The survey is conducted in November 2020 to find out the trend and the behavior of Vietnamese when using applications on mobile and to see if there’s any change compared with 2019. The data was analyzed base on the screenshot of “screen time” on IOS device of males and females from 18-39 years old in HCM and Hanoi.

1. Q&Me is online market research provided by Asia Plus Inc.
Vietnam mobile app popularity 2020
Asia Plus Inc.

2. Overview
The survey is conducted in November
2020 to find out the trend and the
behavior of Vietnamese when using
applications on mobile and to see if
there’s any change compared with 2019.
The data was analyzed base on the
screenshot of “screen time” on IOS
device of males and females from 18-39
years old in HCM and Hanoi.

3. How we get the data
We collected the screenshot of Screen Time from iOS users to understand the
real usage of smartphone among Vietnamese

4. How to see the data
We analyze the data both by usage and length.
Usage Length
Usage ratio of those who have
opened the app in last 7 days
Length of the apps used per day
in average

5. Mobile application usage trend

6. Mobile app usage
4.0
5.1
2019 2020
Smartphone usage
in a week
The usage of mobile app has increased in both of number of
app and length to use, vs 2019.
16.8
22.1
2019 2020
Number of app used in a
week

7. Average apps used in a week
22.7
21.8
21.2
23.4
22.1
25-39
18-24
Female
Male
Total
Vietnamese use 22.1 apps in a week. Male and young people
use more numbers of apps.

8. Average time / day spend for apps (hours)
5.9
4.7
4.6
5.6
5.1
25-39
18-24
Female
Male
Total
Vietnamese use 5.1 hours in a day. Male and young people
spends more time in using apps

9. User segmentation by length
14%
15%
22%15%
12%
8%
13%
Less than 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours
5 - 6 hours 6 - 7 hours More than 7 hours
More than 80% people spend more than 2 hours per day for
using apps on the smartphone.

10. Vietnamese smartphone app trend

11. Popular mobile apps (by category, length)
Vietnamese spend 28% of their mobile app time on social
network and 16% on messaging
28%
16%
15%
12%
3%
3%
23%
Social network* Video/ Movie** Messaging/ Calling***
Game Catalogue/ Utilities/ Weather Shopping****
Others
* Social network: Facebook, Instagram, Twitter,etc.
** Online Messaging/ Calling: Facebook messenger, Zalo, etc.
*** Video/ Movie: Youtube, Tiktok, etc.
**** Shopping: Shoppee, Tiki, Lazada, etc.

12. Concentration on the top apps
Facebook, YouTube, Messenger and Zalo account for 50% of users’
time.
Facebook,
25%
YouTube,
12%
Zalo,
7%Messenger,
6%
Tiktok,
4%
Others, 46%
App usage by length

13. Messaging over Email / SMS
While 15% of smartphone time is spent for Online Messaging/Calling,
email is no more than 1%. Online Messaging/Calling is the center of
the communication
98%
15%
Usage Length
Online
Messaging/Calling
57%
1%
Usage Length
Email
75%
1%
Usage Length
SMS

14. Social network over web browsing
Although social network and web browsers are used for over 90% of
users, time spend on these are distinctly different. Vietnamese live
with social network.
97%
28%
Usage Length
Social network
93%
12%
Usage Length
Web browser

15. Those who have used shopping app at least in last 7 days has jumped into 61% from 31
of previous year. Online shopping has penetrated
14%
25%
61%
User types
Users who use 3 apps and more
Users who use 2 apps
users who use 1 app
49%
16%
14%
6%
Shopee Lazada Tiki Sendo
Popular mobile shopping
apps (by usage)
34%
61%
2019 2020
Online shopping user trend
Mobile shopping – Big increase form previous year

16. Finance-related app – much higher penetrations
The usage of mobile payment apps has surged compared to last year, it is now even higher
than online banking apps.
42%
13%
11% 10%
Momo Zalo Pay ViettelPay Air Pay
Popular mobile payment app
(usage)
54%
45%
46%
55%
Mobile payment
app user
Online banking app
users
Financial app popularity
20%
68%
2019 2020
Finance app usage*
* Those who use mobile payment or online bank app

17. Most popular applications

18. Most popular applications (by length)
No.1 Facebook 25%
No.2 Youtube 12%
No.3
Messenger
9%
No.4 Zalo 7%
No.5
Safari
6%
No.6 4%
No.7 3%
No.8
Liên Quân
2%
No.9 Momo 1%
No.10
TikTok
1%
All
Chrome
Shopee

