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VIETNAM MOBILE APPLICATION REPORT 2021

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VIETNAM MOBILE APPLICATION
REPORT 2021
20
21
01. Vietnam - country profile & economy
02.	The smartphone market
03.	 Mobile game
04.Mobile advertising
05.	E-payment & e...
FOREWORD
“Vietnam mobile application report 2021” is the
next publication annually produced by Appota’s
market research te...
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VIETNAM MOBILE APPLICATION REPORT 2021

PLEASE LEAVE YOUR EMAIL TO RECEIVE THE FULL VERSION OF THE REPORT
The report made by Appota provides readers with the following main contents:
Mobile phone market overview
Market Evolution Game Mobile
Mobile advertising marketplace
Electronic payment and e-commerce

PLEASE LEAVE YOUR EMAIL TO RECEIVE THE FULL VERSION OF THE REPORT
The report made by Appota provides readers with the following main contents:
Mobile phone market overview
Market Evolution Game Mobile
Mobile advertising marketplace
Electronic payment and e-commerce

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VIETNAM MOBILE APPLICATION REPORT 2021

  1. 1. VIETNAM MOBILE APPLICATION REPORT 2021 20 21
  2. 2. 01. Vietnam - country profile & economy 02. The smartphone market 03. Mobile game 04.Mobile advertising 05. E-payment & e-commerce 06.Key highlights OUTLINE 2 Vietnam mobile application report 2021
  3. 3. FOREWORD “Vietnam mobile application report 2021” is the next publication annually produced by Appota’s market research team. This publication has con- tent referring to the smartphone retail market, smartphone market share in the Vietnamese market according to different criteria. In addition, the report provides information on the mobile game market, mobile advertising and finally payment & e-commerce in Vietnam. The Covid-19 pandemic caused a lot of turmoil in the economy, but when the pandemic declined and the economy slowly recovered, it was time for the economy to shift to digitization and to business areas on the platform numbers will have a chance to grow at a higher rate. Consumer behavior also has a strong change as the number of digital users in Vietnam increases, making room for development for industries surrounding the mobile phone eco- system remains huge. Appota hopes that with 9 years of working in the digital entertainment industry, the report on the smartphone and smartphone application market in Vietnam in the second half of 2020 will provide useful information for readers as well as partners, the press. and business. 3 Vietnam mobile application report 2021
  4. 4. SUMMARY The second half of 2020 witnessed the second wave of Covid-19, however the impact level is no longer as great as the first wave since the Government has well controlled the epidemic. The gradual reopening of the economy has made GDP in the third and fourth quarter grow significantly. Vietnam ended 2020 with positive GDP growth of 2.91%. The second wave is not too much of a direct influence, making the trends in smartphones and mobile applications stay relatively unchanged from the previous half of 2020. The Vietnamese smartphone market is still led by two brands Samsung and Apple, but Vietnamese people are tending to download and use more applications than in 2019. The mobile games market is attracting a lot of new users with strong revenue growth in the past 2020. Especially role-playing games and eSports are the most popular genres of mobile games. The mobile advertising market does not have too much change, the total amount spent on the digital advertising market and mobile advertising has almost no significant change compared to 2019. Vietnamese users tend to download more applications, making advertising on applications more important and popular. The e-payment market and e-commerce market, although recorded as an explosive trend after the pandemic and increasing a large number of new users, have not seen strong growth in terms of revenue. This can be explained by the economic impacts caused by the pandemic which created psychological instability of the users, making the purchasing power of Vietnamese consumers somewhat limited. The e-commerce market at the end of the year becomes extremely vibrant with the big shopping festivals taking place, the e-commerce giants have made good use of the golden time to compete and promote their brands.
  5. 5. 01 VIET NAM - COUNTRY AND ECONOMIC PROFILE 5 Vietnam mobile application report 2021
  6. 6. COUNTRY PROFILE Source: Worldometers Population: 97,338,582 December 2020 10% 100+ 95-00 90-94 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 10-14 5-9 0-4 10% 8% Male 0.0% 0.1% 0.2% 0.3% 0.4% 0.7% 1.4% 2.1% 2.6% 3.0% 3.4% 3.6% 4.0% 4.4% 4.5% 3.6% 3.5% 3.8% 4.1% 4.3% 0.2% 0.4% 0.6% 0.7% 1% 0.0% Female 8% 6% 6% 4% 4% 2% 2% 0% 1.7% 2.4% 2.8% 3.0% 3.4% 3.6% 4.0% 4.3% 4.3% 3.4% 3.2% 3.5% 3.7% 3.8% 6 Vietnam mobile application report 2021
  7. 7. Source: Worldometers, PopulationPyramid Vietnam urbanization rate 2005 2010 2015 2020 27% 31% 34% 38% 73% 69% 66% 62% Urban population Rural population 7 Vietnam mobile application report 2021
  8. 8. VIETNAM ECONOMIC STATE IN THE SECOND HALF OF 2020 In 2020, Vietnam’s economy growth rate was 2.91% compared to 7.02% of last year due to the impact of the Covid-19 epidemic, which affects the economy in the negative way. However, 2.91%is still a relatively positive number when compared to other countries in Southeast Asia as well as in other continents. Vietnam GDP growth 2011-2020 GDP growth rate in Asia 2011 Vietnam Philipines Thailand Maylaysia Singapore Japan Indonesia 2013 2015 2017 2019 2012 2014 2016 2018 2020 6.24% 2.91% -9.50% -6.10% -5.60% -5.40% -4.80% -2.07% 5.42% 6.68% 6.81% 7.02% 5.25% 5.98% 6.21% 7.08% 2.91% 8 Vietnam mobile application report 2021
  9. 9. VIETNAM ECONOMIC FORECAST IN 2021 With effective measures to control the Covid-19 situation, as well as Vietnam economic structure does not majorly depend on the affected industries. Vietnam has had positive growth in 2020, this is a very impressive number and Vietnam melon ranks among the countries with the best GDP growth in the world. Therefore, many of reputable economic organizations such as Fitch, World Bank ... have forecasted that Vietnam’s economy will recover completely to its pre-pandemic level with a growth rate of 6-8% compared to GDP in 2020. Vietnam economic forecast 2021 Annual GDP Growth Fitch Ratings Standard Chartered HSBC World Bank ADB 10 8 6 4 2 0 8.6% 7.8% 7% 6.8% 6.3% 9 Vietnam mobile application report 2021
  10. 10. According to a survey from IFM, the consumer confidence index in Vietnam after the pandemic has reached the lowest level ever seen in the past 20 years. This means that consumers are no longer optimistic about personal income and the economic situation. This has led to a change in consumer spending habits, consumers tend to save money and cut down on spending to avoid future risks. The CPI during the second Covid-19 outbreak in Vietnam clearly demonstrated a change in consumer sentiment in the second half of 2020. When the pandemic broke out, consumer spending declined during the second half of 2020. During the third quarter of 2020, consumers also have a more conservative mindset in spending and cut down on unnecessary spending. Meanwhile, at the time of February 2021 near Tet, the purchasing power and spending of consumers had a growth mainly due to the time of approaching Tet, causing CPI price to witness an increase compared to the previous time. 2012 2014 2016 2018 2019 T1/2020 T5/2020 T7/2020 Source: IFM Source: General Statistic Office Before Covid-19 Outbreak Post Covid-19 Outbreak 92 92 51 68 91 84 22 27 CONSUMER SPENDING AND ECONOMIC CONFIDENCE DECLINED IN 2020 0.60% 0.40% 0.07% 0.12% 0.09% -0.01% 0.06% 1.52% Jun 20 Jul 20 Aug 20 Sep 20 Oct 20 Nov 20 Jan 21 Feb 21 10 Vietnam mobile application report 2021
