Mobile phone ads gain greater purchase during Tet in Vietnam

The report also showed that app downloads were the highest 10 days prior to Tet in 2017, while downloads peaked on the first day of the 2018 Tet, showing that the Lunar New Year holiday was a highly effective period to execute user acquisition campaigns for app developers.

The number of mobile app ad requests (the number of ads displayed in apps) rose by 32 percent in Vietnam during this holiday compared to other days in January and February, said the report.

Many Vietnamese mobile app developers have gone global and succeeded in the U.S. or Australia by targeting foreign holidays like Black Friday and Christmas. Overall, the highest downloads of Vietnamese-developed apps came from India and the U.S. at 13 and 11 percent respectively, followed by Brazil and Indonesia at 8 percent and 6 percent respectively.

In terms of revenue, profits from the U.S. market contribute around 20 percent of overseas revenue generated by Vietnamese applications, followed by other developed markets like Australia at five percent; and Germany, Japan and Korea at three percent each.

Of some 95 million people in Vietnam, 73 percent use mobile phones, 42 percent use smartphones and 50 million people use mobile social media, according to the report.