Upload
adspruce
View
266
Download
9
Embed Size (px)
Citation preview
The Mobile Web and App Market in Vietnam
Global Mobile Web Usage
Mobile web audiences are 2x larger than mobile app1
Mobile web usage has grown 1.2% faster than app over the past 3 years
The median browser usage has grown 61% in the past year compared to 51% for apps11. Morgan Stanley, ‘Google, There's an App for that...the Browser’ - September 24, 2015 -
http://linkback.morganstanley.com/web/sendlink/webapp/f/e49099bq-3pb2-g000-a9cf-005056028001?store=0&d=UwBSZXNlYXJjaF9NUwBkMjYxMjIwMC02MDgwLTExZTUtOWNkYS0yYWVjNWZiMzM3MzU%3D&user=k8zaytx6tjb9-610&__gda__=1569211381_ddff0a14f7abbe1454f722f9c78321fc.
Vietnam has become one of the fastest growing markets in the world...
… and is the fastest growing smartphone market in Southeast Asia
Ho Chi Minh is set to be the Asian Silicon Valley1
In 10 years internet users have grown 900% - from 4 million users to 40 million1
The Vietnamese
Market
1. BBC News, 2nd February 2016 - http://www.bbc.co.uk/news/business-35227626
The Mobile Market
Vietnam is the 3rd-fastest growing smartphone market in the world and the 1st in SEA
96% of the population own a mobile - 55% of these own a smartphone1
There are still a large majority of the population using feature phones...
... with many people using low-end, cheap smartphones
1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528
Vietnam is ‘Mobile-First’
Only 46% of the population own a PC or laptop compared to 96% owning a mobile1
55% own smartphone / 45% feature phone1
Page views on mobile browser grew 40% in 2015 compared to 9% decrease in desktop page views1
Mobile internet penetration is at 55%2
1.4 mobile devices per person
1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/5282. Vietnam Mobile Market Report, 6th January 2016 - http://www.slideshare.net/appota/vietnam-mobile-market-report-2015
The Mobile Web
42% of the population use the mobile internet… and increasing rapidly1
Mobile search is extremely popular activity - 56% of consumers in Vietnam use mobile search2
Mobile search is the 2nd most popular activity on mobile - closely behind social media at 59%2
1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/5282. Appota Mobile Apps Report, October 9th 2015 -
http://www.slideshare.net/appota/vietnam-mobile-apps-report-q3-2015?qid=b64da184-9909-42e4-9ceb-009d42562dc9&v=&b=&from_search=2
Mobile App Usage
Gaming is extremely popular in Vietnam
Mobile gaming in Vietnam makes up 37% of the total of the gaming market in SEA1
Out of the 350 million app downloads in Vietnam, half of these are games2
59% of mobile users use social media - not clear how much use mobile web or app
Most popular social media app is Facebook
Music apps are also popular - Zing MP3 and NCT3
Difference between mobile web and app use is intention and purpose
1. Thanh Nien News, July 20th 2015 - http://www.thanhniennews.com/business/vietnams-mobile-game-market-tops-se-asia-poised-to-grow-49089.html
2. One Sky App, August 11th 2015 - http://www.oneskyapp.com/blog/vietnam-mobile-game/3. Appota Mobile Apps Report, October 9th 2015 -
http://www.slideshare.net/appota/vietnam-mobile-apps-report-q3-2015?qid=b64da184-9909-42e4-9ceb-009d42562dc9&v=&b=&from_search=2
Disadvantages of Mobile App
Apps need to be downloaded and updated - not ideal on slower connections in emerging markets
Content is easily shared from mobile websites - 64% of Vietnamese like to have product info on their mobile for ease of sharing1
Limited storage on mobile so you cannot have an infinite amount of apps
Apps often freeze or crash - not good for customer retention
Slow connection speeds make it difficult to download and update
1. The 4 C’s of Advertising, Spetember 2015 http://cdn2.hubspot.net/hubfs/462650/4Cs-Events/The_Four_Cs_of_Mobile_Advertising_-_VIETNAM_Report.pdf?__hssc=1464942.1.1455701477157&__hstc=1464942.3107e1c880477e93b15d0cb6fe920710.1455693888000.1455693888000.1455701477157.2&__hsfp=&hsCtaTracking
Why Mobile Search Rules in Vietnam
Many use low-end smartphones and feature phones
Vietnam also has one of the slowest internet speeds in SEA...
... so downloading and updating apps is not efficient
Vietnam are skipping the ‘PC trend’ - mobile is the searching and browsing device
E-commerce is huge - 90% of shoppers use the mobile browser to research information and pricing1
1. Deal Street Asia, November 23rd 2015 - http://www.dealstreetasia.com/stories/e-commerce-at-an-early-stage-but-it-has-really-kicked-off-lazada-vietnam-coo-glauerdt-20450/
About AdSpruce
AdSpruce is a mobile video ad tech company which specialises in providing mobile web advertising solutions for advertisers and publishers.
AdSpruce enables publishers to maximise revenue from their mobile inventory by providing an industry-first mobile web Ad Development Kit (ADK) that integrates video advertising across video inventory. The AdSpruce mobile web ADK provides the first solution for trackable pre-roll advertising on feature phones and a variety of ad spots on smartphones and tablets. With mobile web audiences more than 2x larger than app audiences and growing even faster (Morgan Stanley, 2015), AdSpruce focuses on delivering the best possible ad experience across all mobile browsers. From low-bandwidth phones in emerging markets like Vietnam, Indonesia and India to 4G smartphones in New York, London and Singapore, AdSpruce can provide the highest possible video advertising quality and experience. Founded in 2011, AdSpruce has delivered millions of video adverts for some of the world’s biggest brands including Microsoft, IBM, Disney, Coca Cola, Vodafone, BBC and BMW.
Delivering brand performance
Kapil SampanthanBusiness Development Director
Email: [email protected]: kapil.sam1
adspruce.com