Southeast Asia (SEA) countries have led Chinese app install share globally, Adjust said in a study on Monday.

The measurement and analytics company said in its ” study with Sensor Tower, SEA countries lead globally in the install share of Chinese apps, with Indonesia (22 percent), the Philippines (21 percent), Malaysia, Thailand (both 19 percent), Vietnam, and Singapore (both 18 percent) 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,” she added.

According to the study, SEA countries lead most verticals for Chinese app install share dominating the utility category – Vietnam (36 percent), Cambodia (33 percent), and Indonesia (30 percent).

For entertainment apps, Singapore leads globally in the share of installs (49 percent), followed by Pakistan (36 percent).

For gaming apps, the Philippines (19 percent), Indonesia (19 percent), and Singapore (17 percent) have a narrow lead globally in install share, just behind South Korea (21 percent).

Malaysia (80 percent) dominates the social app install share, followed by Indonesia (65 percent), Vietnam (64 percent) and the Philippines (54 percent).

According to the study, 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 United States, United Kingdom, France, Germany, and Ireland.

Meanwhile, Chinese Shopping and Finance apps are spurring growth in the region.

It is noted that finance app installs in SEA rose by 88 percent year-over-year in the third quarter of 2024, with sessions up 70 percent year on year.

Shopping app installs soared by 184 percent year on year in the third quarter, although sessions declined by 18 percent.

Social app installs grew by 27 percent year on year in the third quarter, accompanied by a 19 percent increase in sessions.

The study also showed app-tracking transparency (ATT) opt-in rates are growing steadily across most categories.

Overall, user opt-in rates rose from 45 percent to 49 percent in SEA, with finance apps reaching 53 percent and games hitting an impressive 51 percent, reflecting the region’s digital maturity.

Shopping apps significantly increased from 33 percent to 44 percent, while social apps held steady at 44 percent.

Utility apps also showed strong growth, jumping from 27 percent to 40 percent.

Asia Pacific (APAC) as a region leads in global Chinese export app install shares, said the study.

From a general APAC view, India and South Korea are in the top ten list of countries for Chinese app installs, both having an 18 percent install share.

This year’s analysis also revealed strong user adoption and engagement for finance and social apps across SEA, North America, and Europe, the Middle East and Africa (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, according to the study.

As Chinese developers expand globally, understanding regional preferences and nuances is critical, said the study.

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, it added.

“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,

“The adoption patterns seen here are invaluable for marketers looking to gain valuable insights into user preferences and engagement habits,” said Tayson.

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