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VIETNAM MOBILE MARKET AND SMARTPHONE APPLICATION REPORT, FIRST HALF OF 2020 - LITE VERSION

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VIETNAM MOBILE
& SMARTPHONE
APPLICATION REPORT
H1-2020
(LITE VERSION)
Vietnammobile&smartphone
applicationreportH1-2020
2
...
TABLE OF CONTENTS
Executive summary
Vietnam - Country profile & economy
Mobile market overview
Mobile game
Mobile advertis...
FOREWORD
Vietnam Mobile Market report first half of 2020 is a publication
by Appota’s market research team which covers th...
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VIETNAM MOBILE MARKET AND SMARTPHONE APPLICATION REPORT, FIRST HALF OF 2020 - LITE VERSION


TO DOWNLOAD THE FULL REPORT, PLEASE LEAVE YOUR EMAIL IN THE COMMENTS BELOW
Hanoi, October 26, 2020 Appota Group - a digital entertainment technology company officially released
Market report: "Mobile phones and applications in Vietnam in the first 6 months of 2020".
The Vietnam Mobile Market Report in the first 6 months of 2020 is a publication produced by Appota's market research team, referring to the overall picture of the mobile phone and smartphone market in Vietnam. Appota hopes that with 9 years of experience in digital entertainment, "Report on Vietnam's mobile phone & application market in the first half of 2020" will bring valuable information to our readers, especially especially when the Covid-19 pandemic created a great influence on the above mentioned areas.
The report made by Appota provides readers with the following main contents:
- Mobile phone market overview
- Game Mobile Market developments
- Mobile advertising market
- Electronic payment and e-commerce


TO DOWNLOAD THE FULL REPORT, PLEASE LEAVE YOUR EMAIL IN THE COMMENTS BELOW
Hanoi, October 26, 2020 Appota Group - a digital entertainment technology company officially released
Market report: "Mobile phones and applications in Vietnam in the first 6 months of 2020".
The Vietnam Mobile Market Report in the first 6 months of 2020 is a publication produced by Appota's market research team, referring to the overall picture of the mobile phone and smartphone market in Vietnam. Appota hopes that with 9 years of experience in digital entertainment, "Report on Vietnam's mobile phone & application market in the first half of 2020" will bring valuable information to our readers, especially especially when the Covid-19 pandemic created a great influence on the above mentioned areas.
The report made by Appota provides readers with the following main contents:
- Mobile phone market overview
- Game Mobile Market developments
- Mobile advertising market
- Electronic payment and e-commerce

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VIETNAM MOBILE MARKET AND SMARTPHONE APPLICATION REPORT, FIRST HALF OF 2020 - LITE VERSION

  1. 1. VIETNAM MOBILE & SMARTPHONE APPLICATION REPORT H1-2020 (LITE VERSION) Vietnammobile&smartphone applicationreportH1-2020 2 0 2 0 H 1
  2. 2. TABLE OF CONTENTS Executive summary Vietnam - Country profile & economy Mobile market overview Mobile game Mobile advertising E-payment & E-commerce Key highlights 04 05 09 24 33 44 61 1. 2. 3. 4. 5. 6. Vietnammobile&smartphone applicationreportH1-2020
  3. 3. FOREWORD Vietnam Mobile Market report first half of 2020 is a publication by Appota’s market research team which covers the current state of the mobile market in Vietnam. This report focuses on the mobile retail market, mobile gaming, mobile advertising as well as e-payment and e-commerce market as of the first 6 months of 2020. We hope that with 9 years of experience in the digital entertainment industry, our “Vietnam mobile & smartphone application report, first half of 2020” will bring valuable insights, especially when Covid-19 caused significant impacts to the above industries. Vietnam has been through 3 decades after “doi moi”, witnessed significantdevelopmentintechnologyinfrastructure.Currently, Vietnam has become a mobile-first country with high mobile consumption especially in major cities and regions. Alongside the growth of mobile usage, mobile-oriented business and services such as mobile gaming, advertising and online payment/shopping are emerging at a considerable rate to meet the rising demand of the modern consumers in Vietnam. Covid-19 and social distancing in Vietnam also accelerates digitalization in many sectors, mobile-related businesses became the new emerging markets and have seen many changes in 2020. Sincerely, Appota Market Research Team
