Mobile payment usage in Vietnam

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Overview

Mobile payment changes the ways to spend in

many Asian countries and the same trend came to
widespread in Vietnam.

This report illustrates the motivation, usage and

popular apps among Vietnam mobile payment
users

This survey was conducted among 383 mobile

payment users in HCM and Hanoi from the age of
18 - 44 years old.
 Whom do we ask?
We ask the respondents of 18 - 39 years old in HCM and
Hanoi, who are in use of the mobile payment now.
Recognition of Usage of
mobile payment mobile payment

44%

41%

56%
Target audience
59%
of this research

Q. What is applicable to you?

Motivation and usage of mobile payment
Background: Popular bank account in use

Vietcombank Agribank BIDV Vietinbank

44% 18% 18% 17%

Sacombank Techcombank VPBank ACB

13% 12% 11% 9%
 Motivations to use mobile payment
Easiness, quickness and convenience are the main
motivations to initiate mobile payment

Good financial / loan service 5%

Good security 26%

Low transfer cost 36%

Easy store payment (QR code) 46%

Good discount / promotions 62%

Easy money transfer 62%

No need to carry cash 65%

Quick transaction 68%

Easiness of payment 73%

*Very important=33%,
Q. What are the reasonsimportant=58%
that you use / have used mobile
Q. Question
(out title (N=XX)
of 4 criteria)
payment?
 Popular service in use
Mobile top-up is the service used the most, followed by
money transfer and online shopping payment

Financial investment 23%

Use loan / installment service 24%

Transportation payment (e.g Grab) 58%

Payment at Cinema / theatre 67%

Payment at stores 70%

Utility payment 73%

Online shopping payment 80%

Money transfer 80%

Mobile top-up 92%

*Very important=33%,
Q. Please important=58%
choose what you do/did with mobile payment
service?
(out of 4 criteria)
 Mobile payment ratio for the services
Mobile top up Utility payment Money transfer Cinema payment

45% 41% 40% 35%

55% 59% 60% 65%

Transportation Store payment Restaurant, cafe Loan service

13%
21%
31% 28%

69% 72% 79% 87%

The usage is high in mobile top-up, utility and money transfer.

Q. Please choose what is/was applicable to you

 Charge method
Cards are the best common method to charge mobile
payment app

Remittance from family / relatives / friends 4%

From the partner store (via QR code) 6%

From credit card 22%

From the linked bank account 66%

Q. How do/did you charge mobile payment app?

 Frequency
70% uses mobile payment at least once a week, in which
21% uses every day

6%
5%
21%

19%

12% 37%

Every day / almost every day 2-3 times / week

Once / week 2-3 times / month
Once / month Less often

*Very
Q. Howimportant=33%, important=58%
often do/did you use mobile payment app? (Average of
(out1 of
last 4 criteria)
month)
 Satisfaction towards current mobile payment
Satisfaction Reasons for satisfaction

Low cost of transaction 38%

8%
Safe 42%

Points system is attractive 42%

39%
Many shops that I could use 43%

Discounts/ Promotions 58%

52%
No need to carry cash 64%

Easy to use 73%

Very satisfied Satisfied Average Satisfied Very satisfied Quick payment 74%

Mobile payment users are satisfied thanks to quick payment and easy to use

Q. How much are you satisfied with the mobile payment service in use?
 (Non-users) Reasons not to use mobile payment

Concerns on the security Do not know how to use Lack of shops for mobile
32% 31% payment 23%

Cash is easier Reluctance on transaction

16% cost 16%

Q. What are the reasons that you did not continue to use mobile payment?
Mobile payment brand preference
 Top of mind service

Others, 13%

Viettel Pay, 5%

Moca, 5%

77%

77% comes up with Momo, as the top-of-mind

mobile payment player
Q. What are the name that comes up when you hear mobile payment?
 Brand awareness
97%

68%
62%

46%
39%
33%
28%
23% 23%
17% 15%
7%
3% 3% 1% 1% 1%

Momo is recognized by 97%. ZaloPay and ViettelPay recognition are 68% and
62% respectively
Q. Please choose all the mobile payment services that you know?
 Brand to use the most
Momo is dominant with 68% of the share followed by Viettel
pay, moca and AirPay.

6%
5%

6%

7%

8%

68%
 Reasons to use

Good promotion Good transfer service Good promotion Good promotion

No.1 54% 89% 63%
65%

Usable at many stores Good promotion Variety of services Variety of services

No.2 50% 38%
55% 61%

Variety of services Variety of services Usable at many stores Usable at many stores
No.3 50% 50% 39% 25%

Friends, family Recommended by service Recommended by service Recommended by service

No.4 recommendation provider provider provider
33% 40% 22% 25%
Usable at my common Usable at my common Usable at my common
Name / Brand
No.5 stores / services
35%
stores / services stores / services
28% 22% 19%

The services are picked up due to the good promotions and service varieties.
Momo is renowned as the support at many stores
Q. What are the reasons that you use the selected brand most?
 Mobile payment usability in popular outlets

