When food and beverage brands are developing their social media marketing strategy for the Asia Pacific region, many overlook researching the devices that are most commonly used in each country.
The APAC smartphone market is dominated by Android devices from brands including Samsung, Xiaomi, Oppo, and Vivo, with usage of iPhones holding strong but attached to a more premium segment. With the popularity of food and grocery delivery apps and online shopping platforms, this creates a diverse mobile device landscape where consumer behaviour in Southeast Asia varies significantly.
Singapore & Hong Kong: Premium ecosystems
With Singapore and Hong Kong being very tech-forward countries, there are a relatively larger number of higher-income users and premium devices. iPhone and Samsung hold stronger positions with users having higher expectations for seamless, high-quality experiences.
While consumers in these countries may not engage with F&B brands on social media often, they don’t shy away from sharing their product experiences, good or bad, and in return they expect a high level of professionalism from brands. Food and grocery delivery apps like Grab, Deliveroo, and Foodpanda are widely used, along with online grocery platforms such as RedMart and HKTVmall —supporting a more developed F&B social media strategy.
Malaysia & Thailand: The hybrid markets
Malaysia and Thailand sit somewhere in between by blending mid-range Android usage with growing premium device options. Oppo, Samsung, and Xiaomi perform strongly, while iPhone usage continues to grow in urban populations.
Both markets use TikTok for online shopping, with Malaysia having over 17 million active TikTok users. Food delivery apps such as Grab and Foodpanda are part of everyday life, with consumers frequently discovering new F&B brands through short-form video content before purchasing via mobile, reflecting strong mobile-first marketing APAC trends.
Vietnam: Fast growth
Vietnam stands out as a fast-growing, mobile-first market, with Oppo and Samsung leading the device market. The audience here is young and highly engaged on mobile platforms.
Many social media users discover food and beverage products on TikTok and Facebook before purchasing via apps like ShopeeFood and Grab. Food delivery is rapidly growing and grocery e-commerce is gaining traction in urban areas.
Indonesia & Philippines: High usage
Indonesia and the Philippines are two of the most mobile-heavy usage markets in the region, with consumers in both countries spending on average over 8 hours a day online with the device market dominated by Android devices such as Oppo, Vivo, Xiaomi, and Samsung.
Consumers in these countries spend significant time on social media platforms like TikTok, Facebook, and Instagram, often using them as discovery engines for food and beverage products. Food delivery apps such as Gojek, Grab, and Foodpanda are deeply integrated into daily life while platforms like Shopee and Lazada support growing online grocery behaviour.
Why this matters for your social media marketing strategy?
Device choice greatly impacts how users consume content and how they interact with your brand’s online ad campaigns and content , reinforcing the need for a strong F&B social media strategy.
This affects:
• Ad creative formats (video reels or static imagery)
• Conversions (clicks, engagement, brand awareness)
• Platform performance (Android vs iOS behaviour can differ significantly)
If you’re looking to better understand your Southeast Asian market’s mobile device behaviour, get in touch with our team to explore how we can support your brand’s localised social media marketing strategy.
