Since the beginning of the smartphone era, smartphone devices are gaining more popularity among users of all ages due to the convenience provided by smartphone applications, which now play a significant role in helping users live their lives more conveniently through providing entertainment as well as a platform to do business everywhere and anytime. In the past, application categories are limited to a few such as games and a few productivity applications, but who would have imagined we would have fitness tracking applications, educational applications or even medical applications?
While many applications today receive huge success in this fiercely competitive market, many are down falling. Developers today become more active in coming up with new types of applications with different layouts and designs to keep up with consumer’s demands, behavior as well as the changing trends.
Furthermore, new business models have been introduced to customers through reward application where consumers can collect stamps and points from their favorites places in order to claim discounts and prizes later.
W&S would like to study the rise and fall of smartphone applications and track changes during the past three months as well as study the awareness of reward applications in three Southeast Asian countries including Indonesia, Thailand and Vietnam.
Note) From page 9-11
T2B: Top Two Boxes
B3B: Bottom Three Boxes
10. 10
Number of Applications download in 1 month
(Free Apps)
Q2. Please tell us how many applications did you download within last 30 days?
Please consider for both free and cost applications downloaded [Matrix SA] [n=600] (Unit: %)
Jan’16
Feb’16
Mar’16
5.3
9.8
10.5
26.7
27.0
31.3
17.3
18.0
19.8
13.0
12.5
9.2
11.2
9.0
8.5
26.5
23.7
20.7
Jan’16
Feb’16
Mar’16
5.3
4.7
10.5
26.7
33.5
31.3
17.3
30.8
19.8
13.0
10.0
9.2
11.2
8.5
8.5
26.5
12.5
20.7
Jan’16
Feb’16
Mar’16
5.0
6.7
5.2
27.7
30.3
27.3
27.2
25.7
26.0
13.2
11.8
11.7
8.2
8.7
10.7
18.8
16.8
19.2
T2B B3B
37.7 49.3
32.7 54.8
29.2 61.7
T2B B3B
22.3 67.7
21.0 69.0
19.8 67.5
T2B B3B
27.0 59.8
25.5 62.7
29.8 58.5
I did not download any
apps last month
1 - 3 apps 4 - 6 apps 7 - 9 apps 10 - 12 apps More than 12 apps
11. 11
Number of Applications download in 1 month
(Cost Apps)
Q2. Please tell us how many applications did you download within last 30 days?
Please consider for both free and cost applications downloaded [Matrix SA] [n=600] (Unit: %)
Jan’16
Feb’16
Mar’16
58.0
62.0
64.3
24.7
21.2
23.3
11.5
9.7
5.8
2.8
2.5
2.2
1.3
1.5
1.3
1.7
3.2
3.0
Jan’16
Feb’16
Mar’16
62.8
62.2
66.7
27.3
27.2
23.5
4.3
5.7
5.8
2.3
2.5
2.0
1.8
1.0
1.3
1.3
1.5
0.7
Jan’16
Feb’16
Mar’16
57.5
51.2
50.0
31.5
36.0
37.2
5.0
7.8
6.8
3.5
2.3
2.5
1.2
1.3
1.5
1.3
1.3
2.0
I did not download any
apps last month
1 - 3 apps 4 - 6 apps 7 - 9 apps 10 - 12 apps More than 12 apps
T2B B3B
3.0 94.2
4.7 92.8
4.3 93.5
T2B B3B
3.1 94.5
2.5 95.0
2.0 96.0
T2B B3B
2.5 94.0
2.6 95.0
3.5 94.0
12. 12
Application Categories downloaded – Top 10
(Thailand)
Q3. Please tell us what application categories did you download within last 30 days? [MA] [n=600]
(Unit: %)
Games
Social
Networking
Music
Photo &
Video
Shopping
Entertainmen
t
Finance Educations Lifestyle Navigation
Total 66.7 56.0 45.6 43.4 37.3 35.6 34.5 23.1 24.8 24.1
Jan'16 65.1 49.1 41.6 41.2 32.1 30.2 29.4 22.2 22.0 20.8
