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Mcommerce on rise in Vietnam as users spending more time on mobile: Study

The average mobile web user in Vietnam consumes 7.1 hours of media per day, according to an InMobi study. The study was conducted in partnership with the Mobile Marketing Association (MMA) Asia-Pacific and YouGov.

Consumers spend an average of almost 2.4 hours per day with mobile (96 minutes) and tablet (50 minutes) together, which together account for 34 per cent of media time, ahead of television (61 minutes), the desktop (142 minutes), print (62 minutes) and radio (16 minutes).

Mobile commerce is on the rise as with increasing smartphone penetration more consumers than ever before are using their mobile devices to research product information and pick a retailer that best meets their needs during the buying process, the study highlighted. A whopping 94 per cent plan to spend money on an activity via mobile in the next 3 months.

The fact that 66 per cent Vietnamese users multi-task, engaging with their mobile phone while watching television, coupled with the fact that there are over 123.8 million active mobile connections in Vietnam, presents a compelling opportunity for advertisers to re-focus their advertising strategies towards mobile. The onus is now on brands and content agencies to create compelling, engaging mobile rich media to capture consumers’ attention.

Commenting on the report, Rohit Dadwal, Managing Director MMA Asia-Pacific said, “Brands in Vietnam need to dive in and understand the mobile marketing landscape and media consumption patterns in the country, which are as unique as any other Southeast Asian market. The study’s findings highlight the multi-faceted nature of mobile in Vietnam and also showcase the countless opportunities for marketers in Vietnam to be creative in reaching consumers in the right moments to get the most out of mobile.”

The report highlighted that mobile moments matter. Morning and late evening appear to be lucrative ‘prime time’ mobile moments. It’s imperative for advertisers to identify key mobile moments when consumers are most engaged with mobile instead of advertising on mobile generically.

“With 85 per cent of smartphone users likely to increase their usage of apps outside of search and social , Vietnam is going to witness the app boom driving the service and content economy and at the same time providing a robust medium for brands to reach their consumers” said Jayesh Easwaramony, Vice President & General Manager, Asia Pacific, Middle East & Africa, InMobi.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.