  11. 11. 02 VIETNAM SMARTPHONE MARKET 11 Vietnam mobile application report 2021
  12. 12. GENERAL STATISTICS SMARTPHONE 70% 70% 6,5 HOUR/DAY 64% 95% 3 HOURS AND 18 MINUTES Smartphone Internet Of population use mobile phone Of population has access to the Internet Is the average daily internet usage Of mobile subscription has 3G/4G connection 95% of population access to the Internet via mobile Is the average mobile internet usage Source: We Are Social, Appota, Vneconomy 12 Vietnam mobile application report 2021
  13. 13. INTERNET SPEED IN VIETNAM Mobile Internet speed in Vietnam (Unit: Mbps) Average Internet cost per month (Unit:USD) 66.82 31.44 60.88 25.6 19.22 28.28 17.26 Mobile internet speed reached 60.88 Mbps, up 40.7% compared to 2019 Vietnam is among the top 12 countries with the most affordable Internet fee globally, about $ 11.27 equivalent to 260,000 VND. The easy-to-access rates make the Internet widely available nationwide, especially mobile internet. In addition, smartphones are being prioritized as the main connecting device thanks to the convenience and popularity, the development of Internet infrastructure and quality in Vietnam has made mobile Internet speed significantly improved, ranking second in Southeast Asia. Ukraine Syria Russia Bhutan SriLanka Iran Kazkhstan M oldova Belarus Rom ania M ongolia Vietnam $6,41 $6,69 $7,50 $8,71 $9,58 $9,60 $9,76 $9,95 $10,11 $10,59 $11,10 $11,27 Source: SpeedTest Global Index 13 Vietnam mobile application report 2021
  14. 14. VIETNAMESE INTERNET USER BY AGE GROUP Source: Statista Generation Z and Millennials are the 2 generations that use the Internet the most in Vietnam 20% 8% 4% 17% 23% 28% 6-14 years 25-34 years 45-54 years 15-24 years 35-44 years 55 years and older 14
  15. 15. SOCIAL NETWORK 72 million people use social networks in Vietnam, equivalent to 73% of the population 2 hours 21 minutes is the average time used on social media Source: We Are Social FeMale FeMale FeMale FeMale FeMale FeMale FeMale Male Male Male Male Male Male Male 13-17 years old 18-24 years old 25-34 years old 35-44 years old 45-54 years old 55-65 years old 65 years old 4.9% 12.5% 16.3% 16.3% 8.6% 9.2% 12.5% 4.3% 4.5% 2.2% 4.6% 2.4% 0.7% 1.1% 15 Vietnam mobile application report 2021
  16. 16. THE MOST USED SOCIAL MEDIA PLATFORMS Source: We Are Social In the group of users aged 16-64, Youtube and Facebook are still the two most popular social networks with a rate of up to 91-92%. For the category of messaging apps. Zalo has surpassed Messenger to become the most popular messaging app in Vietnam. YOUTUBE FACEBOOK ZALO FACEBOOK MESSENGER INSTAGRAM TIKTOK TWITTER SKYPE PINTEREST VIBER WHATSAPP WECHAT LINE TWITCH SNAPCHAT 92.0% 91.7% 76.5% 58.5% 47.6% 38.5% 27.6% 24.1% 22.9% 22.2% 21.2% 19.9% 18.3% 17.4% 16.7% 16 Vietnam mobile application report 2021
  17. 17. VIETNAMESE SMARTPHONE RETAIL MARKET SHARE In Q3/2020, the genuine smartphone market saw Xiaomi as a prominent name with a 114% growth compared to Q2/2020. Apple and Realme are two brands that were no longer in the Top 5 in Vietnam in Q3/2020. In Q4/2020, Apple is the most prominent name with sales growth of 197% over the same period in 2019. In Vietnam, iPhones retail sales increases and replace imported products as well as the success of the iPhone 12 series has made Apple into the Top 4 smartphone brands in Vietnam with huge growth. Smartphone retail share in Vietnam Q3/2020 Smartphone retail share in Vietnam Q4/2020 Source: Canalys Source: Canalys Samsung 33% OPPO 15% Xiaomi 12% VIVO 9% Vsmart 9% Other carrier 22% Vendor Unit share 24% 16% 11% 11% 1 2 3 4 STT Annual growth -19% -28% +197% N/A Apple 17 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  18. 18. MARKET SHARE BY OPERATING SYSTEM Source: StatCounter Source: StatCounter In the second half of 2020, the market share of iOS is showing an upward trend. This can be explained by the result of Apple having a good number of sales in Vietnam in the second half of the year. The success of Apple in sales has dragged the iOS market share in Vietnam to an increase in Q4/2020. Smartphone market share by OS Q3/2020 Smartphone market share by OS Q4/2020 31.26% 68.21% 0.14% iOS iOS Windows Phone Windows Phone Android Android 0.41% 34.53% 64.57%% 18 Vietnam mobile application report 2021
  19. 19. MARKET SHARE BY NUMBER OF DEVICE Source: StatCounter Source: StatCounter In terms of the actual number of devices, not too much has changed in the top 5 as Samsung, Apple, Oppo, Xiaomi and Huawei are the five most popular brands. Nokia ranked 6th in the third quarter but got out of the top 6 and made room for Vivo in the fourth quarter. Smartphone market share by brand Q3/2020 Smartphone market share by brand Q4/2020 Samsung Samsung Xiaomi Xiaomi Apple Apple Huawei Huawei Oppo Oppo Nokia Vivo 1.36% 2.51% 2.89% 2,89% 33.23% 3.,26% 13.85% 7.26% 34.53% 31.38% 12.36% 7.91% 19 Vietnam mobile application report 2021
  20. 20. TRENDS IN USING MOBILE APPLICATIONS IN VIETNAM Smartphone usage in a week Number of app used in a week 2019 2019 2020 2020 Source: QandMe 4.0 16.8 5.1 22.1 In a survey published by QandMe, the frequency of using smartphones of Vietnamese consumers has increased significantly in 2020. Specifically, the average time per day of use increases by 25% from 4 hours per day to 5,1 hour per day The average number of applications used per week also increased 31% from an average of 16.8 applications to 22.1 applications The major reason leading to this increase in usage is the impact of Covid-19 which has changed the habits and increased the time spent interacting with the world through smartphones among Vietnamese consumers. 20 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  21. 21. Source: Applyzer APPLICATION DOWNLOAD BY CATEGORIES Mobile games are still the most downloaded apps on both iOS and Android platforms, but Android users are more inclined to play mobile games than iOS as the game category accounts for 64.5% of downloads on Android compared to iOS (41.2%). The most downloaded groups of apps on iOS The most downloaded groups of apps on Android Games Entertainment Photos and videos Business Utilities Education Finance Other Games Entertainment Tools Other Take a photo Social Network 41.2% 8.1% 6.7% 5.8% 5.3% 4.9% 23.1% 4.9% 64.5% 5.5% 4.9% 4.4% 3.8% 16.9% 21 Vietnam mobile application report 2021
  22. 22. POPULAR APPLICATIONS USED IN VIETNAM Types of common apps and usage Social networks, movies and texting apps are the most popular types of applications that Vietnamese consumers use. Therefore, Facebook and Youtube are also the two applications that consumers spend the most time using smartphones with 25% and 12% of their usage time respectively. Source: QandMe Social network Game Watch movies/Videos Shopping Texting, calling Weather Other 28% 23% 16% 15% 12% 3% 3% 25% 46% 12% 7% 6% 4% Facebook YouTube Mesenger Other Zalo Tiktok 22 Vietnam mobile application report 2021
