Mobile app 2016 vietnam insight pack

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Mobile App Usage Study

Vietnam 2016

What we wanted to know

We spoke to 1000 smartphone owners to

understand their app repertoire

We asked about:

Role of the

smartphone

App discovery

App experience

App engagement

Cross-country comparison

Build understanding of smartphone app

attitudes and behaviours

1 Smartphone information

2 Attitudes to apps

3 Apps installed, triggers & barriers

4 Measuring typical and recent app

behaviours

5 App Categories (Gaming, Tourism, Retail

and Media) usage and behaviours

Project Management

Fieldwork conducted June 2016 Project managed centrally by TNS Australia

Online survey with a representative sample

What we did

What we found

Role of the smartphone: Smartphone adoption is rising fast.

It’s an important device to ensure an always-on connection alongside the PC.

App discovery: The Vietnamese love discovering new apps App stores and both online and

offline WOM are key influences on whether an app gets installed.

App experience: Social networking and messaging apps are essential for Vietnamese

smartphone owners – almost all use them everyday and they’re the most (time) engaging.

App engagement: Almost all will customise app notifications and an app is kept, or

re-engaged with, if it can show its relevance.

Cross country comparison: Smartphone adoption is high, but the device is not yet seen as

the main way to access the internet.

Smartphone adoption is rising fast.

It’s an important device to ensure an always-on

connection alongside the PC.

Question: A3 Use the slider bar to show how much each statement describes you and your smartphone

“I connect my smartphone to Wi-Fi whenever I

Smartphone adoption has seen a rapid increase in

Nearly 2 hours a day are spent online with smartphones – with web browsing time longer than online app time

Claimed time spent online a day by device

Question: C1 How much time do you think you spent online?Question C2 And what percentage of your online time do you think is spent in the following ways?

PCs are seen as the preferred device to get online with

smartphones being #1 for Millennials

Main device for accessing the internet

Question: A1 Which of these is your main device for accessing the internet / getting online?

The Vietnamese love discovering new apps.

App stores and both online and offline WOM are key

influences on whether an app gets installed.

App discovery

For new installs, app stores and WoM (offline or through

social networks) help to make the right decision

New apps: what informs and what’s influential

Question: D1 How do you typically find out about new smartphone apps? Smartphone users n=1000Question: D2 How influential are these in persuading you to install an app? Use source n=456 to n=644

By searching app stores 64%

The installation of an app depends on how well received

the app is and the amount of memory available

Top 5 Considerations when installing a new app

Question: D3 When you discover an app you're interested in, which of these do think about before installing an app?

Smartphone users n=1000

The user reviews of the

app

The amount of memory

I have left on my phone

vs the size of the app Cost of the app The apps rating

The number of installs the app has

Five new apps are installed each month – with games, SN and messaging the most popular new installs

New apps: number and type installed (% monthly)

Question: B11 How often do you install new apps for these types of apps?

Social networking and messaging apps are essential for Vietnamese smartphone owners – almost all use them

everyday and they’re the most (time) engaging.

App experience

Smartphone users have 33 apps on their phones, 8 of

which are used daily

Question: B2 How many apps do you have installed in total? B3 How many do you think you use… B4 How many apps were pre-installed

when you bought your smartphone and how many have you downloaded and installed yourself?

Social networking and messaging apps are used every day

by almost all smartphone owners

Question: B5 Which of these categories of smartphone app do you use every day? Question B6 And which of these do you use regularly, but not every day? Smartphone users, n=1000

Social networking

Messaging, comms

Search

Media & Ents.

Music & Audio

Frequency of using app categories (top 10)

Games News & weather

Shopping & e-comm.

Travel and local Books, comics, mags Use daily Use regularly (but not daily)

High use & longer engagement

Social networking and messaging have the highest use

and occupy the most amount time; games also engage

Daily use and time spent with app categories

Question B5 Which of these categories of smartphone app do you use every day? Smartphone users, n=1000Question B9 Thinking about a typical day, how much time do you think you spend with these kinds of apps?