19. Most popular applications (by usage) (1)
No.1 Facebook 94%
No.2 Messenger94%
No.3
Calling*
86%
No.4
Youtube
86%
No.5
Zalo
84%
No.6
Camera*
81%
No.7
Photo*
81%
No.8
SMS*
79%
No.9
Safari
78%
No.10
Setting*
75%
All

20. Most popular applications (by usage) (2)
No.11
Google Map
59%
No.12
Calculator
57%
No.13 49%
No.14
Gmail
42%
No.15
App Store
39%
No.16 34%
No.17 32%
No.18 31%
No.19
Note
30%
No.20 Clock 28%
All
Shopee
Momo
TikTok
Chrome

21. Most popular applications by gender (by length)
No.1 Facebook 22%
No.2 Youtube 13%
No.3
Zalo
10%
No.4 Messenger 6%
No.5
Safari
5%
No.1 Facebook 29%
No.2 Youtube 10%
No.3
Messenger
10%
No.4
Zalo
7%
No.5
Safari
5%
Male Female

22. Most popular applications by age (by length)
No.1 Facebook 23%
No.2 Messenger 11%
No.3 Youtube 11%
No.4 9%
No.5
Safari
7%
No.1 Facebook 27%
No.2 Youtube 12%
No.3 Zalo 10%
No.4 8%
No.5
Safari
4%
18-24 25-39
TikTok Chrome

23. Most popular applications by region (by length)
No.1 Facebook 23%
No.2 Youtube 15%
No.3
Zalo
8%
No.4
Messenger
7%
No.5
Safari
5%
No.1 Facebook 27%
No.2 Youtube 9%
No.3
Messenger
9%
No.4 Zalo 8%
No.5
Safari
7%
HCM Hanoi

24. Category-analysis

25. Social Network
Social network mobile app is used by 97% of users and occupies for 28% of
the time. Top apps by usage is Facebook, followed by Instagram, Twitter.
97%
3%
Usage ratio (by usage) Top apps
No.1
28%
72%
Usage ratio (by length)
No.2
No.3
No.4
No.5
Facebook
Instagram
Twitter
Mocha
Facebook Lite
Usage Length
94% 30.9%
27% 1.1%
6% 0.1%
4.8% 0.1%
2.9% 0.3%
Popularity by profile
96%
100%
98%
96%
97%
27%
27%
33%
23%
28%
25-39
18-24
Female
Male
Total
Length Usage

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

27. Video
Video app is used by 85% of users and occupies for 16% of the time. Top apps
by usage is Youtube, followed by TikTok,NimoTV.
85%
15%
Usage ratio (by usage) Top apps
No.1
16%
84%
Usage ratio (by length)
No.2
No.3
No.4
Youtube
TikTok
NimoTV
FPTPlay
Usage Length
81.0% 11.6%
34.3% 4.1%
3.8% 0.1%
2.9% 0.1%
Popularity by profile
83%
89%
82%
88%
85%
15%
19%
14%
18%
16%
25-39
18-24
Female
Male
Total
Length Usage

28. Photo
Photo app is used by 94% of users and occupies for only 2% of the time. Top
apps by usage is Photos, followed by Camera, Google Photos
94%
6%
Usage ratio (by usage) Top apps
No.1
2%
98%
Usage ratio (by length)
No.2
No.3
No.4
Photos
Camera
Ulike
Usage Length
79% 0.9%
78.1% 0.5%
9.5% 0.1%
6.7% 0.01%
Popularity by profile
93%
97%
95%
94%
94%
2%
1%
2%
1%
2%
25-39
18-24
Female
Male
Total
Length Usage
Google Photos

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

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

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

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

33. HCM, 44%
Hanoi, 56%
City
Respondent profile (N=105)
Male, 46%
Female,
54%
Gender
18-24, 33%
25-39, 67%
Age

34. Q&Me – About Online Market Research Services

35. Enhanced Service 3: Business survey
Provide the research services driven by the technogies
Our research solutions
Consumer research app
Admin platform
Traditional market research
Collect surveys from online consumers Effective retail audit or data collection
Plan, Manage and Analyze data

36. Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 400,000 members as of Nov, 2018
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

37. Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI

38. Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

39. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 2839 100 043