About half the mobile phone users in Vietnam, Indonesia, and the Philippines still use non-"smart" devices, or feature phones, while all other countries in the Asia Pacific (APAC) and Oceania are making a clear and rapid transition to smartphones, according to a study by Opera Mediaworks and the Mobile Marketing Association (MMA).
A State of Mobile Advertising study of mobile users in the third quarter on Opera's global mobile-ad platform in six APAC countries – the others being India, Malaysia, and Thailand — found that Android is the leading OS for smartphones, with 67.1% of impressions being served to those mobile devices (and 30.4% to "other", or feature phones).
"The ability to serve high-impact – and therefore high-value – rich-media and video ads on smartphones is what is truly powering the monetisation potential of the region," Vikas Gulati, managing director for Asia, Opera Mediaworks, said.
In Vietnam, social networking is the most or second most popular category with a 27% share, and games come third.
In three countries (India, the Philippines, and Vietnam), nearly eight in 10 impressions are served to the top three categories, indicating highly condensed interest areas.
India, Indonesia, Malaysia and Vietnam all contain a strong percentage of savvy shoppers, with such favourite local sites as Tokopedia, OLX, Lelong, and Cho Tot.
Vietnam has the highest percentage of gamers among these six countries.