Vietnam mobile app popularity 2020

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Overview

The survey is conducted in November

2020 to find out the trend and the
behavior of Vietnamese when using
applications on mobile and to see if
there’s any change compared with 2019.

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.
How we get the data
We collected the screenshot of Screen Time from iOS users to understand the
real usage of smartphone among Vietnamese
How to see the data
We analyze the data both by usage and length.

Usage Length
Usage ratio of those who have Length of the apps used per day
opened the app in last 7 days in average
Mobile application usage trend
 Mobile app usage
The usage of mobile app has increased in both of number of
app and length to use, vs 2019.
Smartphone usage Number of app used in a
in a week week

22.1
5.1

4.0 16.8

2019 2020 2019 2020

 Average apps used in a week
Vietnamese use 22.1 apps in a week. Male and young people
use more numbers of apps.

Total 22.1

Male 23.4

Female 21.2

18-24 21.8

25-39 22.7
Average time / day spend for apps (hours)
Vietnamese use 5.1 hours in a day. Male and young people
spends more time in using apps

Total 5.1

Male 5.6

Female 4.6

18-24 4.7

25-39 5.9
 User segmentation by length
More than 80% people spend more than 2 hours per day for
using apps on the smartphone.

13% 14%

8%
15%

12%

15% 22%

Less than 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours

5 - 6 hours 6 - 7 hours More than 7 hours
Vietnamese smartphone app trend
 Popular mobile apps (by category, length)
Vietnamese spend 28% of their mobile app time on social
network and 16% on messaging

23%
28%

3%
3%

12%
16%

15%

Social network* Video/ Movie** Messaging/ Calling***

Game Catalogue/ Utilities/ Weather Shopping****
Others
* Social network: Facebook, Instagram, Twitter,etc.
** Online Messaging/ Calling: Facebook messenger, Zalo, etc.
*** Video/ Movie: Youtube, Tiktok, etc.
**** Shopping: Shoppee, Tiki, Lazada, etc.
 Concentration on the top apps
Facebook, YouTube, Messenger and Zalo account for 50% of users’
time.

App usage by length

Facebook,
25%

Others, 46%

YouTube,
12%

Tiktok, Zalo,
4% Messenger,7%
6%
 Messaging over Email / SMS
While 15% of smartphone time is spent for Online Messaging/Calling,
email is no more than 1%. Online Messaging/Calling is the center of
the communication
Online Email SMS
Messaging/Calling

98%
75%
57%

15%
1% 1%
Usage Length Usage Length Usage Length
 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.
Social network Web browser

97% 93%

28%
12%

Usage Length Usage Length

Mobile shopping – Big increase form previous year
Those who have used shopping app at least in last 7 days has jumped into 61% from 31
of previous year. Online shopping has penetrated
Online shopping user trend User types Popular mobile shopping
apps (by usage)

49%
14%

25%
61%

61% 16%
14%

34%
Users who use 3 apps and more 6%
Users who use 2 apps
users who use 1 app
2019 2020 Shopee Lazada Tiki Sendo
 Finance-related app – much higher penetrations
The usage of mobile payment apps has surged compared to last year, it is now even higher
than online banking apps.
Finance app usage*
Financial app popularity Popular mobile payment app
(usage)
42%

46%
55%

68% 13%
54% 11% 10%
45%

20%
Mobile payment Online banking app Momo Zalo Pay ViettelPay Air Pay
2019 2020 app user users

* Those who use mobile payment or online bank app

Most popular applications
Most popular applications (by length)
All

No.1 Facebook 25% No.6 TikTok 4%

No.2 Youtube 12% No.7 Chrome 3%

No.3 Safari 9% No.8 Shopee 2%

No.4 Zalo 7% No.9 Momo 1%

No.5 Messenger 6% No.10 Liên Quân 1%

Most popular applications (by usage) (1)
All

No.1 Facebook 94% No.6 Youtube 81%

No.2 Zalo 94% No.7 Messenger 81%

No.3 Safari 86% No.8 Photo* 79%

No.4 Setting* 86% No.9 Camera* 78%

No.5 Calling* 84% No.10 SMS* 75%

Most popular applications (by usage) (2)
All

No.11 App Store 59% No.16 TikTok 34%

No.12 Gmail 57% No.17 Chrome 32%

No.13 Shopee 49% No.18 Note 31%

No.14 Momo 42% No.19 Google Map 30%

No.15 Calculator 39% No.20 Clock 28%

Most popular applications by gender (by length)
Male Female

No.1 Facebook 22% No.1 Facebook 29%

No.2 Youtube 13% No.2 Youtube 10%

No.3 Safari 10% No.3 Zalo 10%

No.4 Messenger 6% No.4 Safari 7%

No.5 Zalo 5% No.5 Messenger 5%

Most popular applications by age (by length)
18-24 25-39

No.1 Facebook 23% No.1 Facebook 27%

No.2 Messenger 11% No.2 Youtube 12%

No.3 Youtube 11% No.3 Zalo 10%

No.4 Safari 9% No.4 Safari 8%

No.5 TikTok 7% No.5 Chrome 4%

Most popular applications by region (by length)
HCM Hanoi

No.1 Facebook 23% No.1 Facebook 27%

No.2 Youtube 15% No.2 Youtube 9%

No.3 Safari 8% No.3 Safari 9%

No.4 Zalo 7% No.4 Zalo 8%

No.5 Messenger 5% No.5 Messenger 7%

Category-analysis
Social Network
Usage ratio (by usage) Popularity by profile Top apps
3%
Usage Length
28%
Total
97% No.1 Facebook 94% 30.9%
23%
Male
96%
97% No.2 Instagram 27% 1.1%
33%
Female
Usage ratio (by length) 98%
No.3 Twitter 6% 0.1%
27%
18-24
28% 100%
No.4 Mocha 4.8% 0.1%
27%
25-39
96%
72% No.5 Facebook Lite 2.9% 0.3%
Length Usage

