Mobile ecommerce is becoming ever more popular in Vietnam, according to research by Nielsen. 70% of people in Vietnam's cities now use a smartphone, along with 40% of those who live in rural areas. Over 1 in 5 now use their smartphone to engage in online shopping, and this proportion is rising all the time. Vietnamese mobile shoppers tend to search for brands rather than product types, and are very receptive to coupons and discounts. The study also found that certain types of products are more likely to be bought using a mobile device rather than a laptop or desktop, such as food.