  23. 23. SHORT VIDEO APP: TIKTOK BOOMING IN 2020 TikTok’s number of downloads in 2020 (Unit: Million downloads) Source: App Annie With 30% of mobile users in Vietnam installed TikTok. The number of registered accounts reached 12 million people in 2019. By 2020 TikTok has become the fourth most popular social network in Vietnam after Facebook, Zalo and Instagram. However, TikTok has a more focused user base than other social networks, which is a young Gen Z with the age of 16-24 years old. If there are apps that benefit greatly from the social distancing from Covid-19, it is TikTok. Not only is it exploding globally as a phenomenon, in Vietnam TikTok has also become a prominent trend in 2020. In Vietnam, particularly during a time of social distancing, TikTok has become one of the most popular entertainment applications in Vietnam as the number of downloads peaked in March and April with nearly 2 million downloads per month. J a n 2 0 F e b 2 0 M a r 2 0 A p r 2 0 M a y 2 0 J u n 2 0 J u l 2 0 A u g 2 0 S e p 2 0 O c t 2 0 N o v 2 0 D e c 2 0 J a n 2 1 F e b 2 1 1.45 1.76 1.91 1.94 1.5 1.25 1.43 1.28 1.05 0.97 0.87 0.78 0.9 1.2 TikTok in 2020 16 millionmobile downloads 5.6 milliondownloads during the first wave of Covid-19 160%increase in downloads on iOS in 2020 23 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  24. 24. SHORT VIDEO APPLICATION WILL BE THE TREND IN 2021 According to We Are Social, social networking and video viewing applications are the most popular applica- tions among users aged 16-64 in Vietnam. The success of TikTok as a short video format in 2020 is also proof that the short video application market will continue to explode in the near future. Especially in 2021 when Youtube and Instagram will enter this market with Youtube Shorts and Instagram Reels. Source: We Are Social Instagram Reels has now officially updated this feature in Vietnam in the search box, and the Youtube Shorts are currently in the testing process. With the advantage of being intergrated on Youtube and Instagram platforms, which are already famous and own a large user base and a much larger number of content creators than TikTok. So the short video feature of Youtube and Instagram, although entering the market late, will certainly create fierce competition with TikTok. Social media apps 94.5% Video & Entertainment apps 83.4% 24 Vietnam mobile application report 2021
  25. 25. FOOD DELIVERY APPS BECOME POPULAR IN 2020 Previously, food delivery applications were not popular in Vietnam because the demand and habits of the market were not large. Since 2017, when ride-hailing apps have shifted and expanded into food and electricity delivery services like Grab and GoJek. The food delivery market becomes vibrant with competition from many competitors, and big promotions to attract users are launched continuously, making this a new trend. In 2020, when the outbreak of Covid-19 epidemic broke out, it created a very strong push for this service industry. In 2016, the number of people using this service regularly (at least once a week) is only 20%, by 2020 it will reach 80%. The special thing is that with the dense appearance of food ordering applications on smartphones, the way of using this service has changed. Specifically, in QandMe’s 2020 survey, the rate of ordering food through a third-party mobile application has reached 82% compared to only 58% in 2018. Direct calls to order were no longer popular with a decline of 71% - 23%. 2011 - 2017 2020 Source: QandMe Food delivery usage in Vietnam At least once per week 2016 2018 2020 2020 20% 58% 82% 80% 71% 23% Smartphone app Food delivery methods in Vietnam Direct phone order 25 Vietnam mobile application report 2021 25 AVAILALBE IN FULL VERSION
  26. 26. (257.588) (276.541) (4.265) (9.799 (10.610) (216.823) (230.125) Source: Sensortower, Appota APPLICATION RANKINGS Top apps by month on App Store h JULY 2020 OCTOBER 2020 AUGUST 2020 NOVEMBER 2020 SEPTEMBER 2020 DECEMBER 2020 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 Facebook, Inc. Messenger Facebook, Inc. Messenger Facebook, Inc. Messenger Facebook, Inc. Messenger Facebook, Inc. Messenger Archosaur Games Dragon Raja - Funtap Cross Forward Consulting, LLC Widgetsmith InnerSloth LLC Among Us! Cục Tin học hóa, Bộ Thông tin và Truyền thông Bluezone - Phát hiện tiếp xúc Zalo Group Zalo Zalo Group Zalo Facebook, Inc. Facebook Facebook, Inc. Facebook Facebook, Inc. Facebook Facebook, Inc. Facebook Facebook, Inc. Facebook TikTok Pte, Ltd. TikTok Google LLC YouTube Google LLC YouTube Google LLC YouTube Voodoo Shortcut Run (265.588) (257.588) (257.588) (19.247) (18.444) (18.444) (216.823) (216.823) (227.988) (1.230.331) (2.523.627) (2.523.627) (2.676.045) (9.448) Zalo Group Zalo (18.444) Zalo Group Zalo (22.092) Zalo Group Zalo (22.716) Facebook, Inc. Messenger (274.830) Facebook, Inc. Facebook (216.823) TikTok Pte, Ltd. TikTok (1.230.331) TikTok Pte, Ltd. TikTok (1.350.448) Google LLC YouTube (2.523.627) Google LLC YouTube (2.709.152) 26 Vietnam mobile application report 2021
  27. 27. Top apps by month on Google Play JULY 2020 OCTOBER 2020 AUGUST 2020 NOVEMBER 2020 SEPTEMBER 2020 DECEMBER 2020 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 Voodoo Scribble Rider Badsnowball Limited Smash Colors 3D-Trò chơi âm nhạc Archosaur Games Dragon Raja - Funtap Instagram Instagram Lion Studios Clue Hunter GUU WECARE Hỏi đáp-Review-Mua sắm SayGames Sushi Roll 3D- Cooking A SMR Game MeetJoy Studios Puppy Town-Hợp nhất & Chiến thắng Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah Gitter Star Studio Soul Land: Đấu La Đại Lục-Funtap Bytedance Pte, Ltd. CapCut Báo hay 24h Báo hay 24h-Tin tức, đọc báo kiếm Badsnowball Limites Bear Shooter - Trò chơi nhịp điệu Voodoo Shortcut Run (276.079) 54.334) (17.571) (108.048.630) (144.345) (3.837) (61.585) (551.609) (66.621.277) (66.621.277) (66.621.277) (.) (213.022) (176.503) (6.475) (119.320) Source: Sensortower, Appota VNG Game Publishing Huyền Thoại Runeterra (13.530) Ambrine Studio MU: Vượt thời đại-Funtap (12.325) Cục Tin học hóa, Bộ Thông tin và Truyền thông Bluezone - Phát hiện tiếp xúc (95.837) Cục Tin học hóa, Bộ Thông tin và Truyền thông Bluezone - Phát hiện tiếp xúc (95.837) Focus apps Brain Find -Thử thách trí tuệ đầy thú vị Mathpresso Qanda: Kho bài giải toán lớn nhất Việt StarMaker Interactive StarMaker: Cùng hát với 50 trieuj người (11.283) (204.597) (1.315.748) TikTok Pte, Ltd. TikTok (933.336) IEC Games Australia Imposter Solo Kill (70.011) SayGames DOP 2: Delete One Part (22.490) InnerSloth LLC Among Us! (5.391.371) InnerSloth LLC Among Us! InnerSloth LLC Among Us! (5.391.371) (8.766.222) TikTok Pte, Ltd. TikTok (933.336) APPLICATION RANKINGS 27 Vietnam mobile application report 2021
  28. 28. VIETNAM MOBILE ECOSYSTEM Mobile game publisher * The units listed are for representative only Advertising and Marketing Social Network OTT Ecommerce Internet infrastructure Technology vehicle and food delivery Mobile carrier Mobile payments Livesteam museum background 28 Vietnam mobile application report 2021
  29. 29. 03 MOBILE GAME 29 Vietnam mobile application report 2021
  30. 30. VIETNAM MOBILE GAME MARKET 2020 Number of mobile games released Number of mobile games downloads (Unit: billion) 2018 2019 2020 2021F 123 171 212 200 Source: Appota In 2020, the number of core game launches in Vietnam is 212 games, witnessing a surge compared to 2019. In 2020, Covid-19 had a strong impact on the market and caused the demand for mobile gaming to grow strongly globally. Vietnam also shares this trend when all indicators of downloads and the number of games grow strongly compared to 2019. 2018 2017 2019 2020 2021 1.39 1.35 1.38 1.50 1.55 30 Vietnam mobile application report 2021 (*) Only include hardcore games AVAILALBE IN FULL VERSION
