DIGITAL2019

VIETNAM
ALLTHE DATAAND TRENDS YOU NEED TO UNDERSTAND INTERNET,
SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019
 GLOBALOVERVIEW
5
JAN DIGITALAROUND THEWORLD IN2019
2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE

TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS

7.676 5.112 4.388 3.484 3.256

BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:

56% 67% 57% 45% 42%

SOURCES:POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT;
6 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS
RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATESTAVAILABLE DATA IN JANUARY 2019).
JAN ANNUAL DIGITALGROWTH
2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS

+1.1% +2.0% +9.1% +9.0% +10%

JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019

+84MILLION +100MILLION +367MILLION +288MILLION +297MILLION

SOURCES:POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT;
7 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS
RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATESTAVAILABLE DATA IN JANUARY 2019).
JAN INTERNETPENETRATIONBYREGION
2019 INTERNET USE BY REGION, COMPARING THE NUMBER OF INTERNET USERS TO TOTAL POPULATION (REGARDLESS OF AGE)

NORTHERN
EUROPE EASTERN
EUROPE
95
NORTHERN
AMERICA
80
95 WESTERN
EUROPE 94 88 50 CENTRAL
ASIA
SOUTHERN
EUROPE 60 EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 50 66
63 51 MIDDLE
WESTERN 42
ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
41 ASIA
WESTERN 12 63 SOUTH-EASTERN
ASIA
AFRICA
73 32 EASTERN
AFRICA
SOUTHERN
AMERICA 51 69
SOUTHERN OCEANIA
AFRICA

SOURCES:INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORYAUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE
8 MEDIA. NOTE:PENETRATION FIGURES ARE BASED O N TOTALPOPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
JAN SOCIALMEDIAPENETRATIONBYREGION
2019 BASED O N MONTHLY ACTIVE USERS OF THE MOST ACTIVE PLATFORMS IN EACH COUNTRY / TERRITORY, COMPARED TO TOTAL POPULATION

NORTHERN
EUROPE EASTERN
EUROPE
67
NORTHERN
AMERICA
48
70 WESTERN
EUROPE 53 58 16 CENTRAL
ASIA
SOUTHERN
EUROPE 70 EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 40 54
62 46 MIDDLE
WESTERN 24
ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
12 ASIA
WESTERN 7 61 SOUTH-EASTERN
ASIA
AFRICA
66 8 EASTERN
AFRICA
SOUTHERN
AMERICA 38 57
SOUTHERN OCEANIA
AFRICA

SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL
9 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS. NOTE:PENETRATION FIGURES ARE BASED O N TOTAL POPULATION, REGARDLESS OF AGE. REGIONS AS DEFINED BY THE
UNITED NATIONS GEOSCHEME.
 JAN SOCIALPLATFORMS:ACTIVEUSERACCOUNTS
2019 BASED O N MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS TO EACH PLATFORM, IN MILLIONS

FA CEBO O K 2,271
YO UTUBE 1,900
W HATSAPP 1,500
FB MESSENGER 1,300
WEIXIN / WECHAT 1,083
IN STAGRA M 1,000
QQ 803
Q ZO N E 531
DOUYIN / TIKTOK 500
SINA WEIBO 446
REDDIT 330
TW ITTER 326
DO UBAN 320
LIN KEDIN * * 303
BAIDU TIEBA* 300
SKYPE* 300 SOCIAL NETWORK
SN APCHAT* * 287
VIBER* 260 MESSENGER / VOIP
PIN TEREST 250
LIN E 194

SOURCES:KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALLUP TO JAN 2019). *ADVISORY:PLATFORMS
10 IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA.
LINKEDIN FIGURE IS BASED O N MONTHLY UNIQUE WEBSITE VISITORS IN DEC 2018, VIA SIMILARWEB. SNAPCHAT FIGURE EXTRAPOLATED FROM DATA REPORTED IN TECHCRUNCH (JUN 2017).
 JAN TOPSOCIALMESSENGERS AROUND THEWORLD
2019 THE MOST POPULAR MESSENGER APP BY COUNTRY / TERRITORY IN DECEMBER 2018

WHATSAPP (133)

FACEBOOK MESSENGER (75)

VIBER (10)

IMO (3)

LINE (3)

TELEGRAM (3)

WECHAT (3)

GOOGLE MESSAGES (1)

HANGOUTS (1)

KAKAOTALK (1)

ZALO (1)

UNK NO WN (11)

SOURCE:BASED O N SIMILARWEB’S ALGORITHM INTEGRATING CURRENT INSTALLS FROM THE GOOGLE PLAY STORE WITH ACTIVE APP USERS (DECEMBER 2018).
11 NOTE:FIGURES IN PARENTHESES IN THE LEGEND REPRESENT THE NUMBER OF COUNTRIES / TERRITORIES IN WHICH EACH PLATFORM IS THE TOP-RANKED MESSENGER APP.
 JAN SOCIALMEDIAAUDIENCEPROFILE
2019 BASED O N THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER

19
FEMALE

16 MALE

13
11

9
7

5 5
4
3 3 3
2 2

13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

12 SOURCE:EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.
 JAN MOBILECONNECTIVITYBYREGION
2019 THE NUMBER OF MOBILE SUBSCRIPTIONS COMPARED TO TOTAL POPULATION (NOTE: NOT UNIQUE USERS)

NORTHERN
EUROPE EASTERN
EUROPE
120
NORTHERN
AMERICA
154
105 WESTERN
EUROPE 116 132 103 CENTRAL
ASIA
SOUTHERN
EUROPE 111 EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 102 101
96 73 MIDDLE
WESTERN 91
ASIA
AFRICA SOUTHERN
CENTRAL
AMERICA
86 ASIA
WESTERN 53 129 SOUTH-EASTERN
ASIA
AFRICA
109 62 EASTERN
AFRICA
SOUTHERN
AMERICA 162 108
SOUTHERN OCEANIA
AFRICA

SOURCE:GSMA INTELLIGENCE (Q4 2018); KEPIOS ANALYSIS. NOTE:REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. ADVISORY: MOBILE SUBSCRIPTIONS DO NOT REPRESENT
13 UNIQUE INDIVIDUALS, SO FIGURES OVER 100% INDICATE MULTIPLE MOBILE SUBSCRIPTIONS PER PERSON. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
 VIETNAM
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 JAN VIETNAM
2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE

TOTAL MOBILE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

POPULATION SUBSCRIPTIONS USERS MEDIA USERS MEDIA USERS

96.96 143.3 64.00 62.00 58.00

MILLION MILLION MILLION MILLION MILLION
URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION:

36% 148% 66% 64% 60%

SOURCES:POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT;
15 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS
RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATESTAVAILABLE DATA IN JANUARY 2019).
 JAN ANNUAL DIGITALGROWTH
2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS

TOTAL MOBILE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

POPULATION SUBSCRIPTIONS USERS MEDIA USERS MEDIA USERS

+1.0% +2.4% 0% +13% +16%

JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019 JAN 2018 – JAN 2019

+953THOUSAND +3MILLION [UNCHANGED] +7MILLION +8MILLION

SOURCES:POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT;
16 LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; PRESS
RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU. (ALL LATESTAVAILABLE DATA IN JANUARY 2019).
 JAN OVERVIEW: POPULATION &ECONOMY
2019 ESSENTIAL DEMOGRAPHIC AND ECONOMIC INDICATORS

TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN

POPULATION POPULATION POPULATION IN POPULATIONSIZE AGE

96.96 49.9% 50.1% +1.0% 32.6

MILLION
URBAN GDP PER CAPITA (PPP) OVERALL LITERACY FEMALE LITERACY MALE LITERACY
POPULATION (CURRENT INTERNATIONAL $)* (ADULTS AGED 15+) (ADULTS AGED 15+) (ADULTS AGED 15+)

36% $6,776 94% 91% 96%

SOURCES:UNITED NATIONS; U.S. CENSUS BUREAU; WORLD BANK; IMF; UNESCO; UNICEF; CIA WORLD FACTBOOK; PEW RESEARCH (ALL LATEST DATAAVAILABLE IN JANUARY 2019). *NOTE:
17 ‘INTERNATIONAL DOLLARS’ ARE NOTIONAL MEASURES THAT PROVIDE A CONSISTENT BASIS FOR COMPARISON. AN ‘INTERNATIONAL DOLLAR’ WOULD BUY A COMPARABLE AMOUNT OF
GOODS AND SERVICES IN THE CITED COUNTRY THATA U.S. DOLLAR WOULD BUY IN THE UNITED STATES.
 JAN DEVICEUSAGE
2019 PERCENTAGE OF THE ADULT POPULATION* THAT USES EACH KIND OF DEVICE [SURVEY-BASED]

MOBILE PHONE SMART LAPTOP OR DESKTOP TABLET

(ANY TYPE) PHONE COMPUTER DEVICE

97% 72% 43% 13%

TELEVISION DEVICE FOR STREAMING E-READER WEARABLE
(ANY KIND) INTERNET CONTENT TOTV DEVICE TECH DEVICE

97% 5% [N/A] 1%
SOURCE: GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). *NOTE: PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE DETAILS OF HOW GOOGLE DEFINES
18 'ADULT POPULATION'. ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE BELIEVE THAT THE DATASET STILL OFFERS REPRESENTATIVE
INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS.
 JAN TIMESPENTWITHMEDIA
2019 AVERAGE DAILY TIME SPENT CONSUMING AND INTERACTING WITH MEDIA [SURVEY BASED]

AVERAGE DAILY TIME AVERAGE DAILY TIME AVERAGE DAILY TV VIEWING TIME AVERAGE DAILY TIME
SPENT USING THE SPENT USING SOCIAL (BROADCAST, STREAMING SPENT LISTENING TO
INTERNET VIA ANY DEVICE MEDIA VIA ANYDEVICE AND VIDEO O N DEMAND) STREAMING MUSIC

global
web
index

6H 42M 2H 32M 2H 31M 1H 11M

SOURCE:GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. TIMES ARE DAILY AVERAGES, REPORTED IN HOURS
19 AND MINUTES. NOTE:SOME ACTIVITIES MAY TAKE PLACE CONCURRENTLY.
 INTERNETUSE
20
 JAN INTERNETUSE:DEVICEPERSPECTIVE
2019 BASED O N ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES

TOTAL NUMBER INTERNET USERS AS TOTAL NUMBER MOBILE INTERNET USERS

OF ACTIVE A PERCENTAGE OF OF ACTIVEMOBILE AS A PERCENTAGE
INTERNET USERS TOTAL POPULATION INTERNET USERS OF TOTALPOPULATION

global
web
index

64.00 66% 62.40 64%

MILLION MILLION

SOURCES: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE
21 MEDIA. MOBILE SHARE DATA: GLOBALWEBINDEX (Q2 & Q3 2018); AND EXTRAPOLATIONS OF DATA PUBLISHED BY THE WORLD’S LARGEST SOCIAL MEDIA PLATFORMS VIA EARNINGS RELEASES
AND SELF-SERVE ADVERTISING TOOLS. GLOBALWEBINDEX FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
 JAN INTERNETUSERS:DIFFERENTPERSPECTIVES
2019 DIFFERENT PERSPECTIVES O N THE NUMBER OF INTERNET USERS, FROM SOME OF THE WORLD’S MOST COMPREHENSIVE STUDIES

INTERNET ITU (INTERNATIONAL WORLD CIA WORLD

WORLD STATS TELECOMMUNICATION UNION) BANK FACTBOOK

64.00 45.09 45.09 49.74

MILLION MILLION MILLION MILLION

22 SOURCE: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK (ALL LATEST DATAAVAILABLE IN JANUARY 2019).
 JAN FREQUENCY OF INTERNETUSE
2019 HOW OFTEN INTERNET USERS ACCESS THE INTERNET FOR PERSONAL REASONS (ANY DEVICE)

EVERY AT LEAST ONCE AT LEAST ONCE LESS THAN ONCE

DAY PER WEEK PER MONTH PER MONTH

1 7 31 365

94% 6% 0% 0%

23 SOURCE:GOOGLE CONSUMER BAROMETER (COLLECTED JANUARY 2018). ADVISORY: GOOGLE HAS NOT UPDATED ITS CONSUMER BAROMETER DATA SINCE OUR 2018 REPORTS, BUT WE
BELIEVE THATTHE DATASET STILL OFFERS REPRESENTATIVE INSIGHTS INTO DIGITAL BEHAVIOURS IN THE FEATURED MARKETS.
 JAN INTERNETCONNECTIONSPEEDS
2019 AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISON

AVERAGE SPEED OF YEAR-ON-YEAR CHANGE IN AVERAGE SPEED OF YEAR-ON-YEAR CHANGE IN

MOBILE INTERNET AVERAGE SPEED OF MOBILE FIXED INTERNET AVERAGE SPEED OF FIXED
CONNECTIONS INTERNET CONNECTIONS CONNECTIONS INTERNET CONNECTIONS

21.56 +6.1% 27.18 +9.7%

MBPS MBPS

24 SOURCE:OOKLA SPEEDTEST (DECEMBER 2018 AND DECEMBER 2017).

 JAN SIMILARWEB’STOPWEBSITES
2019 RANKING OF WEBSITES BY AVERAGE MONTHLY TRAFFIC

# WEBSITE CATEGORY MONTHLYTRAFFIC TIMEPERVISIT PAGES PERVISIT

01 GOOGLE.COM SEARCH 371,700,000 14M 19S 15.8

02 FACEBOOK.COM SOCIAL 341,600,000 24M 46S 24.7

03 YOUTUBE.COM TV & VIDEO 334,100,000 30M 21S 12.7

04 GOOGLE.COM.VN SEARCH 281,200,000 12M 18S 7.3

05 VNEXPRESS.NET NEWS 68,300,000 09M 36S 4.8

06 ZING.VN SOCIAL 55,800,000 14M 04S 5.4

07 NEWS.ZING.VN NEWS 36,400,000 06M 57S 3.2

08 KENH14.VN NEWS 33,200,000 07M 22S 4.8

09 COCCOC.COM SEARCH 28,600,000 06M 02S 2.8

10 24H.COM.VN NEWS 28,100,000 29M 14S 7.8

SOURCE: SIMILARWEB (JANUARY 2019). FIGURES BASED O N MONTHLY AVERAGES FOR Q4 2018. NOTES: ‘MONTHLY TRAFFIC’ DOES NOT REPRESENT UNIQUE VISITORS. ‘TIME PER VISIT’
25 FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT
CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
 JAN ALEXA’S TOPWEBSITES
2019 RANKING OF WEBSITES BY THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS

# WEBSITE TIME/ DAY PAGES / VISIT # WEBSITE TIME/ DAY PAGES / VISIT

01 GOOGLE.COM 07M 42S 9.54 11 PHIMMOI.NET 04M 29S 4.91

02 YOUTUBE.COM 08M 47S 5.02 12 24H.COM.VN 09M 13S 6.31

03 FACEBOOK.COM 09M 43S 4.03 13 KENH14.VN 08M 00S 4.85

04 DKN.TV 04M 45S 2.37 14 LAODONG.VN 02M 04S 2.06

05 GOOGLE.COM.VN 06M 25S 8.89 15 SHOPEE.VN 09M 06S 5.55

06 THETHAO247.VN 08M 19S 3.91 16 WIKIPEDIA.ORG 04M 15S 3.15

07 ZING.VN 07M 51S 4.13 17 DANTRI.COM.VN 07M 24S 3.83

08 VNEXPRESS.NET 10M 41S 5.12 18 TIKI.VN 06M 23S 5.64

09 TAIMIENPHI.VN 02M 16S 2.10 19 VOV.VN 01M 59S 1.90

10 VTV.VN 03M 17S 2.76 20 THESTARTMAGAZINE.COM 15M 23S 12.28

SOURCE: ALEXA (JANUARY 2019). NOTES: ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND O N THE SITE FOR DAYS
26 WHEN THEY VISIT THE SITE, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN
VISITING UNKNOWN WEBSITES.
 JAN TOPGOOGLE SEARCHQUERIESIN2018
2019 BASED O N SEARCHES THROUGHOUT 2018

# SEARCHQUERY INDEX # SEARCHQUERY INDEX

01 PHIM 100 11 SO XO 24

02 XSMB 51 12 24H 23

03 FACEBOOK 41 13 NHAC 17

04 BAO 39 14 TIN TUC 14

05 BONG DA 34 15 GOOGLE DỊCH 14

06 XỔ SỐ 33 16 MINH NGOC 14

07 YOUTUBE 29 17 XS 13

08 XSMN 28 18 XỔ SỐ MIỀN BẮC 12

09 GOOGLE 28 19 SXMB 11

10 DỊCH 26 20 FACEBOOK DANG NHAP 11

SOURCE:GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN
27 SHOWS RELATIVE VOLUMES FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50%
OF THE SEARCH VOLUME OF THE TOP QUERY). YEAR-ON-YEAR CHANGE FIGURES COMPARE INDEX VALUES FOR EACH QUERY IN DECEMBER 2018 TO DECEMBER 2017.
 JAN CONTENT STREAMINGACTIVITIES
2019 PERCENTAGE OF INTERNET USERS WHO STREAM EACH KIND OF CONTENT EACH MONTH [SURVEY BASED]

WATCH VIDEOS STREAM TVCONTENT PLAY GAMES STREAMED WATCH LIVE STREAMS OF WATCH E-SPORTS
ONLINE VIA THEINTERNET LIVE VIA THEINTERNET OTHERS PLAYING GAMES TOURNAMENTS

99% 55% 53% 32% 29%

28 SOURCE:GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
 JAN USEOF INTERNETTECHNOLOGIES
2019 PERCENTAGE OF INTERNET USERS THAT USE EACH TOOL OR SERVICE EACH MONTH

VOICE SEARCH OR RIDE-HAILING AD-BLOCKING VIRTUAL PRIVATE

VOICE COMMANDS SERVICES TOOLS NETWORK (VPN)

global
web
index

41% 45% 38% 30%

29 SOURCE:GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
 SOCIAL MEDIA USE
30
 JAN SOCIALMEDIAOVERVIEW
2019 BASED O N MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS

TOTAL NUMBER ACTIVE SOCIAL MEDIA TOTAL NUMBER OF ACTIVE ACTIVE MOBILE SOCIAL
OF ACTIVESOCIAL USERS AS A PERCENTAGE SOCIAL USERSACCESSING USERS AS A PERCENTAGE
MEDIA USERS OF TOTALPOPULATION VIA MOBILE DEVICES OF THE TOTALPOPULATION