Users of app category n=various (range from n=638 to n=980)

Daily use

Social networking

Messaging, communication

Search

Games

Productivity, tools, utilities Books, comics, magazines

Finance

Education Lifestyle

News & weather Shopping

Transportation

Travel and local

Entertainment Music & audio

82% of smartphone users have bought a product or

service using an app

Question: B12 How often do you make payments for apps with your Play Store / iTunes App Store account? B13 How often have

you bought a product or service within the app? Smartphone Users, n=1000

5 out of 33 apps are gaming, with puzzle, strategy and

racing games the most popular

Focus on Vietnamese gaming apps

Question: H2 Earlier you said you have [x] apps on your phone How many of these are gaming apps?

Question:H3 What genres of gaming apps do you play?

Gaming app users n=880

Top 5 genres played

Question:H4 Which of these have you done to get free credits (e.g lives, coins) in gaming apps?Question:H5 Which of these have you made in-app payments for? Use gaming apps n=880

37% Download / play other apps

37% Liking / sharing the game on social media

36% Answer surveys

32% Watch promotional

videos

32% Rate the app

c.90% of games have gained free credits and c.70% have

made in-app payments for gaming extras

Activities done to get free credits Items have made in-app payments for

Music and video are the most popular types of media

apps Short clips and HD quality are important

Focus on Vietnamese media and entertainment apps

Question:K1 What kinds of media or entertainment apps do you have?Question:K3 What's most important to you in a media / entertainment app?Question:K4 What types of video content do you watch on smartphone apps?Use books/comics/magazines apps or media & entertainment apps or music & audio apps n=988

Music & video

apps are the most popular

Short video clips

are most popular

(Top 3 types of videos watched)

Entertainment apps are largely used for free digital

content – 1-in-5 pay one-off fees or a subscription

Question:K2 When it comes to digital media (TV shows, movies, video clips, music, books, magazines, delivered by the internet), which

of these do you do? Use books/comics/magazines apps or media & entertainment apps or music & audio apps n=988

Digital media/entertainment payments and subscriptions

Travel apps are used alongside websites to help research accommodation, places to visit and packages

Focus on Vietnamese travel apps

Question: I1 What types of travel apps do you have?Question: I2 When it comes to making price comparisons for travel, which one of these best describes youQuestion:I3 When it comes to installing and deleting travel apps, which of these describes what you typically do?

Use travel apps n= 747

They’re used to

research trips

well in advance

I install travel apps to research on

a future trip, well in advance 49%

I install travel apps for inspiration

even though I may not have a trip planned in the near future 39%

I only install new travel apps just before I go on a trip 29%

Use apps only

Use websites only

Use both:

62% 9%

24%

Shopping apps are used to both research product

information (including prices) and to buy products

Focus on Vietnamese shopping / retail apps

Question:J1 What's most important to you in a shopping / retail app?Question:J2 When it comes to using shopping / retail apps, which of these describes what you typically do?

Question: J4 How much of your online shopping do you think is made on smartphone apps?

Use shopping apps n=760

A good shopping app shows

price and product

information and helps to

find products easily

(Top 3 important elements of shopping apps)

Price of products 77%

Good product information 70%

Ease of searching / finding

what you want 60%

And they’re used to

research and buy

products

Just to research

Just to buy

For both:

73% 16%

estimated to be from apps

31%

Question:J5 When it comes to making price comparisons for goods, which one of these best describes you?

Use shopping apps n=561

Price comparisons are done across apps and websites

Making retail / shopping price comparisons

Almost all will customise app notifications and an app is kept, or re-engaged with, if it can show its relevance.

App engagement

Notifications help people stay up to date, but they come

too often or at the wrong times

Question: F2 What do you find most helpful about app notifications?Question: F3 What do you find least helpful about app notifications? Smartphone users n= 1000

Most helpful parts of push notifications (top 5) Least helpful parts of push notifications (top 5)

They keep me up to date

They help me to keep track

of an activity / event

They help me discover new

content They keep me connected

I don't have to check

individual apps for updates

I get too many of them

They are not timely / come

at odd times of the day

They distract me from what

I'm doing They are too disruptive They are irrelevant / not

important

of apps have notifications turned off (11 out

of 33 apps)

