2. Content
Introduction
T R A C K I N G T H E C O N N E C T E D C O N S U M E R S
T H E C O N N E C T E D C O N S U M E R S ’ P R O F I L E
Overview
Platforms by functions
Key findings & What it means for Advertisers
Our solutions
Contact us
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4. The Connected Consumer is a quarterly study conducted by
Decision Lab starting in 2019. The study focuses on
consumers’ online habits, including social media usage,
entertainment (music, movies, online videos), as well as online
shopping. Data in this report is collected using Decision Lab’s
online panel.
Background
Disclaimer: This report has been prepared solely for information purposes over a limited time period to provide a perspective on the market.
Information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance
or results. Decision Lab shall not be liable for any loss arising from the use of this report.
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5. NORTHEAST
SOUTH CENTRAL
NORTHWEST
RED RIVER DELTA
NORTH CENTRAL
WESTERN HIGHLANDS
MEKONG DELTA
SOUTHEAST
Online quantitative survey using Decision Lab’s
online panel
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QUARTER SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE
Q1 2022 Jan 2022 – Mar 2022 1455
Q4 2021 Oct 2021 – Dec 2021 881
Q3 2021 Jul 2021 – Sep 2021 1440
Q2 2021 Apr 2021 – Jun 2021 1833
Q1 2021 Jan 2021 – Mar 2021 2028
Q4 2020 Oct 2020 – Dec 2020 884
Q3 2020 July 2020 – Sep 2020 1655
Q2 2020 Apr 2020 – Jun 2020 1099
Q1 2020 Dec 2019 – Feb 2020 2149
2019 Aug 2019 – Sep 2019 457
6. The Connected Consumers’ profiles
GEN X
BORN BETWEEN 1960 – 1980
AGE 42 - 62
GEN Y (MILLENNIALS)
BORN BETWEEN 1981 – 1996
AGE 26 - 41
GEN Z
BORN BETWEEN 1997 – 2006
AGE 16 - 25
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7. Top social media
platforms
T O P S O C I A L M E D I A P L A T F O R M S
P R I M A R Y S O C I A L M E D I A P L A T F O R M S
M U L T I P L A T F O R M U S A G E
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8. 94%
89%
85%
Facebook
Zalo
YouTube
70%
75%
80%
85%
90%
95%
100%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2019 2020 2021 2022
Q1 2022 n=1455
Top 3 social media platforms—Penetration rates (%)
Q: Which of the following social media platforms are you using? (Choose all that apply)
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After peaking in Q2 2021 at
86%, YouTube experienced
continuous declines in
penetration rates throughout
2021.
However, in the first quarter of
2022, the video streaming
giant regained lost grounds,
with a 5pp (percentage point)
increase in usage rate.
YouTube made a
comeback in Q1
2022.
Top platforms Primary apps Multiplatform use
9. 58%
49%
19%
26%
10%
TikTok
Instagram
Pinterest
Twitter
LinkedIn
0%
10%
20%
30%
40%
50%
60%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2019 2020 2021 2022
Q1 2022 n=1455
Top social media platforms—Pentration rates (%)
Q: Which of the following social media platforms are you using? (Choose all that apply)
All top social media platforms
became more popular, with
the exception of Pinterest.
TikTok experienced a 10pp
increase in penetration rates,
continuing a positive growth
trend.
Much like YouTube, Instagram
also inched to a Q2-2021 high
in the first quarter of 2022,
reaching 49% usage rate.
Twitter demonstrated an
impressive usage growth rate
of 44% in Q1 2022.
Social media
platforms became
more popular
generally.
Top platforms Primary apps Multiplatform use
10. • Top 5 social media platformby generation
The rise in social media popularity was driven by increased Gen X
activity in Q1 2022.
Gen X Gen Y Gen Z
25%
10%
32%
41%
86%
94%
92%
16%
28%
47%
61%
86%
89%
95%
25%
30%
72%
68%
85%
85%
93%
Q: Which of the following social media platforms are you using?
(Choose all that apply)
Gen Z n=482; Gen Y n=585; Gen X n= 388 11
Top platforms Primary apps Multiplatform use
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
11. • Most used social media platforms
Q1 2022 n=1455
Consumers’ primary applications
Q: What is your one primary app?
Zalo’s position as
Vietnamese
consumers’ primary
application
contracted in Q1
2022.
12
55% 54% 56%
51% 52% 50%
44%
39%
47%
18% 20% 18%
15%
18%
16%
20%
20%
18%
19% 17% 19%
23%
21%
23%
23% 33%
24%
4% 5% 4%
7% 5%
5% 6%
3%
3%
4% 3% 3% 3% 3% 4% 4% 2% 3%
1% 1% 2% 3% 4% 5%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2020 2021 2022
TikTok
Instagram
Others/Don't care
Zalo
YouTube
Facebook
While 33% of consumers
regarded Zalo as their primary
application in Q4 2021, only
24% said so in Q1 2022.
