On June 2, Adjust released the latest edition of its Mobile App Market Spotlight: Vietnam 2025. The report provides analytical data on changing user behavior and the dramatic increase in app engagement in Vietnam - one of the fastest growing mobile markets in Southeast Asia.
The report shows that three key segments - gaming, finance and entertainment - are playing a key role in the growth of the mobile app market in Vietnam, contributing to shaping Vietnam's position on the regional mobile app map: in 2024, the number of finance app sessions skyrocketed by 99%, entertainment app installs increased by 25% and game installs increased by 3% year-on-year.
Notably, the rate of users agreeing to share data (ATT opt-in) for gaming apps increased to nearly 50% in Q1 2025.
The report highlights the benchmarks, user behaviors, and growth drivers that shape Vietnam’s dynamic mobile landscape, and outlines the strategies needed to succeed in this rapidly evolving digital market.
Mr. Huy Vu, Senior Growth Lead at Adjust commented: “In the context of the explosive growth of the mobile market in Vietnam, the strong growth momentum in the gaming, finance and entertainment segments opens up many opportunities for businesses as well as the entire digital ecosystem. Mobile applications are changing the living, working and payment habits of Vietnamese people - this requires businesses to understand and flexibly adapt to new user behaviors."
Vietnamese users are among the most mobile engaged in Southeast Asia, with an average usage time of up to 7.3 hours per day and nearly 29 apps per week – with female and younger users being the most engaged. According to GSMA Intelligence, Vietnam recorded 127 million mobile connections at the beginning of this year, demonstrating the depth of connectivity and the essential role mobile plays in daily life.
High connectivity is the catalyst for the mobile app market to take off in Vietnam. In the past year, Vietnam recorded nearly three billion app downloads and more than 100 billion hours of app usage. From entertainment, finance to gaming apps – the digital life of Vietnamese people is now extremely rich, surpassing many countries in the region in terms of acceptance and interaction.
The Vietnam Market Spotlight Report analyzes in detail the user behavior and application performance of the top three fastest growing segments:
In 2024, game app installs increased 3% year-over-year. Months like February (up 16%), June (up 26%), and July (up 25%) recorded growth above the annual average, while sessions peaked in June (up 11%) and July (up 12%).
In 2024, finance app installs skyrocketed 70% year-over-year, while sessions increased by 99%. In Q1 2025 alone, finance app sessions increased 84% year-over-year.
In 2024, entertainment app installs increased by 25% year-on-year, with two impressive increases in February (up 30%) and June (up 32%). The average duration of each online video viewing session increased from 15.25 minutes in 2024 to 20.19 minutes in Q1 2025.
These figures show that Vietnam is on the fast track to becoming a mobile-first market, with high adoption and engagement across gaming, finance and entertainment. The development of digital infrastructure coupled with dynamic changes in user behavior is putting Vietnam at the forefront of mobile innovation across the region.
“Vietnam’s mobile future is being shaped by rapid innovation, enhanced user experiences, and the emergence of disruptive technologies such as 5G, artificial intelligence (AI), and super apps,” added Mr. Huy Vu. “In an ever-evolving digital age, the next wave of success will belong to those who can adapt quickly, stay ahead of the curve, and lead with data-driven strategies.”
Source: https://doanhnghiepvn.vn/kinh-te/kinh-doanh/ba-linh-vuc-ung-dung-di-dong-dang-phat-trien-manh-tai-viet-nam/20250602071236041
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