62.00 64% 58.00 60%

MILLION MILLION

SOURCES:LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVE ADVERTISING TOOLS; ARAB SOCIAL
31 MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS.
 JAN SOCIALMEDIABEHAVIOURS
2019 HOW INTERNET USERS ENGAGE WITH SOCIAL MEDIA [SURVEY BASED]

VISITED OR USED A SOCIAL ACTIVELY ENGAGED WITH AVERAGE AMOUNT AVERAGE NUMBER OF PERCENTAGE OF INTERNET
NETWORK OR MESSAGING OR CONTRIBUTED TOSOCIAL OF TIME PER DAYSPENT SOCIAL MEDIAACCOUNTS USERS WHO USE SOCIAL
SERVICE IN THE PAST MONTH MEDIA IN THE PAST MONTH USING SOCIALMEDIA PER INTERNET USER* MEDIA FOR WORK PURPOSES

global global
web web
index index

100% 89% 2H 32M 10.8 45%

SOURCE:GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. FIGURES FOR ‘TIME SPENT’ARE DAILY AVERAGES, IN
32 HOURS AND MINUTES.*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALLACCOUNTS EVERY MONTH.
 JAN MOST ACTIVESOCIALMEDIAPLATFORMS
2019 PERCENTAGE OF INTERNET USERS WHO REPORT USING EACH PLATFORM [SURVEY BASED]

YO UTUBE 96
FACEBO OK 95
FB MESSENGER 79
ZALO 74
INSTAG RAM 51
TWITTER 37
SKYPE 33
VIBER 28
W ECHAT 23
LINE 23
LINKEDIN 22
W HATSAPP 20
PINTEREST 19 SOCIAL NETWORK
TWITCH 18 MESSENGER / VOIP
SNAPCHAT 16
REDDIT 16

33 SOURCE:GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
 JAN SOCIALMEDIAADVERTISINGAUDIENCES
2019 A COMPARISON OF THE TOTALADDRESSABLE ADVERTISING AUDIENCE* OF SELECTED SOCIAL MEDIA PLATFORMS

TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING TOTAL ADVERTISING
AUDIENCE O N FACEBOOK AUDIENCE O N INSTAGRAM AUDIENCE O N TWITTER AUDIENCE O N SNAPCHAT AUDIENCE O N LINKEDIN
(MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (REGISTERED MEMBERS)

61.00 6.20 684.5 [N/A] 2.60

MILLION MILLION THOUSAND MILLION
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
48% 52% 59% 41% 33% 67% [N/A] [N/A] 55% 45%

SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENTADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL
34 ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS.
 JAN SOCIALMEDIAAUDIENCES:QUARTERLYGROWTH
2019 THE QUARTERLY CHANGE IN THE TOTAL ADDRESSABLE ADVERTISING AUDIENCES* OF SELECTED SOCIAL MEDIA PLATFORMS

QUARTERLY CHANGE IN QUARTERLY CHANGE IN QUARTERLY CHANGE IN QUARTERLY CHANGE IN QUARTERLY CHANGE IN
THE TOTAL ADVERTISING THE TOTAL ADVERTISING THE TOTAL ADVERTISING THE TOTAL ADVERTISING THE TOTAL ADVERTISING
AUDIENCE O N FACEBOOK AUDIENCE O N INSTAGRAM AUDIENCE O N TWITTER AUDIENCE O N SNAPCHAT AUDIENCE O N LINKEDIN
(MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (MONTHLY ACTIVE USERS) (REGISTERED MEMBERS)

0% -1.6% +1.0% [N/A]

0%

SOURCE: EACH PLATFORM’S SELF-SERVE ADVERTISING TOOLS (JANUARY 2019). *NOTE: FIGURES REPRESENTADDRESSABLE ADVERTISING AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL
35 ACTIVE USERS OR MEMBER BASES. ADVISORY: FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLY COMPARABLE TO FIGURES FOR OTHER PLATFORMS.
 JAN SOCIALMEDIAAUDIENCEPROFILE
2019 BASED O N THE COMBINED ADVERTISING AUDIENCES OF FACEBOOK, INSTAGRAM, AND FACEBOOK MESSENGER

19
FEMALE
16 MALE
15 15

8
7
5 4.7
3.3 3.5

1.4 1.7
0.4 0.8

13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD

36 SOURCE:EXTRAPOLATED FROM FACEBOOK DATA (JANUARY 2019); KEPIOS ANALYSIS. NOTE: FACEBOOK DOES NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.
 JAN FACEBOOK AUDIENCEOVERVIEW
2019 BASED O N FACEBOOK’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

FACEBOOK REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN FACEBOOK THAT FACEBOOK THAT FACEBOOK
ADVERTS O N FACEBOOK ADVERTS O N FACEBOOK ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

61.00 79% 0% 48% 52%

MILLION

SOURCE: FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
37 ADVISORY: FIGURES REPORTED O N THIS CHART ARE BASED O N FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTALMONTHLY ACTIVE USERS. AS A RESULT,
FIGURES O N THIS CHART ARE NOT DIRECTLY COMPARABLE TO THE ‘MONTHLY ACTIVE FACEBOOK USERS’ FIGURE THAT WE REPORTED IN OUR DIGITAL 2018 REPORTS.
 JAN FACEBOOK ACTIVITYFREQUENCY
2019 THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY O N FACEBOOK

NUMBER OF POSTS LIKED IN COMMENTS MADE IN FACEBOOK POSTS FACEBOOK ADVERTS

FACEBOOK PAGES THE PAST 30 DAYS THE PAST 30 DAYS SHARED IN THE PAST 30 CLICKED IN THE PAST 30
LIKED (LIFETIME) (ALL POST TYPES) (ALL POST TYPES) DAYS (ALL POST TYPES) DAYS (ANY CLICKTYPE)

1 6 5 1 9
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE

1 1 8 6 7 4 2 1 12 8
38 SOURCE: FACEBOOK (JANUARY 2019). *NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
 JAN FACEBOOK PAGE REACHBENCHMARKS
2019 AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA

AVERAGE MONTHLY AVERAGE POST REACH AVERAGE ORGANIC PERCENTAGE OF PAGES AVERAGE PAID REACH
CHANGE IN PAGE LIKES vs. PAGE LIKES REACH vs. PAGE LIKES USING PAIDMEDIA vs. TOTAL REACH