Channel support information on the report is as of Dec, 2019

Categories to cover
No. Category
1 Convenience store

2 Supermarket

3 Coffee shop

4 Milk tea

5 Restaurant

6 Utility payment (Electricity, water, Internet, TV)

7 Financial payment

8 EC platform
 Convenience store
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

7 eleven O O

Cheers O

Circle K O O

Co.op smile O

Familymart O O

GS25 O O

Ministop O O

Shop & Go O O O

Speed L O

Vinmart+ O O

*The data is based on website

 Supermarket
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

3 Sach Food O

AEON
O O
Citimart
Bach Hoa
O
Xanh

Co.op Food O

Co.op Mart O

Genshai O

LOTTE Mart O

Marumart O

Soi Bien O O O O O

Vinmart O

*The data is based on website

 Coffee shops (1)
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo
Chesse
O O
Coffee

Chewy Junior O O

E-Coffee O O

Effoc Coffee O O

Fly Cupcake O O

Gemini O O

Lavida O O

Laha Coffee O O O

Milano Coffee O O

Napoli O

*The data is based on website

 Coffee shops (2)
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

Café Helio O O O

Passio O O

Phuc Long O O

Soya Garden O O

The Coffee
O
House

Thuc Coffee O O

Trung Nguyen
O
Legend

Urban Coffee O

Viva Star
O O
Coffee
Wayne’s
O O
Coffee

*The data is based on website

 Milk tea
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

Bobapop O O O

Gongcha O O O O O

Heekaa O O

R&B Tea O O O

Royal tea O O

Share Tea O O O

The Alley O O

Toco Toco O O O O O O

Toocha O O

Yifang Tea O O

*The data is based on website

 Restaurant (1)
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

Buk Buk O

Burger King O O

Cơm tấm Cali O O

DQ Grill &
O
Chill
Hoang Yen
O O
Buffet

Hotpot Story O

Hotto O O O O

KFC O O

Khao Lao O O O

King BBQ O O

*The data is based on website

 Restaurant (2)
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

King Buffet O O O

King Deli O O

Lotteria Việt
O O O
Nam

Pizza Hut O

Popeyes O O

Sushi Bar O

Sushi Kei O

ThaiExpress O O O O O

The Pizza
O
Company
Yellow Cab
O O O
Pizza

*The data is based on website

 Utility payment
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo
Electricity
O O O O O O O O
(EVN)
Water O O O O O O O O
Internet (FPT) O O O O O O
Internet
O O O O O
(VNPT)
Internet (SPT) O O O O O O
TV (K+) O O O O O
TV (VTVcab) O O O O O O O
TV (mobiTV) O O O O O
TV (VTC) O
TV (VNPT) O O O O O
TV (SCTV) O O O
TV (HTV-
O O
TMS)
TV (HTVC) O O
 Credit payment (1)
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

FE Credit O O O O

ACS O O O

Cashwagon O O

Doctor Dong O O O

Easy Credit O O

HD Saigon O O

Home Credit O O O O

iDong O O

Mcredit O O O

Mirae Asset O O O O

*The data is based on website

 Credit payment (2)
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

myKredit O

OCB O

OnCredit O

Paylater O

SHB Finance O O O

Shinhan
O O O O
Finance

Tima O

Toyota
O O O
Finance

TPBank O O

Viet Credit O O O

*The data is based on website

 EC Platform
Momo Moca AirPay VNPAY ViettelPay VinID ZaloPay Payoo

A day roi O O

CellphoneS O

Cho tot O

Dien may
O
xanh

FPT Shop O O O

Lazada O

Mua ban O

Shopee O

The gioi di
O
dong

Tiki O

*The data is based on website

Respondent profile (N=383)
Gender Age City

Others, 21%
Male, 46% 30-44, 37% HCM, 47%
Female, 54% 18-29, 63% Hanoi, 32%

Household income Occupation

70,000,001 VND - 100,000,000 VND 2%

50,000,001 VND - 70,000,000 VND 3% Part-time Employment 6%
40,000,001 VND - 50,000,000 VND 3%
30,000,001 VND - 40,000,000 VND 9%
Self-Employed 7%
25,000,001 VND - 30,000,000 VND 15%
20,000,001 VND - 25,000,000 VND 11%
15,000,001 VND - 20,000,000 VND 19% Student
13%
10,000,001 VND - 15,000,000 VND 17% (University/College)
7,500,001 VND - 10,000,000 VND 9%
5,000,001 VND - 7,500,000 VND 7% Full-time Employment 70%
Lower than 5,000,000 VND 4%
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customers would like to research. 400,000 members as of Nov, 2018
Age Gender City
31%

22% 19%
18%
44% 47%
14%
56% 18%

7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
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Our quality score by SSI
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
97% 91%
LOI (Lenght of Interview) 10 minutes

Success Criteria Overral score of 80% or higher

FACT CONSISTENCY SCORE THOUGHT
CONSISTENCY SCORE

THE RESULTS

89% 97% Overal score 93.5%

Average score 73%

in the industry
STRAIGHT-LINER/ FLAT- SPEEDERS SCORE
LINER SCORE

(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
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