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Vietnam Mobile Report 2017

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Appota Mobile Report is a quarterly update about Mobile Ecosystem in Vietnam (device, e-commerce, payment, advertisement and gaming).
Let us share with you about:
- Top 10 mobile events of 2016
- Mobile device trends
- Mobile user behavior analysis
- Vietnam Mobile Landscape

Published in: Mobile
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Vietnam Mobile Report 2017

  1. 1. Entering Vietnam Mobile Market 2017
  2. 2. Top 10 mobile events of 2016 Mobile Device Trends Vietnam Mobile Landscape Mobile User Behavior Analysis Dialogue
  3. 3. Top 10 mobile events of 2016 Mobile game revenue to pass PC for first time. Lazada Vietnam announced its GMV index $7.8M per day, which set up a millstone for Ecommerce Market in Vietnam. Vietnam listed in top 20 coun- tries with the highest number of Internet users. Pokemon Go reach nearly 9 million downloads in Vietnam. Sam Media Company– a mobile phone content provider fined for cheating customers Samsung to permanently end production of Galaxy Note 7 1 2 3 4 5 6 7 8 9 10 Bigo, a live-streaming mobile app became a phenomenon in Vietnamese young generation. Vietnam awards 4G licenses to the three biggest Telco. Momo, a mobile payment firm in Vietnam, lands $28M led by Standard Chartered Bank Monkey Junior (edtech) achieved international awards in the field of education
  4. 4. Mobile Device Trends 2016 Vietnam
  5. 5. Vietnam Internet Users Demographic Gender Male Female 48% 52% Total Population: 93M+ Active Internet Users: 49M Active Mobile Subscribers: 131.9M Active Mobile Social Users: 38M 721.4 462.1 286.9 139.1 132.7 115.1 103.1 97.2 71.7 69.0 63.2 60.2 56.7 55.8 54.0 49.0 46.0 45.3 41.0 39.2Italy 0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 750 800 Thailand Korea, South Turkey Vietnam Philippines France Iran United Kingdom Bangladesh Mexico Germany Nigeria Russia Japan Indonesia Brazil United States India China TOP 20 INTERNET COUNTRIES - 2016 With the Highest Number of Internet Users Source: Appota
  6. 6. Vietnam 3G Usage * Telco have been started launching 4G with big campaign. This would let the number of 4G subscription take off in 2017. 2014 22 30 44 2015 3G Subscription (YoY) (Million) 2016 3G Subscription Breakout by Telco Source: Zing.vn 8% 18% 26% 48% Viettel Mobile Vinaphone Other
  7. 7. Smartphone Penetration 20% 2013 36% 2014 55% 2015 72% 2016 * Smartphone ownership in Vietnam is booming, with current penetration at 72% in urban areas and 53% in rural. Smartphone penetration in urban areas Source: Consumer Barometer Question: A2. Which operating system do you have on your smartphone? Smartphone users, n=1000 TNS / Google smartphone apps research Vietnam
  8. 8. Using Mobile or Multiplatform? * Younger demographics heavy drivers of mobile adoption in Vietnam to compare with other countries Destop only All User Vietnam Malaysia Singapore UK USA UK USA Vietnam Malaysia Singapore Millennials (from 18 – 34 years old) 69% 68% 85% 88% (+19pts) (+19pts) (+18pts) (+18pts) (+7pts) 87% 91% 71% 76% 89% 94% Mobile onlyMulti-Platform 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Source: Comscore
  9. 9. Smartphone OS Breakout To compare with other countries in S.E.A Country Android OS IOS Indonesia 94% 6% Malaysia 82% 18% Philippines 81% 19% Singapore 58% 42% Thailand 74% 26% Vietnam 68% 25% Southeast Asia 7% 25% 68% iOS Android Other Smartphone Penetration by OS Source: Asian Business InsightSource: Appota