Feb'16 64.8 62.5 51.2 49.6 44.5 44.7 39.5 28.2 33.2 32.7
Mar'16 70.2 56.4 44.0 39.5 35.3 31.8 34.7 18.9 19.3 18.9
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Total Jan'16 Feb'16 Mar'16
13. 13
Application Categories downloaded – Top 10
(Indonesia)
(Unit: %)
Social
Networking
Games Music
Entertainmen
t
Photo &
Video
Shopping News Travel Navigation Educations
Total 64.6 65.6 45.9 47.5 44.8 37.4 34.4 19.8 18.8 21.7
Jan'16 65.5 63.0 43.8 41.7 40.1 37.7 33.7 20.8 20.5 20.3
Feb'16 61.7 68.9 49.2 49.2 48.5 36.1 35.1 19.3 18.3 23.3
Mar'16 66.6 64.8 44.6 51.6 45.8 38.4 34.5 19.2 17.7 21.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Total Jan'16 Feb'16 Mar'16
Q3. Please tell us what application categories did you download within last 30 days? [MA] [n=600]
14. 14
Application Categories downloaded – Top 10
(Vietnam)
(Unit: %)
Games
Social
Networking
Entertainmen
t
Music
Photo &
Video
Utilities Books Navigation News Shopping
Total 75.6 64.9 55.6 55.9 48.5 47.7 35.1 34.2 32.9 32.6
Jan'16 73.9 65.9 55.9 55.4 53.0 49.6 39.5 36.2 35.2 32.6
Feb'16 75.5 62.6 54.9 54.7 44.8 45.6 32.6 32.6 31.0 31.7
Mar'16 77.5 66.2 56.1 57.7 47.8 47.8 33.3 34.0 32.6 33.6
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
Total Jan'16 Feb'16 Mar'16
Q3. Please tell us what application categories did you download within last 30 days? [MA] [n=600]
15. 15
Most Access Application Categories – Top 5
Q4. Please select top 5 of application categories that you use the most within the last 30 days?
And specify the name of applications that you access the most in each category? [MA] [n=600]
(Unit: %)
Social Networking Games Photo & Video Music Shopping Navigation
Jan'16 - TH 71.2 70.3 49.7 47.7 41.2
Feb'16 - TH 80.7 62.0 60.3 41.2 43.2
Mar'16 - TH 77.5 66.5 51.0 45.3 42.5
Jan'16 - ID 76.2 69.7 41.2 43.8 41.2
Feb'16 - ID 77.5 70.3 48.0 50.5 39.7
Mar'16 - ID 76.7 70.8 46.8 45.0 45.0
Jan'16 - VN 74.7 54.8 40.8 53.2 27.0
Feb'16 - VN 84.0 62.2 45.5 57.2 30.5
Mar'16 - VN 84.0 66.7 47.0 61.8 34.0
Total 78.0 65.9 47.8 49.5 42.1 30.5
78.0
65.9
47.8
49.5
42.1
30.5
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
16. 16
Most Access Application Names – Top 5
(Games)
(Unit: %)
12.1 10.4
6.4
3.6 3.3
0.0
5.0
10.0
15.0
20.0
25.0
Candy
Crush
Line
Let's get
rich
Line
cookie
run
Line
Bubble
Hayday
12.4
8.6 7.3
4.0 3.0
0.0
5.0
10.0
15.0
20.0
25.0
Candy
Crush
Line
cookie
run
Line
Let's get
rich
Hayday Seven
Knights
7.5 7.0 6.5 5.3
2.5
0.0
5.0
10.0
15.0
20.0
25.0
Line
Let's get
rich
Candy
Crush
Line
cookie
run
Hayday Seven
Knights
18.4
5.3
3.3 2.6 2.4
0.0
5.0
10.0
15.0
20.0
25.0
Clash of
Clans
Candy
Crush
LINE
Let's
Get Rich
Pou Criminal
Case
12.2
5.8
3.6 3.6
2.1
0.0
5.0
10.0
15.0
20.0
25.0
Candy
Crush
Piano
Tiles
Clash of
Clan
Temple
Run
ai là
triệu phú
18.7
7.8
4.7
2.4 2.1
0.0
5.0
10.0
15.0
20.0
25.0
Clash of
Clans
Candy
Crush
Pou LINE
Let's
Get Rich
Criminal
Case
18.1
7.1
4.2 4.2 3.8
0.0
5.0
10.0
15.0
20.0
25.0
Clash Of
Clans
Candy
Crush
Clash
Royale
Piano
Tiles
Let's get
rich
20.6
16.1
6.4
4.0
2.7
0.0
5.0
10.0
15.0
20.0
25.0
Candy
crush
Clash of
clans
Sudoku Zombie
tsunami
Angry
bird
15.0
6.3
4.0 3.5
1.8
0.0
5.0
10.0
15.0
20.0
25.0
Candy
Crush
Clash of
Clan
2048 Zombie
tsunami
Piano
Tiles 2
Jan’16 Feb’16 Mar’16
Q4. Please select top 5 of application categories that you use the most within the last 30 days?