Social network mobile app is used by 97% of users and occupies for 28% of
the time. Top apps by usage is Facebook, followed by Instagram, Twitter.
Messaging
Usage ratio (by usage) Popularity by profile Top apps
2% Usage Length
15%
Total
98% No.1 94.0% 7.4%
Zalo
13%
Male
98%
98% No.2 Messenger 81% 5.8%
17%
Female
Usage ratio (by length) 98%
No.3 Telegram 13.3% 0.8%
17%
15% 18-24
94%
No.4 Viber 9.5% 0.1%
13%
25-39
100%
No.5 Skype 8.6% 0.3%
85%
Length Usage

Messaging mobile app is used by 98% of users and occupies for 15% of the
time. Top apps by usage is Zalo, followed by Messenger, Telegram.
Video
Usage ratio (by usage) Popularity by profile Top apps

15% Usage Length

16%
Total
85% No.1 Youtube 81.0% 11.6%
18%
Male
88%
85% No.2 TikTok 34.3% 4.1%
14%
Female
Usage ratio (by length) 82%
No.3 NimoTV 3.8% 0.1%
19%
16% 18-24
89%
No.4 FPTPlay 2.9% 0.1%
15%
25-39
83%

84%
Length Usage

Video app is used by 85% of users and occupies for 16% of the time. Top apps
by usage is Youtube, followed by TikTok,NimoTV.
Photo
Usage ratio (by usage) Popularity by profile Top apps
6% Usage Length
2%
Total
94% No.1 Photos 79% 0.9%
1%
Male
94%
No.2 Camera 78.1% 0.5%
94%
2%
Female
Usage ratio (by length) 95%
No.3 Google Photos 9.5% 0.1%
1%
2% 18-24
97%
No.4 Ulike 6.7% 0.01%
2%
25-39
93%

98% Length Usage

Photo app is used by 94% of users and occupies for only 2% of the time. Top
apps by usage is Photos, followed by Camera, Google Photos
Game
Usage ratio (by usage) Popularity by profile Top apps
Usage Length
12%
Total Among Us
53% No.1 4.8% 1.2%
47%
53% 16%
Male
67% PUBG
No.2 8.6% 1.2%
Mobile VN
8%
Female
Usage ratio (by length) 42% Candy
No.3 7.6% 0.5%
Crush Saga
13%
12% 18-24
60% Garena
No.4 4.8% 1.2%
Liên Quân
11%
25-39
50%
No.5 Archero 3.8% 0.9%
88% Length Usage

Game mobile app is used by 53% of users and occupies for 12% of the time.
Top apps by usage is Among Us, followed by PUBG, Candy Crush.
Shopping
Usage ratio (by usage) Popularity by profile Top apps
Usage Length
3%
Total
39% 61% No.1 Shopee 48.6% 2.3%
61% 2%
Male
60% Lazada
No.2 16.2% 0.2%
4%
Female
Usage ratio (by length) 61%
No.3 Tiki 14.3% 0.1%
1%
3% 18-24
57%
No.4 Sendo 5.7% 0.1%
4%
25-39
63%
No.5 Chợ Tốt 4.8% 0.01%
97% Length Usage

Shopping mobile app is used by 61% of users and occupies only 3% of the
time. Top apps by usage is Shopee, followed by Lazada, Tiki.
Rideshare & Food delivery
Usage ratio (by usage) Popularity by profile Top apps
Usage Length
0.6%
31% Total
31.4% No.1 Grab* 21% 0.1%
0.8%
Male
69% 27.1%
No.2 GOJEK 12.4% 0.1%
0.4%
Female
Usage ratio (by length) 35.1%
No.3 Baemin 7.6% 0.1%
0.9%
1% 18-24
34.3%
No.4 Be 7.6% 0.1%
0.4%
25-39
30.0%
No.5 Now 5.7% 0.03%
99% Length Usage
*Grab & Gojek offer both ride hailing and delivery food service

Ride hailing & Food delivery mobile app is used by 31% of users and occupies
for only 1% of the time. Top apps by usage is Grab, followed by GOJEK.
Mobile payment
Usage ratio (by usage) Popularity by profile Top apps
Usage Length
1.9%
32% Total
67.6% No.1 MoMo 41.9% 1.4%
2.0%
Male
68% 72.9%
No.2 ZaloPay 13.3% 0.02%
1.8%
Female
63.2%
Usage ratio (by length) No.3 F@st Mobile 13.3% 0.1%
0.8%
1% 18-24
51.4%
No.4 Vietcombank 11.4% 0.03%
2.6%
25-39
75.7%
No.5 ViettelPay 11.4% 0.1%
99% Length Usage

Mobile payment app is used by 68% of users and occupies for 1% of the time. Top apps
by usage is Momo, followed by ZaloPay and F@st Mobile (of Techcombank).
Respondent profile (N=105)

Gender City Age

HCM, 44% 18-24, 33%

Male, 46%
Female, Hanoi, 56%
54% 25-39, 67%
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Age Gender City
31%

22% 19%
18%
44% 47%
14%
56% 18%

7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
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CONSISTENCY SCORE

THE RESULTS

89% 97% Overal score 93.5%

Average score 73%

in the industry
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