Almost all users will customise app notifications –

especially for social networking and messaging apps

Question: F4 Which of these kinds of apps do you customise the notifications for?Question: F6 How many of these have you turned off the notifications for? Smartphone users n=1000

Customising and turning off app notifications

94%

have customised

notifications for any app

(highest of all APAC markets)

Social networking 66%

Messaging, comms 61%

News & weather 38%

Games 31%

Media & ents 31%

App categories which have customised notifications (top 5)

80% of users are aware that notifications can be turned

off and this is done via both the general and app settings

Question: F5 Did you know that push notifications can be switched off? Question: F6 How many of these have you turned off the

notifications for? Smartphone users n=1000

79%

Aware notifications

can be turned off

Via the general settings of my phone

38%

Via the app's settings

Turning off app notifications

out of 33 apps have notifications turned off (33%)

There’s a need for an app to maintain relevance and

usefulness, otherwise it will get deleted

Question:E3 What are the typical reasons why you delete / uninstall apps from your smartphone?

Smartphone users n=1000,

Reasons why apps are uninstalled / deleted (top 5)

It’s not relevant to me

It has bugs / keeps crashing

Three apps are deleted every month, with gaming

repertoires being the most transient

Question: E2 How often do you uninstall / delete the following types of apps?

Users of app category n=various (range from n=638 to n=980)

Uninstalled apps: number and type uninstalled (% monthly)

Shopping &

e-comm.

Lifestyle Education Transport Finance Productivity,

tools, business

Travel and local

News &

weather

Half of smartphone users are likely to start using their

occasional or lapsed apps again

Question:G1 how likely are you to start using any of them more often in the next 3 months?

Those who have occasionally / rarely / have stopped using apps n=966,

Likelihood to use occasional / lapsed apps more often in the next three months

12

apps used occasionally (8) or stopped using (4)

Half of Vietnamese users are interested in re-engaging

with low use apps, if they can demonstrate their relevance

Question:G1 how likely are you to start using any of them more often in the next 3 months?Question: G2 What would encourage you to use apps you don't use often / have stopped using?

Those who have occasionally / rarely / have stopped using apps n=966,

Likelihood and reasons to use occasional / lapsed apps more often in the next three months

Likelihood over the

next 3 months of using

any of the 12 apps

used occasionally (8)

or stopped using (4)

3 rd highest in APAC

Cross country comparison

Smartphone adoption is high, but the device is not yet seen

as the main way to access the internet.

Smartphone penetration %

* ID and IN is 2015 dataAwaiting sign off on 2016 dataset for these two markets

All other markets is 2016 data

SG 41%

KR 43%

Vietnam has high levels of smartphone adoption but the

device is not seen as the main way to get online access

Smartphone penetration: Consumer BarometerQuestion: A1 Which of these is your main device for accessing the internet / getting online? B2 How many apps do you have installed in total? Base: Smartphone users, n=1000 per market

PH 61%

TH 70%

VN 72%

MY 81%

SG & KR 91%

JP 31%

VN 38%

TH 54%

PH 57%

MY 55%

IN 69%

ID 71%

IN, VN & ID

33

TH 32

MY 34

PH 39

SG 44

KR 53

CN 79%

CN 44%

CN*

38

Customise app notifications

Turn off app notifications

VN 33%

TH 35%

VN is #1 in Asia for customising app notifications, but

users will not necessarily turn them all off

Smartphone penetration: Consumer BarometerQuestion: A1 Which of these is your main device for accessing the internet / getting online? B2 How many apps do you have installed in total? Base: Smartphone users, n=1000 per market

JP 55%

ID 67%

PH 68%

SG & KR 75%

MY 84%

IN 90%

TH 89%

VN 94%

IN 22%

ID 29%

MY 38%

KR 48%

JP & SG 49%

MY 37%

PH 41%

VN 51%

TH 43%

IN 61%

ID 66%

JP 10%

CN 80%

CN 34%

CN 35%

SG & KR 24%

Sample profile

Question: S1 How old are you? S2 Please select your gender S3 Where do you live? S4 Which of these devices do you currently use? S5 How often do you access the internet for any reason (personal or job-related)? L2 What is your

regular annual household income before tax? Smartphone users, n=1000

Profile of smartphone users in Vietnam