Vietnam mobile app popularity 2024

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Overview

The survey is conducted in January 2024 to find

out the trend and the behavior of Vietnamese when
using applications on mobile and to see if there’s
any change compared with 2023.

The data was analyzed based on the screenshot of

“Screen Time” in iOS device of males and females
from teenager to middle-age nationwide.

The data was analyzed based on 100 screenshot

of iOS screen time.
How we get the data
We collected the screenshot of Screen Time iOS users to understand
the real usage of smartphone among Vietnamese.
How to see the data
We analyze the data both by usage and length.

Usage Length
Usage ratio of these who have Average time length of the apps
opened the app in last 7 days. used per day.
Mobile application usage trend
 Mobile app usage trend
The length and number of app usage increased strongly
from the previous survey.

Hours to spend on Number of apps

mobile app / day used in a week
6.5
26.8
25.7
5.5
20.5
4.1

2022 2023 2024 2022 2023 2024

 Number of apps used in a week
The female spends more time using different apps. Elders
(27 years old and above) use more apps than the youth.

Total 26.8

Female 27.5

Male 25.9

27 years old and above 26.2

26 years old and less 28.3

Average time/day spend for apps (hours)
Both genders have an equal spending time with mobile
apps. Besides that, the elder spends more time than the
youth.

Total 5.5

Female 5.5

Male 5.5

27 years old and above 5.6

26 years old and less 5.4

Vietnamese smartphone app key trend
Popular mobile apps (by category, length)
Vietnamese keep the habit of using social networks and messaging/calling, even
spending more time than the previous year. The user spends one-half their time using
a phone for social media apps and one-fifth of using time for messaging/calling.

Social network

9% 8% Messaging /Calling /Video

2% 4% conferencing
8% 28% 5%
Game
7%
Video
10%
2023 8%
2024 47%

Searching

17% Photo/Photo and Editing

26%
22%
Other
 Major app dominance
Key trend in 2024

Top 6 apps mainly the social medias of Facebook, TikTok,

Zalo, Messenger and YouTube account for ¾ of the mobile
application usage

Others
23%
Facebook
33%

Youtube
6%

Messenger
7%

TikTok
Zalo 16%
15%
 TikTok on the rise
Key trend in 2024

TikTok popularity got higher in 2024 due to the app released

shopping feature (TikTok shop) that users spend more time
on it.

Length Usage
(out of total mobile app usage) (Ratio of those who use the app)

69% 74%
53%

9% 11% 16%
2022 2023 2024 2022 2023 2024
 Lifestyle apps (ride hauling, EC) on
Key trend in 2024

the increase
The usage penetrations of lifestyle app such as ride hauling
and EC went up in 2024

App penetration change in 2023 to 2024

Ride hauling app EC app

70%
50% 57%
42%

2023 2024 2023 2024

 Higher penetration of finance-
Key trend in 2024

related apps
88% of the respondents either use mobile payment or online
banking app, showing the high penetrations of inance-related
apps in recent years

Finance app usage Financial app popularity

by type

88% 80%
75%
45%

1%
Mobile Online Finance
payment app banking app related app
2023 2024
Most popular applications
 Most popular applications* (by length)

No.1 Facebook 33% No.6 Chrome 2%

No.2 TikTok 16% No.7 Wattpad 1%

No.3 Zalo 14% No.8 Instagram 1%

No.4 Messenger 7% No.9 Shopee 1%

Đấu Trường
No.5 Youtube 6% No.10 1%
Chân Lý

*Not include essential default apps of iOS system

 Most popular applications* (by usage)

