2016

VIETNAM
MOBILE REPORT Q3
AN OVERVIEW OF TRENDS & INSIGHTS

SEPTEMBER 2016
 TABLE OF CONTENTS

Appotas Vietnam Mobile Report is published quarterly, offering key

insights into Vietnams mobile landscape. Let us share with you some
interesting trends in Q3, 2016.

1. Vietnam Mobile Device Overview

2 . Vietnam Mobile Users Behavior
(Social, App, Payment, Advertisement)
3. About Appota
 1
VIETNAM MOBILE DEVICE OVERVIEW
VIETNAM - A RAPIDLY GROWING TECH SECTOR

POPULATION GDP GROWTH RATE

6%
Vietnam is becoming one of the most
significant country in S.E.A with a rapid-
92+ ly growing tech sector. Mobile access to
the internet is changing the habits
MILLION amongst online users in Vietnam, espe-
cially for the age group of 15 40 year
old.
INTERNET USERS M/F USERS

48,5 M 48% 52%

Source: Appota
VIETNAM MOBILE DEVICE OVERVIEW #mobiledevice

52%
Android

JB
Q3 2016 KitKat

25M Lollipop
Others
ICS

iOS 20%

iPhone
iPad
ANDROID SCREEN BREAK DOWN #mobiledevice

qHD 540x960 14.23%

28.71% WVGA 480x800 SAMSUNG SONY

Full HD 15.16%
1080x1902

HD 720x1184 15.78%
26.12% HD 720x1280
ASUS OPPO

ANDROID SMARTPHONE USAGE BY SCREEN RESOLUTION TOP ANDROID BRAND IN VIETNAM

Source: Appota
 HOW VIETNAMESE ORDER IPHONE 7/7 PLUS #mobiledevice
IN THE FIRST WEEK
256GB
Black
Other 15%
30%
25%
32GB
15%
Favorite color Storage

128GB
70%
45%

Jet Black

iPhone 7
Price iPhone 7 (32GB)
20%

iPhone 7 plus
$1200
Model
80% Price iPhone 7 Plus (32GB)
30%

$1300
Source: CellphoneS
 2
VIETNAM MOBILE USERS BEHAVIOR
 VIETNAM'S MESSAGING APP BATTLE #mobilesocial

TOP MESSAGING APPS IN VIETNAM TOP MESSAGING APPS ACTIVITIES IN VIETNAM

ZALO 80%

FACEBOOK 73% 18-25 26-30 30-35 35+ Total

MESSENGER Text messaging 82% 79% 80% 73% 80%
VIBER 40% Send photos 57% 57% 62% 56% 58%
Phone calls 53% 59% 59% 51% 56%
SKYPE 37% Video calls 40% 42% 39% 34% 40%
Voice messaging 25% 24% 17% 16% 23%
LINE 18%
Share feelings 21% 22% 22% 21% 22%
11%
Read news 19% 22% 21% 27% 21%
YAHOO
Share updates about friends, relative 19% 20% 25% 17% 20%
TANGO 9% Chat rooms 18% 15% 15% 6% 16%
What videos 12% 15% 13% 18% 14%
WECHAT 5% Find friends/make friends 14% 13% 13% 11% 13%
Online shopping 10% 10% 14% 11% 11%
WHATSAPP 4%
Othes 3% 0% 5% 2% 2%
KAKAOTALK 3% % of respondents in each group
Note: n=1,200; via smartphone; respondents chose top 3
OTHER 6%

*Local messaging app Zalo claims to have 60 million worldwide users in Sep 2016 Source: DI Marketing
THE RISE OF VIDEO LIVE-STREAMING #mobilesocial

WHAT IS THE MOST POPULAR STREAMING CONTENT IN VIETNAM?

Funny/entertaining videos
Mobile audiences for video streaming
53%
are growing exponentially. The conver-
Breaking news stories gence of video and mobile, which
41% when married with local media con-
Music concerts/events tent and efficient streaming, will reap
38% huge rewards. The next technology
Video broadcast by your friends/family race for active users of mobile native
30% applications in Vietnam will be the
Sports events streaming of online video to mobile
29% smartphones.
Educationals talks/lectures
27%
Videos broadcast by brands/companies
26%
TOP LIVE-STREAM APPS
Videos broadcast by celebrities
22%
Videos broadcast by vloggers (viedeo bloggers)
19%
Youtube Facebook Bigo live
Videos broadcast from nights out/parties
15%

Source: Appota
 WHAT IS THE MOST POPULAR TYPES OF APPS? #mobileapp

Games was the top category

BASED BY IMPRESSIONS
for impressions served on
Operas mobilead platform in
Games
Vietnam in March, followed by
Technology & Computing, Arts
& Entertainment was no 3,
Technology followed by Music. Video &
& Computing Media and News & Infomation.

