We collected the screenshot of Screen Time from iOS users to understand the real usage of smartphone among Vietnamese The survey is conducted in July 2019 to find out the trend and the behavior of Vietnamese when using applications on mobile. The data was analyzed base on the screenshot of “screen time” on IOS device of males and females from 18-39 years old in HCM and Hanoi.

1. Q&Me is online market research provided by Asia Plus Inc.
Vietnam mobile app popularity 2019
Asia Plus Inc.

2. Overview
The survey is conducted in July 2019 to
find out the trend and the behavior of
Vietnamese when using applications on
mobile.
The data was analyzed base on the
screenshot of “screen time” on IOS
device of males and females from 18-39
years old in HCM and Hanoi.

3. How we get the data
We collected the screenshot of Screen Time from iOS users to understand the
real usage of smartphone among Vietnamese
Source: Macrumors

4. How to see the data
We analyze the data both by usage and length
Usage Length
user ratio of those who have
opened the app in last 7 days
Length of the apps used per day
in average

5. How long Vietnamese spend on smartphone

6. Media consumption ratio trend (by length)
TV, 24%
Internet
(PC)
35%
Internet
(Mobile)
27%
Others
15%
2016
This data is quantitative survey from Q&Me, conducted in June 2019. N= 860
Q. How long do you access to the following media in a day? (Excluding the time spent for job) Please put the average of the past 7 days.
TV, 20%
Internet
(PC)
30%
Internet
(Mobile)
42%
Others
8%
2019
Mobile internet account for 42% of media access and more than the time spent
for PC

7. Device type to access internet
92%
66%
40% 37%
79%
9% 6%
2%
Smartphone Note PC Desktop PC Tablet
2019
Device in use Device in use the most
This data is quantitative survey from Q&Me, conducted in June 2019. N= 860
Q. Please choose all the devices that you use to access to internet personally / Please choose the device that you use the most to access to internet personally
77%
50%
33%
26%
64%
13%
8% 6%
Smartphone Note PC Desktop PC Tablet
2016
Device in use Device in use the most
92% used smartphone to access internet in 2019 compare with 77% of 2016

8. Average apps used in a week
14.9
17.4
17.2
14.9
16.8
25-39
18-24
Female
Male
Total
Vietnamese use 16.8 apps in a week. Female and young
people use more numbers of apps.

9. Average time / day spend for apps (hours)
3.9
4.2
4.2
3.9
4.0
25-39
18-24
Female
Male
Total
Vietnamese use 4.0 hours in a day. Female and young
people spends more time in using apps

10. User segmentation by length
19%
14%
16%19%
16%
8%
7%
Less than 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours
5 - 6 hours 6 - 7 hours More than 7 hours
More than 80% people spend more than 2 hours per day for
using apps on the smartphone.

11. Vietnamese smartphone app trend

12. Popular mobile apps (by category, length)
Vietnamese spend 33% of their mobile app time on social
network and 23% on messaging
33%
23%
15%
8%
7%
14%
Social network* Messaging** Video*** Game Searching**** Others
* Social network: Facebook, Instagram, Twitter,...
** Messaging: Facebook messenger, Zalo, SMS,…
*** Video: Youtube, Tiktok,…
**** Searching: Safari, Google, Coc Coc

13. Popular mobile apps by profile (by category, length)
Female spend more time on social networking.
28%
39%
34% 33%
24%
23%
23% 23%
16%
14%
15% 15%
32%
24% 28% 29%
Male Female 18-24 25-39
Social networking Messaging Video Others

14. Concentration on the top apps
Facebook, YouTube, Messenger and Zalo account for 65% of users’
time. Vietnamese spend the majorities of their time on these 4 apps.
Facebook, 31%
YouTube, 13%
Messenger, 11%
Zalo, 10%
Others, 35%
App usage by length

15. Messenger vs Zalo
Messenger and Zalo are one of the best apps used among
Vietnamese. 71% use both of Messenger and Zalo in last 7 days
17%
71%
8%
4%
Messaging app usage
Messenger only Messenger and Zalo Zalo only Do not use messaging app

16. Messaging over Email / SMS
While 22% of smartphone time is spent for Messaging, email is no
more than 1%. Messaging is the center of the communication
96%
22%
4%
78%
Usage Length
Messaging
41%
1%
59%
99%
Usage Length
Email
78%
1%
22%
99%
Usage Length
SMS

17. Social network over web browsing
Although social network and web browsers are used for over 90% of
users, time spend on these are distinctly different. Vietnamese live
with social network.
91%
33%
9%
67%
Usage Length
Social network
94%
7%
6%
93%
Usage Length
Web browser

