VIETNAM MOBILE APPLICATION REPORT 2021

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VIETNAM MOBILE APPLICATION
REPORT 2021
20
21

FOREWORD
“Vietnam mobile application report 2021” is the
next publication annually produced by Appota’s
market research te...

SUMMARY
The second half of 2020 witnessed the second wave
of Covid-19, however the impact level is no longer
as great as t...

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Source: Worldometers, PopulationPyramid
Vietnam urbanization rate
2005 2010 2015 2020
27% 31% 34%
38%
73% 69% 66% 62%
Urba...

VIETNAM ECONOMIC STATE IN
THE SECOND HALF OF 2020
In 2020, Vietnam’s economy growth rate was 2.91% compared to 7.02% of la...

VIETNAM ECONOMIC FORECAST
IN 2021
With effective measures to control the Covid-19 situation, as well as Vietnam economic s...

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According to a survey from IFM, the consumer confidence index in Vietnam after the pandemic has reached the
lowest level e...

02
VIETNAM
SMARTPHONE
MARKET
11
Vietnam mobile application report 2021

GENERAL STATISTICS
SMARTPHONE
70%
70%
6,5 HOUR/DAY
64%
95%
3 HOURS AND 18 MINUTES
Smartphone
Internet
Of population use mo...

INTERNET SPEED
IN VIETNAM
Mobile Internet speed in Vietnam (Unit: Mbps)
Average Internet cost per month (Unit:USD)
66.82
3...

VIETNAMESE INTERNET USER BY
AGE GROUP
Source: Statista
Generation Z and Millennials are the 2 generations that use the Int...

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SOCIAL NETWORK
72 million people use social networks in Vietnam, equivalent to 73% of the population
2 hours 21 minutes is...

THE MOST USED SOCIAL MEDIA
PLATFORMS
Source: We Are Social
In the group of users aged 16-64, Youtube and Facebook are stil...

VIETNAMESE SMARTPHONE
RETAIL MARKET SHARE
In Q3/2020, the genuine smartphone market saw Xiaomi as a prominent name with a ...

MARKET SHARE BY
OPERATING SYSTEM
Source: StatCounter
Source: StatCounter
In the second half of 2020, the market share of i...

MARKET SHARE BY NUMBER
OF DEVICE
Source: StatCounter
Source: StatCounter
In terms of the actual number of devices, not too...

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TRENDS IN USING MOBILE
APPLICATIONS IN VIETNAM
Smartphone usage in a week Number of app used in a week
2019 2019
2020 2020...

Source: Applyzer
APPLICATION DOWNLOAD
BY CATEGORIES
Mobile games are still the most downloaded apps on both iOS and Androi...

POPULAR APPLICATIONS USED
IN VIETNAM
Types of common apps and usage
Social networks, movies and texting apps are the most ...

SHORT VIDEO APP:
TIKTOK BOOMING IN 2020
TikTok’s number of downloads in 2020 (Unit: Million downloads)
Source: App Annie
W...

SHORT VIDEO APPLICATION WILL BE
THE TREND IN 2021
According to We Are Social, social networking and video viewing applicat...

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FOOD DELIVERY APPS BECOME
POPULAR IN 2020
Previously, food delivery applications were not popular in Vietnam because the d...

(257.588)
(276.541)
(4.265)
(9.799
(10.610)
(216.823)
(230.125)
Source: Sensortower, Appota
APPLICATION
RANKINGS
Top apps ...

Top apps by month on Google Play
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBER 2020
1
1
1
1
1
1...

VIETNAM MOBILE
ECOSYSTEM
Mobile game publisher
* The units listed are for representative only
Advertising and Marketing
So...

03
MOBILE GAME
29
Vietnam mobile application report 2021

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VIETNAM MOBILE GAME
MARKET 2020
Number of mobile games released
Number of mobile games downloads (Unit: billion)
2018 2019...

