Smartphone is on everyone’s hand and Vietnamese spend hours playing with it. We made the research as to what apps are indispensable for those who live in urban area of Vietnam.

1. Q&Me is online market research provided by Asia Plus Inc.
Popular mobile app and user analysis in Vietnam
Asia Plus Inc.

2. Objective
Smartphone is on everyone’s hand
and Vietnamese spend hours playing
with it. We made the research as to
what apps are indispensable for those
who live in urban area of Vietnam.
The survey was conducted to about
600 male & female among 18-39 years
old in HCM & Hanoi.

3. Media spending hours (TV / Internet)
27% 28% 27% 25% 25%
32%
28% 27%
23%
32%
88% 88% 88%
92%
88% 85% 87% 89% 86%
90%
54% 52%
56%
61%
57%
45%
53% 55%
50%
58%
Total Male Female 18-24 25-29 30-39 HCM HN Class D, E Class A, B,
C
People watching TV more than 2 hours/day People using internet 2 hours/day and more
People using internet 4 hours/day and more
Vietnamese in urban area spend much more hours for internet
Q. How long do you watch TV a day / spend internet a day?

4. “What are the 3 apps that you use the most?”

5. Popular mobile application
Facebook (84%)
M=80% F=87%
No.1
Zalo (58%)
M=52% F=64%
No.2
YouTube (17%)
M=20% F=15%
No.3
Messenger (12%)
M=13% F=11%
No.4
Gmail (9%)
M=9% F=10%
No.5
Lazada (8%)
M=8% F=8%
No.6
Instagram (7%)
M=6% F=8%
No.7
Chrome (7%)
M=9% F=5%
No.8
Shopee (6%)
M=4% F=8%
No.9
Viber (5%)
M=4% F=5%
No.10
Q. Please name 3 applications that you use spend use the most.

6. Youth are with YouTube and Instagram
22%
16%
13%
18-24 25-29 30-39
YouTube and Instagram gather popularity among 18-24 age group
13%
4%
3%
18-24 25-29 30-39

7. Social usage and email
89%
51%
83%
59%
77%
66%
Facebook Zalo
18-24 25-29 30-39
Facebook is more for the youth,
while Zalo is more for elderly.

8. Email for adult
Email is used for the elderly group more.
Less usage among 18-24 years old
6%
11%
12%
18-24 25-29 30-39

9. Key findings : EC apps usage
Facebook is more for the youth, while Zalo is more for elderly. Email is
used for the elderly group more
16%
13%
19%
10%
22%
19%
21%
11%
8% 8% 8%
3%
9%
12% 10%
5%
6% 4%
8%
4%
10% 3% 8%
4%
3%
2%
3%
2%
2%
3%
3%
2%
Total Column2 Male Female Column3 18-24 25-29 30-39 30-40 high
social
users
low social
users
Lazada Shopee Others Online shopping

10. Key app user profile: Facebook
84%
80%
87%
89%
83%
77%
83%
85%
87%
81%
Total Male Female 18-24 25-29 30-39 HCM HN Class D, E Class A, B,
C
Generally popular regardless of the profile. Higher popularity in female.

11. Key app user profile: Zalo
58%
52%
64%
51%
59%
66%
61%
55% 53%
62%
Total Male Female 18-24 25-29 30-39 HCM HN Class D, E Class A, B,
C
The ratio of using Zalo higher at female and elders.

12. Key app user profile: YouTube
17%
20%
15%
22%
16%
13%
18%
17%
23%
12%
Total Male Female 18-24 25-29 30-39 HCM HN Class D, E Class A, B,
C
The ratio of using YouTube higher at male & youngsters.

13. “What are the apps that you installed recently
and would like to recommend others?”

14. App that Vietnamese recently likes
Shopee (9%)
No.1
• Online
shopping app
• Download: 5m
• Rating: 4,1/5
(47.777
persons)
Grab (7%)
No.2
• Travel app
• Download:
50m
• Rating: 4,5/5
(1.220.134
persons)
Lazada (7%)
No.3
• Online
shopping app
• Download:
50m
• Rating: 4,2/5
(1.232.488
persons)
Mocha (7%)
No.4
• Message app
• Download: 5m
• Rating: 4,3/5
(94.607
persons)
Momo (5%)
No.5
• Payment app
• Download: 1m
• Rating: 4,2/5
(21,974
persons)
Q. Please name applications that you installed within 30 days and would like to recommend it. (excluding the
ones that are already mentioned in the apps that are used mostly)

15. AUDIENCE PROFILE

16. Respondent profile (N=579)
Gender
Male, 49%Female, 51%
18-24, 35%
25-29, 34%
30-39, 31%
Age
HCM, 47%
HN, 53%
City
Household income
9%
21%
20%
22%
28%
Under 4,000,000 VND
4,000,000 - 9,000,000 VND
9,000,001 - 14,000,000 VND
14,000,001 - 20,000,000 VND
Above 20,000,000 VND

17. Q&Me – About Online Market Research Services

18. Our Solution
Survey is conducted via mobile phone and the data is processed real-time
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real-time analysis
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19. 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. 300,000 members as of Nov, 2017
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

20. Process for the quality assurance
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.

21. 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
Evaluation for our quality assurance

22. Contact Us
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