No.1 Zalo 98% No.6 Shopee 65%

Google
No.2 Facebook 96% No.7 52%
Map

No.3 Message 95% No.8 Gmail 48%

No.4 YouTube 78% No.9 Instagram 43%

No.5 TikTok 74% No.10 Techcombank 35%

*Not include essential default apps of iOS system

 Most popular applications* by gender (by length)
Male Female

No.1 Facebook 35% No.1 Facebook 32%

No.2 TikTok 14% No.2 Zalo 18%

No.3 Zalo 10% No.3 TikTok 17%

No.4 YouTube 8% No.4 Messenger 7%

No.5 Messenger 7% No.5 YouTube 5%

*Not include essential default apps of iOS system

 Most popular applications* by gender (by usage)
Male Female

No.1 Zalo 96% No.1 Zalo 100%

No.2 Facebook 93% No.2 Facebook 98%

No.3 Messenger 93% No.3 Messenger 96%

No.4 YouTube 82% No.4 Shopee 76%

No.5 TikTok 78% No.5 YouTube 75%

*Not include essential default apps of iOS system

 Most popular applications* by age (by length)
Youth (26 years old and less) Elderly (27 years old and above)

No.1 TikTok 25% No.1 Facebook 37%

No.2 Facebook 24% No.2 Zalo 17%

No.3 Messenger 14% No.3 TikTok 13%

No.4 Zalo 7% No.4 YouTube 6%

No.5 YouTube 6% No.5 Messenger 5%

*Not include essential default apps of iOS system

 Most popular applications* by age (by usage)
Youth (26 years old and less) Elderly (27 years old and above)

No.1 Zalo 100% No.1 Zalo 97%

No.2 Facebook 96% No.2 Facebook 96%

No.3 Messenger 96% No.3 Messenger 95%

No.4 TikTok 92% No.4 YouTube 80%

No.5 Instagram 85% No.5 TikTok 68%

*Not include essential default apps of iOS system

Category-analysis
 Social Network
Facebook is the dominant popular social media app that everyone installed on their phone.

Usage ratio (by usage) Popularity by profile Usage Length

51%
Total 98% No.1 Facebook 96% 33,2%

51%
Female 100%
98%
No.2 TikTok 74% 16,0%
50%
Usage ratio (by length) Male 96%
No.3 Instagram 53% 1,2%
53%
Youth 100%

50%
No.4 Locket 13% 0,1%
51% Elderly 97%

Length Usage No.5 Pinterest 7% 0,02%

*Top apps: not include essential default apps of iOS system

 Online messaging/calling
Zalo and Messenger are the two dominant apps in daily communication.

Usage ratio (by usage) Popularity by profile Usage Length

22%
Total 100% No.1 Zalo 98% 14,4%
27%
Female 100%
100% No.2 Messenger 95% 7,0%
17%
Male
Usage ratio (by length) 100%
No.3 Gmail 48% 0,3%
21%
Youth 100%
22%

Elderly 22% No.4 Telegram 24% 0,2%

100%

Length Usage No.5 Viber 10% 0,4%

*Top apps: not include essential default apps of iOS system

 Game
Liên Quân Mobile has been leading in the game category for three consecutive years.

Usage ratio (by usage) Popularity by profile Usage Length

9% Liên Quân
Total 49% No.1 11% 0,6%
49% MoBile
5%
Female 44% Đấu Trường
No.2 9% 1,1%
Chân Lý
13%
Usage ratio (by length) Male 56%
No.3 Roblox 5% 0,3%
9%
9% Youth 54%

Elderly 8% No.4 Free Fire 4% 0,3%

47%

LMHT: Tốc
Length Usage No.5 3% 0,5%
Chiến

*Top apps: not include essential default apps of iOS system

 Video
YouTube hold no.1 in the video streaming category and Netflix surpasses domestic
competitors such as VieON, FPT Play, etc.
Usage ratio (by usage) Popularity by profile Usage Length

8%
Total 80% No.1 YouTube 78% 6,3%
7%
Female 76%
80% No.2 Netflix 5% 0,8%
9%
Usage ratio (by length) Male 84%
No.3 VTVGO 4% 0,004%
7%
8% Youth 73%

Elderly 8% No.4 YT Kids 3% 0,3%

82%

Length Usage No.5 HiTV 2% 0,3%

*Top apps: not include essential default apps of iOS system

Photo/Photo and Video editing
The user likes to use the camera/photo default app on iPhone to take and edit their picture.

