT OF 2018
Source: Adsota (2018)
22 titles are Action game
16 titles are Casual game
14 titles are Arcade game
11 titles are Puzzle game
Honour of Kings
Category: MOBA
Publisher: Garena
Garena Free Fire
Category: Battle Royale
Publisher: Garena
Rules of Survival
Category: Battle Royale
Publisher: NetEase
My Talking Tom
Category: Casual
Publisher: Outfit7 Limited
PUBG Mobile
Category: Battle Royale
Publisher: Tencent Games
Helix Jump
Category: Action
Publisher: VOODOO
MOBA and Battle Royale games are on the top in
term of new download. This shows popular
MOBA games are still the biggest star on mobile
devices. However, two of top three are Battle
Royale games, along with PUBG mobile also sits
at sixth position, which shows the rising
popularity of Battle Royale games is undeniable
in Vietnam.
On the other hand, the majority of smartphone
owners play Casual, Arcade and Puzzle games,
as these genres took up almost halve of the Top
100 chart.
#2
#2
#2
#2
#2
#2
Battle Royale games is rising stars
TOP DOWNLOAD IN FIRST HAFT OF 2018
Source: Adsota (2018)
Mobile eSport is newly introduced in Vietnam, but
the investment into the sport is huge, reaching
nearly 7 billion VND in prize value in 2017, and is
catching up quickly with PC and Console based
eSport. That shows how importance mobile
eSport is for publishers and brands and the
undeniable fact that mobile eSport is gaining
massive viewership from fans in Vietnam.
The rise of mobile game in Vietnam largely due to
the high penetration rate of smartphone through
our the country. As smartphones are far more
affordable for the majority of Vietnamese than
PC.
*Total eSports prize of semi-pro and pro competion from 2013-2018 of the following
games: League of Legends, Dota 2, CS:GO, AoE, Starcraft I & II, VainGlory, CrossFire
Legend, CF Ðột Kích, PES, FIFA, FIFA Online 3, Blade & Soul, Liên Quân, Tập Kích,
3Q, Huyền thoại MOBA, PUBG, Rule of Survival
MOBILE ESPORT IN VIETNAM
Source: Appota (2018)
A fast rising industry awaiting players
17
2071
6981
778
1559
4735
6508
8060
2013 2014 2015 2016 2017
Million VND
Total eSports Prize Value in Vietnam from 2013 to 2017
Mobile PC + Console
Some top Mobile eSport games in Vietnam
the investment into the sport is huge, reaching
nearly 7 billion VND in prize value in 2017, and is
catching up quickly with PC and Console based
eSport. That shows how importance mobile
eSport is for publishers and brands and the
undeniable fact that mobile eSport is gaining
massive viewership from fans in Vietnam.
The rise of mobile game in Vietnam largely due to
the high penetration rate of smartphone through
our the country. As smartphones are far more
affordable for the majority of Vietnamese than
PC.
*Total eSports prize of semi-pro and pro competion from 2013-2018 of the following
games: League of Legends, Dota 2, CS:GO, AoE, Starcraft I & II, VainGlory, CrossFire
Legend, CF Ðột Kích, PES, FIFA, FIFA Online 3, Blade & Soul, Liên Quân, Tập Kích,
3Q, Huyền thoại MOBA, PUBG, Rule of Survival
MOBILE ESPORT IN VIETNAM
Source: Appota (2018)
A fast rising industry awaiting players
17
2071
6981
778
1559
4735
6508
8060
2013 2014 2015 2016 2017
Million VND
Total eSports Prize Value in Vietnam from 2013 to 2017
Mobile PC + Console
Some top Mobile eSport games in Vietnam
The Honour of Kings (Arena of Valors)
National Team of Vietnam, which mainly
composed by Team Flash players, had
secured its spot on the region’s biggest
sporting event – 2018 Asia Games in
Indonesia. With this success, this is the very
first mobile eSport team representing
Vietnam in a multi-sporting event. Thus, it
will surely attract lots of attention from
Vietnamese viewers, especially young people.
MOBILE ESPORT IN VIETNAM
A brighter future ahead
National Team of Vietnam, which mainly
composed by Team Flash players, had
secured its spot on the region’s biggest
sporting event – 2018 Asia Games in
Indonesia. With this success, this is the very
first mobile eSport team representing
Vietnam in a multi-sporting event. Thus, it
will surely attract lots of attention from
Vietnamese viewers, especially young people.