+0.14% 8.6% 7.6% 27% 28%

SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. O N AVERAGE,
39 PAGES WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES) WILL EXPERIENCE LOWER LEVELS OF ORGANIC REACH. ADVISORY: MANY LARGE BRAND PAGES WILL EXPERIENCE
SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
 JAN FACEBOOK ENGAGEMENTBENCHMARKS
2019 THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH

AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT AVERAGE ENGAGEMENT
RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES OF PAGE VIDEO POSTS PAGE PHOTO POSTS PAGE LINK POSTS PAGE STATUS POSTS
POST, ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*) (ALL TYPES OF PAGE*)

3.81% 6.55% 5.22% 3.25% 2.71%

SOURCE: LOCOWISE (JANUARY 2019). FIGURES REPRESENT AVERAGES FOR Q4 2018. *NOTE: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT PAGES. O N AVERAGE, PAGES
40 WITH LARGER AUDIENCES (I.E. GREATER NUMBERS OF ‘PAGE LIKES‘) WILL EXPERIENCE LOWER LEVELS OF ENGAGEMENT ACROSS ALL POST TYPES. ADVISORY: MANY LARGE BRAND PAGES WILL
EXPERIENCE SIGNIFICANTLY LOWER LEVELS OF ORGANIC REACH AND ENGAGEMENT COMPARED TO THE AVERAGES QUOTED HERE.
 JAN INSTAGRAM AUDIENCEOVERVIEW
2019 BASED O N INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

INSTAGRAM REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN INSTAGRAM THAT INSTAGRAM THAT INSTAGRAM
ADVERTS O N INSTAGRAM ADVERTS O N INSTAGRAM ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

6.20 8.0% -1.6% 59% 41%

MILLION

41 SOURCE: INSTAGRAM (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: INSTAGRAM DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
 JAN TWITTERAUDIENCEOVERVIEW
2019 BASED O N TWITTER’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

TWITTER REPORTS AGED 13+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN TWITTER THAT TWITTER THAT TWITTER
ADVERTS O N TWITTER ADVERTS O N TWITTER ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

684.5 0.9% +1.0% 33% 67%

THOUSAND

42 SOURCE:TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE
FIGURES EXTRAPOLATED FROMAVAILABLE DATA.
 JAN LINKEDINAUDIENCEOVERVIEW
2019 BASED O N LINKEDIN’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE

NUMBER OF PEOPLE THAT PERCENTAGE OF ADULTS QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

LINKEDIN REPORTS AGED 18+ THAT CAN QUARTER GROWTH ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH BE REACHED WITH IN LINKEDIN THAT LINKEDIN THAT LINKEDIN
ADVERTS O N LINKEDIN ADVERTS O N LINKEDIN ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*

2.60 3.7% 0% 55% 45%

MILLION

43 SOURCE: LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’S ADVERTISING AUDIENCE FIGURES ARE BASED O N TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES
NOT REPORTADVERTISING AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER DATA HAVE BEEN EXTRAPOLATED BASED O N AVAILABLE DATA.
 JAN TOPYOUTUBE SEARCHQUERIESIN2018
2019 BASED O N SEARCHES O N THE YOUTUBE PLATFORM THROUGHOUT 2018

# SEARCHQUERY INDEX # SEARCHQUERY INDEX

01 PHIM 100 11 BOLERO 9

02 KARAOKE 66 12 SIÊU NHÂN 9

03 NHAC 61 13 GẠO NẾP GẠO TẺ 8

04 REMIX 38 14 GAO NEP GAO TẺ 8

05 HAI 24 15 THIEU NHI 8

06 MA 19 16 NHAC TRE 8

07 PHIM HAY 11 17 DU DU DU DU 7

08 DORAEMON 11 18 HOẠT HÌNH 7

09 HÀI 11 19 BTS 7

10 BÚP BÊ 9 20 DOREMON 7

SOURCE:GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES
44 FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THATTHE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
 MOBILEUSE
45
 JAN MOBILECONNECTIONS BYTYPE
2019 BASED O N THE NUMBER OF CELLULAR CONNECTIONS (NOTE: NOT UNIQUE INDIVIDUALS)

TOTAL NUMBER MOBILE CONNECTIONS PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF MOBILE

OF MOBILE AS A PERCENTAGE OF MOBILE CONNECTIONS MOBILE CONNECTIONS CONNECTIONS THAT ARE
CONNECTIONS TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST-PAID BROADBAND (3G & 4G)

143.3 148% 88% 12% 45%

MILLION

SOURCE:GSMA INTELLIGENCE (Q4 2018 AND JANUARY 2019). ADVISORY: GSMA INTELLIGENCE HAVE REVISED SOME HISTORICAL FIGURES IN THE PAST YEAR, SO THE FIGURES SHOWN HERE
46 MAY NOT BE DIRECTLY COMPARABLE TO THE DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
 JAN MOBILECONNECTIVITYINDEX
2019 GSMA INTELLIGENCE’S ASSESSMENT OF KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY

OVERALL COUNTRY MOBILE NETWORK AFFORDABILITY OF CONSUMER AVAILABILITY OF RELEVANT

INDEX SCORE INFRASTRUCTURE DEVICES &SERVICES READINESS CONTENT &SERVICES

63.03
OUT OF A MAXIMUM
49.15
OUT OF A MAXIMUM
72.11
OUT OF A MAXIMUM
74.10
OUT OF A MAXIMUM
60.11
OUT OF A MAXIMUM
POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF 100 POSSIBLE SCORE OF100

47 SOURCE:GSMA INTELLIGENCE. TO ACCESS THE COMPLETE MOBILE CONNECTIVITY INDEX, VISIT HTTP://WWW.MOBILECONNECTIVITYINDEX.COM/
 JAN MOBILEACTIVITIES
2019 PERCENTAGE OF INTERNET USERS PERFORMING EACH ACTIVITY O N A MOBILE PHONE EACH MONTH [SURVEY BASED]

PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF

INTERNET USERS USING INTERNET USERS WATCHING INTERNET USERS PLAYING INTERNET USERS USING INTERNET USERS USING
MOBILE MESSENGERS VIDEOS O N MOBILE GAMES O N MOBILE MOBILE BANKING MOBILE MAP SERVICES

global global
web web
index index

91% 95% 84% 50% 80%

48 SOURCE:GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
 JAN MOBILEAPPS:INSTALLSvs. USAGE
2019 A CLOSER LOOK AT THE NUMBER OF APPS DOWNLOADED AND INSTALLED, COMPARED TO THE NUMBER OF APPS USED

NUMBER OF MOBILE TOTAL CONSUMER AVERAGE NUMBER AVERAGE NUMBER OF

APPS DOWNLOADED SPENDING O N MOBILE APPS OF APPS INSTALLEDPER MOBILE APPS USED PER
DURING FULL YEAR 2018 DURING 2018 (U.S.DOLLARS) SMARTPHONE DEVICE MONTH PERSMARTPHONE

2.739 $161.6 [N/A] [N/A]

BILLION MILLION

49 SOURCE:APP ANNIE (JANUARY 2019); KEPIOS ANALYSIS. CONSUMER SPEND FIGURES ARE IN U.S. DOLLARS. NOTE: FIGURES REPRESENT VALUES FOR THE LOCAL COUNTRY / TERRITORY ONLY.
 JAN MOBILEAPP RANKINGS: ACTIVEUSERS
2019 RANKINGS OF TOP MOBILE APPS AND GAMES BY AVERAGE MONTHLY ACTIVE USERS THROUGHOUT 2018

RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS
# APPNAME DEVELOPER # APPNAME DEVELOPER

01 FACEBOOK FACEBOOK 01 ARENA OFVALOR SEA

02 FACEBOOK MESSENGER FACEBOOK 02 FREE FIRE SEA

03 ZALO VNG 03 CANDY CRUSHSAGA ACTIVISION BLIZZARD

04 ZING MP3 VNG 04 MY TALKING TOM OUTFIT7

05 VIBER RAKUTEN 05 CLASH OF CLANS SUPERCELL

06 GRAB GRAB 06 DREAM LEAGUE SOCCER 2016 FIRST TOUCH

07 INSTAGRAM FACEBOOK 07 PUBG MOBILE TENCENT

08 NHACCUATUI NCT 08 MINECRAFT POCKETEDITION MICROSOFT

09 ABPHOTO ACER 09 ZOMBIE TSUNAMI MOBIGAME

10 SKYPE MICROSOFT 10 TIEN LEN ZINGPLAY GAME BAI ONLINE VNG

SOURCE:APPANNIE (JANUARY 2019). BASED O N COMBINED DATA FOR ANDROID AND IPHONE DEVICES.
50 NOTE:DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTYANDROID STORES.
 JAN MOBILEAPP RANKINGS:DOWNLOADS
2019 RANKINGS OF TOP MOBILE APPS AND GAMES BY THE NUMBER OF DOWNLOADS IN 2018

RANKING OF MOBILE APPS BY DOWNLOADS RANKING OF MOBILE GAMES BY DOWNLOADS

# APPNAME DEVELOPER # APPNAME DEVELOPER

01 FACEBOOK MESSENGER FACEBOOK 01 ARENA OFVALOR SEA

02 FACEBOOK FACEBOOK 02 FREE FIRE SEA

03 TIKTOK TOUTIAO 03 HELIXJUMP VOODOO

04 ZALO VNG 04 MY TALKING TOM OUTFIT7

05 ZING MP3 VNG 05 PUBG MOBILE TENCENT

06 SHOPEE SEA 06 SUBWAY SURFERS KILOO

07 B612 NAVER 07 RULES OF SURVIVAL NETEASE

08 LAZADA ALIBABA GROUP 08 ZOMBIE TSUNAMI MOBIGAME

09 WIFI MASTERKEY LINKSURE 09 TEMPLE RUN 2 IMANGI

10 KWAI(快手) ONESMILE 10 TALKING TOM GOLD RUN OUTFIT7

SOURCE:APPANNIE (JANUARY 2019). BASED O N COMBINED DATA FOR THE GOOGLE PLAYAND APPLE iOS APP STORES.
51 NOTE:DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTYANDROID STORES.
 JAN MOBILEAPP RANKINGS:REVENUE
2019 RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL REVENUE GENERATED IN 2018

RANKING OF MOBILE APPS BY REVENUE RANKING OF MOBILE GAMES BY REVENUE

# APPNAME DEVELOPER # APPNAME DEVELOPER

01 BIGO LIVE BIGO 01 LORDS MOBILE IGG

02 GOOGLE DRIVE GOOGLE 02 ARENA OFVALOR SEA

03 TINDER INTERACTIVECORP (IAC) 03 THE EPOCH OFETERNITY 37GAMES

04 ZING MP3 VNG 04 RISE OFTHE KINGS ONEMT

05 VIVAVIDEO QUVIDEO 05 ICÁ - BAN CA ONLINE VNG

06 KARAOKE NOW XAFUN 06 MY COUNTRY JEDIGAMES

07 BRIGHT - ENGLISH FOR BEGINNERS LANGUAGE APPS 07 IDLE HEROES DH GAMES

08 NETFLIX NETFLIX 08 CASTLE CLASH IGG

09 VSCO VISUAL SUPPLY 09 ONMYOJI NETEASE

10 FINDNOW RATECH 10 FREE FIRE SEA

SOURCE:APPANNIE (JANUARY 2019). BASED O N COMBINED DATA FOR THE GOOGLE PLAYAND APPLE iOS APP STORES.
52 NOTE:DOES NOT INCLUDE DATA FOR DOWNLOADS FROM THIRD-PARTYANDROID STORES.
 E-COMMERCEUSE
53
 JAN FINANCIALINCLUSIONFACTORS
2019 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE

HAS AN ACCOUNT WITH HAS A HAS A MOBILE MAKES ONLINE PURCHASES

A FINANCIALINSTITUTION CREDIT CARD MONEY ACCOUNT AND / OR PAYS BILLS ONLINE

31% 4.1% 3.5% 21%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN
WITH A CREDITCARD WITH A CREDIT CARD MAKING ONLINETRANSACTIONS MAKING ONLINETRANSACTIONS

3.7% 4.6% 21% 20%

SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATESTAVAILABLE DATA,ACCESSED JANUARY 2019).
54 NOTE:FIGURES REPRESENT THE PERCENTAGE OF ADULTS AGED 15+, NOT TOTALPOPULATION.
 JAN E-COMMERCEACTIVITIES
2019 PERCENTAGE OF INTERNET USERS WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH [SURVEY BASED]

