Mobile-first Behavior Vietnam

Executive Summary

Vietnam represents one of the world’s most mobile-centric digital markets, with 85% of internet access occurring via smartphones. The mobile-first paradigm has shaped everything from commerce and finance to social interaction and content consumption.

Mobile Market Fundamentals

Device Penetration

• Smartphone users: 72 million (73% of population)
• Mobile internet users: 77 million (78% of population)
• Average daily mobile time: 6-7 hours
• Devices per household: 2.5 smartphones average

Device Characteristics

• OS distribution: Android 75%, iOS 25%
• Screen size preference: 6-6.7 inches
• Price segment: Mid-range ($200-400) dominates
• Brand leaders: Samsung, Oppo, Xiaomi, Apple, Vivo
• Replacement cycle: 2.5-3 years

Connectivity

• 4G coverage: 95%+ of population
• 4G speed: 35-45 Mbps average
• 5G availability: Limited to major cities
• WiFi usage: 60% of mobile traffic
• Data consumption: 8-10 GB/month average

Mobile App Ecosystem

App Usage Statistics

• Apps installed per device: 35-40
• Monthly active apps: 20-25 per user
• Daily app opens: 60-80 per user
• Time in apps: 4-5 hours daily
• App downloads: 3-5 per month

App Categories (by time spent)

1. Social media: 35%
2. Entertainment/Video: 20%
3. Messaging: 15%
4. Gaming: 15%
5. Shopping: 8%
6. Finance: 5%
7. Other: 2%

Super-app Phenomenon

Definition and Characteristics

• Core function: Primary service (transport, messaging)
• Mini-apps: Third-party integrations
• Ecosystem: Services within services
• Payment integration: In-app wallet/payments

Major Super-apps

Grab (Singapore)

• Origins: Ride-hailing (2014 entry)
• Services: Transport, food, delivery, payments, insurance
• Users: 20+ million monthly active
• Moca wallet: Integrated payments
• Mini-programs: Partner services

Zalo (VNG Corporation)

• Origins: Messaging (2012)
• Services: Messaging, social, payments, official accounts
• Users: 80+ million registered
• ZaloPay: E-wallet integration
• Ecosystem: News, shopping, services

MoMo

• Origins: Payments (2014)
• Services: Wallet, financial services, lifestyle
• Users: 30+ million
• Mini-apps: Integrated services
• Strategy: Financial super-app

ViettelPay (Viettel)

• Origins: Telco payments
• Services: Payments, micro-loans, content
• Users: 12+ million
• Advantage: Rural penetration

Super-app User Behavior

• Daily opens: 8-12 times per super-app
• Services used: 3-5 per user per app
• Payment preference: In-app wallet over external
• Discovery: Mini-app stores within super-apps

Mobile Commerce (m-commerce)

Market Size

• m-commerce GMV: $12-14 billion (2024)
• Share of e-commerce: 75-80%
• Growth rate: 30-35% annually
• Mobile shoppers: 45+ million

Shopping Behavior

• Peak hours: 12-1 PM, 8-11 PM
• Browse-to-buy ratio: 20:1
• Average session: 15-20 minutes
• Cart abandonment: 75-80%

Platform Preferences

• Shopee app: 25+ million MAU
• Lazada app: 15+ million MAU
• Tiki app: 5+ million MAU
• TikTok Shop: 20+ million users

Mobile Shopping Features

• Live commerce: Real-time buying via stream
• Flash sales: Time-limited mobile-only deals
• Gamification: Shopee Coins, spin-to-win
• Social sharing: Product recommendations

Mobile Payments

Payment Methods on Mobile

• E-wallets: 40% of mobile transactions
• Cards (in-app): 25% of transactions
• Bank apps: 25% of transactions
• COD: 10% (mobile-ordered)

QR Code Payments

• VietQR standard: Interoperable across apps
• Usage: 70%+ of mobile wallet transactions
• Scenarios: In-store, peer-to-peer, online
• Zero-fee: Bank-to-bank transfers

In-app Payment Integration

• One-click: Saved payment methods
• Biometric auth: Face/fingerprint confirmation
• Tokenization: Secure card storage

Mobile Content Consumption

Video

• YouTube Mobile: Primary video platform
• TikTok: 90%+ mobile usage
• Average session: 45-60 minutes
• Peak times: Evening, weekends

Social Media

• Facebook: 95%+ mobile usage
• Instagram: Almost exclusively mobile
• Zalo: Mobile-native platform
• Stories/Reels: Dominant content format

Gaming

• Mobile gaming: 85% of gaming market
• Revenue: $400-500 million annually
• Genres: MOBA, battle royale, casual
• Top games: PUBG Mobile, Liên Quân, Free Fire

News and Content

• News apps: VnExpress, Tuoi Tre apps
• Aggregators: Opera News, TopBuzz
• Content formats: Short video preferred

Communication Patterns

Messaging

• Primary apps: Zalo, Facebook Messenger
• Usage: 50-70 messages daily average
• Features: Stickers, voice messages, video calls
• Group chats: Family, work, interest-based

