Adjust has released its latest Mobile App Trends Spotlight Edition: Vietnam 2025, offering insights on the shifting consumer behaviours and surging app engagement in one of Southeast Asia’s fastest-growing mobile markets. The report reveals that gaming, finance and entertainment are among the key verticals contributing to Vietnam’s rising dominance in the region: In 2024, finance app sessions surged 99%, entertainment app installs grew 25% and gaming installs rose 3% year-on-year (YoY). Also notable, ATT opt-in rates for gaming apps climbed to nearly 50% in Q1 2025.

 

 

Vietnam: Southeast Asia’s Mobile App Powerhouse

 

Vietnamese users are among the most engaged mobile audiences in Southeast Asia, spending an average of 7.3 hours per day on their devices and using nearly 29 apps each week — with female users and younger demographics leading the way in app engagement. According to GSMA Intelligence, the country recorded 127 million cellular mobile connections at the start of this year, underscoring its deeply connected population.


This high level of connectivity is fueling Vietnam’s booming mobile app economy. Over the past year, Vietnam nearly recorded three billion app downloads and more than 100 billion hours spent in apps. From entertainment and finance to mobile gaming, the Vietnamese digital lifestyle is evolving rapidly, outpacing many of its regional peers in adoption and engagement.

The Booming Verticals

Adjust’s Vietnam Spotlight report breaks down user behaviors and app performance across the three high-growth verticals:

 

●      Gaming app installs rose 3% YoY in 2024. Months like February (+16%), June (+26%), and July (+25%) exceeded the annual average, while session spikes were observed in June (+11%) and July (+12%).

 ●      Finance app installs skyrocketed 70% YoY in 2024, while sessions surged 99%. In Q1 2025, finance app sessions jumped 84% YoY.

 ●      Entertainment app installs grew 25% YoY in 2024, with notable spikes in February (+30%) and June (+32%). Average video streaming session lengths increased from 15.25 minutes in 2024 to 20.19 minutes in Q1 2025.

 

These findings underscore Vietnam’s rapid transformation into a mobile-first economy, driven by high user adoption and deep engagement across gaming, finance, and entertainment apps. With expanding infrastructure and evolving content consumption habits, Vietnam is setting the pace for mobile innovation in the region.


To view the full report, visit here.