In contrast, Facebook
regained some of its
favorability from consumers
this quarter, reaching 47%.
TikTok continued to grow
slowly as Vietnamese users’
primary app by 1pp/quarter.
Top platforms Primary apps Multiplatform use
12. Users, especially Millennials, returned to using Facebook as a primary
application in Q1 2022.
Gen Z
Gen Y
Q: What is your one primary app?
Gen X
7%
8%
10%
20%
53%
19%
23%
51%
16%
36%
43%
Gen Z n=482; Gen Y n=585; Gen X n= 388 13
Top platforms Primary apps Multiplatform use
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
13. 27%
23%
33%
1
2
3
4
5
6
7
8
9
10
11
0% 5% 10% 15% 20% 25% 30% 35%
Number
of
apps
in
use
Gen Z Gen Y Gen X
%Users by total number of social media apps in use—by age group
Q: Which of the following social media apps do you use? Check all that apply. Gen Z n=482; Gen Y n=585; Gen X n= 388
15
On average, Vietnamese
consumers use around 4 or 5
social media apps, with Gen Z
using slightly more apps than
other age groups.
Most commonly, Gen Z
consumers use around 5 social
media apps. One third of Gen
X use 3 apps, and 23% of Gen
Y use 4 apps.
Consumer digital
connectedness
varies by
generation.
Top platforms Primary apps Multiplatform use
14. Gallery slide - add a
title
16
40%
60%
30%
70%
Use 1-3 apps Use >4 apps
Number of social media apps in use
Q4 2021 Q1 2022
Vietnamese turned
up the volume on social
media in Q1 2022
15. Platforms by popular
functions
M U S I C A N D E N T E R T A I N M E N T V I D E O S
S H O R T V I D E O S
M U S I C / A U D I O C O N T E N T
M O V I E S T R E A M I N G
E - C O M M E R C E
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16. 75%
62%
Q1
2020
Q2 Q3 Q4 Q1
2021
Q2 Q3 Q4 Q1
2022
8%
15%
Q1
2020
Q2 Q3 Q4 Q1
2021
Q2 Q3 Q4 Q1
2022
1%
13%
Q1
2020
Q2 Q3 Q4 Q1
2021
Q2 Q3 Q4 Q1
2022
Facebook experienced a 7-pp increase in consumer favorability as a
music/entertainment-video streaming paltform.
Q: Which websites/apps do you use most frequently to watch music or entertaining videos?
Facebook
Q1 2022
15%
+7%
YouTube
Q1 2022
62%
-1%
TikTok
Q1 2022
13%
+3%
Q1 2022 n=1455 18
Entertainment Short Videos Music Movies E-commerce
17. Facebook and TikTok are increasingly more appealing towards
audience across age groups in the music/entertaining video category.
Q: Which websites/apps do you use most frequently to watch
music or entertaining videos?
Gen X Gen Y Gen Z
13%
15%
62%
14%
14%
63%
19%
22%
50%
Gen Z n=482; Gen Y n=585; Gen X n= 388 19
Entertainment Short Videos Music Movies E-commerce
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
18. In the short-video category, TikTok continued to grow (+4pp) in
consumer favorability in Q1 2022, further solidifying its leading position.
Q: Which websites/apps do you use most often to watch short videos (<3mins)?
YouTube
Q1 2022
25%
-3%
Facebook
Q1 2022
28%
+0%
TikTok
Q1 2022
37%
+4%
41%
28% 40%
25%
8%
37%
20
Q1 2022 n=1455
Entertainment Short Videos Music Movies E-commerce
19. • Popular platformto get news
TikTok became Gen Y’s go-to platform for short videos in Q1 2022 and
showed strong growth among Gen X audience.
Gen Z
2020 n=266
Gen Y
Q: Which app do you use most often when watching short videos?
Gen X
5%
16%
25%
49%
22%
25%
41%
21%
32%
39%
21
Entertainment Short Videos Music Movies E-commerce
Gen Z n=482; Gen Y n=585; Gen X n= 388
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
20. Facebook now with
short videos
Meta introduced short videos onto the
Facebook platform in Q1 2022—yet,
per our data, Facebook isn’t the
Vietnamese consumers’ top platform
for watching short videos. Will Meta’s
strategy pays off in the future?
22
21. Local platforms (such as Zing MP3, Nhaccuatui, etc.) saw a 3-pp
increase in consumer preference in Q1 2022.
