As one of the markets with the highest number of smartphone users in the world, it is understandable that Vietnam is also one of the countries with the most app downloads.
With the launch of many lines of low-cost smartphones from several different brands, the number of smartphone users in Vietnam is increasing rapidly. Smartphones also play a more and more important role and have become inseparable things in the daily life of Vietnamese people. This growth momentum has created great opportunities for domestic and foreign application developers as well as advertisers and marketers.
According to the Vietnam Digital Advertising Market Report 2019 that has just been released by Adsota, Vietnam currently has 43.7 million people using smartphone devices, accounting for 44.9% of the total population of 97.4 million people.
These figures have made Vietnam reach the top 15 markets with the highest number of smartphone users in the world, alongside many developed countries such as the United Kingdom, Japan, Germany, and other countries in the Southeast Asia like Indonesia.
Leading the list is China with 851.2 million smartphone users as of the end of 2019, far ahead of the other two giants: India (345.9 million users) and the United States (260.2 million users). With a large population and a large market, China is expected to continue its position for a long time to come.
As one of the markets with the highest number of smartphone users in the world, it is understandable that Vietnam is also one of the countries with the most app downloads at the present time.
According to the rankings of the markets with the most app downloads on the Apple Store and Google Play download stores as of the end of the second quarter of 2019, Vietnam ranked seventh with a total of 750 million downloads. The three countries including Brazil, the United States and India, which are the largest markets in the world, continue to maintain their leading positions.
Vietnamese adults now spend most of their day time accessing the Internet with their mobile devices. Therefore, mobile is not only a trend but also is becoming a mandatory channel for advertisers when conducting marketing on digital platforms.
Recognizing this trend, advertising companies and brands have also focused more on spending their marketing budgets on mobile channels. Specifically, the figures from Adsota's report showed a strong growth of mobile advertising in 2019 compared to the same period last year (the total online advertising budget increased from 55.2% in 2018 to 67.1% in 2019).
Mobile Ads is forecast to grow steadily when reaching 67.8% of the total digital budget in 2020 and 68.1% in 2021. It is obviously seen that mobile is gradually taking steps to become the most important platform of digital marketing and will make up a significant part of the online advertising budget of businesses in the future.
Equally important trend of the Asian mobile market in general and Vietnam in particular in 2019, which marketers need to consider is the difference between the advertising inventory between mobile applications and mobile webs.
In fact, mobile apps always have more inventory for advertisers than mobile webs. Compared to other countries in Asia, Vietnam is a market with a relatively low gap in advertising inventory with 57% belongs to mobile applications and 43% belongs to mobile webs (compared to 66% and 34% respectively on average of the entire APAC region).
This is an opportunity for app developers and marketers to be able to make more revenue from advertising. Mobile apps are also said to be an ideal and user-friendly platform for display ad formats as well as have less impact on user experience than mobile webs.
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