  10. 10. Mobile OS trends 2016 2016 IOS Usage 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 OS 7 OS 8 OS 9 OS 10 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% IOSUsage 2016 Android OS Usage 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 Jelly bean 4.1:4.3 Kitkat 4.4 Lollipop 5.0:5.1 Marshmallow 6.0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% AndroidOSUsage Nougat 7.0:7.1 Apple released iOS 10 on September 13th. Three months later, the operating system is deployed on about 84% of iOS devices. This means iOS users always have immediate access to the latest and greatest operating systems released by Apple. Android Nougat was released at the end of August, and four months later still has <1% adoption! This was explained by that because Android is so fragmented by version, and adoption of the latest OS is slow, their only choice is to focus stability efforts on the Android OSes with the highest usage. Source: Apteligent
  11. 11. Vietnam Android Screen Break out HD 720x128026.12%HD 720x1184 15.78% Full HD 1920x1080 15.16% qHD 540x960 14.23% WVGA 480x80028.71% Source: Appota
  12. 12. USERS’ BEHAVIOR SMARTPHONE Mobile User Behavior 2016 Vietnam
  13. 13. Daily user’s behavior High use & longer engagement Minsspentusing Daily use Daily use and time spent with app categories Social networking Messaging, communication Search Games Productivity,tools,utilities Books,comics,magazines Finance Education Lifestyle News & weather Shopping Transportation 0 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20 40 60 80 100 120 140 160 Travel and local Entertainment Music & audio * 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
  14. 14. Impression by device through a daily time Phone Desktop Tablet % of each platform’s average daily impressions by hour LATE NIGHT 12am - 7am EARLY MORNING 7am - 10am LATE AFTERNOON 5pm - 8pm DAYTIME 10am - 5am PRIME 8pm - 12am
  15. 15. Average time spend online on web, mobile web and mobile app 100 minutes 63 minutes 51 minutes Time using a web browser on a computer Time using a web browser on a smartphone Time using apps on a smartphone, which need an internet connection 114 minutes 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
  16. 16. +5% app installed each month On average, five new apps are installed each month Games 69% Social networking 68% Messaging, comms 66% Media & Ents. 63% Search 62% Music & Audio 62% Books, comics, mags 59% News & weather 58% Education 57% Shopping & e-comm. 55% 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
  17. 17. * Social networking and messaging apps are used every day by almost all smartphone owners Frequency of using app categories Social networking Messaging, comms Search Media & Ents. Music & Audio 94% 91% 87% 73% 72% 4% 4% 10% 14% 13% Use regularly (but not daily)Use daily Games News & weather Shopping & e-comm. Travel and local Books, comics, mags 67% 65% 43% 42% 39% 10% 14% 21% 21% 17%
  18. 18. 2016 year of Messaging App Zalo 80% 73% 40% 37% 18% 11% 9% 5% 4% 3% 6% TOP MESSAGING APPS IN VIETNAM TOP MESSAGING APPS ACTIVITIES IN VIETNAM Viber Skype Line Yahoo Tango Wechat Whatsapp Kakao Talk Other Facebook Messenger 18 - 25 Text messaging 82% 79% 80% 80%73% Send photos 57% 57% 62% 58%56% Phone calls 53% 59% 59% 56%51% Video calls 40% 42% 39% 40%34% Voice messaging 25% 24% 17% 23%16% Share feelings 21% 22% 22% 22%21% Read news 19% 22% 21% 21%27% Share updates about friends, relative 19% 20% 25% 20%17% Chat rooms 18% 15% 15% 6%6% What videos 12% 15% 13% 14%18% Find friends / make friends 14% 13% 13% 14%18% Online shopping % of responents in each group Note: n = 1,200; via smartphone: respondents chose top 3 10% 10% 14% 11%11% Othes 3% 0% 5% 2%2% 26 - 30 30 - 35 35+ Total Source: Appota
  19. 19. 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. 2016 year of Messaging App In-app SMS Messenger APIs Zalo APIs Line APIs The messaging landscape B2C CUSTOMER COMMUNICATION SOFWARE HUMAN AGENTS BOTS, AI, INTELIGENCE