MOBILE ESPORT IN VIETNAM
A brighter future ahead
ADVERTISING AND
MONETIZATION
How App can generate money
in Vietnam
MONETIZATION
How App can generate money
in Vietnam
MOBILE ADVERTISING SPENDING
Source: eMarketer, IAB Singapore (2017)
Total Vietnam mobile advertising
spent in 2017
Vietnam still lags behind other South East Asia countries in term of advertising spending. However,
Mobile advertising is rising fast in digital ad sector. Vietnam marked 78 million USD in mobile ad
spending, which accounted for 36.6% of total advertising spending in the country in 2017. The figure is
expected to reach 220 million USD, accounts for 68% of digital ad spending by 2020.
78m
USD
Percentage of Total Digital Ads Spending
Note: Mobile Ads Spending on mobile phones, tablets & orther
internet-connected devices, excluding MMS, P2P messaging-based ads
Source: eMarketer, IAB Singapore (2017)
Total Vietnam mobile advertising
spent in 2017
Vietnam still lags behind other South East Asia countries in term of advertising spending. However,
Mobile advertising is rising fast in digital ad sector. Vietnam marked 78 million USD in mobile ad
spending, which accounted for 36.6% of total advertising spending in the country in 2017. The figure is
expected to reach 220 million USD, accounts for 68% of digital ad spending by 2020.
78m
USD
Percentage of Total Digital Ads Spending
Note: Mobile Ads Spending on mobile phones, tablets & orther
internet-connected devices, excluding MMS, P2P messaging-based ads
MOBILE ADVERTISING SPENDING
Source: Adsota (2018), Chartboost (2018)
Singapore lead Southeast Asia (SEA) in CPI ($1.37 on Google Play, $1.67 on Apple Store).
Surprisingly, top 3 most potential and fastest growing mobile markets of SEA (Indonesia, Philippines,
Vietnam) were recorded with the lowest CPI on both Android and iOS platform.
Mil.
$250.0
Singapore
Indonesia
Philippines
Thailand
Malaysia
Vietnam
$200.0
$150.0
$100.0
$50.0
$-
0% 20% 40% 60% 80%100%
Percentage of Total Digital Ads Spending
Note: Mobile Ads Spending on mobile phones, tables & other internet-connected decices,
excluding MMS, P2P messaging-based ads
Source: Adsota (2018), Chartboost (2018)
Singapore lead Southeast Asia (SEA) in CPI ($1.37 on Google Play, $1.67 on Apple Store).
Surprisingly, top 3 most potential and fastest growing mobile markets of SEA (Indonesia, Philippines,
Vietnam) were recorded with the lowest CPI on both Android and iOS platform.
Mil.
$250.0
Singapore
Indonesia
Philippines
Thailand
Malaysia
Vietnam
$200.0
$150.0
$100.0
$50.0
$-
0% 20% 40% 60% 80%100%
Percentage of Total Digital Ads Spending
Note: Mobile Ads Spending on mobile phones, tables & other internet-connected decices,
excluding MMS, P2P messaging-based ads
MOBILE & IN-APP ADS TRENDS FOR 2018
Source: Adsota (2018), Chartboost (2018)
Mobile Video Ads
Video was in high demand with high in-app ads request during 2017. This ads format also
received positive review from both advertisers and publishers. Video will singularly
contribute to mobile ads success in 2018.
ePrivacy Directive (Cookie Law)
ITP (Intelligent Tracking Prevention), ad blockers or data protection regulation will be huge
challenges for mobile & in-app ads industry in 2018, requiring action from programmatic
ads strategists to adapt to the situation .
Rising eCPMs
The growth in smart devices adoption and time spent in mobile apps encourages advertisers
to invest more in app platform, which generates higher in-app revenue (eCPM). Global
eCPM’s forecasted to increase about 4% month-over-month throughout 2018.
Rewarded ads
As a value-exchanged solution, rewarded ads offers advantages of UX friendliness and high
revenue for app publishers, and benefits of full ads engagement for advertisers, at the same
time. The rise of rewarded ads in 2018 is predictable.
For more in-depth information, please read the “Vietnam Mobile App Advertising & Monetization Report (2017)” at: https://bit.ly/2FQoPwh
Source: Adsota (2018), Chartboost (2018)
Mobile Video Ads
Video was in high demand with high in-app ads request during 2017. This ads format also
received positive review from both advertisers and publishers. Video will singularly
contribute to mobile ads success in 2018.
ePrivacy Directive (Cookie Law)
ITP (Intelligent Tracking Prevention), ad blockers or data protection regulation will be huge
challenges for mobile & in-app ads industry in 2018, requiring action from programmatic
ads strategists to adapt to the situation .
Rising eCPMs
The growth in smart devices adoption and time spent in mobile apps encourages advertisers
to invest more in app platform, which generates higher in-app revenue (eCPM). Global
eCPM’s forecasted to increase about 4% month-over-month throughout 2018.
Rewarded ads
As a value-exchanged solution, rewarded ads offers advantages of UX friendliness and high
revenue for app publishers, and benefits of full ads engagement for advertisers, at the same
time. The rise of rewarded ads in 2018 is predictable.