Usage ratio (by usage) Popularity by profile Default Usage Length

Total 1% No.1 Camera 100% 1,2%

49%
49%
1%
No.2 Photos 92% 1,4%
Female 56%
Download
1%
Male No.1 CapCut 28% 0,4%
Usage ratio (by length) 40%

1% Youth 2% No.2 Meitu 11% 0,1%

50%

1%
No.3 B612 9% 0,1%
Elderly 49%
No.4 Ulike 9% 0,1%
Length Usage
No.5 Picsart 7% 0,04%
 Shopping
Shopee is dominant in the category and installed in almost everyone of the category
user
Usage ratio (by usage) Popularity by profile Usage Length

1.0%
Total 70% No.1 Shopee 65% 1,2%
2.0%
70% Female 80%
No.2 Lazada 9% 0,01%
1.0%
Usage ratio (by length) Male 58%
No.3 SHEIN 4% 0,002%
2.0%
1% Youth 85%

Elderly 1.0% No.4 Sendo 4% 0,002%

65%

Length Usage No.5 Hasaki 2% 0,002%

*Top apps: not include essential default apps of iOS system

 Transportation / Rideshare / Food delivery
Grab is the dominant app in the category and Xanh SM is a new player providing
transportation service which holds no.2 in usage.
Usage ratio (by usage) Popularity by profile Usage Length

1.0%
Total 50% No.1 Grab 32% 0,1%
50%
1.0%
Female
No.2 Xanh SM 12% 0,4%
0.0%
Usage ratio (by length) Male 31%
No.3 ShopeeFood 10% 0,1%
0.0%
1.0% Youth 50%

Elderly 1.0% No.4 Be 9% 0.03%

50%

Length Usage No.5 Gojek 8% 0,02%

*Top apps: not include essential default apps of iOS system

 Mobile payment/ Bank application/ Finance
Momo and Techcombank are the top two apps in the category.
Usage ratio (by usage) Popularity by profile Usage Length

1%
Total 88% No.1 Techcombank 35% 0,2%
1%
Female 87%
88% No.2 MoMo 32% 0,1%
1%
Usage ratio (by length) Male 89%
No.3 MB Bank 26% 0,1%
0%
1.0% Youth 85%

Elderly 1% No.4 VCB Digibank 22% 0,1%

89%

Length Usage No.5 ACB ONE 11% 0,01%

*Top apps: not include essential default apps of iOS system

Respondent profile (N=100)

Area Gender Age

26 years old
and younger,

Male, 45% 26%

Hanoi, 50% HCM, 50% 27 years old
Female, 55%
and older,
74%
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Age Gender City

31%

22% 19%
18%
44% 47%
14%
18%
56%
7%

3% 3%
1% 1% 6%
0%
3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
<9

30 9

40 9

-
4

50
4

9
-1

-1

-2

-2

-3
-3

-4

-4
10

15

20

25

35

Hai Phong Dong Nhai Others

45
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More than 300 well-educated fieldworkers nation-wide with the real-time
connections via our dedicated mobile app for higher quality data collections

Fieldworker deployment

Hanoi : 70 Hai Phong : 10

Da Nang : 40

Nha Trang : 20
Daklak : 10

HCM: 130
Can Tho: 40
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provides several methods providing data with quality

Our quality score by SSI

QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
97% 91%
LOI (Lenght of Interview) 10 minutes

Success Criteria Overall score of 80% or higher

FACT CONSISTENCY SCORE THOUGHT
CONSISTENCY SCORE

THE RESULTS

89% 97% Overall score 93.5%

Average score 73%
in the industry
STRAIGHT-LINER/ FLAT- SPEEDERS SCORE
LINER SCORE

(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
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