This document provides an overview of mobile trends in Vietnam in Q3 2016. It summarizes that Android devices make up the majority of the market in Vietnam. Popular messaging apps include Zalo, Facebook Messenger, and Viber. Video streaming is growing rapidly, with the top content being funny videos and live streams. Mobile games and apps in the technology category are the most popular downloads. Mobile advertising spending is increasing significantly as a percentage of total digital ad spending. Common forms of mobile payment in Vietnam include cash on delivery, QR payments, and mobile banking.

1. AN OVERVIEW OF TRENDS & INSIGHTS
VIETNAM
MOBILE REPORT Q3
2016

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. VIETNAM MOBILE DEVICE OVERVIEW
1

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. iOS
VIETNAM MOBILE DEVICE OVERVIEW #mobiledevice
JB
KitKat
ICS
Lollipop
Others
iPhone
iPad
Q3 2016
25M
20%
52%
Android

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. #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. VIETNAM MOBILE USERS’ BEHAVIOR
2

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. #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. 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. 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. 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. 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. A DAY IN THE LIFE OF A CONNECTED CONSUMER
8AM
#gotowork
#watchmovie
#drinkcoffee
#lunch
#purchaseontime
10AM
12AM
4PM
9PM
#mobilepayment

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. 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. VIETNAM MOBILE GAME LANDSCAPE

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