And specify the name of applications that you access the most in each category? [MA] [n=600]
17. 17
Most Access Application Names – Top 5
(Music)
(Unit: %)
33.3
13.7
6.7 5.5 2.7
0.0
10.0
20.0
30.0
40.0
50.0
60.0
JOOX 4shared Music Line
music
KKbox
44.1
11.7 10.1
4.0 2.8
0.0
10.0
20.0
30.0
40.0
50.0
60.0
JOOX Line
music
4shared Music iMusic
42.3
14.0
8.5
4.0 2.2
0.0
10.0
20.0
30.0
40.0
50.0
60.0
JOOX 4shared Line
music
Music iMusic
12.5
8.4
5.3
3.4 2.7
0.0
5.0
10.0
15.0
58.9
12.5
3.1 2.2 1.3
0.0
10.0
20.0
30.0
40.0
50.0
60.0
17.8
9.9
7.3 6.3
3.6
0.0
5.0
10.0
15.0
20.0 21.5
10.7 9.3
5.6
3.3
0.0
5.0
10.0
15.0
20.0
25.0
68.8
16.3
5.0 1.2 0.9
0.0
20.0
40.0
60.0
80.0
63.9
15.9
3.2 3.2 1.1
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Jan’16 Feb’16 Mar’16
Q4. Please select top 5 of application categories that you use the most within the last 30 days?
And specify the name of applications that you access the most in each category? [MA] [n=600]
18. 18
Most Access Application Names – Top 5
(Photo & Video)
(Unit: %)
27.4 23.0
4.4 3.6 2.8
0.0
20.0
40.0
60.0
32.3 27.9
6.9 5.5 3.0
0.0
20.0
40.0
60.0
40.2
12.1
5.9 4.6 3.3
0.0
20.0
40.0
60.0
16.7 12.6 9.8 8.1 4.5
0.0
20.0
40.0
60.0
64.5
4.9 3.3 1.6 1.2
0.0
20.0
40.0
60.0
16.7
9.4 7.6 7.3 6.3
0.0
20.0
40.0
60.0
14.6 13.2
7.1 6.4 6.0
0.0
20.0
40.0
60.0
53.5
5.9 5.5 5.1 1.8
0.0
20.0
40.0
60.0
58.9
7.4 3.2 2.1 2.1
0.0
20.0
40.0
60.0
Jan’16 Feb’16 Mar’16
Q4. Please select top 5 of application categories that you use the most within the last 30 days?
And specify the name of applications that you access the most in each category? [MA] [n=600]
19. 19
Most Access Application Names – Top 5
(Social Networking)
(Unit: %)
59.7
26.2
6.1 2.8 0.9
0.0
20.0
40.0
60.0
80.0
56.2
30.8
3.9 2.9 0.6
0.0
20.0
40.0
60.0
80.0
56.1
31.8
4.3 1.7 0.6
0.0
20.0
40.0
60.0
80.0
41.4
12.0 11.8 11.2 6.6
0.0
20.0
40.0
60.0
80.0
70.5
15.6
2.2 1.8 1.1
0.0
20.0
40.0
60.0
80.0
24.9
11.4 10.5 9.5 5.6
0.0
20.0
40.0
60.0
80.0
37.8
13.9 11.1 7.0 5.7
0.0
20.0
40.0
60.0
80.0
72.2
12.9
3.0 2.0 1.6
0.0
20.0
40.0
60.0
80.0
78.4
11.1
2.0 1.2 1.0
0.0
20.0
40.0
60.0
80.0
Jan’16 Feb’16 Mar’16
Q4. Please select top 5 of application categories that you use the most within the last 30 days?
