Southeast Asia has emerged as a major player in the global adoption of Chinese mobile apps, as highlighted in a new study by Adjust, a top measurement and analytics company, in collaboration with Sensor Tower. The report, Chinese Export Apps, showcases Southeast Asian countries as leading contributors to global Chinese app downloads, reflecting how these apps are transforming the digital landscape across a variety of sectors.
According to the report, Indonesia takes the top spot with a 22% share of Chinese app installs, followed closely by the Philippines at 21%, and both Malaysia and Thailand at 19%. Vietnam and Singapore come in next, each with an 18% share. April Tayson, Regional Vice President for INSEAU at Adjust, remarked on this phenomenon, saying, โThe 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.โ
Southeast Asiaโs dominance across key app categories
The study highlights that Southeast Asian nations lead in specific categories of Chinese app downloads. For utility apps, Vietnam ranks highest globally with a 36% share, followed by Cambodia at 33% and Indonesia at 30%. In the entertainment sector, Singapore takes the global lead with an impressive 49% share, while Pakistan follows with 36%. Gaming apps are also popular, with the Philippines and Indonesia each capturing 19% of global downloads, with Singapore close behind at 17%.
Social apps are also widely used across the region, with Malaysia leading at 80% of Chinese social app installs, followed by Indonesia at 65%, Vietnam at 64%, and the Philippines at 54%. These trends underscore the varied demand for Chinese apps in Southeast Asia, where the top downloaded apps include TikTok (entertainment and social), DANA Dompet Digital Indonesia (finance), Garena Free Fire (gaming), Shopee (shopping), and SHAREit (utility).
Rapid growth in finance and shopping apps across SEA
The report also notes significant growth in finance and shopping apps across Southeast Asia. Finance app installations surged by 88% year-over-year (YoY) in Q3 2024, with user sessions increasing by 70% YoY. Shopping apps saw a 184% rise in installs, although sessions fell by 18%, showing strong but varied engagement. Social apps maintained steady growth, with installs rising by 27% and sessions by 19% YoY.
The study also observed that App Tracking Transparency (ATT) opt-in rates are increasing across categories, showing the growing digital maturity of Southeast Asian users. Finance apps achieved an opt-in rate of 53%, while gaming apps reached 51%. Shopping app opt-ins rose notably from 33% to 44%, and social apps remained stable at 44%. Utility apps saw substantial growth, with opt-ins jumping from 27% to 40%.
Beyond Southeast Asia, the broader APAC region also ranks prominently in Chinese app installs, with India and South Korea each holding an 18% share, placing them among the top 10 countries globally for Chinese app downloads.
Growing potential for Chinese developers in SEA and beyond
This yearโs analysis reveals that finance and social apps have seen strong adoption in Southeast Asia, North America, and EMEA, presenting considerable opportunities for Chinese developers in these markets. Rising smartphone usage and the popularity of mobile-first platforms continue to fuel growth in Southeast Asia, where users are quick to adopt new digital tools.
To succeed on a global scale, the report suggests that Chinese app developers should consider regional preferences beyond standard localisation. A โculturalisationโ approachโone that integrates local cultural elements, adapts to unique needs, and aligns with regional valuesโis essential for fostering user loyalty and deeper connections in diverse markets.
April Tayson shared additional insights from the study, stating, โThese 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.โ