Arts
& Entertainment

Music, Video
& Media

Sports

News
& Information

0 5 10 15 20 25 30 35 40 (%)
Source: eMarketer
TOP GAMES IN GOOGLE PLAY- Q3 #mobileapp

# Free Downloads Paid Downloads Revenue

slither.lo 787,563 Minecraft Pocket Edition 240 Mobile Strike $84,879
1 Lowtech Studios Microsoft MZ

2 My Talking Tom 331,966 BlackJack Teacher 184 MU: Origin $80,825

Outfit7 Pepper Stuff KingNet

We Fire 300,029 Footbal Chairman 184 Clash of Kings $40,522

3 Tencent Undergrond Creati... Elex Technology

4 Crisis Action 295,597 Animal Train 184 Clash of Clans $35,416

CMGE 22learn Supercell

5 Subway Surfers 288,781 Vegas Pool Sharks 170 Summoners War $32,888
Klloo RESETgame GAMEVIL

Source: App Annie

TOP GAMES IN APP STORE- Q3 #mobileapp

# Free Downloads Paid Downloads Revenue

slither.lo 2,337,747 QuizClash 1,144 Clash of Kings $168,601
1 Lowtech Studios FEO Media Elex Technology

2 My Talking Tom 2,052,369 Neo Monsters 847 MU: Origin $134,194

Outfit7 NTT KingNet

3 Subway Surfers 1,670,846 Minecraft Pocket Edition 466 Lords Mobile $123,701
Klloo Microsoft MZ

4 My Talking Angela 1,644,095 1944 Burning Bridges 459 Clash of Clans $108,087
Outfit7 HandyGames Supercell

5 Zombie Tsunami 1,435,749 Broken Sword - The Sm... 454 Castle Clash $102,312
MobiGame RESETgame IGG

Source: App Annie

THE MOST DOWNLOADING TIME IN VIETNAM #mobileapp

40

35

30

25

20

15

10

0
1-6 6-12 12-15 15-18 18-21 21-24
Login Time
Download Time

Normally, users tend to download Games/Apps in the evening. The ideal time to reach users is
range from 8:00 11:00 PM.

Source: Appota
MOBILE AD SPEND WILL CONTINUE TO GAIN SHARE #mobileads

68.2%
64.4%

57.4%

46.2%

29.9% 32.1%
27.8%
22.2%
15.6%

8.7%

2014 2015 2016 2017 2018

Mobile ad spending (% of total digital ad spending)

Mobile ad spending (% of total media ad spending)
Source: Facebook
HOW VIETNAMESE PUBLISHERS #mobileads
RUN FB ADS CAMPAIGNS FOR A MOBILE GAME
51%
Mobile App
Installs
24%
Post Engagement

13%
Website Clicks

6%
Website
Conversions
3%
Video Views

1%
Brand Awareness

Page Likes
1%

0.5%
Mobile App
Engagement
0.5%
Carvas App Installs

0 10 20 30 40 50 60

CPI: $0.3 - 0.8 CPC: $0.03 - 0.1 CPM: $ 1 - 2

Source: Facebook
#mobilepayment A DAY IN THE LIFE OF A CONNECTED CONSUMER

10AM
#drinkcoffee
8AM
#gotowork

12AM
#lunch

4PM
#purchaseontime
9PM
#watchmovie
WHAT ARE FORMS OF MOBILE PAYMENT #mobilepayment
IN VIETNAM?

Mobile Commerce done right

makes customer conversion easy.
SMS
Not all mobile solutions are creat-
ed equal.
Application and Mobile Banking
Based solutions have many
SMS Mobile mPOS QR Payment Social mobile advantages.
Payment commerce payment
4G

*102*809723971

USSD Direct Card-On-Fire mBanking

Carrier Billing Payments
MOBILE PAYMENT BEHAVIOUR BY CONVERSION #mobilepayment
No. of order based on device Percentage of revenue based on device

Tablet 7% Tablet 3%

38% Mobile 29% Mobile

Order Revenue

PC 55% PC 68%

Percentage of sucessful Transaction based on type of payment

Internet 23%
Banking

Payment

77% COD
Source: Dealtoday
VIETNAM MOBILE GAME LANDSCAPE
 Appota is the leading mobile platform provider for 3 segments
trending in the Vietnamese mobile market: Game Publishing,
Advertisement, and Payment.

Our missions: To provide the most effective platform for mobile dever-
lopers, publishers, and advertisers to maximize their investment.
Core products include:

More information: www.appota.com