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Mobile App Usage Study Vietnam 2016 Proprietary + Confidential What we wanted to know We spoke to 1000 smartphone owners to understand their app repertoire We asked about: Role of the smartphone App discovery App experience App engagement Cross-country comparison Proprietary + Confidential What we did Research Coverage Methodology Project Management Build understanding of smartphone app attitudes and behaviours Online survey with a representative sample of smartphone users Fieldwork conducted June 2016 Smartphone information Attitudes to apps Apps installed, triggers & barriers Measuring typical and recent app behaviours App Categories (Gaming, Tourism, Retail and Media) usage and behaviours 1,000 interviews (25 mins) with males and females, aged 18-64 years old The sample is representative of smartphone users on three criteria: gender, age (5 age bands) and % who use their smartphone daily to access the internet Project managed centrally by TNS Australia Proprietary + Confidential What we found Role of the smartphone: Smartphone adoption is rising fast It’s an important device to ensure an always-on connection alongside the PC App discovery: The Vietnamese love discovering new apps App stores and both online and offline WOM are key influences on whether an app gets installed App experience: Social networking and messaging apps are essential for Vietnamese smartphone owners – almost all use them everyday and they’re the most (time) engaging App engagement: Almost all will customise app notifications and an app is kept, or re-engaged with, if it can show its relevance Cross country comparison: Smartphone adoption is high, but the device is not yet seen as the main way to access the internet Role of the smartphone Smartphone adoption is rising fast It’s an important device to ensure an always-on connection alongside the PC Proprietary + Confidential Smartphones are important, and assist the need to have a constant connection “I connect my smartphone to Wi-Fi whenever I can” “My smartphone is one of the most important devices I own” 64% 54% agree agree (% who say 8-10 on a 10 point agreement scale) Question: A3 Use the slider bar to show how much each statement describes you and your smartphone Smartphone users, n=1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential Smartphone adoption has seen a rapid increase in Vietnam Smartphone penetration 20% 2013 36% 2014 55% 2015 72% 67% of smartphone owners state they have Android 21% say iOS 2016 Smartphone penetration - source: Consumer Barometer Question: A2 Which operating system you have on your smartphone? Smartphone users, n=1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential Nearly hours a day are spent online with smartphones – with web browsing time longer than online app time Claimed time spent online a day by device Time using a web browser on a computer Time using a web browser on a smartphone Time using apps on a smartphone, which need an internet connection 100 minutes 63 minutes 51 minutes 114 minutes Question: C1 How much time you think you spent online? Question C2 And what percentage of your online time you think is spent in the following ways? Smartphone users n=1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential PCs are seen as the preferred device to get online with smartphones being #1 for Millennials Main device for accessing the internet 18-24s: 39% 50+: 54% PC 18-24s: 44% 50+: 13% Smartphone Tablet Use multiple devices equally Question: A1 Which of these is your main device for accessing the internet / getting online? Smartphone users, n=1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM App discovery The Vietnamese love discovering new apps App stores and both online and offline WOM are key influences on whether an app gets installed Proprietary + Confidential Price comparisons are done across apps and websites Making retail / shopping price comparisons Question:J5 When it comes to making price comparisons for goods, which one of these best describes you? Use shopping apps n=561 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM App engagement Almost all will customise app notifications and an app is kept, or re-engaged with, if it can show its relevance Proprietary + Confidential Notifications help people stay up to date, but they come too often or at the wrong times Most helpful parts of push notifications (top 5) Least helpful parts of push notifications (top 5) They keep me up to date I get too many of them They help me to keep track of an activity / event They are not timely / come at odd times of the day They help me discover new content They distract me from what I'm doing They keep me connected They are too disruptive I don't have to check individual apps for updates They are irrelevant / not important Question: F2 What you find most helpful about app notifications? Question: F3 What you find least helpful about app notifications? Smartphone users n= 1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential Almost all users will customise app notifications – especially for social networking and messaging apps Customising and turning off app notifications 94% have customised notifications for any app (highest of all APAC markets) App categories which have customised notifications (top 5) Social networking 66% Messaging, comms 61% News & weather 38% Games 31% Media & ents 31% 33% of apps have notifications turned off (11 out of 33 apps) Question: F4 Which of these kinds of apps you customise the notifications for? Question: F6 How many of these have you turned off the notifications for? Smartphone users n=1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential 80% of users are aware that notifications can be turned off and this is done via both the general and app settings Turning off app notifications 79% 38% 41% Aware notifications can be turned off Via the general