The State of Mobile in Rural Vietnam | MMA
Release Date: 
March, 2019
Location-based advertising
audience recognition
digital advertising

The State of Mobile in Rural Vietnam

In recent years, Vietnam has become an important market for businesses. In fact, the World Bank expects the country’s GDP to grow steadily at a rate of 6-7% in 2019 and 2020.

The Southeast Asian country is also a mobile-first market, and with almost 70% of the population living in rural areas, mobile is the primary digital platform for consumers. Despite this, marketers struggle to reach these audiences because they have little information to work with. When data is available, it quickly becomes dated or provides insights on the whole country without drilling into rural audience behaviors.

The State of Mobile in Rural Vietnam Report closes this gap. It offers clear learnings that marketers can use to reach rural Vietnamese audiences. This report by MMA is a project led by Google with participation from MMA's network of partners, including Adtima, Dentsu Aegis Network, Infocus, Kantar Worldpanel, and Nielsen.

To learn how to effectively reach out to consumers in rural Vietnam, download the report below.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.