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Vietnam Mobile Report Q3 2016

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Appota’s Vietnam Mobile Report is published quarterly, offering key insights into Vietnam’s mobile landscape. Let us share with you some interesting trends in Q3, 2016.
1. Vietnam Mobile Device overview
2. Vietnam Mobile Users’ Behavior (Social, Game, Payment, Advertisement).
3. About Appota

Published in: Mobile
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Vietnam Mobile Report Q3 2016

  1. 1. AN OVERVIEW OF TRENDS & INSIGHTS VIETNAM MOBILE REPORT Q3 2016
  2. 2. TABLE OF CONTENTS 1. Vietnam Mobile Device Overview 2. Vietnam Mobile Users’ Behavior (Social, App, Payment, Advertisement) 3. About Appota Appota’s Vietnam Mobile Report is published quarterly, offering key insights into Vietnam’s mobile landscape. Let us share with you some interesting trends in Q3, 2016.
  3. 3. VIETNAM MOBILE DEVICE OVERVIEW 1
  4. 4. VIETNAM - A RAPIDLY GROWING TECH SECTOR GDP GROWTH RATE M/F USERS 6%92+ MILLION POPULATION INTERNET USERS 48,5 M Vietnam is becoming one of the most significant country in S.E.A with a rapidly growing tech sector. Mobile access to the internet is changing the habits amongst online users in Vietnam, especially for the age group of 15 – 40 year old. 48% 52% Source: Appota
  5. 5. iOS VIETNAM MOBILE DEVICE OVERVIEW #mobiledevice JB KitKat ICS Lollipop Others iPhone iPad Q3 2016 25M 20% 52% Android
  6. 6. ANDROID SCREEN BREAK DOWN #mobiledevice ANDROID SMARTPHONE USAGE BY SCREEN RESOLUTION TOP ANDROID BRAND IN VIETNAM WVGA 480x80028.71% qHD 540x960 HD 720x128026.12% 14.23% Full HD 1080x1902 15.16% HD 720x1184 15.78% OPPO SAMSUNG SONY ASUS Source: Appota
  7. 7. #mobiledevice $1200 $1300 HOW VIETNAMESE ORDER IPHONE 7/7 PLUS IN THE FIRST WEEK Price iPhone 7 (32GB) Price iPhone 7 Plus (32GB) iPhone 7 iPhone 7 plus 30% 80% 20% 256GB 128GB 32GB 15% 15% 70% Black Jet Black Other 30% 45% 25% Favorite color Storage Model Source: CellphoneS
  8. 8. VIETNAM MOBILE USERS’ BEHAVIOR 2
  9. 9. VIETNAM'S MESSAGING APP BATTLE #mobilesocial TOP MESSAGING APPS IN VIETNAM TOP MESSAGING APPS ACTIVITIES IN VIETNAM Source: DI Marketing FACEBOOK MESSENGER 80% 73% 40% 37% 18% 11% 9% 5% 4% 3% ZALO VIBER SKYPE LINE YAHOO TANGO WECHAT WHATSAPP KAKAOTALK OTHER 6% 82% 18-25 26-30 30-35 35+ Total Text messaging 79% 80% 73% 80% Send photos 57% 59% 62% 56% 58% Phone calls 59% 51% 56% Video calls 42% 39% 34% 40% Share feelings 22% 22% 21% 22% Read news 22% 21% 27% 21% Share updates about friends, relative % of respondents in each group Note: n=1,200; via smartphone; respondents chose top 3 20% 25% 17% 20% Chat rooms 15% 15% 6% 16% What videos 15% 13% 18% 14% Find friends/make friends 13% 13% 11% 13% Online shopping 10% 14% 11% 11% Othes 0% 5% 2% 2% Voice messaging 24% 57% 53% 40% 21% 19% 19% 18% 12% 14% 10% 3% 25% 17% 16% 23% *Local messaging app Zalo claims to have 60 million worldwide users in Sep 2016
