Southeast Asia Leads Global Market in Chinese App Installations, Driven by High Demand Across Sectors, According to Adjust

Southeast Asian (SEA) countries have emerged as the top global market for Chinese app installations, according to a new study released Monday by measurement and analytics firm Adjust in collaboration with Sensor Tower. The report highlights that SEA countries account for a significant share of Chinese app installs worldwide, with Indonesia (22%), the Philippines (21%), Malaysia and Thailand (both 19%), Vietnam, and Singapore (both 18%) among the leading markets.

April Tayson, Regional Vice President for INSEAU at Adjust, noted that the rapid ascent of Chinese apps globally reflects their transformative influence on digital user experiences, particularly through innovations in gamification, artificial intelligence, and personalization. She observed that the impact of these apps, now deeply embedded in users’ daily lives, continues to grow steadily.

The study points out that SEA leads in several app categories for Chinese install share. Vietnam, Cambodia, and Indonesia dominate the utility category, accounting for 36%, 33%, and 30% of installs, respectively. In the entertainment sector, Singapore leads globally with a 49% share of installs, followed by Pakistan at 36%. For gaming apps, SEA countries such as the Philippines and Indonesia (both 19%) and Singapore (17%) maintain strong global install shares, just behind South Korea at 21%. Malaysia leads the social app category with an 80% install share, followed by Indonesia, Vietnam, and the Philippines with 65%, 64%, and 54%, respectively.

Top downloaded apps in SEA include TikTok (entertainment and social), DANA Dompet Digital Indonesia (finance), Garena Free Fire (gaming), Shopee (shopping), and SHAREit (utility). In terms of revenue generation, Google One stands out in utility app earnings across SEA countries, along with several Western markets, including the United States, United Kingdom, and Germany.

The report also highlights significant growth in shopping and finance app adoption. Finance app installs in SEA surged by 88% year-over-year in Q3 2024, with session activity up 70%. Shopping app installs saw an even larger increase, up by 184% year-over-year, although session frequency decreased by 18%. Social apps showed steady growth as well, with a 27% rise in installs and a 19% increase in sessions.

The study shows that app-tracking transparency (ATT) opt-in rates are rising steadily across SEA. Overall opt-in rates grew from 45% to 49%, with finance apps reaching 53% and gaming apps achieving 51%. Shopping app opt-ins climbed from 33% to 44%, while social apps maintained a 44% opt-in rate, and utility apps increased from 27% to 40%.

The Asia Pacific (APAC) region continues to lead in global Chinese export app installs, with India and South Korea each holding an 18% share. The study also emphasizes that finance and social apps are seeing robust user adoption and engagement not only in SEA but also across North America and EMEA, indicating growing opportunities for Chinese developers.

Adjust’s study underscores the importance of regional preferences as Chinese developers expand internationally. The report suggests that a shift from basic localization to full “culturalization”—which involves incorporating local cultural elements and addressing regional needs—is essential for building deeper, more loyal user bases.

Tayson remarked that insights from the study would help marketers refine their strategies by understanding user preferences and engagement patterns demonstrated by Chinese app successes in SEA.

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