SEARCHED ONLINE VISITED AN ONLINE PURCHASED A MADE AN ONLINE MADE AN ONLINE

FOR A PRODUCT RETAIL STORE O N THE PRODUCT OR SERVICE PURCHASE VIA ALAPTOP PURCHASE VIA A
OR SERVICE TOBUY WEB (ANY DEVICE) ONLINE (ANY DEVICE) OR DESKTOPCOMPUTER MOBILE DEVICE

global global
web web
index index

87% 87% 77% 38% 62%

55 SOURCE:GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
 JAN E-COMMERCE SPEND BYCATEGORY
2019 THE TOTAL ANNUAL AMOUNT SPENT O N CONSUMER E-COMMERCE CATEGORIES, IN U.S. DOLLARS

FASHION ELECTRONICS & FOOD & FURNITURE &

& BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES

$558.0 $610.0 $348.0 $399.0

MILLION MILLION MILLION MILLION
TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO
& HOBBIES ACCOMMODATION) MUSIC GAMES

$354.0 $3.491 $21.00 $75.00

MILLION BILLION MILLION MILLION
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED O N ESTIMATES OF FULL-
56 YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR
2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
 JAN E-COMMERCE GROWTH BYCATEGORY
2019 ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT O N CONSUMER E-COMMERCE CATEGORIES

FASHION ELECTRONICS & FOOD & FURNITURE &

& BEAUTY PHYSICAL MEDIA PERSONAL CARE APPLIANCES

+25% +27% +38% +29%

TOYS, DIY TRAVEL (INCLUDING DIGITAL VIDEO
& HOBBIES ACCOMMODATION) MUSIC GAMES

+33% +16% +7.6% +23%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED O N ESTIMATES OF FULL-
57 YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR
2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
 JAN E-COMMERCE DETAIL:CONSUMERGOODS
2019 OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN U.S. DOLLARS

TOTAL NUMBER OF PEOPLE PENETRATION OF CONSUMER VALUE OF THE CONSUMER AVERAGE ANNUAL REVENUE
PURCHASING CONSUMER GOODS E-COMMERCE GOODS E-COMMERCE MARKET PER USER OF CONSUMER
GOODS VIAE-COMMERCE (TOTAL POPULATION) (TOTAL ANNUAL SALESREVENUE) GOODS E-COMMERCE(ARPU)

49.80 51% $2.269 $46

MILLION BILLION
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE

+2.7% +29% +26%

SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019). NOTE: FIGURES ARE BASED O N ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR
58 2018, EXCLUDING B2B SPEND. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN
OUR DIGITAL 2018 REPORTS.
 JAN E-COMMERCE SPEND INCONTEXT
2019 COMPARING E-COMMERCE SPEND TO POINT-OF-SALE (P.O.S.) SPEND, WITH E-WALLET DETAIL

E-COMMERCE SPEND PER POINT-OF-SALE SPEND PER E-COMMERCE SPEND AS E-WALLETS’ SHARE OF E-WALLETS’ SHARE OF
CAPITA* IN U.S. DOLLARS CAPITA IN U.S.DOLLARS A SHARE OFRETAIL SPEND* E-COMMERCE SPEND POINT-OF-SALE SPEND

$65 $1,391 4.5% 17% 2.0%

SOURCE: WORLDPAY GLOBAL PAYMENTS REPORT (NOVEMBER 2018); KEPIOS ANALYSIS. *NOTE: THE PER-CAPITA E-COMMERCE SPEND FIGURE QUOTED O N THIS CHART IS TAKEN FROM A
59 DIFFERENT SOURCE COMPARED TO THE E-COMMERCE ARPU FIGURES QUOTED ELSEWHERE IN THIS REPORT, SO FIGURES MAY NOT MATCH. RETAIL SPEND FIGURES ARE BASED O N COMBINED
E-COMMERCE AND POINT-OF-SALE SPEND, AS REPORTED BY WORLDPAY.
 JAN CONNECTEDMONEY
2019 UNDERSTANDING INTERNET USERS’ ONLINE FINANCIAL ACTIVITIES