18. Grab as the new infrastructure
30% of users use Grab either for ride hauling or online delivery. Grab
is evolved as the infrastructures for Vietnamese life
30%
61%
Grab user ratio (usage)
56%
16%
16%
13%
Ride hauling app
popularity (usage)
Grab only user Grab and Go Viet users
Go Viet only user Others

19. Mobile shopping on the rise
1/3 of the users at least touch upon the online shopping apps.
34%
66%
Those who use online shopping
app in last 7 days
5%
14%
81%
User types
Users who use 3 apps and more
Users who use 2 apps
users who use 1 app
21%
10%
7%
5%
Shopee Tiki Sendo Lazada
Popular mobile shopping
apps (by usage)

20. Mobile payment - Still on the way
The usage of mobile payment apps is a bit lower than Online
banking app.
7%
3%
2%
Momo Zalo Pay Air Pay
Popular mobile payment app
(usage)
10% 12%
90% 88%
Mobile payment
app user
Online banking app
users
Financial app popularity

21. Most popular applications

22. Most popular applications (by length)
No.1 Facebook 31%
No.2 Youtube 13%
No.3 Messenger 11%
No.4 Zalo 10%
No.5 Safari 5%
No.6 Google 2%
No.7 Phone 2%
No.8 Liên Quân 2%
No.9 Instagram 2%
No.10 TikTok 1%
All

23. Most popular applications (by usage) (1)
No.1 Facebook 90%
No.2 Messenger 88%
No.3 Calling* 84%
No.4 Youtube 81%
No.5 Zalo 80%
No.6 Camera* 79%
No.7 Photo* 79%
No.8 SMS* 79%
No.9 Safari 73%
No.10 Setting* 68%
All

24. Most popular applications (by usage) (2)
No.11 Google Map 45%
No.12 Calculator 44%
No.13 Zing MP3 42%
No.14 Gmail 41%
No.15 App Store 37%
No.16 Google 30%
No.17 Instagram 30%
No.18 Grab 30%
No.19 Note 27%
No.20 Clock 27%
All

25. Most popular applications by gender (by length)
No.1 Facebook 36%
No.2 Youtube 13%
No.3 Zalo 11%
No.4 Messenger 8%
No.5 Safari 4%
No.6 Facebook 10%
No.7 Youtube 10%
No.8 Messenger 10%
No.9 Zalo 10%
No.10 Safari 10%
Male Female

26. Most popular applications by age (by length)
No.1 Facebook 30%
No.2 Messenger 14%
No.3 Youtube 14%
No.4 Zalo 7%
No.5 Safari 5%
No.6 Facebook 32%
No.7 Youtube 13%
No.8 Zalo 13%
No.9 Messenger 8%
No.10 Safari 4%
18-24 25-39

27. Most popular applications by region (by length)
No.1 Facebook 29%
No.2 Youtube 13%
No.3 Zalo 13%
No.4 Messenger 11%
No.5 Safari 4%
No.6 Facebook 33%
No.7 Youtube 14%
No.8 Messenger 11%
No.9 Zalo 7%
No.10 Safari 5%
HCM Hanoi

28. Category-analysis

29. Social Network
Social network mobile app is used by 91% of users and occupies for 33% of
the time. Top apps by usage is Facebook, followed by Instagram, Twitter.
91%
9%
Usage ratio (by usage) Top apps
No.1
33%
67%
Usage ratio (by length)
No.2
No.3
No.4
No.5
Facebook
Instagram
Twitter
Facebook
Page
Tinder
Usage Length
89.8% 30.9%
29.6% 1.7%
2.8% 0.1%
2.8% 0.1%
0.9% 0.1%
Popularity by profile
87%
94%
96%
85%
91%
32%
34%
38%
28%
33%
25-39
18-24
Female
Male
Total
Length Usage

30. Messaging
Messaging mobile app is used by 96% of users and occupies for 22% of the
time. Top apps by usage is Messenger, followed by Zalo, Viber.
96%
4%
Usage ratio (by usage) Top apps
No.1
22%
78%
Usage ratio (by length)
No.2
No.3
No.4
Messenger
Zalo
Viber
Skype
Usage Length
88.0% 10.9%
79.6% 9.9%
16.7% 0.4%
15.7% 0.4%
Popularity by profile
98%
100%
100%
98%
100%
22%
22%
21%
23%
22%
25-39
18-24
Female
Male
Total
Length Usage