  4. 4. EXECUTIVE SUMMARY The beginning of this paper provides detailed information of the general economic state of Vietnam and the market share of smartphones in Vietnam by various categories. Mobile gaming was on the rise in recent years, the Covid-19 pandemic played an accelerator role in boosting the gaming industry. Mobile gaming market in Vietnam has seen an significant growth in terms of users and usage as gaming became a popular means of entertainment during the quarantine period. Digital advertising and mobile advertising in specific are rising as one of the most efficient advertising methods. Stable year- on-year growth and high proportion of ad spending each year made mobile advertising slowly overtook traditional advertising format. E-payment and e-commerce show the same upward trend during the pandemic due to online shopping for groceries, online food delivery is the only safe method for consumers. Government’s policies to push non- cash payment also contributed to the development of online payment in 2020. 4 Executive Summary
  5. 5. VIETNAM COUNTRY PROFILE 01. Vietnam - Country profile 5
  6. 6. 6 Vietnam - Country profile DEMOGRAPHIC Year 2020 Population 97,330,000 Urban population 36,700,000 ~ 37.7% Median Age 32.5 Global rank 15 YoY Growth 876,000 ~ 0.91% Source: Worldometers Source: World Population Review GDP Per Capita: $2518 (Source: Indochina Research) 80% are 16-65 age group 25% are millennials (25-39 years old) 12% are Gen Z (above 16 years old) These are the two highest mobile consumption group Vietnam Population Pyramid 2020
  7. 7. 7Vietnam - Country profile VIETNAM’S ECONOMY IN THE FIRST HALF OF 2020 Unit: Percentage (%) Source: PWC Revision of GDP growth forecast of selected countries due to the outbreak of COVID-19 In 2019, Vietnam GDP growth was 7.02%. In 2020, Vietnam was still able to keep a 1.81% GDP growth rate as of the first half of 2020, this is quite an optimistic number in comparison with other countries in Asia. IMF, World Bank and ADB forecasted that Vietnam can still achieve a growth rate of 3-4% by the end of 2020, while countries like Thailand, Japan are all projected to have a negative GDP growth rate.
  8. 8. 8 Vietnam - Country profile VIETNAM’S ECONOMY IN THE FIRST HALF OF 2020 Unit: Percentage (%) Source: QandMe CPI Vietnam H1-2020 In average, CPI of the first half year of 2020 increased 4.19% compared with first 6 months of 2019. CPI of June increased 3.17% vs. CPI of June 2019.
  9. 9. MOBILE MARKET OVERVIEW 02. Mobile market overview 9
  10. 10. 10 Mobile market overview MOBILE MARKET GENERAL STATISTICS 2020 Smartphone Mobile penetration: 70% population ~ 150 million devices Smartphone penetration: 45% ~ 50 million users, ranks 15 global Broadband penetration (3G-4G): 53% smartphone users Internet 70% population has internet connection 97% internet users connected via mobile 30% urban, 70% rural Male: 52%, Female: 48% Average time spent on smartphone: 4h/day Source: Newzoo, We Are Social, QandMe
  11. 11. 14Mobile market overview SMARTPHONE MARKET IN VIETNAM The Vietnam smartphone market includes many brands covering all price segments from high-end to budget segment, which provide a wide range of smartphone options and thus making more consumers become able to purchase a smartphone. Internet and technologies infrastructure development are making Vietnam a mobile-first market as users now tend to use smartphones as their top-of-mind device when it comes to internet connection instead of PC/Laptop or tablet. Advertisers and developers are also optimizing and prioritizing their digital products on smartphones.
  12. 12. 15 Mobile market overview SMARTPHONE MARKET SEGMENTATION BY PRICE RANGE Vietnamese’s average income is not yet high in comparison with other Southeast Asian countries, therefore middle price smartphones are the most popular choice when a consumer purchases a smartphone: 3-10 million VND is the best selling segment with SAMSUNG and OPPO leading this segment, while high end segment from 10-20 million VND is dominated by by SAMSUNG and APPLE. However, the retail sale number only takes up to 5% to 10% of the total market. Smartphone segmentation by price range on September 2019 Source: Appota Group Unit: Million VND
  13. 13. 16Mobile market overview OS MARKET SHARE RETAIL MARKET SHARE BY BRANDS Smartphone OS market share June 2020 Retail market share by brands Q1/2020 Source: StatCounter Source: GFK
  14. 14. 17 Mobile market overview MARKET SHARE BY ACTUAL NUMBER OF DEVICE Source: StatCounter Market share by actual device June 2020 In terms of device numbers, Apple’s iPhone is being used the most by Vietnamese consumers specifically: iPhone (38.55%), Samsung (27.64%), Oppo (10.47%), Xiaomi (9.47%), Huawei (2.77%) and others.