  31. 31. MOBILE GAMES MARKET BOOMS AFTER COVID-19 By 2020, the mobile games market will reach a revenue of 168 million USD and is forecast to reach 205 million USD by 2021. The past year also saw a sudden increase in market revenue from a 40% increase compared to 2019. According to Statista, this sudden increase was due to the impact of the Covid-19 epidemic that drove the game. Mobile play has become more popular. Revenue of mobile games via application store (Unit: Million USD) Revenue per user via application store (Unit:USD) 2017 2018 2019 2020 2021F 72 93 29% 29% 40% 22% 120 168 205 Source: Statista  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2022 2021 2020 15.26 18.85 22.98 27.14 30.92 34.10 2019 2018 2017 (*) Revenue is only charged by paying for in-app purchases and in-app content purchases (*) Revenue is only charged by paying for in-app purchases and in-app content purchases Revenue Growth rate 31 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  32. 32. SMARTPHONES ARE THE MOST POPULAR GAMING DEVICES IN VIETNAM Source: We Are Social 2021 Game equipment usage rate in Vietnam (*) (*) Figures are based on the number of users aged 16 to 64 years Smartphone Laptop/PC Tablet Console 85% 44% 22.60% 8.60% 32 Vietnam mobile application report 2021
  33. 33. 87% OF MOBILE GAME APPS CONTAIN ADVERTISING Paid Mobile Games Ads In-App Billing Vietnamese Paid Mobile Games Vietnamese Paid Mobile Games Vietnamese Paid Mobile Games Overall Paid Mobile Games Overall Paid Mobile Games Overall Paid Mobile Games 2% 87% 40% 5% 73% 21% 87%of mobile games used in Vietnam contain advertising, making it the most popular form of commercialization. In addition, paying for content in the application is also a popular form of commercialization and accounts for 40% of the number of applications, due to the distribution and sale of virtual products and services in game has become a typical revenue-generating form of video games. 33 Vietnam mobile application report 2021
  34. 34. MOBILE ESPORTS WITNESSED STRONG GROWTH AFTER THE PANDEMIC A survey by Appota found that about 80% of participants said they spent a lot of time playing and watching eSports-related content after the pandemic. This can be explained by the fact that eSports became more popular during the period of social gap at the beginning of the year. More specific: is the average daily amount of time playing eSports 2 hours 55 minutes 2 hours 10 minutes is the average amount of time each day watching livestreams or eSports tournaments Spent more time playing eSports after Covid-19 Spent more time watching eSports after Covid-19 Are not Have Are not Have 79.4% 20.6% 19.8% 80.2% Smartphone is the platform to approach eSports Which device do you use most often to play eSports Smartphone has become the most popular device platform in the eSports community, account for 58,3%, followed by PC/Laptop with 39,5%. For eSports audiences, smartphone is the dominant device to watch eSports contents when accounted for 70,7%of respondents. Which device do you use most often to watch eSports 58,3% 39,5% 70,7% 22,3% PC, Laptop Console (PlayStation, XBox Smartphone Tablet PC, Laptop Smart TV Smartphone Other Tablet 34 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  35. 35. DOWNLOADS OF ESPORTS GAMES IN 2020 2,393,392 3,578,816 4,385,471 1,699,399 2,174,935 2,089,548 2,940,457 3,658,747 1,291,327 727,375 1,575,051 2,491,505 3,393,248 1,056,193 285,364 PUBG MOBILE WILD RIFT CALL OF DUTY MOBILE ARENA OF VALOR GARENA FREE FIRE MOBILE LEGENDS: BANG BANG 1,194,332 1,111,181 2,058,949 2,422,505 683,916 Q1 Q3 Q2 Q4 PUBLISHER ESPORTS GAMES TỔNG LƯỢT TẢI NĂM 2020 PUBG Mobile 9,562,564 20,374,804 32,891,985 VNG Garena Call Of Duty Mobile 3,187,674 Wild Rift 1,194,332 Mobile Legends: Bang Bang 6,430,234 Arena Of Valor 14,648,543 Garena Free Fire 18,243,442 Source: App Annie 35 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  36. 36. IOS APPS HAVE A HIGHER RETENTION RATE THAN ANDROID Source: AppsFlyer According to statistics from AppsFlyer, users on iOS have a higher rate of loyalty to apps than on Android, especially the Gaming apps on iOS had the highest retention rates on the first day. According to statistics from Appota, in the second half of 2020, the most downloaded mobile games on iOS are eSports titles, while the most downloaded games on Android are casual, role-playing games. As for Vietnamese gamers, eSports games are very popular and usually have longer “lifespan”, which explains why Gaming apps on iOS can retain more users than on Android apps. 35% 30% 25% 20% 15% 10% 5% 0 35% 30% 25% 20% 15% 10% 5% 0 iOS Education Education Entertaiment Entertaiment Finance Finance Gaming Gaming Health/Fitness Health/Fitness Android Day 1 Day 3 Day 7 Day 14 Day 30 Day 1 Day 3 Day7 Day 14 Day 30 36 Vietnam mobile application report 2021
  37. 37. MOBILE GAME APPLICATION TRENDS Source: Sensortower JULY 2020 OCTOBER 2020 AUGUST 2020 NOVEMBER 2020 SEPTEMBER 2020 DECEMBER 2020 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah HIGGS TECHNOLOGY CO., LIMITED Tile Master - Classic Match VNG Game Studios PUBG MOBILE VN-KỶ NGUYÊN MỚI RUBY OYUN VE YAZILIM DANISMANLIK Doctor Care! SayGames LLC Brain Wash-Puzzle Mind Game SayGames LLC Brain Wash-Puzzle Mind Game Funtap JSC Tình Kiếm 3D-2 Năm Trọn Tình Garena Mobile Private Garena Liên Quân Mobile (1.558.201) (431.841) (247) (300.661) (3.223) (2.449) (2.449) (21.393) App Store rankings on the App Store Garena Mobile Private Garena Liên Quân Mobile (1.558.201) Garena Mobile Private Garena Liên Quân Mobile (1.558.201) Garena Mobile Private Garena Liên Quân Mobile Garena Mobile Private Garena Liên Quân Mobile (1.603.721) (1.603.721) Garena Mobile Private Garena Liên Quân Mobile (1.558.201) Garena Internatonl i Private Limted Garena Free Fire MAX (3.213) Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah (431.841) Garena Internatonl i Private Limted Garena Free Fire: Khởi đầu mới (453.210) Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah (431.841) Voodoo Shortcut Run (9.448) Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah (431.841) VNG Game Studio LMHT: Tốc Chiến (28.391) InnerSloth LLC Among Us! (10.665) HIGGS TECHNOLOGY CO., LIMITED Tile Master - Classic Match (247) HIGGS TECHNOLOGY CO., LIMITED Tile Master - Classic Match (247) VTC Mobile Phong Vân Chí (161) VNG Game Studios PUBG MOBILE VN-KỶ NGUYÊN MỚI (300.661) VNG Game Studios PUBG MOBILE VN-KỶ NGUYÊN MỚI (300.661) MPT Entertainment PTE.LTD ZingPlay-Game bài - Game cờ (1.563) MPT Entertainment PTE.LTD ZingPlay-Game bài - Game cờ (1.834) VNG Game Studios PUBG MOBILE VN-KỶ NGUYÊN MỚI (300.661) Archosaur Games Dragon Raja - Funtap (4.265) 37 Vietnam mobile application report 2021
