Consumer expenditures on mobile apps Vietnam 2018-2023

In 2023, the value of consumer spending on mobile apps in Vietnam amounted to 549.9 million U.S. dollars, indicating an increase from 2022. In the same year, Vietnamese consumers downloaded approximately 3.4 billion mobile apps in total. 

Mobile apps usage in Vietnam

Vietnam has one of the highest mobile internet and smartphone penetration rates worldwide, providing suitable conditions for a blooming mobile apps market. In 2020, over 70 percent of Vietnamese internet users spent at least three hours using mobile apps per day, while the average number of apps used per person in a week reached 25.67 in 2021. Social media and messaging apps recorded the highest share of mobile application usage among internet users in 2020, with a usage rate of 95 percent. On the other hand, games were the most downloaded app category for Android and iOS devices, which are the two main mobile operating systems for smartphones in Vietnam.

Zalo Group

Zalo Group was the leading Vietnamese app publisher based on total downloads on Google Play as of March 2024. Among its ten released apps, the messaging service Zalo was the most successful one, which has consistently been one of the most popular social media apps in Vietnam. In 2020, this mobile app had 64 million monthly active users in the country, making it the social media app with the second-highest number of users after Facebook.