31. Video
Video app is used by 81% of users and occupies for 15% of the time. Top apps
by usage is Youtube, followed by TikTok, Bigo Live
81%
19%
Usage ratio (by usage) Top apps
No.1
15%
85%
Usage ratio (by length)
No.2
No.3
No.4
Youtube
TikTok
BIGO Live
Vlive
Usage Length
80.6% 13.4%
17.6% 1.4%
0.9% 0.1%
0.9% 0.1%
Popularity by profile
78%
85%
82%
81%
81%
15%
15%
14%
16%
15%
25-39
18-24
Female
Male
Total
Length Usage

32. Photo
Photo app is used by 91% of users and occupies for only 2% of the time. Top
apps by usage is Photos, followed by Camera, Foodie.
91%
9%
Usage ratio (by usage) Top apps
No.1
2%
98%
Usage ratio (by length)
No.2
No.3
No.4
No.5
Photos
Camera
Foodie
Ulike
Snow
Usage Length
78.7% 1.0%
78.7% 0.6%
7.4% 0.1%
6.5% 0.1%
6.5% 0.1%
Popularity by profile
85%
96%
98%
83%
91%
2%
3%
3%
2%
2%
25-39
18-24
Female
Male
Total
Length Usage

33. Game
Game mobile app is used by 37% of users and occupies for 9% of the time.
Top apps by usage is Garena Liên Quân, followed by PUBG, Candy Crush.
37%
63%
Usage ratio (by usage) Top apps
No.1
9%
91%
Usage ratio (by length)
No.2
No.3
No.4
No.5
Garena
Liên Quân
PUBG
Mobile VN
Candy
Crush Saga
Garena
Free Fire
My
Talking Tom
Usage Length
11.1% 1.8%
9.3% 1.2%
7.4% 0.9%
2.8% 0.5%
1.9% 0.1%
Popularity by profile
35%
40%
27%
47%
37%
8%
9%
4%
12%
9%
25-39
18-24
Female
Male
Total
Length Usage

34. Shopping
Shopping mobile app is used by 34% of users and occupies only 1% of the
time. Top apps by usage is Shopee, followed by Tiki, Sendo.
34%
66%
Usage ratio (by usage) Top apps
No.1
1%
99%
Usage ratio (by length)
No.2
No.3
No.4
No.5
Shopee
Tiki
Sendo
Lazada
Chợ Tốt
Usage Length
21.3% 0.7%
10.2% 0.1%
6.5% 0.1%
4.6% 0.1%
0.9% 0.1%
Popularity by profile
36%
32%
44%
25%
34%
1.1%
0.6%
1.0%
0.8%
0.9%
25-39
18-24
Female
Male
Total
Length Usage

35. Rideshare & Food delivery
Ride hailing & Food delivery mobile app is used by 42% of users and occupies
for only 1% of the time. Top apps by usage is Grab, followed by GO-VIET.
43%
61%
Usage ratio (by usage) Top apps
1%
99%
Usage ratio (by length)
Usage Length
No.1
No.2
No.4
Grab*
GO-VIET*
Now
29.6% 0.4%
13.0% 0.1%
5.6% 0.1%
No.5
Baemin 5.6% 0.1%
*Grab & GO-VIET offer both ride hailing and delivery food service
No.3 Be 5.6% 0.1%
Popularity by profile
38%
45%
49%
36%
43%
0.6%
0.6%
0.5%
0.7%
0.6%
25-39
18-24
Female
Male
Total
Length Usage

36. Mobile payment
Mobile payment app is used by 20% of users and occupies for 1% of the time.
Top apps by usage is Vietcombank, followed by MoMo, ZaloPay.
20%
80%
Usage ratio (by usage) Top apps
No.1
1%
99%
Usage ratio (by length)
No.2
No.3
No.4
No.5
Vietcombank
MoMo
ZaloPay
BIDV
Smart banking
Air Pay
Usage Length
9.3% 0.1%
7.4% 0.1%
2.8% 0.1%
1.9% 0.1%
1.9% 0.1%
Popularity by profile
20%
19%
22%
21%
20%
0.2%
0.1%
0.2%
0.1%
0.1%
25-39
18-24
Female
Male
Total
Length Usage

37. HCM, 55%
Hanoi, 45%
City
Respondent profile (N=108)
Male, 49%
Female,
51%
Gender
18-24, 49%
25-39, 51%
Age

38. Q&Me – About Online Market Research Services

39. Enhanced Service 3: Business survey
Provide the research services driven by the technogies
Our research solutions
Consumer research app
Admin platform
Traditional market research
Collect surveys from online consumers Effective retail audit or data collection
Plan, Manage and Analyze data

40. Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 400,000 members as of Nov, 2018
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

41. Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI

42. Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

43. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 2839 100 043