  15. 15. 23Mobile market overview VIETNAM MOBILE ECOSYSTEM Foreign Publisher Infrastructure E-CommerceMedia CarriersLives Streaming Platform Mobile PaymentSocial Platform Advertising & Marketing Game Publisher
  16. 16. MOBILE GAME 03. 24 Mobile game
  17. 17. 25Mobile game MOBILE GAME MARKET SIZE Source: Decision Lab Gamers by gender Gamers by age groups MOBILE GAME MARKET Estimated: 40 million game mobile users by 2020, take up to 80%of total gamers in Vietnam Average time spent: 51 minutes/session
  18. 18. 26 Mobile game Playing games: Device perspective Percentage of internet users age 16 to 64 Smartphone 85% PC/Laptop Tablets Console 50% 26% 9.1% The emergence of smartphone made it the number one gaming device in Vietnam with 85% of users chose smartphone for gaming, far ahead of PC/ Laptop or tablet, console. Source: We Are Social (2020) MOBILE GAME MARKET SIZE
  19. 19. 28Mobile game IMPACTS OF COVID-19: MAJOR GAME PUBLISHERS CAN BE ADVANTAGEOUS More and more consumers spent time at home and increase their internet & game consumption. Staying at home during quarantine made gaming become a cost-effective and engaging means of entertainment. Especially in Vietnam where most mobile games are free-to-play and easy to approach with only a smartphone and internet connection required. In Q1/2020, the number of game downloads went up by 40% Numbers of new users also increased by 30% Game downloads statistics in Q1/2020 vs. Q1/2019 Number of game mobile released in Vietnam (Q3/2019 - Q2/2020) Source: App Annie, Gamota, 2game.vn Nguồn: App Annie Nguồn: 2game.vn
  20. 20. 29 Mobile game IMPACTS OF COVID-19: MAJOR GAME PUBLISHERS CAN BE ADVANTAGEOUS Covid-19 caused an intermission in the game supply chain, which made the supply of new game titles declined. Financial damages to publishers also made their marketing and promotion activities under pending. While demand for gaming as an entertainment increases, big titles from publishers with strong financial bases can attract much more new users. According to Reputa, 3 mobile game titles that are most played during Covid-19 pandemic are: Arena of Valor, Garena Free Fire and PUBG Mobile, all have shown significant increase in the number of downloads. In Q1/2020, titles such as PUBG Mobile, Arena of Valor and Free Fire showed an average increase in number of downloads by 165% compared to Q4/2019. Number of downloads on iOS Q1/2020 vs. Q4/2019 Number of downloads on Android Q1/2020 vs. Q4/2019 Source: App Annie
  21. 21. Mobile game 31 APP STORE & GOOGLE PLAY RANKINGS Top 10 games on Google Play (July-2020) Top 10 games on App Store (July-2020) Source: SimimlarWeb
  22. 22. 32 Mobile game MOBILE GAME ECOSYSTEM Game Publisher Game developers Payment News/Media Distribution Stream/Broadcast Mobile advertising
  23. 23. MOBILE ADVERTISING 04. Mobile advertising 33
  24. 24. 34 Mobile advertising DIGITAL ADVERTISING MARKET In 2020: Projected digital ads spending 311.22 million USD Projected mobile ads spending 2020: 211 million USD ranks 6th in Southeast Asia (IAB & eMarketer) and accounted for the largest proportion of total spending on digital advertising. Source: eMarketer
  25. 25. 35Mobile advertising DIGITAL ADVERTISING MARKET (Unit: $ million) (Unit: $ million) Source: MMA Global, Adsota Source: IAB & eMarketer Mobile ad spending Mobile Ad spend ranking in SEA region 2020
  26. 26. 38 Mobile advertising CHANGES IN MOBILE ADVERTISING MARKET IN FIRST HALF OF 2020 Under the impact of Covid-19, digital advertising became the most effective means of advertisement as people have more free time at home and digital usage were also on the rise. Business have taken digital & promo route to counter COVID-19 impact Source: MMA 2020 of businesses responded that they increased their digital media budgets during the Covid-19 pandemic.47%
  27. 27. 39Mobile advertising THE GOLDEN AGE FOR APP DEVELOPERS Global average downloads: 154,794 per app Vietnam average downloads: 256,290 per app Vietnam average download per app is 65% higher than the global average In Vietnam, CPI rate is inexpensive and showing declining trend. Under the impact of Covid-19, app usage and downloads are still rising drastically. As for developers, this is the golden period to launch their mobile applications and reach Vietnamese app users. Mobile Game App Cost per Install (CPI), by Platform, Vietnam
  28. 28. 43 Mobile advertising VIETNAM DIGITAL ADS ECOSYSTEM Digital Agency Livestreaming Platform Social Platform Influencer Marketing Platforims & Agencies Social Listening ToolsMCNs
  29. 29. E-PAYMENT E-COMMERCE 05. E-payment & E-commerce 44
