Documente Academic
Documente Profesional
Documente Cultură
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WHAT WE WILL DISCOVER?
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Mobile Scape in Vietnam
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Mobile Vietnam is going from Mobile
phone first to Smartphone first.
consumer 2018, 70% are smartphones.
behavior
and Smartphones are the Smartphones are sticky.
persona in gateway to the internet. Vietnamese users are spending 2.5
Vietnam
85% of internet users used hours on their mobile phones
smartphones to get online. (source - everyday (source: Global Web Index 2016).
GroupM 3D research 2013-2016).
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Online Video.
Shopping.
Messaging.
2013, only 6% of online shoppers in Vietnam
74% of smartphone users in
did this.
Vietnam users use a messaging
71% of online shoppers actually prefer to
service more than once a week (GfK,
use their smartphones to shop online Jun 2016).
(source - GroupM 3D research 2016).
Social
Gaming.
40M Vietnamese use social media
(eMarketer, Sep 2016)
72% of online gamers in urban Vietnam
preferring to play on their phones over any 84% of users open a social media
other device (source - GroupM 3D research 2016). app daily (W&S Group, May 2016).
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Social media and messaging have highest usage and time spent, gaming and video also engaging
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Profile of Smartphone users in Vietnam
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Mobile App
Ecosystem Vietnamese users install on average 33 apps on
in Vietnam their smartphones
Music, games, chat/instant messengers, social networks,
photography are most popular apps
(According to GroupM’s 3D and Vietnam Touchpoint 2017 research.)
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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.
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Mobile The issues of transparency,
Adspends viewability, brand safety still critical
in Vietnam An Industry Perspective in digital advertising
200
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Optimizing
advertising Mobile consumption is
creative for non-linear. Spending on
mobile
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.
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How to optimize your creatives for mobile
Ability to capture people’s attention: be it your key message, your brand or
your products.
Do a final creative review and ask yourself: Can you catch the key
message without turning sound on?
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Acknowledgement
MMA Vietnam would like to acknowledge the efforts put in by the following in producing this report:
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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