settings of my phone Via the app's settings 11 out of 33 apps have notifications turned off (33%) Question: F5 Did you know that push notifications can be switched off? Question: F6 How many of these have you turned off the notifications for? Smartphone users n=1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential There’s a need for an app to maintain relevance and usefulness, otherwise it will get deleted Reasons why apps are uninstalled / deleted (top 5) It’s not relevant to me anymore I don’t find it useful anymore I found a better app that does the same job It takes up too much memory on my smartphone 61% 59% 57% 55% It has bugs / keeps crashing 45% Question:E3 What are the typical reasons why you delete / uninstall apps from your smartphone? Smartphone users n=1000, TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential Three apps are deleted every month, with gaming repertoires being the most transient Uninstalled apps: number and type uninstalled (% monthly) apps uninstalled each month Games Books, comics, mags Shopping & e-comm Lifestyle Education Transport Finance Productivity, Travel and tools, local business News & weather Question: E2 How often you uninstall / delete the following types of apps? Users of app category n=various (range from n=638 to n=980) TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential Half of smartphone users are likely to start using their occasional or lapsed apps again Likelihood to use occasional / lapsed apps more often in the next three months 12 apps used occasionally (8) or stopped using (4) Question:G1 how likely are you to start using any of them more often in the next months? Those who have occasionally / rarely / have stopped using apps n=966, TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential Half of Vietnamese users are interested in re-engaging with low use apps, if they can demonstrate their relevance Likelihood and reasons to use occasional / lapsed apps more often in the next three months Likelihood over the next months of using any of the 12 apps used occasionally (8) or stopped using (4) Top reasons to encourage app re-engagement 51% 3rd highest in APAC #1 #2 #3 If the app becomes more relevant to me 60% If the app was updated with new features 42% If my friends or family are using / talking about it more 41% Question:G1 how likely are you to start using any of them more often in the next months? Question: G2 What would encourage you to use apps you don't use often / have stopped using? Those who have occasionally / rarely / have stopped using apps n=966, TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Cross country comparison Smartphone adoption is high, but the device is not yet seen as the main way to access the internet Proprietary + Confidential Vietnam has high levels of smartphone adoption but the device is not seen as the main way to get online access Smartphone penetration % IN* Average number of apps installed *CN figures are based on CN Recontact JP PH TH VN CN MY SG & KR 30% * ID and IN is 2015 data Awaiting sign off on 2016 dataset for these two markets All other markets is 2016 data Smartphone as main device for internet access % ID* 95% 33% JP 43% VN 59% 61% SG KR CN 70% 72% 79% 81% TH MY PH 91% IN ID 30% 75% 31% 38% 41% 43% 44% TH IN, VN & ID MY 54%55% 57% JP CN* PH 69% 71% SG KR 25 55 32 33 34 36 38 39 44 53 Smartphone penetration: Consumer Barometer Question: A1 Which of these is your main device for accessing the internet / getting online? B2 How many apps you have installed in total? Base: Smartphone users, n=1000 per market TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Proprietary + Confidential VN is #1 in Asia for customising app notifications, but users will not necessarily turn them all off Customise app notifications Turn off app notifications (% share of apps) Likelihood of re-engaging with occasional / lapsed apps JP ID PH SG & KR MY CN TH IN VN 50% 100% 55% 67% 68% IN ID 75% 80% PH VN CN TH 84% 89% 90% MY 94% KR JP & SG 20% 50% 22% JP 29% 30% 33% 34% 35% 38% SG & KR CN MY PH TH 48% 49% VN IN ID 10% 70% 10% 24% 35% 37% 41% 43% 51% 61% 66% Smartphone penetration: Consumer Barometer Question: A1 Which of these is your main device for accessing the internet / getting online? B2 How many apps you have installed in total? Base: Smartphone users, n=1000 per market TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM Appendix: Sample profile Proprietary + Confidential Profile of smartphone users in Vietnam Gender Age Frequency of using the internet 48% 52% 95% 5% 0% male female Daily Weekly Less often Region Household income South East 37% Red River Delta 28% South Central Coast 11% North Central Coast 7% North East 6% Mekong Delta 6% Central Highlands 2% North West 1% Other devices used Computer TV Tablet Basic mobile phone Connected / smart TV High-spec / feature phone Games Console Smartwatch Electronic fitness tracker e-reader 93% 70% 61% 60% 58% 35% 27% 26% 20% 19% Question: S1 How old are you? S2 Please select your gender S3 Where you live? S4 Which of these devices you currently use? S5 How often you access the internet for any reason (personal or job-related)? L2 What is your regular annual household income before tax? Smartphone users, n=1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM © Google 2016 ... / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM App discovery The Vietnamese love discovering new apps App stores and both online and offline WOM are key influences on whether an app gets installed... install new apps for these types of apps? Smartphone users, n=1000 TNS / GOOGLE SMARTPHONE APPS RESEARCH VIETNAM App experience Social networking and messaging apps are essential for Vietnamese... installing a new app The amount of memory The user reviews of the I have left on my phone app vs the size of the app 72% 63% Cost of the app The apps rating The number of installs the app has 58%