Q: Which of the following apps do you use most often to listen to music?
*Local platforms include Nhaccuatui, Chiasenhac, ZingMP3
Local platforms*
Q1 2022
29%
+3%
YouTube
Q1 2022
52%
-2%
Spotify
Q1 2022
7%
+1%
57% 52%
2019 Q1
2020
Q2 Q2
2021
Q3 Q4 Q1
2022
21%
29%
2019 Q1
2020
Q2 Q2
2021
Q3 Q4 Q1
2022
7% 7%
2019 Q1
2020
Q2 Q2
2021
Q3 Q4 Q1
2022
23
Q1 2022 n=1455
Entertainment Short Videos Music Movies E-commerce
22. • Local streaming services
Nhaccuatui drew a Gen Z audience, while ZingMP3 enjoyed a 6-pp
growth among Millennials.
Gen X
3%
12%
15%
60%
Gen Y
6%
7%
29%
48%
Gen Z
6%
4%
10%
16%
51%
Q: Which app do you use to listen to music most often?
24
Entertainment Short Videos Music Movies E-commerce
Gen Z n=482; Gen Y n=585; Gen X n= 388
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
23. 55%
43%
28% 29%
12%
In the movie category, local platforms established themselves against
foreign players with a 8-pp increase in preference.
Q: Which of the following apps do you use most often to watch movies?
*Local platforms include: FPT Play, VTV Go, K+, Keeng, MyTV Net, Viettel TV, Fim+/Galaxy Play
Local platforms*
Q1 2022
29%
+8%
YouTube
Q1 2022
43%
-6%
Netflix
Q1 2022
12%
+4%
26
Q1 2022 n=1455
Entertainment Short Videos Music Movies E-commerce
24. • Local streaming services
Local platforms such as FPT Play & VTV Go showed marked
development in consumer favorability in Q1 2021.
Q: Which of the following apps do you use most often to watch movies?
*Local platforms include: FPT Play, VTV Go, K+, Keeng, MyTV Net, Viettel
TV, Fim+/Galaxy Play
Gen X
9%
39%
44%
Gen Y Gen Z
12%
29%
42%
16%
20%
44%
27
Gen Z n=482; Gen Y n=585; Gen X n= 388
Entertainment Short Videos Music Movies E-commerce
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
25. 51% 57%
Q2
2020
Q3 Q4 Q1
2021
Q2 Q3 Q4 Q1
2022
49%
34%
Q2
2020
Q3 Q4 Q1
2021
Q2 Q3 Q4 Q1
2022
73% 76%
Q2
2020
Q3 Q4 Q1
2021
Q2 Q3 Q4 Q1
2022
In Q1 2022, the top 3 e-commerce platforms became more popular
among consumers, with Lazada boasting a 6-pp increase in penetration
rates.
Q: Which of the following platforms/apps do you use for online shopping? Choose all that apply.
Lazada
Q1 2022
57%
+6%
Tiki
Q1 2022
34%
+2%
Shopee
Q1 2022
76%
+2%
28
Q1 2022 n=1455
Entertainment Short Videos Music Movies E-commerce
26. • Local streaming services
Facebook Commerce grew fast in Q1 2022 for Gen X and Millenial
consumers.
Gen X Gen Y Gen Z
Gen Z n=482; Gen Y n=585; Gen X n= 388
37%
37%
67%
70%
Facebook
Tiki
Lazada
Shopee
36%
41%
57%
77%
Tiki
Facebook
Lazada
Shopee
27%
30%
46%
81%
Facebook
Tiki
Lazada
Shopee
Q: Which of the following platforms/apps do you use for online
shopping? Choose all that apply.
29
Entertainment Short Videos Music Movies E-commerce
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
28. Platforms by other
functions
N E W S
C O M M U N I C A T I O N A N D M E S S A G I N G
C A S U A L B R O W S I N G
B R O W S E R
31
29. 36% 36% 33% 25%
Facebook is as news-worthy as ever, returning to 2019 level.
Q: Which platform do you use most often when you want to get news?
Local publishers
Q1 2022
25%
-3%
Facebook
Q1 2022
36%
+10%
13% 20%
Google Search
Q1 2022
20%
-8%
News Message Casual Browser
32
Q1 2022 n=1455
30. • Popular platformto get news
10%
22%
26%
29%
Gen Z & Millennials searched for news on Facebook in Q1 2022.
Q: Which platform do you use when you want to get news?
Gen X Gen Y
5%
20%
30%
32%
6%
14%
17%
50%
Gen Z
Gen Z n=482; Gen Y n=585; Gen X n= 388 33
News Message Casual Browser
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
31. Zalo remains the overall preferred platform for messaging in the first
quarter of 2022, despite slight decreases in favorability.
