Singapore – Southeast Asian countries lead globally in Chinese app install share, with Indonesia (22%), the Philippines (21%), Malaysia and Thailand (both 19%), and Vietnam and Singapore (both 18%) ranking among the top markets, according to a study by Adjust and Sensor Tower.
The study revealed that SEA countries lead in most verticals for Chinese app installs, particularly in the utility category, with Vietnam (36%), Cambodia (33%), and Indonesia (30%) showing the highest shares.
For entertainment apps, Singapore leads globally in installs, holding a 49% share, followed by Pakistan at 36%. In gaming apps, the Philippines and Indonesia each hold a 19% install share, with Singapore close behind at 17%, all just trailing South Korea’s 21% lead.
Meanwhile, Malaysia dominates social app installs at 80%, followed by Indonesia (65%), Vietnam (64%), and the Philippines (54%).
Across the APAC region, India and South Korea rank among the top 10 countries for Chinese app installs, each holding an 18% share.
According to the report, the top downloaded Chinese apps in SEA are TikTok (entertainment and social), DANA Dompet Digital Indonesia (finance), Garena Free Fire (gaming), Shopee (shopping), and SHAREit (utility), leading in popularity. For utility apps, Google One dominates revenue not only in Vietnam, Indonesia, and the Philippines but also in the US, UK, France, Germany, and Ireland.
Chinese shopping and finance apps continue to drive growth across Southeast Asia. The report shows that finance app installs in the region rose by 88% year-over-year (YoY) in Q3 2024, with sessions up 70% YoY. Shopping app installs saw a remarkable 184% YoY increase in Q3, despite an 18% decline in sessions. Social app installs grew by 27% YoY, alongside a 19% rise in sessions.
Furthermore, app-tracking transparency (ATT) opt-in rates are steadily rising across Southeast Asia, with overall rates increasing from 45% to 49%. Finance apps reached 53%, games 51%, and shopping apps rose notably from 33% to 44%, while social apps held steady at 44% and utility apps grew from 27% to 40%.
April Tayson, regional vice president for INSEAU at Adjust, said, “The rapid rise of Chinese apps worldwide underscores their influence in reshaping digital user experiences through gamification, artificial intelligence, and personalisation. Looking at how these apps have deeply integrated into our daily lives, Chinese apps’ momentum shows no signs of slowing down.”
The study shows strong adoption and engagement with finance and social apps across SEA, North America, and EMEA, highlighting growth opportunities for Chinese developers. Mobile-first platforms and rising smartphone use are driving this trend in SEA.
“These insights and data from our study will not only optimise marketers’ current strategies but also arm them with learnings from the success of Chinese apps in SEA to drive growth within their own digital offerings. The adoption patterns seen here are invaluable for marketers looking to gain valuable insights into user preferences and engagement habits,” Tayson added.