Voice and Video Calls

• Platform: Zalo, Messenger, WhatsApp
• Preference: Video calls 30% of calling time
• International: VoIP for overseas calls

Social Commerce

• Discovery: Instagram, Facebook, TikTok
• Purchase: Often via messaging
• Trust: Reviews, friend recommendations

Generational Mobile Behavior

Generation Z (18-24 years)

• Screen time: 8-10 hours daily
• Primary apps: TikTok, Instagram, gaming
• Shopping: Influencer-driven, live commerce
• Payment: E-wallet native
• Characteristics: Short-form content, multitasking

Millennials (25-40 years)

• Screen time: 6-8 hours daily
• Primary apps: Facebook, YouTube, Zalo
• Shopping: Platform apps, comparison
• Payment: Mix of methods
• Characteristics: Work integration, family coordination

Generation X (41-56 years)

• Screen time: 4-6 hours daily
• Primary apps: Facebook, Zalo, news
• Shopping: Traditional e-commerce
• Payment: Cash preference shifting
• Characteristics: Practical use, less gaming

Silver Surfers (55+ years)

• Screen time: 3-5 hours daily
• Primary apps: Zalo, YouTube, news
• Shopping: Limited, trusted platforms
• Payment: Prefer cash, COD
• Characteristics: Larger fonts, voice input

Mobile UX Preferences

Interface Design

• One-handed use: Important for design
• Thumb zones: Navigation placement
• Gestures: Swipe, pull-to-refresh expected
• Bottom navigation: Preferred over hamburger

Performance Expectations

• Load time: <3 seconds tolerance
• Offline capability: Valued for content
• App size: <100 MB preferred
• Battery impact: Low priority concern

Personalization

• Recommendations: Expected, but not intrusive
• Notifications: Controlled, relevant
• Dark mode: Increasingly expected
• Language: Vietnamese-first, English optional

Mobile Security and Privacy

Security Behavior

• Biometric lock: 60-70% use fingerprint/face
• App permissions: Often granted without review
• Password reuse: Common across apps
• 2FA adoption: Growing for banking

Privacy Concerns

• Data sharing: Low awareness
• Targeted ads: Mixed reactions
• Location tracking: Accepted for services
• Contact access: Often granted

Fraud Awareness

• Phishing: Growing awareness
• SMS scams: Common concern
• Fake apps: Download from official stores
• Payment verification: Increasing caution

Mobile Advertising

Ad Formats

• In-feed: Native social media ads
• Interstitial: Gaming, app transitions
• Rewarded video: Gaming, voluntary viewing
• Influencer: Native content integration

Ad Performance

• CTR: 1.5-2.5% average
• Video completion: 60-70%
• Engagement: Higher on entertainment content
• Conversion: E-commerce retargeting effective

Spending

• Mobile ad spend: $800-900 million (2024)
• Share of digital: 75-80%
• Top sectors: E-commerce, gaming, fintech

Emerging Mobile Behaviors

Short-form Video

• TikTok/Reels/Shorts: 2+ hours daily
• Creation: 40% create, 60% consume only
• Commerce: Product discovery channel
• Entertainment: Primary use case

Live Streaming

• Gaming streams: YouTube, Nimo TV
• Live commerce: Shopee, TikTok
• Usage: 30-45 minutes per session
• Engagement: Real-time comments, gifts

AI and Voice

• Voice assistants: Limited adoption
• Voice search: Growing for local queries
• AI chat: Customer service, novelty
• Translation: Real-time apps popular

AR/VR

• Filters: Instagram, TikTok AR popular
• Gaming: Pokémon Go style
• Shopping: Virtual try-on limited
• Adoption: Early stage, urban youth

Challenges and Barriers

Connectivity

• Rural speeds: Slower, less reliable
• Data costs: Unlimited plans growing
• Network switching: WiFi to cellular

Device Limitations

• Storage: App management required
• Battery: Power bank dependency
• Screen size: Trade-offs with portability

Digital Literacy

• Older users: Interface confusion
• Security practices: Weak passwords
• Feature discovery: Underutilized capabilities

Future Trends

Technology Evolution

• 5G adoption: 2026-2027 mainstream
• Foldable phones: Niche, premium
• Wearable integration: Watches, bands
• IoT control: Smart home via mobile

Behavioral Shifts

• Screen time awareness: Digital wellness
• Privacy focus: Growing concern
• Sustainability: Device longevity
• Health integration: Fitness tracking

Market Evolution

• Super-app consolidation: Winners emerge
• Mini-app explosion: Lightweight services
• Cross-border: Regional app usage
• Rural growth: Next user base

Sources

• We Are Social / DataReportal Digital Reports
• App Annie (data.ai) Vietnam Statistics
• Google Consumer Barometer
• Facebook IQ Vietnam Insights
• Ministry of Information and Communications
• Vietnam Internet Association
• GSMA Mobile Economy Reports
• Local carrier statistics (Viettel, VNPT, MobiFone)