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MMA report mobile market in Vietnam 2017

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MMA report mobile market in Vietnam 2017

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MMA report mobile market in Vietnam 2017

  1. 1. 1 Mobile Ecosystem & Sizing Report Vietnam 2017/8
  2. 2. WHAT WE WILL DISCOVER? 2 q Mobile phone consumer behavior and persona in Vietnam q Mobile App ecosystem in Vietnam q Mobile adspends in Vietnam q Optimizing advertising creative for mobile
  3. 3. 3 Mobile Scape in Vietnam
  4. 4. Mobile phone consumer behavior and persona in Vietnam Vietnam is going from Mobile first to Smartphone first. 2018, 70% are smartphones. Smartphones are the gateway to the internet. 85% of internet users used smartphones to get online. (source - GroupM 3D research 2013-2016). They are everywhere. 44% of all smartphones in the country are in rural areas. Online video, shopping, gaming, messaging and social are the main activities. 4 Smartphones are sticky. Vietnamese users are spending 2.5 hours on their mobile phones everyday (source: Global Web Index 2016).
  5. 5. 5 Messaging. 74% of smartphone users in Vietnam users use a messaging service more than once a week (GfK, Jun 2016). Social 40M Vietnamese use social media (eMarketer, Sep 2016) 84% of users open a social media app daily (W&S Group, May 2016). Online Video. ~70% of YouTube watch time in Vietnam is on mobile phones (source - Google internal data). Shopping. 2013, only 6% of online shoppers in Vietnam did this. 71% of online shoppers actually prefer to use their smartphones to shop online (source - GroupM 3D research 2016). Gaming. 72% of online gamers in urban Vietnam preferring to play on their phones over any other device (source - GroupM 3D research 2016).
  6. 6. 6 Social media and messaging have highest usage and time spent, gaming and video also engaging
  7. 7. 7 Profile of Smartphone users in Vietnam
  8. 8. Mobile App Ecosystem in Vietnam 8 Vietnamese users install on average 33 apps on their smartphones Music, games, chat/instant messengers, social networks, photography are most popular apps (According to GroupM’s 3D and Vietnam Touchpoint 2017 research.) 65% have made payments for Apps or In-Apps at least once. (Also, according to TNS/Google Mobile App Marketing Insights report in 2016) Around 20% pay subscriptions or make one-off payments for digital media/entertainment content. Around 80% users have bought a product or service within an app (e.g. shoes, flight tickets, cabs, etc.) at least once. 30% of Vietnamese online shopping users shop through mobile apps.
  9. 9. 9 Together with the growth in online shopping, the launch of Alipay and Samsung Pay app in Vietnam in 2017 to join current digital payment market leaders Payoo, MoMo, VNPT Pay, OnePay, and ZaloPay will promise further growth in the M- commerce market in the coming years.
  10. 10. Mobile Adspends in Vietnam An Industry Perspective 50-60%, or even 80% for some specific clients/brands which have their target audience who are mobile heavy users. mobile ad spend often accounted for about 20-40% of total digital spend of each client/brand. The growth of digital spend: around 24% total media spend in 2017 compared to 16% in 2016, (according to GroupM’s 2017 This Year Next Year report). 10 38.5 77.1 138.7 194.2 215.5 231.7 0 50 100 150 200 250 2016 2017 2018 2019 2020 2021 Vietnam Mobile Ad Spending (US$ million) Source: eMarketer, October 2017 (Note: Includes display (banners, video and rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on tablets) The issues of transparency, viewability, brand safety still critical in digital advertising
  11. 11. Optimizing advertising creative for mobile 11 Mobile consumption is non-linear. Spending on average only 1.7 seconds for each story seen on Facebook’s Mobile News Feed. We need to rethink our way of creating media for mobile. The traditional “best practices” are no longer best.
  12. 12. 12 Ability to capture people’s attention: be it your key message, your brand or your products. Shorter videos formats like 6-second and 15-second tends to generate higher completion rates, ensuring that the whole message gets through to viewers. Silent autoplay videos are gaining popularity with local publishers 76% of video advertisements currently are not optimized for a sound-off environment. Adding subtitles to your video ads. Do a final creative review and ask yourself: Can you catch the key message without turning sound on? How to optimize your creatives for mobile
  13. 13. Acknowledgement 13 MMA Vietnam would like to acknowledge the efforts put in by the following in producing this report: GroupM - Ed Thesiger | Huong Luu |Huyen Doan Kantar Media - Tran Thi Tan Mai Facebook – William Nguyen Google – Nitin Gajria | Anish Jain Gameloft – Hoang Dat Adtima - Zalo Group – Nguyen Anh Tuan About MMA: The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. MMA Member companies hail from every faction of the mobile media ecosystem. Our consortium includes brand marketers, agencies, enabling technologies, media companies and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

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