  38. 38. MOBILE GAME APPLICATION TRENDS Source: Sensortower JULY 2020 OCTOBER 2020 AUGUST 2020 NOVEMBER 2020 SEPTEMBER 2020 DECEMBER 2020 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 SayGames Brain Wash-Amazing Jigsaw Thinking SayGames DOP 2: Delete One Part Lion Studio Clue Hunter Lion Studio Clue Hunter (144.348) (144.348) (173.183)) (22.490) Google Play game app rankings Badsnowball Limited Smash Colors 3D-Trò chơi âm nhạc Badsnowball Limited Smash Colors 3D-Trò chơi âm nhạc miễn phí (21.073) (45.177) VNG Game Publishing Huyền Thoại Runneterra Ambrine Studio MU: Vượt thời đại-Funtap (13.530) (12.325) Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah (66.621.277) Glitter star Studio Soul Land: Đấu La Đại Lục-Funtap (.) Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah (66.621.277) Playcucky.com Mr.Slice 78.306) VOODOO Scribble Rider (276.079) Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah (431.841) Voodoo Shortcut Run (9.448) Garena Internatonl i Private Limted Garena Free Fire: ngày Booyah (66.821.277) VOODOO Cube Surfer! (185.192) SayGames Sushi Roll 3D- Cooking A SMR Game (61.585) MeetJoy Studio Puppy Town-Hợp nhất & Chiến thắng (551.609) InnerSloth LLC Among Us! InnerSloth LLC Among Us! InnerSloth LLC Among Us! (5.391.371) (8.766.222) (5.391.371) CASUAL AZUR GAMES VÙNG Giun Đất.io-Rắn phàm ăn (1.672.042) Badsnowball Limited Smash Colors 3D-Trò chơi âm nhạc miễn phí (54.334) SayGames DOP: Draw One Part (203.471) IEC Games Australia Imposter Solo Kill (70.011) Glitter Star Studio Soul Land: Đấu La Đại Lục-Funtap (.) VOODOO Spiral Roll (149.719) Focus apps Brain Find-Thử thách trí tuệ đầy thú vị (11.283) Archosaur Games Dragon Raja - Funtap (17.571) 38 Vietnam mobile application report 2021
  39. 39. VIETNAMESE MOBILE GAME ECOSYSTEM Mobile game publisher Game developer News/Media Payment Stream/Broadcast Nobile ads Distribution * The units listed are for representative only 39 Vietnam mobile application report 2021
  40. 40. 04 MOBILE ADVERTISING 4 0 Vietnam mobile application report 2021
  41. 41. MARKET SIZE Since 2018, mobile advertising has become popular and received the attention of many advertisers. It is forecasted that by 2021, the proportion of spending on mobile advertising in Vietnam will reach 227.4 million USD, accounting for 68.1% of total digital ad spending. The share of mobile ad spending compared to Vietnam’s digital advertising Mobile advertising spending forecast in Vietnam (2018-2022) Unit: Million USD Source: Adsota Source: Statista 2018 2020 68.4% 68.1% 67.8% 67.1% 55.20% 2021F 2019 136.1 211.6 227.4 190.6 41 Vietnam mobile application report 2021
  42. 42. ADVERTISING IS STILL THE MAIN MONETIZATION METHOD FOR APPS Source: 42Matters Pail Apps Ads In-App Billing Vietnamese Paid Apps Vietnamese Include Apps Vietnamese In-App Billing Overall Paid Apps Overall Include Apps Overall In-App Billing 9% 59% 18% 3% 38% 4% According to statistics from 42Matters, as of December 2020. 59% of applications in Vietnam contain advertising, which continues to be the most popular method of commercialization in Vietnam. Ad occupancy rates for apps in Vietnam are also much higher than the global average, 59% versus 38%. Due to Vietnamese users’ habit of using free and accepting ads, application developers need to consider commercializing their applications. 42 Vietnam mobile application report 2021
  43. 43. MOBILE APP BECOME AN EFFECTIVE ADVERTISING CHANNEL AFTER COVID-19 Thanks to the high rate of cell phone ownership and good absorption, especially after the Covid-19 pandemic, applications in Vietnam are enjoying distribution in application stores. On average, each application in Vietnam is downloaded 170%more than the average in the world. Therefore, mobile applications are effective advertising places for brands that want to reach a large audience in Vietnam. Application developers also benefit somewhat in terms of revenue if applying this form of commercialization. According to 42Matters: Average downloads per application in the world Average number of downloads per application in Vietnam 169,040 times 289,010 times Source: 42 Matters 43 Vietnam mobile application report 2021
  44. 44. ADVERTISING OPPORTUNITY ON MOBILE APPS Reward videos continued to be the most effective form of advertising on iOS apps as eCPM increased sharply in the fourth quarter. On the Android platform, Fullscreen Ads saw a spike in eCPM prices in the second half of the year, from $ 0.6 to $ 1.01. Source: Appodeal Rew ard Videos Fullscreen Ads Banner Ads Q3/2020 0.98 0.11 2.6 3.15 1.1 0.1 Q4/2020 eCPM rates on IOS in Vietnam (Unit: USD) Rew ard Videos Fullscreen Ads Banner Ads Q3/2020 0.6 0.11 1.08 1.14 1.01 0.11 Q4/2020 eCPM rates on Android in Vietnam (Unit:USD) 4 4 Vietnam mobile application report 2021
  45. 45. E-COMMERCE PLATFORMS HAVE BECOME POPULAR ADVERTISING CHANNELS The digital marketing report 2020 shows that the percentage of agencies choosing an e-commerce platform to place their ads is 63%, just behind Facebook 68%and YouTube 65%. On the brands side, Facebook, Youtube and Google are still the three most applied advertising platforms with 77%, 63% and 51% respectively. Source: QandMe Agency Brand Twitter 5% 0% 5% 23% 18% 26% 63% 36% 48% 41% 30% 48% 50% 51% 65% 63% 68% 77% 14% 3% CocCoc Grab/Cojek etc Zalo Tiktok Instagram Google ads YouTube Facebook Sponsored ads on EC platform 45 Vietnam mobile application report 2021
  46. 46. TIKTOK ADS BOOM IN 2020 Source: Statista Source: AppsFlyer Facebook Youtube Tik Tok 34% 29% 13% Statista’s 2020 survey on the effectiveness of advertising on social networks shows that Facebook and Youtube are the two social networks with the highest advertising efficiency. However, it is worth noting that TikTok, after strong growth in the past year, surpassed Instagram and reached the Top 3 social networks with the highest advertising efficiency in Vietnam in 2020. Foreign ad networks with the highest app install conversions TikTok Ads is also the foreign ad network with the strongest growth in the first half of 2020. The number of conversion downloads through the TikTok Ads platform has increased by 175% in the past year and is especially the leader. conversion rates for game & non-game application groups. TikTol Ads AdColony Accesstrade Vungle VIVO 4 6 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  47. 47. POPULAR FORMAT OF ADVERTISING ON TIKTOK In terms of being a social network, TikTok has a huge number of views and users, so it is understandable for brands to place ads on the TikTok platform. Full-screen banner Hashtag challenge campaign Hashtag Challenge is a form of advertising using simple and fun challenges for TikTok users. Each challenge will be associatedwithaseparatehashtag,userswillperformthechallengeandattachthecorrespondinghashtag.Hashtag Challenge is the most effective form to create a wave of response from the community as well as bring effectiveness to the marketing campaign. Branded Effect is a form of using stickers, filters ... to bring images of the brand itself to put into videos. Brands can “order” themselves exclusive effects from TikTok. Users will use these funny effects in the video creation process. Effects created will be prioritized to appear in “Hot”, “Trending” for the first 6 days and last for 2 months. Branded Effect campaign Top Views ads In-feed ads 47 Vietnam mobile application report 2021