MOBILE GAMES MARKET BOOMS
AFTER COVID-19
By 2020, the mobile games market will reach a revenue of 168 million USD and is f...

SMARTPHONES ARE THE MOST POPULAR
GAMING DEVICES IN VIETNAM
Source: We Are Social 2021
Game equipment usage rate in Vietnam...

87% OF MOBILE GAME APPS CONTAIN
ADVERTISING
Paid Mobile Games
Ads
In-App Billing
Vietnamese Paid Mobile Games
Vietnamese P...

MOBILE ESPORTS WITNESSED STRONG
GROWTH AFTER THE PANDEMIC
A survey by Appota found that about 80% of participants said the...

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DOWNLOADS OF ESPORTS GAMES
IN 2020
2,393,392
3,578,816
4,385,471
1,699,399
2,174,935
2,089,548
2,940,457
3,658,747
1,291,3...

IOS APPS HAVE A HIGHER RETENTION
RATE THAN ANDROID
Source: AppsFlyer
According to statistics from AppsFlyer, users on iOS ...

MOBILE GAME APPLICATION
TRENDS
Source: Sensortower
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBE...

MOBILE GAME APPLICATION
TRENDS
Source: Sensortower
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DECEMBE...

VIETNAMESE MOBILE GAME
ECOSYSTEM
Mobile game publisher
Game developer
News/Media
Payment Stream/Broadcast
Nobile ads
Distr...

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04
MOBILE
ADVERTISING
4
0 Vietnam mobile application report 2021

MARKET
SIZE
Since 2018, mobile advertising has become popular and received the attention of many advertisers. It is
foreca...

ADVERTISING IS STILL THE MAIN
MONETIZATION METHOD FOR APPS
Source: 42Matters
Pail Apps
Ads
In-App Billing
Vietnamese Paid ...

MOBILE APP BECOME AN EFFECTIVE
ADVERTISING CHANNEL AFTER
COVID-19
Thanks to the high rate of cell phone ownership and good...

ADVERTISING OPPORTUNITY ON
MOBILE APPS
Reward videos continued to be the most effective form of advertising on iOS apps as...

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E-COMMERCE PLATFORMS HAVE
BECOME POPULAR ADVERTISING
CHANNELS
The digital marketing report 2020 shows that the percentage ...

TIKTOK ADS BOOM
IN 2020
Source: Statista
Source: AppsFlyer
Facebook
Youtube
Tik Tok
34%
29%
13%
Statista’s 2020 survey on ...

POPULAR FORMAT OF ADVERTISING
ON TIKTOK
In terms of being a social network, TikTok has a huge number of views and users, s...

OTT APPLICATIONS BECOME
EFFECTIVE ADVERTISING CHANNELS
ON MOBILE
WatchingmoviesandVODcontentbecameapopularformofentertainm...

MOBILE AD SIZE
OPTIMIZATION
Source: StatCounter
Smartphone screen size in Vietnam (Jan 2021)
360x460
360x780
414x736
412x8...

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VIETNAM MOBILE ADVERTISING
ECOSYSTEM
Digital advertising agency
Livestream platform
Agency Influencer Marketing
* Listed c...

05
E-PAYMENT &
E-COMMERCE
51 Vietnam mobile application report 2021

GENERAL STATISTICS
IN VIETNAM
Of population has bank account
30.8%
Of population use credit card
4.12%
Of population use d...

SOUTHEAST ASIA
MARKET
Bank account penetration in SEA by country (Unit:%)
Debit card penetration in SEA by country (Unit:%...

ECONOMIC DECLINE
AFFECTS THE E-PAYMENT
SPENDING
Market Size (Unit: Million USD)
2017 2018 2019 2020 2021F
6.899 8.823 11.0...

DIGITAL SPENDING WITNESSED
DECREASED DUE TO ECONOMIC
IMPACTS FROM COVID-19
Source: Statista
In 2020, total spending throug...

