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Vietnam Mobile Advertising Market Grows 121% in 2011 as Mobile Becomes Top Channel for Media: InMobi

Published on April 25, 2012
Vietnam Mobile Advertising Market Grows 121% in 2011 as Mobile Becomes Top Channel for Media: InMobi

[Ho Chi Minh City, 26 April 2012]

InMobi, the world’s largest independent mobile advertising network with offices on five continents, today revealed the results of its network data and media consumption research for Vietnam. The ad network served over six billion ad impressions in Vietnam in Q4 2011 as opposed to 2.75 billion impressions in Q4 2010. The company also reported that for mobile web users in Vietnam, mobile is the top channel for media surpassing TV and traditional online.

Network Research Findings:

  • InMobi’s own network served over six billion ad impressions in Vietnam in Q4 2011 alone, a 121 percent increase over Q4 2010
    • The market is still largely driven by advanced phone impressions (5.6 billion) as opposed to smartphone impressions (0.4 billion)
  • Comparing phone manufacturers, Nokia still dominates the market with a 59.2 percent market share, down from 65 percent in Q4 2010
    • Samsung is a distant second with a 20.5 percent market share, followed by LG with 5.9 percent market share
    • Apple devices came in sixth with 1.8 percent market share, a 1.6 percentage point increase over Q4 2010
  • Mirroring device trends, Nokia and Symbian OS dominated the market with 43.4 percent and 15.9 percent market share, respectively
    • Android came in third with 2.6 percent market share, a 2.4 percentage point increase over Q4 2010

Media Consumption Research Findings:

  • Mobile devices are the #1 channel for media
    • On average mobile web users in Vietnam consume 4.5 hours of media daily - Mobile devices represent 35 percent of this time as opposed to 25 percent spent on TV and 18 percent on going online via desktops/laptops
    • Nearly three-quarters of local mobile web users say the mobile device is their preferred method of going online
  • Mobile device usage is throughout the day
    • 70 percent of mobile web users use their device while lying in bed, and 55 percent use it while waiting for something
    • Other usage occasions include while watching TV (17 percent), commuting (16 percent), spending time with family (11 percent), shopping (9 percent), in the bathroom (6 percent), and at social gatherings (4 percent)
  • Privacy and simplicity are the biggest drivers of mobile services usage
    • 45 percent of consumers use mobile services because they can use them privately, 39 percent for ease of use and 22 percent because of ready access
    • Other key enablers include cost effectiveness (19 percent) and boredom (15 percent)
  • Entertainment and social media are the dominant activities on mobile
    • o    On an average, mobile web users spend 23 percent of their time on their mobile devices on music or videos, 19 percent on social media, 16 percent on gaming, 15 percent on email, 14 percent on search for general information (news, sports, finance, etc.), 7 percent on local search, and 6 percent on shopping
  • Comfort with mobile advertising is already greater than TV or online advertising
    • One in two mobile web users are most impacted by mobile when making purchasing decisions
    • Three-quarters of users are more or equally comfortable with mobile advertising as opposed to TV or online ads
  • Mobile impacts consumer behaviour throughout the purchase path
    • 35 percent have been introduced to something new via mobile advertising, 39 percent have gotten better options, 22 percent have found something relevant nearby while 14 percent reconsidered a product
    • 6 percent of users have been influenced by mobile advertising when making in-store purchases, and 7 percent have been influenced to buy via their mobiles

 “Mobile’s role in the consumer purchase cycle continues to grow. Our survey found that three-quarters of mobile web users in Vietnam have been influenced by mobile advertising when making purchases,” commented Phalgun Raju, Regional Director and General Manager for Southeast Asia, Hong Kong and Taiwan. “In addition, we also found that 77 percent of consumers expect to conduct mobile commerce in the next 12 months - a 36 percent increase from where we are today. We at InMobi are dedicated to help local and global businesses in Vietnam leverage this media for effective consumer engagement.” The Mobile Media Survey was conducted in partnership with market insights firm Decision Fuel, using their innovative mobile-focused research platform. The study covered 20 key markets across Asia, Africa, Europe, North and Latin America, surveying 20,000 consumers overall, including 1,183 mobile web users in Vietnam. For more information on the study, please reach out through the contact details below.

About InMobi

InMobi is the largest independent mobile advertising network. With offices on five continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing and now delivers the unprecedented ability to reach 578 Million consumers, in over 165 countries, through more than 93.4 Billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand the InMobi offering to creative agencies and brands. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. The company has offices in Bangalore, Johannesburg, London, Nairobi, New York, Paris, San Francisco, Seoul, Singapore and Tokyo. To learn more, please visit www.inmobi.com/research, follow us on Twitter @InMobi, or read our blog at www.inmobi.com/inmobiblog/.


Rice Communications for InMobi Tel: +65 6221 8047 Shruti Soni Email: shruti.soni@ricecomms.com Devin Jeyathurai Email: devin.jeyathurai@ricecomms.com