  48. 48. OTT APPLICATIONS BECOME EFFECTIVE ADVERTISING CHANNELS ON MOBILE WatchingmoviesandVODcontentbecameapopularformofentertainmentduringanepidemic.InVietnam,OTThas grown rapidly and became even more popular during the period of social gap. In Southeast Asian countries, smartphones are the most used device for OTT applications, accounting for 67% of the share of devices. Comparing mobile downloads, OTT Netflix apps and IQIYI (Two popular OTT mobile platforms) saw a huge increase in mobile downloads in March and April 2020, also when the order was spaced. society in Vietnam is applied. Thanks to the popularity and bloom in 2020, OTT applications increasingly attract new people, with the major- ity of users favoring OTT platforms free of charge but containing ads, this is gradually becoming one. Effective advertising channel: 67%of viewers are using OTT platforms that contain ads. 86%are willing to see an ad in exchange for free content 35%Conversion rate for buying advertising on OTTs in Vietnam Number of downloads of Netflix and IQIYI in Vietnam M a r 2 0 A p r 2 0 M a y 2 0 J u n 2 0 J u l 2 0 A u g 2 0 S e p 2 0 O c t 2 0 N o v 2 0 D e c 2 0 J a n 2 1 F e b 2 1 78 24 28 44 40 24 30 49 48 45 88 103 167 100 87 108 139 107 77 51 66 75 123 264 watched OTT contents on smartphone 67% Netflix IQIYI 4 8 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  49. 49. MOBILE AD SIZE OPTIMIZATION Source: StatCounter Smartphone screen size in Vietnam (Jan 2021) 360x460 360x780 414x736 412x892 375x667 375x812 414x896 360x760 412x869 320x568 13.54% 9.25% 7.43% 5.64% 5.61% 5.25% 4.40% 3.95% 2.65% 1.55% 49 Vietnam mobile application report 2021
  50. 50. VIETNAM MOBILE ADVERTISING ECOSYSTEM Digital advertising agency Livestream platform Agency Influencer Marketing * Listed companies are only in representative terms Ad Network 50 Vietnam mobile application report 2021
  51. 51. 05 E-PAYMENT & E-COMMERCE 51 Vietnam mobile application report 2021
  52. 52. GENERAL STATISTICS IN VIETNAM Of population has bank account 30.8% Of population use credit card 4.12% Of population use debit card 26.74% Of banked population own a savings account 69% 52 Vietnam mobile application report 2021
  53. 53. SOUTHEAST ASIA MARKET Bank account penetration in SEA by country (Unit:%) Debit card penetration in SEA by country (Unit:%) Singapore Thailand Indonesia Philipines Vietnam Maylaysia 98% 85% 82% 49% 34% Singapore Thailand Indonesia Philipines Vietnam Maylaysia 49% 21% 10% 4% 2% 2% 31% Source: Statista, Global Findex, PPro 53 Vietnam mobile application report 2021
  54. 54. ECONOMIC DECLINE AFFECTS THE E-PAYMENT SPENDING Market Size (Unit: Million USD) 2017 2018 2019 2020 2021F 6.899 8.823 11.074 11.607 15.071 Source: Statista According to Statista, the total value of digital transactions in Vietnam in 2020 reached 11,607 million USD As financial and economic losses affect the purchasing power of consumers, transaction value in 2020 does not witness a large growth compared to 2019. However, it is forecasted that in 2021, when Vietnam’s economy recovers after the pandemic, the payment value will increase by 30%, reaching the value of USD 15,071 million Digital Commerce Mobile POS Payments 54 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  55. 55. DIGITAL SPENDING WITNESSED DECREASED DUE TO ECONOMIC IMPACTS FROM COVID-19 Source: Statista In 2020, total spending through online channels in Vietnam averaged $280.3 per person, Of which, transactions via mobile POS accounts for 21.8%, online transactions. accounting for 78.2%. However, before Vietnam is expected to recover its economy after the pandemic, it is forecasted that total spending per capita in 2021 will grow strongly, reaching the value of $ 323.5 per person Đơn vị: USD 2017 2018 2019 2020 2021F 23.7 36.3 61.3 73.9 249.6 219.0 256.8 244.6 257.9 48.8 Mobile POS Payments Digital Commerce 55 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  56. 56. PAYMENTS STARTUP ACCOUNTS FOR THE MOST IN TOTAL NUMBER OF FINTECH STARTUP IN VIETNAM In 2020, there are 121 startups operating in the fintech sector in Vietnam, of which the e-payment sector has the largest number of startups, accounting for 31%. Twice as high as the P2P lending sector with 16%. This proves that the payment market is the largest market in fintech, but in contrast, there are also many competitors. Pay Blockchain/Crypto Asset Management Credit risk management Technology insurance P2P lending SME finance POS Comparative comparison Crowdfunding Digital Bank 31% 16% 12% 7.5% 7.5% 6% 5% 4% 4% 3.5% 3.5% 121 Startups 56 Vietnam mobile application report 2021
  57. 57. A BOOMING YEAR OF E-WALLET With the Covid-19 wave and the promotion of cashless payments by the government in 2020, the leading e-wallets in Vietnam have strongly benefited from the change in payment habits at home and the number of users. increased sharply over the past year. InSeptember2020,Momowalletannounced 20 million individual users, becoming the most used e-wallet in Vietnam. Soon after, in Google’s Economy SEA 2020 report, the payment startup VNPay was valued at over $ 1 billion, which meant that VNPay was the second “unicorn” startup in Vietnam. 57 Vietnam mobile application report 2021
  58. 58. E-WALLET RISES AFTER THE FIRST WAVE OF COVID-19 Comparing downloads between the three brands of e-wallet, Momo holds the position as the most down- loaded e-wallet, peaking in February and March with 992,000 and 839,000 downloads respectively. ViettelPay and ZaloPay are in fierce competition when ZaloPay made a strong breakthrough in Q4 with strong growth in downloads. As of February 2021, ZaloPay’s number of downloads surpassed ViettelPay’s downloads. Downloads of e-wallet app in Vietnam Source: App Annie Momo ViettelPay ZaloPay J a n 2 0 F e b 2 0 M a r 2 0 A p r 2 0 M a y 2 0 J u n 2 0 J u l 2 0 A u g 2 0 S e p 2 0 O c t 2 0 N o v 2 0 D e c 2 0 J a n 2 1 F e b 2 1 58 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  59. 59. VIETTELPAY HAS STRONG GROWTH IN DOWNLOADS, MOMO IS THE MOST COMMONLY USED WALLET Momo ViettelPay ZaloPay Awareness Currently using Currently using 94% 76% 72% 79% 32% 25% 61% 15% 6% 59 Vietnam mobile application report 2021 E-wallet applications benefit from the cashless payment promotion in Vietnam after Covid-19. Therefore, most of the popular e-wallets are all recording huge growth in 2020. The survey on e-wallet users shows that Momo is the most widely recognized e-wallet, and also has the largest number of regular users (61%), much larger than other brands. Downloads growth Downloads growth Downloads growth ↑61%compares with 2019 ↑50%compares with 2019 ↑40%compares with 2019 Source: QandMe E-wallet usage survey in Vietnam AVAILALBE IN FULL VERSION
  60. 60. LICENSED PAYMENT INTERMEDIARIES PROVIDERS Source: Fintechnews Singapore 60 Vietnam mobile application report 2021
  61. 61. E-COMMERCE MARKET SIZE 2020 E-commerce market value 2015 14 12 10 8 6 4 2 0 2016 2017 2018 2019 2020 Source: Ministry of Industry and Trade Revenue (B2C) Growth rate 40% 35% 30% 25% 20% 15% 10% 5%% 0% Facing the impact of the Covid-19 epidemic, Vietnam’s e-commerce industry in 2020 will only achieve a growth rate of 18% with a scale of 11.8 million USD. This is the lowest increase in the past 5 years of the industry. 8,06 6,2 5 4,07 10,08 11,8 37% 23% 24% 30% 25% 18% 61 Vietnam mobile application report 2021
  62. 62. MOBILE E-COMMERCE IS MORE POPULAR THAN THE DESKTOP Mobile Desktop According to JP Morgan, Vietnam’s mobile e-commerce revenue reached 5.6 million USD in 2020 with an compound annual growth rate of 18.6% per year. Accordingly, mobile e-commerce is showing dramatic growth as it is accounting for nearly half of all B2C e-commerce revenue in Vietnam. In terms of transaction rates, the mobile platform also showed a strong superiority over the desktop, accounting for 62% of all transactions, while the desktop accounted for only 38%. Revenue of mobile e-commerce in Vietnam (2019-2023) E-commerce payment by device platform 2019 2020 2021F 2022F 2023F Source: JP Morgan $5.1 $5.6 $7 $8.5 $10.2 38% 62% Vietnam mobile application report 2021 62 AVAILALBE IN FULL VERSION