  30. 30. User profile (above 15 years old): Bank account users 30% Credit card users 4.2% Debit card users 26% Online-payment users 21% Source: Decision Lab E-PAYMENT 45 E-payment & E-commerce
  31. 31. 46E-payment & E-commerce E-PAYMENT EMERGES UNDER THE IMPACT OF COVID-19 Demand for online shopping went up in the first half of 2020. Retailers adapt to the changes caused by Covid-19 by transitioning from general trade channels to online channels. E-payment became a safe and convenient payment method. Government policy also promotes cashless payment by decreasing the bank transaction cost twice in 6 months. In the first half of 2020: Number of e-transactions Increased 76% YoY Transaction value Increased 178% YoY211.2 billion USD Smartphone transaction Increased 177% YoY472 million transactions E-payment growth in the first half of 2020 Theo: State Bank Vietnam
  32. 32. 47 E-payment & E-commerce E-PAYMENT EMERGES UNDER THE IMPACT OF COVID-19 During the pandemic: E-banking transactions in April went from 15 " 30 million per day NAPAS transactions growth in H1-2020
  33. 33. 49E-payment & E-commerce E-WALLET MARKET RISES FOLLOWING THE EMERGENCE OF E-PAYMENT Comparing Q1 with Q2 in 2020: Brands Increases in transactions (Q2 vs. Q1 2020) 50% 36% 30%
  34. 34. 51 E-payment & E-commerce VIETNAM E-COMMERCE MARKET E-COMMERCE Online shopping population 33.6 million 39.9 million 44.8 million 2017 2018 2019 Average spending per user 186 USD 202 USD 225 USD Source: E-commerce whitebook August 2020 Year
  35. 35. Number of e-commerce transactions by devices E-commerce websites traffic H1-2020 SMARTPHONE BECAME THE PRIMARY E-COMMERCE DEVICE FOR TRANSACTION SHOPEE IS THE ONLY PLATFORM TO GROW IN WEB TRAFFIC DURING COVID-19 Smartphones became the most common device for e-commerce transactions in 2019, while PC/Laptop declined drastically. In the first half of 2020, while all e-commerce platforms saw a decline in web traffic, Shopee is the only player to show an upward trend. Source: Decision Lab Source: Iprice Insights Unit: Million visits E-payment & E-commerce 52
  36. 36. 60 E-payment & E-commerce Merchant Service provider E-Payment service Logistic service E-commerce platform Credit issuer/banking payment Payment service Credit Gateway Brand E-COMMERCE ECOSYSTEM Small business owner
  37. 37. Key highlights 61 Key highlights 1. Vietnam ranks 4th in average internet speed among ASEAN Countries. Mobile internet speed ranks 2nd right after Singapore. 2. On average, 69% of smartphone consumption via official retail channel in Vietnam are under 5 million VND. 3. During the pandemic, healthcare, Covid-19 tracking apps, conferencing apps, entertainment apps (music, movies...), mobile games, food delivery are categories that saw the most growth in app downloads. TikTok, Zoom, NCOVI are few examples. 4. The mobile game marketing witnessed the significant growth of big titles from major publishers with strong financial bases. 5. Small and medium publishers sufferers from the impact of Covid-19, leading to the decline in operations and marketing activities, thus these publishers could not fully take advantage of the rising number of players. 6. Low CPI rate but high number of app downloads shows that spending on mobile advertising in Vietnam is relatively more effective than global average. 7. Reward videos is the most effective ad format during the Covid-19 era, especially with mobile games on Android platform. 8. General and local news became a popular advertising channel as people were visiting these sites more often to update Covid-19 information. 9. Covid-19 is a key contribution factor to accelerate e-payment and e-commerce in the first half of 2020. 10. Livestream e-commerce became a new trend in online shopping, thus new opportunities openformicroinfluencersasthere is rising demand for livestream hosts. Vietnam mobile & smartphone application report H1 - 2020
  38. 38. 62 VISION MISSION Appota is the pioneering company in providing technology solutions and digital entertainment content in Vietnam. Appota believes in the power of the Mobile Internet Technologies. We aspire to make mobile platforms that create opportunities and improve people’s lives and experiences in developing nations. LE Building, No. 11, Alley 71 Lang Ha, Ba Dinh District, Hanoi, Vietnam CONTACT (+84) 2435 191 618 marketing@appota.com appota.com Member Companies Game publishing company Gamota.com Advertising services company Adsota.com Cloud solution company Kdata.vn Payment solutions company AppotaPay.com
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  40. 40. Vietnammobile&smartphone applicationreportH1-2020

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