And specify the name of applications that you access the most in each category? [MA] [n=600]
20. 20
Most Access Application Names – Top 5
(Shopping & Navigation)
(Unit: %)
62.8
13.0
7.3 3.2 2.8
0.0
20.0
40.0
60.0
80.0
Lazada Kaidee Shopee Ensogo Zalora
71.0
7.7 6.6 4.2 1.5
0.0
20.0
40.0
60.0
80.0
Lazada Shopee Kaidee Zalora Ebay
62.7
9.4 7.1 3.9 3.1
0.0
20.0
40.0
60.0
80.0
35.2
22.7
10.5 8.1 4.9
0.0
20.0
40.0
60.0
80.0
68.5
10.5 9.3
3.1 1.2
0.0
20.0
40.0
60.0
80.0
Google
Map
here
map
Bản đồ Maps Chi
duong
31.9
23.5
10.1 8.8 4.2
0.0
20.0
40.0
60.0
80.0
27.4 24.4
17.4
5.6 4.4
0.0
20.0
40.0
60.0
80.0
49.7
9.3 6.6 5.5 4.4
0.0
20.0
40.0
60.0
80.0
Google
Maps
Bản đồ HERE
Maps
Maps Grab
51.5
10.8 9.8 7.8
2.0
0.0
20.0
40.0
60.0
80.0
Google
maps
Maps Bản đồ Here
maps
Grab
Jan’16 Feb’16 Mar’16
Shopping
Shopping
Navigation
Q4. Please select top 5 of application categories that you use the most within the last 30 days?
And specify the name of applications that you access the most in each category? [MA] [n=600]
21. 21
Frequency of Application Usage (1)
Q5. Please tell us how often do you use your applications which stated in Q4 that you use the most
in the last 30 days? [Matrix SA] [n=600] (Unit: %)
Most often (Everyday) 5 - 6 times / week 3 - 4 times / week 1 - 2 times / week
Rarely (Less than
1 time per week)
Games
Thailand
Jan'16 (n=420) 63.8 16.0 10.7 5.0 4.5
Feb'16 (n=372) 64.2 18.8 8.6 5.1 3.2
Mar'16 (n=399) 57.1 19.3 15.0 5.5 3.0
Indonesia
Jan'16 (n=418) 54.1 18.4 11.5 9.6 6.5
Feb'16 (n=422) 59.7 14.9 10.9 8.5 5.9
Mar'16 (n=425) 60.2 17.2 10.8 5.9 5.9
Vietnam
Jan'16 (n=355) 52.4 24.5 13.0 8.7 1.4
Feb'16 (n=373) 54.7 19.6 14.2 10.2 1.3
Mar'16 (n=400) 51.8 23.8 15.8 7.5 1.3
Music
Thailand
Jan'16 (n=283) 52.7 19.1 15.5 11.3 1.4
Feb'16 (n=247) 53.4 25.9 11.7 7.3 1.6
Mar'16 (n=275) 50.5 18.9 16.0 11.6 2.9
Indonesia
Jan'16 (n=263) 40.7 22.8 13.7 13.7 9.1
Feb'16 (n=303) 45.9 22.4 14.2 10.6 6.9
Mar'16 (n=270) 47.0 23.7 14.1 11.5 3.7
Vietnam
Jan'16 (n=319) 58.0 21.0 13.8 6.6 0.6
Feb'16 (n=343) 55.4 20.7 16.3 6.4 1.2
Mar'16 (n=371) 55.0 22.4 15.4 5.9 1.3
Photo & Video
Thailand
Jan'16 (n=296) 38.9 25.7 20.3 10.8 4.4
Feb'16 (n=362) 49.4 21.8 15.7 9.4 3.6
Mar'16 (n=303) 39.6 28.1 18.8 10.6 3.0
Indonesia
Jan'16 (n=246) 34.1 21.1 19.9 15.9 8.9
Feb'16 (n=288) 28.5 26.4 21.9 13.5 9.7
Mar'16 (n=281) 39.5 21.7 19.9 12.1 6.8
Vietnam
Jan'16 (n=244) 28.7 18.9 25.0 22.1 5.3
Feb'16 (n=273) 33.7 26.0 23.1 12.8 4.4
Mar'16 (n=282) 31.6 23.4 23.8 16.0 5.3
22. 22
Frequency of Application Usage (2)
(Unit: %)
Most often (Everyday) 5 - 6 times / week 3 - 4 times / week 1 - 2 times / week
Rarely (Less
than 1 time per
week)
Shopping
Thailand
Jan'16 (n=247) 36.8 20.2 17.4 16.2 9.3
Feb'16 (n=259) 32.4 22.0 18.1 17.0 10.4
Mar'16 (n=255) 36.1 20.4 20.4 16.9 6.3
Indonesia
Jan'16 (n=247) 27.9 20.2 20.6 16.6 14.6
Feb'16 (n=238) 28.6 18.9 21.0 20.2 11.3
Mar'16 (n=270) 26.7 17.8 20.7 19.6 15.2