USE MOBILE MAKE MOBILE PURCHASE ITEMS ONLINE O W N SOME FORM

BANKING PAYMENTS USING A MOBILE PHONE OF CRYPTOCURRENCY

50% 39% 62% 9.3%

60 SOURCE:GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
 MORE INFORMATION
61
NOTES ON DATASOURCES
POPULATION & DEMOGRAPHICS: United
Nations World Population Prospects, 2017 Revision;
US Census Bureau (accessed January 2019); United
Nations World Urbanization Prospects, 2018 Revision.
LITERACYRATES:UNESCO Institute for Statistics;
UNICEF Data; World Bank DataBank;Pew Research;
Ethnologue; IndexMundi; CIA World Factbook;
Phrasebase (all accessed January 2019).
GDP & FINANCIAL INCLUSION DATA:World
Bank DataBank; IMF Data; CIA World Factbook (all
accessed January 2019).
DEVICE USAGE: Google Consumer Barometer
(accessed January 2018). Note that data has notbeen
updated in the past 12 months.
INTERNETUSERS: InternetWorldStats; ITU Statistics;
World Bank DataBank; CIA WorldFactbook; Eurostat
Data Explorer; Facebook’s self-serve advertising
tools; Techrasa; MidEastMedia.org; local government
authorities and telecom regulatory bodies; reports in
reputable media (all accessed January 2019). Mobile
Internet share based on data from GlobalWebIndex
(Q2 & Q3 2018)*, and extrapolations of data
reported in Facebook’s self-serve advertising tools.
Internet connection speed data from Ookla Speedtest
(December 2018). Time spent on the internet from
GlobalWebIndex (Q2 & Q3 2018)*. World’s top
websites from SimilarWeb (December 2018) and
Alexa (30 days to 16 January 2019). Google search
insights from Google Trends (data for full year 2018).
Data on use of voice search and ad blockers from
GlobalWebIndex (Q2 & Q3 2018)*. Privacy concern
insights from Statista Global Consumer Survey 2018.
Content streaming insights from GlobalWebIndex
(Q2 & Q3 2018)*. Internet use frequency data from
Google Consumer Barometer (accessed January
2018).
SOCIAL MEDIA USERS: Company earnings
announcements; press releases; remarks by senior
platform executives at public events; statements on
company websites; reports in reputable media. Top
messenger platforms from SimilarWeb (December
2018).
SOCIAL MEDIA ADVERTISING AUDIENCES: data
extracted from each platform’s self-serve advertising
tools (January 2019 and October 2018). Many data
points involve further extrapolations of this data.
SOCIAL MEDIA BEHAVIOURS: Time spent on
social media from GlobalWebIndex (Q2 & Q3
2018)*. Facebook reach and engagement datafrom
Locowise (Q4 2018).
MOBILE USERS & CONNECTIONS: GSMA
Intelligence (January 2019); Ericsson Mobility Report
(November 2018); Ericsson Mobility Calculator and
Visualizer tools (accessed January 2019);
MOBILE APPS: App Annie (January 2019);
SimilarWeb (January 2019).
E-COMMERCE USERS & SPEND: Statista Digital
Market Outlook (e-Commerce, e-Travel, and digital
media industry reports) (accessed January 2019).
GlobalWebIndex (Q2 & Q3 2018)*; Worldpay
Global Payments Report (November 2018).
*METHODOLOGY NOTE: GlobalWebIndex
conducts a quarterly survey of a panel of 22 million
internet users across 45 countries around the world,
representing 90% of the world’s total internet users. For
full details of the company’s methodology, please visit
http://www.globalwebindex.com/
NOTES ON DATAVARIANCE, MISMATCHES,ANDCURIOSITIES
This report uses data from a wide variety of
sources, including market research agencies,
internet and social media companies,
governments and public bodies, news media,
journalists, and our own internal analysis.
Wherever possible, we’ve prioritised data
sources that provide broader geographical
coverage, in order to minimise the potential
variations between data points, and offer
more reliable comparison across countries.
However, where we believe that an individual
metric provides a more reliable reference,
we’ve used such individual numbers to ensure
the most accurate reporting.
Furthermore, due to differing data collection
and treatment methodologies used by these
organisations, and the different sample
periods during which data were collected,
there may be significant differences in the
reported metrics for similar data points
throughout this report. In particular, data
collected via surveys often vary from one
report to another, even if those data were
collected by the same organisation using the
same approach in each wave.
Similarly, reports of internet user numbers
vary considerably between different sources.
In part, this is because there are fewer
commercial imperatives for governments
and regulators to collect and publish regular
internet user data. However, the user numbers
published by social media platforms can be
a useful proxy for the number of internet users
in countries where no other reliable data are
available, because all active social media
users must have an active internet connection
in order to access social media. These data
are also more likely to be updated on a
regular basis, as social media companies
rely on this data to help sell their advertising
products and services.
As a result, on occasion, we’ve used thelatest
addressable advertising audience data from
social media platforms’ self-serve advertising
tools to inform our internet user numbers,
especially in less-developed economies,
where ‘official’ internet user numbers are
published less frequently. Consequently, there
are a number of instances in this report where
the reported number of social media users
equals the reported number of internet users.
It’s unlikely that one hundred percent of
internet users in any given country will use
the same social media platform though, so in
cases where internet and social media user
numbers are the same, it’s likely that the actual
number of internet users will be higher than the
number we’ve reported.
Lastly, a number of metrics that we reported in
last year’s Global Digital reports have been
revised by the original data provider since
publication, and as a result, somefigures
in this year’s reports may appear to have
changed in unexpected ways. Wherever
we’re aware of these changes, we’ve included
details in the footnotes of each relevant chart,
but please use caution when comparing data
from different reports in case the original base
has changed.
If you have any questions about specificdata
points in these reports, or if you’d like to offer
your organisation’s data for consideration in
future reports, please email our reports team:
reports@kepios.com.
DISCLAIMERAND IMPORTANTNOTES
This report has been compiled by Kepios Pte.
Ltd. (“Kepios”), We Are Social Ltd. (“We Are
Social”) and Hootsuite Inc. (“Hootsuite”)
for informational purposes only, and relies
on data from a wide variety of sources,
including but not limited to public and private
companies, market research firms, government
agencies, NGOs, and privateindividuals.
While Kepios, We Are Social, andHootsuite
strive to ensure that all data and charts
contained in this report are, as at the time of
publishing, accurate and up-to-date, neither
Kepios, nor We Are Social, nor Hootsuite
shall be responsible for any errors or
omissions contained in this report, or for the
results obtained from its use.
All information contained in this report
is provided “as is”, with no guarantee
whatsoever of its accuracy, completeness,
correctness or non-infringement of third-
party rights and without warranty of any
kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose.
This report contains data, tables, figures,
maps, flags, analyses and technical notes
that relate to various geographical territories
around the world, however reference to
these territories and any associated elements
(including names and flags) does not imply
the expression of any opinion whatsoever
on the part of Kepios, We Are Social,
Hootsuite, or any of the featured brands,
nor any of those organisations’partners,
affiliates, employees or agents, concerning
the legal status of any country, territory, city
or area or of its authorities, or concerning the
delimitation of its frontiers or boundaries. This
report is provided with the understanding that
it does not constitute professional advice or
services of any kind and should therefore not
be substituted for independent investigations,
thought or judgment.
Accordingly, neither Kepios, nor We Are
Social, nor Hootsuite, nor any of the brands or
organisations featured or cited herein, nor any
of their partners, affiliates, group companies,
employees or agents shall, to the fullest
extent permitted by law, be liable to you or
anyone else for any direct, indirect, punitive,
incidental, special, consequential, exemplary
or similar loss or damage, or loss or damage
of any kind, suffered by you or anyone else
as a result of any use, action or decisiontaken
by you or anyone else in any way connected
to this report or the information contained
herein, or the result(s) thereof, even if advised
of the possibility of such loss or damage.
This report may contain references to third
parties, however this report does not endorse
any such third parties or theirproducts
or services, nor is this report sponsored,
endorsed or associated with such thirdparties.
Except for those portions of this report relating
to the perspectives of Hootsuite or We Are
Social, this report and any opinions contained
herein have been prepared by Kepios,
and have not been specifically approved
or disapproved by Hootsuite. This report is
subject to change without notice. To ensure
that you have the most up-to-date version of
this report, please visit our reports website at
https://datareportal.com.
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