Q: Which of the following platforms do you use most often to connect with friends and family?
Zalo
Q1 2022
46%
-2%
Facebook
Q1 2022
24%
-3%
Messenger
Q1 2022
21%
+1%
41%
24%
32%
46%
22% 21%
News Message Casual Browser
34
Q1 2022 n=1455
32. • Popular platformto connect with friends andfamily for all generations
Zalo further solidified its position among Gen X users and, thus,
compensating for decreases among Gen Z & Millennials.
Gen X
8%
21%
63%
Messenger
Facebook
Zalo
Gen Y
Q: Which of the following platforms do you use most often to
connect with friends and family?
Gen Z
18%
26%
46%
24%
29%
37%
Gen Z n=482; Gen Y n=585; Gen X n= 388
35
News Message Casual Browser
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
33. 17% 15%
5% 13%
61%
48%
TikTok is catching up to YouTube as the second-most favorite platform
for mindless scrolling with a 3-pp increase in favorability in Q1 2022.
Q: Which of the following apps do you use when you want to browse mindlessly?
YouTube
Q1 2022
15%
+1%
Facebook
Q1 2022
48%
+3%
TikTok
Q1 2022
13%
+3%
News Message Casual Browser
38
Q1 2022 n=1455
34. • Local streaming services
Gen X & Millennials used TikTok casually more in Q1 2022, while
Gen X used YouTube less for this purpose.
Q: Recently, which of the following apps do you use most often
when you want to browse mindlessly?
Gen X
11%
22%
43%
Gen Y Gen Z
16%
14%
48%
8%
9%
18%
52%
Gen Z n=482; Gen Y n=585; Gen X n= 388 39
News Message Casual Browser
Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022
35. 72%
27%
16%
6% 6% 5%
Q1 2021 Q2 2021 Q4 2021 Q1 2022
Browser usage rates—Mobile
Coc Coc & Safari
mobile browsers
improved in
terms of
penetration &
preference rates
in Q1 2022.
• Q: What browser(s) are you using on PC/mobile? Choose all that apply
Q: Which browser do you use most frequently
on mobile?
Most often used browser—Mobile
66%
19%
8%
2% 2% 2%
Q1 2021 Q2 2021 Q4 2021 Q1 2022
Q1 2022n=1455
Q: Which browser do you use on mobile? Q1 2022n=1433
News Message Casual Browser
Despite sharp increases in Q4
2021 in both penetration rates
and favorability, Google
Chrome mobile browser
experienced slight dips in the
first quarter of 2022.
36. 78%
41%
15% 14%
11%
7%
Chrome Cốc
Cốc
Firefox Edge Safari Opera
Q1 2021 Q2 2021 Q4 2021 Q1 2022
Browser usage rates—PC
Among PC
browsers, Coc
Coc’s
performance also
improved, while
others’ stabilized.
Most often used browser - Mobile
n=1455
Most often used browser—PC
67%
21%
3% 3% 3% 2%
Q1 2021 Q2 2021 Q4 2021 Q1 2022
Q: Which of the following browser do you use
to browse the Internet on PC?
Q: Which of the following browser do you use
most often to browse the Internet on PC? n=1432
News Message Casual Browser
Similar to Google Chrome
mobile browser, the PC
version of this platform was
also utilized less and less
frequently by Vietnamese
users.
37. Coc Coc became more
popular & favored in Q1
2022.
A local browser, Coc Coc fares well against other
competitors such as Chrome & Safari, despite not
being a default browser for any operating system.
42
38. • Vietnamese consumers, especially Gen X, turned up the volume on social media platforms in Q1 2022. Gen X
consumers showed increased usage of platforms such as Twitter and TikTok, driving their overall popularity in
Vietnam. Vietnamese connected consumers are using 4-5 social media apps in 2022.
• With COVID-19 becoming old news, Vietnamese connected consumers’ digital behavior is reverting to pre-
pandemic level. Zalo, which acted an important app for navigating the pandemic in 2021, became less favored
this quarter. In contrast, consumer favorability and usage of Facebook increased in various categories (news,
entertainment videos, etc.)
• Lazada & Facebook commerce gained more market share in Q1 2022. Generally, e-commerce appears to be
resilient to post-COVID changes, maintaining or growing penetration rates in Q1 2022.
• TikTok maintained a growing dominance in the short video category in Q1 2022, despite Meta’s introduction of
short-videos onto the Facebook platform in this quarter.
• Usage and preference for Coc Coc in both mobile & PC versions increased in the first quarter of 2022 at the
expense of Google Chrome.
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