The document analyzes data from a survey of 764 smartphone users in Vietnam regarding their mobile app usage habits. It finds that Facebook, Zalo, and YouTube are the most popular and widely used apps, while many users download but stop using utility and food delivery apps. Though few Vietnamese users pay for apps currently, the market provides multiple payment options beyond credit cards with low penetration.

1. Your sub-title here
Vietnamese Mobile App Market Survey
- Popular Apps and latest trend of information source

2. Survey information
• Survey about mobile app trend in Vietnam
• Sample size: 764 samples
• Respondent criteria:
• Male & female
• 16-39 years old
• Area: Ho Chi Minh City & Hanoi
• Conducted time: June 12th-18th, 2015

3. Executive Summary
• iPhone = 29%, Samsung = 27% are the top 2 ownership of
smartphone brands
• More than 50% use 2 hours for mobile internet
• Compared with Japan, Vietnamese use more music
applications but less for e-commerce or utilities
• “Utlities” “Food/Restaurant” apps have high ratio of those who
downloaded but stopped using
• Vietnamese user concentrates on the selected apps including
Facebook, Zalo and Youtube.
• Even though those who pay for app are limited, they are given
many options to pay for apps

4. Respondent profile
52%
48%
Gender
Female
Male
19%
38%
29%
12%
3%
16-19
20-24
25-29
30-34
35-39
Age
52%
48%
Area
Ho Chi Minh
City
Hanoi

5. Which smartphones do you own?
29%
27%
9% 9% 8% 8%
7%
5%
4%
2%
12%
iPhone = 29%, Samsung = 27% are the top 2 ownership of
smartphone brands

6. How long do you use smart phone a day?
Less than
30 min
31 min - 1
hour
1 - 2 hours 2 - 3 hours 3- 4 hours 4 - 5 hours More than
5 hours
I do not do
this
activities
16 - 19 20 - 24 25 - 29 30 - 34 35 - 39
Teenagers spend more time on their smartphones (More
than 5 hours/day)

7. How long do you use for mobile internet & apps a
day?
1%
19%
8%
12%
18%
22%
13%
6%
I don't do this activity
More than 5 hours
4 - 5 hours
3 - 4 hours
2 - 3 hours
1 - 2 hours
31 min - 1 hour
Less than 30 minutes
Internet mobile usage
(web browser, email)
0%
14%
6%
9%
17%
25%
21%
8%
I don't do this activities
More than 5 hours
4 - 5 hours
3 - 4 hours
2 - 3 hours
1 - 2 hours
31 min - 1 hour
Less than 30 minuts
Mobile application usage
More than 50% use 2 hours for mobile internet

8. Which do you spend more time on smart phones?
26%
19%
34%
19%
26%
36%
Web browsing
more
Apps more Equal time
Time spending
Female Male
App, 62%
Website,
31%
I don't
know, 7%
Prefered version
People prefer to use the service via app, although their
time spending via browser and app are almost equal

9. Which apps have you downloaded (comparison with Japanese)
Japanese data reference: MMD smartphone survey（https://mmdlabo.jp/）
69% 68%
65%
56%
51%
40%
36% 35%
33%
27%
24%
20%
17% 17% 16%
14% 14%
12% 12%
10% 9%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Vietnamese
Japanese

10. Which apps genre do you use often?
59%
53%
51%
39%
35%
25%
22%
21%
16%
13% 12%
10% 9% 9% 8%
7% 7% 6% 6% 5% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
Vietnamese
Japanese
Japanese data reference: MMD smartphone survey（https://mmdlabo.jp/）

11. Difference between Japan and Vietnam
Apps that Japanese use more often than Vietnamese
Apps that Vietnamese use more often than Japanese
The difference of the both countries come from
1. Market size and available players (e-commerce, coupon)
2. Availability of alternatives (E-book, education)
3. Cultural / life differences (Music, dictionaries, cooking)
shopping utilities coupon cooking
music Dictionary Education E-book

12. Which apps genre do you use often?
51%
42%
44%
32%
36%
19%
22%
20%
15%
12% 12%
9%
7%
10%
3%
6% 5% 6% 7%
5% 4%
2%
43% 44%
37%
30%
19%
21%
14% 13%
10%
8% 8% 8% 8%
5%
10%
5% 5%
4%
2%
4%
2% 3%
0%
10%
20%
30%
40%
50%
60%
Female
Male
Female has higher ratio of social app usage. Also, “photo/video”
usage is nearly as twice big

13. Apps that are downloaded, used, and stopped
69% 68%
65%
56%
51%
40%
36% 35%
33%
27%
24%
20%
17% 17% 16% 14% 14% 12% 12%
10% 9%
7%
53%
59%
51%
39%
35%
22%
25%
21%
16%
13%
10%
12%
9% 9%
7% 8%
6% 5% 6% 7%
4% 3%
14%
5% 6%
8%
10% 10% 9%
13% 13%
10% 10%
12% 11%
7%
10% 9% 11% 11%
8% 10% 9% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Downloaded
User often
Stop using
“Utlities” “Food/Restaurant” apps have high ratio of those who
downloaded but stopped using

14. Social apps usage and awareness
89%
75% 74%
69%
35%
30%
27%
21%
16% 16%
11% 10% 9% 9% 8% 7% 7%
Installed and frequently use
Installed and rarely use
• Facebook and messenger are the most popular social app.
• Skype and Yahoo are the installed app but rarely used

15. How do you know those apps?
56%
45% 45%
34%
31% 31%
28%
25%
20%
15%
11%
8%
3% 2%
50%
46%
41%
34%
28%
25%
22%
24%
19%
13% 15%
6%
3%
6%
IOS
Android
51% know those apps through Facebook, 45% from friends and
41% though Facebook ads

16. Vietnamese mobile app market characteristics
1. Concentration on some super-popular apps
Despite of the long hours of using mobile devices, number of apps Vietnamese
download is not so much (compared with Japan for instance). Many use the
same app for very very long time
Apps Vietnamese use the most
“Q. Please choose the 5 app you like the best”
Facebook
Youtube
Zalo
Games
67% 44%
27% 27%

17. Vietnamese mobile app market characteristics
1. Concentration on some super-popular apps
Social Apps are one of the most common tools

18. Vietnamese mobile app market characteristics
1. Concentration on some super-popular apps
Youtube cannot be missed

19. Vietnamese mobile app market characteristics
1. Concentration on some super-popular apps
Games – Pirate King, Talking Tom, Candy Crush etc..

20. Vietnamese mobile app market characteristics
2. Low paid users and multiple payment options
Although Vietnamese use smart phone hours and try a variety of apps, those
who have paid for app are quite limited
Yes, 32%
No, 68%
Experience of paying for app

21. Vietnamese mobile app market characteristics
2. Low paid users and multiple payment options
Now that credit card penetration is extremely low in Vietnam, users have many
other alternatives of the payment
24%
21% 21%
11%
8% 8% 7%
0%
5%
10%
15%
20%
25%
30%
Credit card Mobile top-
up card
App store
gift card
Money
transfer via
web
Use account
of other
people to
cash back
Shop
installation
Others
App Payment method

22. Q&Me is the market research that helps you understand
Vietnam market broad and deep by offering both of
quantitative and qualitative survey online.
＋ =
Info@qandme.net
Quantitative Survey Qualitative Survey Better Understanding
Understand the consumer
trend and opinions through the
numeric data
Feel the insight of your target
audience through online focus
group of chatting.
You receive both of generic
and deep information easily
with affordable pricing.