PAYMENTS STARTUP ACCOUNTS FOR
THE MOST IN TOTAL NUMBER OF
FINTECH STARTUP IN VIETNAM
In 2020, there are 121 startups opera...

A BOOMING YEAR
OF E-WALLET
With the Covid-19 wave and the promotion
of cashless payments by the government
in 2020, the le...

E-WALLET RISES AFTER THE FIRST
WAVE OF COVID-19
Comparing downloads between the three brands of e-wallet, Momo holds the p...

VIETTELPAY HAS STRONG GROWTH
IN DOWNLOADS, MOMO IS THE MOST
COMMONLY USED WALLET
Momo ViettelPay ZaloPay
Awareness Current...

LICENSED PAYMENT
INTERMEDIARIES
PROVIDERS
Source: Fintechnews Singapore
60
Vietnam mobile application report 2021

E-COMMERCE
MARKET SIZE 2020
E-commerce market value
2015
14
12
10
8
6
4
2
0
2016 2017 2018 2019 2020
Source: Ministry of I...

MOBILE E-COMMERCE IS MORE
POPULAR THAN THE DESKTOP
Mobile Desktop
According to JP Morgan, Vietnam’s mobile e-commerce reve...

ONLINE CONSUMERS ARE ACCOUNTING
FOR A HIGH PROPORTION IN VIETNAM
Source: Facebook, Bain & Company
In 2020, Vietnam has 49 ...

MILLENNIALS AND GEN X ARE THE
GROUP OF CUSTOMERS DRIVING
ONLINE SHOPPING
Source: We Are Social
According the survey conduc...

THE MOST PURCHASED ONLINE
CATEGORIES
Flight & hotel
21%
-40,5%
+33,6%
+37,2%
+34,9%
+32,6%
+33,2%
+45,9%
+35,3%
Travel mob...

AFTER COVID-19, CASH WILL NOT
ALSO BE THE MOST POPULAR
PAYMENT
E-commerce payment methods in Vietnam
Forecasting the propo...

SHOPEE CONTINUES TO LEAD
IN TERMS OF TRAFFIC IN THE
SECOND HALF OF 2020
Shopee continues to lead as the highest-visited e-...

LAZADA ACCELERATES ON
MOBILE PLATFORMS
2020 is the year Lazada has a very strong investment in business to compete with ri...

THE GOLDEN TIME FOR
ONLINE SHOPPING
11.11 SHOPPING EVENTS
The biggest shopping event on November 11 is an opportunity for ...

LAZADA LEADS IN TERMS
OF REACH, SHOPEE IS MOST
MENTIONED ON SOCIAL MEDIA
Through the Social Listening tool, it can be seen...

LAZADA LEADS IN TERMS
OF REACH, SHOPEE IS MOST
MENTIONED ON SOCIAL MEDIA
Shopee led the market in terms of mentions during...

INTEGRATED LIVESTREAM FEATURES
CONTINUES TO BE INVESTED BY MAJOR
E-COMMERCE PLAYERS
Big names such as
Shopee and Lazada
co...

SHOPPING APPLICATION TRENDS
FOR THE SECOND HALF OF 2020
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DE...

SHOPPING APPLICATION TRENDS
FOR THE SECOND HALF OF 2020
JULY 2020
OCTOBER 2020
AUGUST 2020
NOVEMBER 2020
SEPTEMBER 2020
DE...

E-COMMERCE ECOSYSTEM
IN VIETNAM
Merchant
Brands
E-commerce platform
Banking and credit services
Services provider
Logistic...

SUMMARY
On average, each Vietnamese spends 6.5 hours
using the Internet every day, of which about 3
hours and 18 minutes i...

Member Companies
Game publishing company
gamota.com
Digital marketing company
Adsota.com
Payment & fintech aompany
Kdata.v...

Building 11 (LE Building), Alley 71, Lang Ha St, Thanh Cong Ward, Ba Dinh Dist, Hanoi, Vietnam
(+84) 2435 191 618
marketin...

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