  63. 63. ONLINE CONSUMERS ARE ACCOUNTING FOR A HIGH PROPORTION IN VIETNAM Source: Facebook, Bain & Company In 2020, Vietnam has 49 million online shoppers aged 15 and over (compared to 46 million in 2019), the 3rd highest in Southeast Asia after Indonesia (137 million) and Philippines (57 million people). However, this figure only accounts for about 65% of the total number of people aged 15 and over in Vietnam, a modest figure com- pared to Malaysia (83%), Singapore (79%) and the Philippines (74%). This shows that the growth opportunities of the payment market and e-commerce both in terms of number of users and purchase value in Vietnam in the coming years are still potential. Proportion of digital consumer in SEA by country 2020 (15 years old+) Malaysia Philipines Singapore Vietnam 65% 74% 79% 83% 63 Vietnam mobile application report 2021
  64. 64. MILLENNIALS AND GEN X ARE THE GROUP OF CUSTOMERS DRIVING ONLINE SHOPPING Source: We Are Social According the survey conducted by We Are Social, the age group from 25 to 54 years old is the age group that participates most in, accounting for about 82 - 85% of the survey participants, while Generation Z accounts for only 70.6%. This can be explained by the fact that Generation Z is the pioneer and easily updated online shopping trends, but now the middle-aged customer group is also familiar with this form and their possession. It is the stability that makes this group of customers who are promoting online shopping. Q: Have you shopped online at least once in the past month? 45-54 years old 55-64 years old 25-34 years old 35-44 years old 16-24 years old 70.6% 81.8% 85.3% 83.5% 75.3% Vietnam mobile application report 2021 6 4
  65. 65. THE MOST PURCHASED ONLINE CATEGORIES Flight & hotel 21% -40,5% +33,6% +37,2% +34,9% +32,6% +33,2% +45,9% +35,3% Travel mobility & accommadation Fueniture & appliances Fashion & Beauty Toys, Diy & hobbies Electronics & Physical media Digital music Food & Personal care Video games Fashion 11% F&B 10% Electronics 9% Cosmetics 9% The growth of categories in e-commerce channels Source: We Are Social 65 Vietnam mobile application report 2021
  66. 66. AFTER COVID-19, CASH WILL NOT ALSO BE THE MOST POPULAR PAYMENT E-commerce payment methods in Vietnam Forecasting the proportion of e-commerce payment forms by 2023 With the habit of non-cash payments gradually forming after the Covid-19 epidemic, JP Morgan has predicted that by 2023, only 15% of e-commerce transactions will be paid in cash. Instead, bank transfers and card payments will be the two most popular forms. E-wallets will also be a popular option at a rate of 22%. Source: PPro Source: JP Morgan Card Card Banking transfer Bank transfer Cash Cash Other Other Digital wallet Digital wallet 34% 21% 26% 14% 5% 29% 15% 30% 22% 4% 66 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  67. 67. SHOPEE CONTINUES TO LEAD IN TERMS OF TRAFFIC IN THE SECOND HALF OF 2020 Shopee continues to lead as the highest-visited e-commerce platform, and is the only e-commerce platform to maintain the growth of visits throughout 2020. In addition to Shopee, Lazada also experienced a slight growth compared to the beginning of 2020 with about 20.8 million visitors in the fourth quarter. Two domestic e-commerce exchanges, Tiki and Sendo, both witnessed a decline in traffic. Web traffic of the four leading e-commerce platform 2020 (Unit: Million visits) Shopee Tiki Lazada Sendo Q1/2020 Q2/2020 Q3/2020 Q4/2020 80 70 60 50 40 30 20 10 0 43 23 19 18 20 20 17 14 14 11 21 22 22 52 62 68 67 Vietnam mobile application report 2021
  68. 68. LAZADA ACCELERATES ON MOBILE PLATFORMS 2020 is the year Lazada has a very strong investment in business to compete with rival Shopee. If Shopee is the leader in website platform, then Lazada has made great strides on mobile platforms. Specifically, in the first 3 quarters of the year, Shopee outperformed the number of downloads, but in Q4, Lazada had a breakthrough, and surpassed Shopee in downloads since November 2020. Specifically in the last 3 months of the year: 2,84 million downloads on mobile phones 40%↑ compared to the previous quarter Downloads of e-commerce platform in Vietnam 1.4 1.2 1 0.8 0.6 0.4 0.2 0 Source: App Annie Shopee Lazada Tiki Sendo J a n 2 0 F e b 2 0 M a r 2 0 A p r 2 0 M a y 2 0 J u n 2 0 J u l 2 0 A u g 2 0 S e p 2 0 O c t 2 0 N o v 2 0 D e c 2 0 J a n 2 1 F e b 2 1 68 Vietnam mobile application report 2021 AVAILALBE IN FULL VERSION
  69. 69. THE GOLDEN TIME FOR ONLINE SHOPPING 11.11 SHOPPING EVENTS The biggest shopping event on November 11 is an opportunity for e-commerce brands to launch massive marketing campaigns. E-commerce brands did not want to miss the golden time of shopping in the year, all four largest e-commerce players had massive promotion campaigns and cooperated with famous KOLs. Especially this year, Lazada made a huge investment when choosing Lee Min Ho, a celebrity with international influence along with Vietnamese singer Chi Pu. Shopee collaborate with Bao Anh and Chi Tai as ambassadors Tiki promotes their events with rapper Lang Ld Lazada’s celebrity endorsement with Chi Pu and Lee Min Ho Sendo and Ninh Duong Lan Ngoc during their 11.11 campaigns 69 Vietnam mobile application report 2021
  70. 70. LAZADA LEADS IN TERMS OF REACH, SHOPEE IS MOST MENTIONED ON SOCIAL MEDIA Through the Social Listening tool, it can be seen that the two biggest brands Lazada and Shopee have made strong investments during the 11/11 shopping festival, two domestic brands, Tiki and Sendo, are behind in terms of efficiency online. society has also reaped good business results. Social leads of the four e-commerce players during November 11 events Number of mention on social media during the November 11 events Sendo Sendo lazada lazada Tiki Tiki Shopee Shopee 37,447,588 13,548 55,229,300 9,801 7,098,728 2,084 18,508,521 864 70 Vietnam mobile application report 2021
  71. 71. LAZADA LEADS IN TERMS OF REACH, SHOPEE IS MOST MENTIONED ON SOCIAL MEDIA Shopee led the market in terms of mentions during the 11/11 sale this year, 138% higher than its immediate competitor Lazada, thanks to flash sales and discount vouchers that appear continuously. However, Lazada has the largest spread, 147% higher than Shopee, which can be explained by the attraction of KOLs of international stature. Source: Reputa Săn mã freeship cho đơn 0đ, deal đồng giá 1.000đ, săn 11 triệu voucher, đêm sale bùng nổ, siêu sao nữa giá 12h00, siêu sale flash sale 1K, tung ưu đãi Premium cho tín đồ hàng hiệu Sự kiện siêu sale Lazada 11.11, quảng bá gian hàng trên Lazada Sự kiện siêu sale Shopee 11.11: Quảng bá gian hàng, Đếm ngược ngày hội sale Voucher siêu sale, các deal hấp dẫ, ưu đãi và săn deal Shopee 11.11 Siêu show với các nghệ sĩ nổi tiếng Rhymastic, Bảo Thuy, Isaac,...; Đề cập đến Lee Min Ho Sự kiện SuperShow, Sân khấu 3D, các khách mời nổi tiếng: Sơn Tùng M-TP, Trấn Thành - Hariwon,... Khác: Single Day mua sắm Đề cập đến các đại sứ thương hiệu: Lee Min Ho, Chi Phu Siêu sale 1K, thanh toán qua ZaloPay Khác 72.67% 21.33% 5.03% 0.97% 13.548 9.801 42.55% 32.72% 8.65% 5.36% 3.51% 7.22% 71 Vietnam mobile application report 2021