  10. 10. #mobilesocial WHAT IS THE MOST POPULAR STREAMING CONTENT IN VIETNAM? TOP LIVE-STREAM APPS THE RISE OF VIDEO LIVE-STREAMING 53% Funny/entertaining videos 41% Breaking news stories 38% Music concerts/events 30% Video broadcast by your friends/family 29% Sports events 27% Educationals talks/lectures 26% Videos broadcast by brands/companies 22% Videos broadcast by celebrities 19% Videos broadcast by vloggers (viedeo bloggers) 15% Videos broadcast from nights out/parties Mobile audiences for video streaming are growing exponentially. The con- vergence of video and mobile, which when married with local media con- tent and efficient streaming, will reap huge rewards. The next technology race for active users of mobile native applications in Vietnam will be the streaming of online video to mobile smartphones. Youtube Facebook Bigo live Source: Appota
  11. 11. WHAT IS THE MOST POPULAR TYPES OF APPS? BASED BY IMPRESSIONS Games was the top category for impressions served on Opera’s mobile’ad platform in Vietnam in March, fol- lowed by Technology & Computing, Arts & Enter- tainment was no 3, followed by Music. Video & Media and News & Infomation. 0 5 10 15 20 25 30 35 40 (%) News & Information Sports Music, Video & Media Arts & Entertainment Technology & Computing Games Source: eMarketer #mobileapp
  12. 12. Normally, users tend to download Games/Apps in the evening. The ideal time to reach users is range from 8:00 – 11:00 PM. THE MOST DOWNLOADING TIME IN VIETNAM 0 5 10 15 20 25 30 35 40 21-2418-2115-1812-156-121-6 Login Time Download Source: Appota #mobileapp
  13. 13. MOBILE AD SPEND WILL CONTINUE TO GAIN SHARE Mobile ad spending (% of total digital ad spending) Mobile ad spending (% of total media ad spending) 68.2% 8.7% 15.6% 22.2% 27.8% 32.1%29.9% 46.2% 57.4% 64.4% 20182017201620152014 Source: Facebook #mobileads
  14. 14. HOW VIETNAMESE PUBLISHERS RUN FB ADS CAMPAIGNS FOR A MOBILE GAME CPC: $0.03 - 0.1 Source: Facebook CPI: $0.3 - 0.8 0 10 20 30 40 50 60 Brand Awareness Website Conversions Carvas App Installs Video Views Mobile App Engagement Website Clicks Post Engagement Page Likes Mobile App Installs 51% 24% 1% 1% 13% 0.5% 3% 0.5% 6% CPM: $1 - 2 #mobileads
  15. 15. A DAY IN THE LIFE OF A CONNECTED CONSUMER 8AM #gotowork #watchmovie #drinkcoffee #lunch #purchaseontime 10AM 12AM 4PM 9PM #mobilepayment
  16. 16. Mobile Commerce done right makes customer con- version easy. Not all mobile solutions are created equal. Application and Mobile Banking Based solutions have many advantages. WHAT ARE FORMS OF MOBILE PAYMENT IN VIETNAM? Direct Carrier Billing Card-On-Fire Payments mBankingUSSD SMS Payment Mobile commerce QR PaymentmPOS Social mobile payment SMS *102*809723971 4G #mobilepayment
  17. 17. MOBILE PAYMENT BEHAVIOUR BY CONVERSION No. of order based on device Percentage of revenue based on device Percentage of sucessful Transaction based on type of payment Mobile29% Tablet 3% PC 68% Revenue Mobile38% PC 55% Tablet 7% Order COD77% Internet Banking 23% Payment Source: Dealtoday #mobilepayment
  18. 18. VIETNAM MOBILE GAME LANDSCAPE
  19. 19. Appota is the leading mobile platform provider for 3 segments trending in the Vietnamese mobile market: Game Publishing, Advertisement, and Payment. Core products include: Our missions: To provide the most effective platform for mobile deverlopers, publishers, and advertisers to maximize their investment. More information: www.appota.com

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