  20. 20. Vietnam Mobile commerce 2016 Comparing between Mobile commerce and E-commerce YoY Source: Euromonitor, VNG 0.0 0.2 0.4 0.6 0.8 1.0 Buying via PC USD (Million) Year Buying via mobile 2016201520142013 E- Commerce App is used to research and purchase More than 31 % online shopping is estimated to be from apps Food , are more likely to be purchased via mobile rather than from a laptop. Lazada: 36% of market share is the market leader 49% spend from 10 to 20 usd More than 30% shop 2-3 times per month
  21. 21. Home PC Office PCSmart- phone (browser) Tablet (browser) Smart- phone (app) Tablet (app) 52% Devices used for Online Shopping 31% 25% 23% 17% 2% 1% 47% 40% 29% 9% 6% Buying via mobile Penetration (%) Devices used for online Shopping One of the many barcode-reading-apps. This app tells you so much information about your products such as fake/real, harmful to health, shops that have the products etc. Quà tặng Galaxy(Shopping App) 1m-5m Download One of the many barcode-reading-apps. This app tells you so much information about your products such as fake/real, harmful to health, shops that have the products etc. iCheck(Shopping App) 1m-5m Download Able to trade among individuals. Cars and houses are sold as well. Buyers contact the sellers through chatting, telephone, SMS and email. Payment and delivery method is up to them. Chợ tốt(C2C) 1m-5m Download Dominantly popular shopping site in Vietnam. The mobile app users get 50,000 VND at the time of app installment and more promotions afterwards. Lazada(B2C) 10m-50m Download Source: Q&Me * Mobile commerce is gaining momentum is growing markets. In Vietnam, more consumers are beginning to use their smartphones to make purchases rather than their conventional computers. PC-commerce is shrinking at a slow rate, with the mobile space thriving as more retailers begin to offer mobile-centric services
  22. 22. The way Vietnamese users pay for e-commerce Credit card/debit card Bank transferCash on delivery All Heavy User Light User 85% 6% 8% 76% 10% 14% 90% 4% 5% 85% of EC users choose cash on delivery as a payment method. Also, high usage rate of cash on delivery results in high order cancellation rate in Vietnam. On the other hand, heavy users use credit/debit cards and bank transfer more often, so consumer’s concern about purchasing may lead to cash on delivery. Source: Q&Me
  23. 23. Mobile Game 2016 Overview Market size Vietnam YoY( Milion USD ) Vietnam Game Revenue to compare with other countries in S.E.A Mobile Game 2013 100 200 300 400 - 2014 2015 2016 PC Game * Total Revenue of BIG 6 S.E.A: 783.10 Milion USD Singapore Malaysia Philippines Indonesia Thailand Vietnam 22.7% 15.5% 7% 14.3% 20% 20.4%
  24. 24. Mobile Game Publishing in Vietnam 2016 Top Publishers in the market Top Successful Mobile Game in 2016 Ỷ thiên 3D Võ lâm truyền kỳ mobile Liên Quân Mobile Ngôi Sao Thời Trang 360mobi Tập Kích VTC
  25. 25. 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). 8.8M downloads 7M downloads8.1M downloads
  26. 26. Vietnam Mobile Ecosystem Publisher Events Media Infrastructure Advertising & Marketing Live Streaming Platform CarriersSocial Platform Mobile Payment Tracking Service
  27. 27. Appota is the leading mobile platform provider for 3 segments trending in the Vietnamese mobile market: Game Publishing, Advertisement, and Payment. The company has more than 30 million users, and partners with over 15,000 developers, advertisers, and merchants worldwide. Subsidiary Companies: More information: www.appota.com adsota.com appotapay.comgamota.com

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