  72. 72. INTEGRATED LIVESTREAM FEATURES CONTINUES TO BE INVESTED BY MAJOR E-COMMERCE PLAYERS Big names such as Shopee and Lazada continues to promote their brands via music shows that is held continuously. These events are streamed online via the livestream features such as ShopeeLive or LazLive. These streams are extremely attractive to young audiences which attracts high viewership as well as high conversion rates. 72 Vietnam mobile application report 2021
  73. 73. SHOPPING APPLICATION TRENDS FOR THE SECOND HALF OF 2020 JULY 2020 OCTOBER 2020 AUGUST 2020 NOVEMBER 2020 SEPTEMBER 2020 DECEMBER 2020 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 Lazada Group GmbH Lazada 11.11 Lazada Group GmbH Lazada 11.11 Lazada Group GmbH Lazada 11.11 Lazada Group GmbH Lazada 12.12 Lazada Group GmbH Lazada 11.11 Lazada Group GmbH Lazada - Top#1 app mua sắm Tiki Corporation Tiki - Săn sale mọi nơi Tiki Corporation Tiki - Săn sale mọi nơi Tiki Corporation Tiki - Săn sale mọi nơi Tiki Corporation Tiki - Săn sale mọi nơi Tiki Corporation Tiki - Săn sale mọi nơi Tiki Corporation Tiki - Săn sale mọi nơi SENDO TECHNOLOGY JOINT STOCK COMPANY Sendo: 11.11 Siêu sale 11k SENDO TECHNOLOGY JOINT STOCK COMPANY Sendo: 11.11 Siêu sale 11k SENDO TECHNOLOGY JOINT STOCK COMPANY Sendo: 11.11 Siêu sale 11k SENDO TECHNOLOGY JOINT STOCK COMPANY Sendo: xả hàng cuối năm SENDO TECHNOLOGY JOINT STOCK COMPANY Sendo: 11.11 Siêu sale 11k SENDO TECHNOLOGY JOINT STOCK COMPANY Sendo: xả hàng cuối năm CHO TOT COMPANY LIMITED Chợ Tốt - Chuyên mua bán online Taobao (China) Sojrware CO,.LTD Taobao (China) Sojrware CO,.LTD CHO TOT COMPANY LIMITED Chợ Tốt - Chuyên mua bán online CHO TOT COMPANY LIMITED Chợ Tốt - Chuyên mua bán online CHO TOT COMPANY LIMITED Chợ Tốt - Chuyên mua bán online SHOPEE COMPANY LIMITED Shopee 11.11 Siêu sale SHOPEE COMPANY LIMITED Shopee 11.11 Siêu sale SHOPEE COMPANY LIMITED Shopee 11.11 Siêu sale SHOPEE COMPANY LIMITED Shopee: Mua sắm online #1 SHOPEE COMPANY LIMITED Shopee 11.11 Siêu sale SHOPEE COMPANY LIMITED Shopee: Mua sắm online #1 (375.292) (375.292) (375.292) (419.907) (375.292) (433.566) (882.078) (882.078) (882.078) (961.262) (882.078) (978.048) (129.076) (129.076) (129.076) (180.595) (129.076) (171.676) (227.074) (227.074) (227.074) (230.696) (227.074) (231.424) (15.224) (1.346) (1.482) (15.224) (16.684) (15.224) App store ranking of shopping apps Source: Sensortower 73 Vietnam mobile application report 2021
  74. 74. SHOPPING APPLICATION TRENDS FOR THE SECOND HALF OF 2020 JULY 2020 OCTOBER 2020 AUGUST 2020 NOVEMBER 2020 SEPTEMBER 2020 DECEMBER 2020 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 Lazada Mobile Lazada 11.11 Biggest One-Day sale Lazada Mobile Lazada 11.11 Biggest One-Day sale Lazada Mobile Lazada 11.11 Biggest one - day sale Lazada Mobile Lazada 12.12 Year End Sale Lazada Mobile Lazada 11.11 Biggest one - day sale Lazada Mobile Lazada Vietnam - Top#1 app mua sắm Tiki Mobile Team Tiki - Săn sale bí mật SENDO TECHNOLOGY JSC Sendo: 11.11 Siêu sale 11k Chợ tốt Chợ Tốt - Chuyên mua bán online ShopBack ShopBack -Mua sắm & Hoàn tiền Cashbag Ltd Cashbag: Hoàn tiền mua sắm & du lịch OKXE Okxe - Mua sắm xe trực tuyến Chợ tốt Chợ Tốt - Chuyên mua bán online Chợ tốt Chợ Tốt - Chuyên mua bán online SHOPEEShopee 11.11 Siêu sale SHOPEE Shopee 11.11 Siêu sale SHOPEE Shopee 11.11 Siêu sale SHOPEE Shopee: mua sắm online #1 SHOPEE Shopee 11.11 Siêu sale SHOPEE Shopee: mua sắm online #1 (661.613) (661.613) (661.613) (717.679) (661.613) (734.878) (7.288.217) (7.288.217) (7.288.217) (7.736.052) (7.288.217) (7.834.246) (154.378) (360.128) (90.392) (222.702) (5.256) (1.288) (92.867) (92.867) SENDO TECHNOLOGY JSC Sendo: 11.11 Siêu sale 11k (360.128) SENDO TECHNOLOGY JSC Sendo: 11.11 Siêu sale 11k (360.128) SENDO TECHNOLOGY JSC Sendo: 12.12 Siêu sale đậm (370.200) SENDO TECHNOLOGY JSC Sendo: 11.11 Siêu sale 11k (360.128) SENDO TECHNOLOGY JSC Sendo: Xả hàng cuối năm (373.636) Tiki Mobile Team Tiki - Săn sale bí mật (154.378) Tiki Mobile Team Tiki - Săn sale bí mật (154.378) Tiki Mobile Team Tiki - 12.12 sale cực đỉnh (171.079) Tiki Mobile Team Tiki - 12.12 sale cực đỉnh (176.808) Tiki Mobile Team Tiki - Săn sale bí mật (154.378) Google Play Shopping App ranking Source: Sensortower 74 Vietnam mobile application report 2021
  75. 75. E-COMMERCE ECOSYSTEM IN VIETNAM Merchant Brands E-commerce platform Banking and credit services Services provider Logistics service E-wallet Payment services Payment gateway Credit Merchant * The units listed are for representative only 75 Vietnam mobile application report 2021
  76. 76. SUMMARY On average, each Vietnamese spends 6.5 hours using the Internet every day, of which about 3 hours and 18 minutes is accessed through mobile phones. Vietnamese people tend to download and use more mobile applications after the pandemic. Compared to global average, applications in Vietnam are downloaded more, therefore this is an advertising opportunity for the app publishers. The speed of mobile Internet in Vietnam reaches 60.88 Mbps, up 40.7% compared to 2019. This further promotes the habit of using mobile Internet when smartphones are becoming the main connecting device of consumers. TikTok and OTT applications have a strong growth and earn more new users after the pandemic, so these two groups of applications become one advertising channel that is being noticed. After the pandemic, food delivery applications became popular and became the most popular method of ordering food among Vietnamese consumers. E-wallet also become one of the much more popular forms of payment after the pandemic. The e-wallet market is led by Momo, but the competition between ViettelPay and ZaloPay is going harsh. TikTok booms after Covid-19 with 16 million downloads in 2020 has made short video applications a new entertainment trend in Vietnam, this market is projected to be even more compeititve in 2021 with the entrance of Instagram and Youtube. Mobile e-commerce is growing rapidly, is forecasted to reach $ 7 billion in revenue by 2021 and tends to overtake desktop platforms in the next few years. The mobile game market witnessed 40% growth in revenue through application stores, downloads and the number of game launches also increased sharply compared to 2019, proving that the mobile game market has received a big boost from Covid-19. Shopee continues to hold the No. 1 position in web traffic, however Lazada is currently the leader in mobile downloads. 01 06 02 07 03 08 04 09 05 10 76 Vietnam mobile application report 2021
  77. 77. Member Companies Game publishing company gamota.com Digital marketing company Adsota.com Payment & fintech aompany Kdata.vn Cloud infrastructure solutions company AppotaPay.com Appota is the pioneering company in providing technology solutions and digital entertainment content in Vietnam.Our comprehensive entertainment ecosystem is comprised of over 55 million users. We are among the top three largest game publishers, and the official partner to the Facebook Gaming Creator network in Vietnam. Our strengths reside in: producing and distributing online entertainment content, esports, advertising, gaming creators, online payment, cloud computing, IoT and business management solutions. WE ARE APPOTA 77 Vietnam mobile application report 2021
  78. 78. Building 11 (LE Building), Alley 71, Lang Ha St, Thanh Cong Ward, Ba Dinh Dist, Hanoi, Vietnam (+84) 2435 191 618 marketing@appota.com appota.com CONTACT

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