Measurement and analytics company Adjust, together with Sensor Tower, released Chinese Export Apps, sharing insights on how Chinese apps are redefining the global landscape and expanding their reach across industries and markets.
According to the study, SEA countries lead globally in the install share of Chinese apps, with Indonesia (22%), the Philippines (21%), Malaysia, Thailand (both 19%), Vietnam, and Singapore (both 18%) ranking among the top markets for Chinese app installs.
“The rapid rise of Chinese apps worldwide underscores their influence in reshaping digital user experiences through gamification, artificial intelligence, and personalization,” said April Tayson, Regional Vice President for INSEAU at Adjust. “Looking at how these apps have deeply integrated into our daily lives, Chinese apps’ momentum shows no signs of slowing down.”
Southeast Asia’s Dominance in Chinese Export Apps
According to the study,SEA countries lead most verticals for Chinese app install share dominating the utility category – Vietnam (36%), Cambodia (33%), and Indonesia (30%). For entertainment apps, Singapore leads globally in the share of installs (49%), followed by Pakistan (36%). For gaming apps, the Philippines (19%), Indonesia (19%), and Singapore (17%) have a narrow lead globally in install share, just behind South Korea (21%). Malaysia (80%) dominates the social app install share, followed by Indonesia (65%), Vietnam (64%) and the Philippines (54%).
Additional highlights include:
- The top downloaded apps in SEA are TikTok (entertainment and social), DANA Dompet Digital Indonesia (finance), Garena Free Fire (gaming) Shopee (shopping)and SHAREit (utility) For utility apps, Google One dominates revenue in Vietnam, Indonesia, and the Philippines, along with the US, UK, France, Germany, and Ireland.
- Chinese Shopping and Finance apps are spurring growth in the region: Finance app installs in SEA rose by 88% year-over-year (YoY) in Q3 2024, with sessions up 70% YoY. Shopping app installs soared by 184% YoY in Q3, although sessions declined by 18%. Social app installs grew by 27% YoY in Q3, accompanied by a 19% increase in sessions.
- App-Tracking Transparency (ATT) opt-in rates are growing steadily across most categories: Overall user opt-in rates rose from 45% to 49% in SEA, with finance apps reaching 53% and games hitting an impressive 51%, reflecting the region’s digital maturity. Shopping apps significantly increased from 33% to 44%, while social apps held steady at 44%. Utility apps also showed strong growth, jumping from 27% to 40%.
- APAC as a region leads in global Chinese export app install shares: From a general APAC view, India and South Korea are in the top 10 list of countries for Chinese app installs, both having an 18% install share.
This year’s analysis reveals strong user adoption and engagement for finance and social apps across SEA, North America, and EMEA, highlighting the growing opportunities for Chinese developers in these key markets. Mobile-first platforms and increasing smartphone penetration are driving growth in these categories within SEA.
As Chinese developers expand globally, understanding regional preferences and nuances is critical. Moving beyond simple localization towards full culturalization—integrating local cultural elements, addressing regional needs, and resonating with local values—is essential for creating deeper connections and building a stronger, more loyal user base.
“These insights and data from our study will not only optimize 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,” added Tayson. “The adoption patterns seen here are invaluable for marketers looking to gain valuable insights into user preferences and engagement habits.”