For more in-depth information, please read the “Vietnam Mobile App Advertising & Monetization Report (2017)” at: https://bit.ly/2FQoPwh
SUMMARY &
KEY FINDING
Things you should remember
KEY FINDING
Things you should remember
Vietnam is an tech savvy country. With strong smartphone adaption rate and high media consumption,
any firms wish to tap in Vietnam market should develop mobile-first strategy.
Vietnamese willing to try new apps, but at the same time, have the highest uninstall rate among APAC
markets. Thus, pose a difficult challenge to retain user.
Multi-screen is the trend, thus, Vietnamese consumer are easy to reach more than ever before.
From morning till sleep, smartphone play an important part in Vietnamese daily life.
More people starts to look for product online through mobile phone screen, and later finalize the pur-
chase on PC. It is essential for web sites to be mobile-friendly. Better regulation regarding online con-
sumer protection is necessary.
Vietnam is a cash society with majority of transaction made with cash at hand. The foremost challenge
is to educated the consumer to open bank account and use e-banking, as well as gaining consumer
trust.
Mobile game market is at it maturity state in downloads volumn. However, average revenue per user is
still increasing.
Mobile eSport is the next big thing for publishers and brands in Vietnam as it picking up popularity from
consumer.
Vietnam Cost per Install is still very low, thus, make it an easy to enter market
SUMMARY & KEY FINDING
Source: Q&Me (2017), Appota (2017)
1
2
3
4
5
6
7
8
9
any firms wish to tap in Vietnam market should develop mobile-first strategy.
Vietnamese willing to try new apps, but at the same time, have the highest uninstall rate among APAC
markets. Thus, pose a difficult challenge to retain user.
Multi-screen is the trend, thus, Vietnamese consumer are easy to reach more than ever before.
From morning till sleep, smartphone play an important part in Vietnamese daily life.
More people starts to look for product online through mobile phone screen, and later finalize the pur-
chase on PC. It is essential for web sites to be mobile-friendly. Better regulation regarding online con-
sumer protection is necessary.
Vietnam is a cash society with majority of transaction made with cash at hand. The foremost challenge
is to educated the consumer to open bank account and use e-banking, as well as gaining consumer
trust.
Mobile game market is at it maturity state in downloads volumn. However, average revenue per user is
still increasing.
Mobile eSport is the next big thing for publishers and brands in Vietnam as it picking up popularity from
consumer.
Vietnam Cost per Install is still very low, thus, make it an easy to enter market
SUMMARY & KEY FINDING
Source: Q&Me (2017), Appota (2017)
1
2
3
4
5
6
7
8
9
DISCLAIMER
This report produced by Appota Group utilizing
both internally produced data and data from
outside sources, providing a wide knowledge base
of Vietnam mobile app market. Press and media
unit can use the information introduced in the
report as long as its credit Appota and respected
sources cited in the report.
All data, trademarks and logo belong to its
respected owners. Appota bare no responsibility
for misuse of data, trademarks and logo outside of
this report.
For inquiry, please contact:
[email protected]
This report produced by Appota Group utilizing
both internally produced data and data from
outside sources, providing a wide knowledge base
of Vietnam mobile app market. Press and media
unit can use the information introduced in the
report as long as its credit Appota and respected
sources cited in the report.
All data, trademarks and logo belong to its
respected owners. Appota bare no responsibility
for misuse of data, trademarks and logo outside of
this report.
For inquiry, please contact:
[email protected]
W: www.appota.com
A: Building 11 (LE Building), Alley
71, Lang Ha St., Ba Dinh Dist.,
Hanoi, Vietnam.
W: gamota.com
T: 19006855
W: adsota.com
E: [email protected]
W: appotapay.com
E: [email protected]
W: kdata.vn
E: [email protected]
Appota is the leading mobile platform publisher, advertising and payment service provider in Vietnam
with more than 50 million users, partners with over 15,000 developers; operates in Hanoi, Ho Chi Minh
City, Indonesia and Singapore. It is the top 3 mobile game publisher in Vietnam, with hit game titles that
attract millions of gamers.
A: Building 11 (LE Building), Alley
71, Lang Ha St., Ba Dinh Dist.,
Hanoi, Vietnam.
W: gamota.com
T: 19006855
W: adsota.com
E: [email protected]
W: appotapay.com
E: [email protected]
W: kdata.vn
E: [email protected]
Appota is the leading mobile platform publisher, advertising and payment service provider in Vietnam
with more than 50 million users, partners with over 15,000 developers; operates in Hanoi, Ho Chi Minh
City, Indonesia and Singapore. It is the top 3 mobile game publisher in Vietnam, with hit game titles that
attract millions of gamers.
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