Social
Networking
Thailand
Jan'16 (n=426) 86.9 9.4 2.1 1.4 0.2
Feb'16 (n=484) 84.9 10.1 3.3 1.0 0.6
Mar'16 (n=465) 86.9 7.7 3.0 1.5 0.9
Indonesia
Jan'16 (n=457) 83.6 9.0 3.7 2.4 1.3
Feb'16 (n=465) 80.2 11.6 3.0 2.8 2.4
Mar'16 (n=460) 80.9 10.7 3.9 2.2 2.4
Vietnam
Jan'16 (n=451) 81.6 10.9 4.0 1.8 1.8
Feb'16 (n=504) 79.6 11.9 4.6 3.4 0.6
Mar'16 (n=504) 84.1 8.5 3.0 3.6 0.8
Navigation Vietnam
Jan'16 (n=162) 14.8 18.5 28.4 25.9 12.3
Feb'16 (n=183) 20.8 20.2 20.2 27.9 10.9
Mar'16 (n=204) 15.7 21.6 22.5 29.4 10.8
Q5. Please tell us how often do you use your applications which stated in Q4 that you use the most
in the last 30 days? [Matrix SA] [n=600]
32. 32
Reward Application well-known
Q7. Please tell us do you know the term “Reward Application”? [Matrix SA] [n=600]
(Unit: %)
Wave I: January Wave II: February Wave III: March
I know it well, because I use it now I have heard about it, but never use Do not know
64%
29%
7%
65%
27%
8%
35%
43%
22%
62%
28%
10%
66%
26%
8%
60%
31%
9%
72%
22%
7%
36%
41%
23%
37%
42%
21%
600
600
600 600 600
600 600
600 600
36. 36
Purposes on using Reward Application
(Thailand)
Q9. Please tell us what are the gifts from application points that you exchange for? [MA] [n=600]
(Unit: %)
Food and
Beverage
Electronics
and Gadgets
Games Paypal
Movie
Tickets
Concert
Beauty and
Spa products
Entertainmen
ts and
Lifestlye
Mobile Credit
(Airtime)
Others
Total 34.1 17.0 27.0 61.2 33.3 16.0 16.9 22.7 30.1 6.4
Jan'16 39.5 17.6 30.0 57.4 36.4 16.5 17.6 25.2 33.3 6.4
Feb'16 31.3 20.1 25.7 61.8 33.2 18.2 19.8 23.3 29.7 7.2
Mar'16 31.5 13.2 25.3 64.3 30.2 13.4 13.2 19.6 27.4 5.7
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
37. 37
Purposes on using Reward Application
(Indonesia)
(Unit: %)
Food and
Beverage
Electronics
and Gadgets
Games Paypal
Movie
Tickets
Concert
Beauty and
Spa products
Entertainme
nts and
Lifestlye
Mobile Credit
(Airtime)
Others
Total 12.2 15.5 10.4 43.8 9.2 2.3 5.7 5.9 84.9 1.9
Jan'16 11.4 15.5 11.4 47.5 8.3 2.6 5.2 7.5 86.6 1.0
Feb'16 12.8 15.8 10.8 45.0 9.0 1.8 6.0 4.5 85.3 1.5
Mar'16 12.6 15.1 9.1 38.8 10.5 2.6 5.8 5.8 83.0 3.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Q9. Please tell us what are the gifts from application points that you exchange for? [MA] [n=600]
38. 38
Purposes on using Reward Application
(Vietnam)
(Unit: %)
Food and
Beverage
Electronics
and Gadgets
Games Paypal
Movie
Tickets
Concert
Beauty and
Spa products
Entertainmen
ts and
Lifestlye
Mobile Credit
(Airtime)
Others
Total 20.8 23.4 24.7 34.1 31.7 10.3 16.0 11.3 59.5 8.0
Jan'16 25.4 26.8 29.7 34.4 29.7 13.4 18.7 12.0 66.5 6.2
Feb'16 19.1 21.9 22.8 34.0 31.6 9.8 14.0 9.8 54.9 8.8
Mar'16 18.0 21.6 21.6 33.8 33.8 7.7 15.3 12.2 57.2 9.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Q9. Please tell us what are the gifts from application points that you exchange for? [MA] [n=600]
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