Vietnam is Duolingo’s largest market in Southeast Asia
Duolingo – the world’s leading foreign language learning app – says Vietnam is the largest market in Southeast Asia but is yet to tap into revenue.
Many Vietnamese are familiar with Duolingo’s blue owl mascot and are sometimes reminded by him not to open the app to study regularly. In her first recent contact with Vietnamese media, Ms. Haina Xiang, Marketing Director of Duolingo in China and Southeast Asia, emphasized that this is the market with the largest number of users in Southeast Asia.
“In a short period of time, the growth rate in Vietnam has far surpassed other markets,” said Haina Xiang.
In Vietnam, from January 2021 to January 2022, Duolingo increased to 67% monthly active users. Not revealing the exact number of users, but this person said that the number of active users in Vietnam has more than doubled over the same period last year. “3% of daily active users and 5% of new users are from Vietnam,” he added.
According to statistics, Vietnamese people like to learn English and Chinese the most in this app. This makes a huge difference in Vietnam. In a market where, in addition to English, people prefer Korean, Japanese, Spanish, or French.
The Duolingo user group in Vietnam is around 15-45 years old, from students to working employees. They spend an average of 17.6 minutes a day on the app, usually after dinner and before bed (9-10 p.m.) with the main motivation being “training their brains” rather than studying.practice like other Southeast Asian countries.
They’re doing well and Vietnam is a bright spot in Southeast Asia, but they haven’t capitalized on the revenue.
Duolingo, which provides online courses for 41 Nasdaq-listed languages, reported revenue in 2021 of $250.7 million, up 55% over 2020. Notably, net profit was 60.1 million USD, up 281%.
They make money using various sources, such as the premium Duolingo Plus plan. The app has 500 million global users and 6% of monthly active users (MAU) have signed up for Duolingo Plus. The US and UK are highly willing to pay markets for this subscription. When purchasing a package, users can download lessons and skip ads.
At the same time, Duolingo’s English Test program also charges a fee, which has been recognized by more than 3,500 universities for the value of a degree. These two services have not yet launched in Vietnam.
“Blue owl Duo” will face many challenging problems as it penetrates deeper into Vietnam. According to Haina Xiang, the first problem is localization. Most Vietnamese people sign up and log in to the app with their phone number, but currently they only allow registration and login with Google, email and Facebook. The second is to improve the quality of English courses because almost 50% of users in Vietnam learn the language. And the third is developing the brand after penetration by hiring celebrities on social networks to spread word of mouth.
The advantage of the company, he says, is that they offer content in multiple languages while other English centers can only offer English courses.
Duolingo currently has a total of 5 offices worldwide, with 3 in the US, 1 in China and 1 in Germany, and there are no plans to open an office in Vietnam yet.
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at Blogtuan.info – Source: vnexpress.net – Read the original article here
