Shifting Smartphone Usage Patterns Are Reshaping Product Strategy in Vietnam

Smartphone Usage Patterns in Vietnam Are Redefining Product Development Priorities

The Vietnam smartphone market has entered a more mature and challenging era. The penetration of smartphones is already relatively high, but usage patterns are still evolving in a way that directly impacts design, pricing, and positioning of smartphones. The market has entered a stage where its growth is not only driven by new users but also by the usage patterns of existing users. This is compelling companies to rethink their strategies in terms of hardware and software.

Heavy Daily Usage Is Driving Hardware Differentiation

One of the most evident patterns of usage in Vietnam is the extended use of devices on a daily basis and across various applications. Video streaming, gaming, short-form social media content, and mobile payments have become a part of mainstream usage. This has led to smartphone manufacturers emphasizing the stability of performance over raw benchmark performance.

Top manufacturers have indicated a marked interest in larger batteries, ranging from 5,000 to 6,000 mAh, even in devices that cost less than USD 300. Fast charging has become the top priority, with several manufacturers now offering 67W or faster charging in mid-range devices, which are aimed at the Vietnamese market. This is no longer marketed as a premium feature but as a necessity due to extended screen-on times. 

Display technology is another domain that has been influenced by usage patterns. With video streaming becoming increasingly mainstream, AMOLED displays with high refresh rates are now being promoted in more affordable segments. In May 2025, TCL unveiled the TCL 60 NXTPAPER smartphone in Vietnam. This latest model features TCL's cutting-edge NXTPAPER technology, along with the innovative NXTPAPER Key to redefine reading and viewing experiences.

Gaming and Entertainment Are No Longer Niche Use Cases

Mobile gaming in Vietnam has become mainstream, rather than a secondary activity. Reports suggest that 79% of Vietnamese smartphone owners have turned into mobile gamers who access their games at least four times a week. This has forced manufacturers to optimize their devices for gaming, even if they are not marketed as gaming models.

The choice of chipsets has become more nuanced. Companies are increasingly showing a preference for processors that have better heat management and GPU performance stability. Vapor chamber cooling technology, which was previously found in flagship models, is now being introduced in upper mid-range models that are specifically designed for the Vietnamese market. Audio optimization is also being improved for immersive gaming and media experiences.

In terms of product planning, the impact of gaming behavior is also being felt in accessory ecosystems. Several smartphone manufacturers have strengthened their partnerships with game optimization, controller support, and cloud gaming services, which they believe are value-added services that can help them retain customers beyond the initial purchase.

Camera Usage Is Becoming More Situational

Consumers in Vietnam remain actively interested in smartphone photography, but there has been a shift in the way they use their devices. Rather than pursuing ever-higher megapixel resolution, consumers are now more interested in reliability, low-light image quality, and video stabilization for social media uploads. This trend is now being accounted for in the way companies allocate R&D spending in camera modules. 

In the latest product releases, manufacturers have emphasized sensor optimization, image processing software, and AI-powered image enhancement rather than raw camera capabilities. Mid-range smartphones are now commonly equipped with optical image stabilization, which was a feature exclusive to high-end models before.

For the industry, this trend means less focus on developing expensive multi-camera systems and more on software innovation. Localized camera algorithms are becoming a significant differentiator.

Explore the Vietnam Smartphone Market Report for insights on strategy, competition, and future trends.

Implications for Product Strategy in Vietnam

Smartphone usage patterns in Vietnam are no longer passive data points. They are actively shaping how companies approach product development, pricing architecture, and feature roadmaps. High daily usage, gaming intensity, practical camera needs, and longer ownership cycles are all converging to favor balanced, reliable devices over experimental designs.

Manufacturers that invest in understanding localized usage behavior are gaining an edge, not necessarily through aggressive innovation, but through smarter allocation of features that matter in daily life. As competition in Vietnam intensifies, usage-driven product strategy is becoming a key differentiator rather than an optional adjustment.