2. Survey information
• Subject: Social media usage and popularity in Vietnam
• Conducted on Sept 18-20, 2014
• Method: Internet Survey
• Respondents: Male / Female in Vietnam
• Number of respondents: 500
3. Executive Summary
• Facebook Messenger is by far the most commonly used
messenger, followed by Yahoo! and Zalo. Facebook
Messenger is used by 87% of the respondents
• 77% use Facebook Messenger daily which is high
compared with other services
• 46% use SNS messaging service 3 hours a day, 82%
use more than 1 hours a day
• Most apps are installed by themselves and a few ask for
store / friends for installation
4. Which SNS messenger service do you use?
87%
22%
35%
49%
61%
17%
15%
12%
9%
14%
56%
23%
19%
88%
84%
27%
23%
17%
47%
38%
25%
58%
55%
34%
66%
55%
24%
18%
16%
13% 12%
20%
13%
8%
12%
11%
5%
17%
15%
10%
80%
58%
42%
18%
86%
53%
15%
14%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
TTL 10-19 20-29 30-
Facebook Messenger is by far the most commonly used messenger, followed by
Yahoo! and Zalo
5. Which SNS messenger service do you use?
87%
87%
22%
36%
35%
50%
49%
64%
61%
17%
15%
15% 14% 12%
12%
9%
14%
56%
19%
19%
21%
9%
13%
53%
86%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
TTL Male Female
For Male/Female differences, Zalo is used more by male, while Yahoo! is used
more by female
8. How often do you use messaging application?
15%
13%
15%
18%
17%
16%
11%
77%
31%
6%
8%
9%
9%
8%
27%
24%
11%
9%
10%
10%
11%
17%
6%
8%
9%
8%
43%
37%
12%
14%
11%
14%
13%
19%
23%
25%
3%
10%
11%
9%
7%
16%
3%
13%
15%
61%
67%
20%
18%
60%
57%
55%
11%
5%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yahoo! Msg
Tango
Snap Chat
WhatsApp
Kakao Talk
WeChat
Zalo
Skype
Viber
Line
Facebook Msg
Daily 2-3 times / week Once / week Installed but not used never
Facebook messenger is used much more than any other applications in
Vietnam. 77% of the respondents have replied that they use the service daily,
while 89% use it more than a couple of times weekly.
9. How often do you use messaging application?
(Detail by service 1)
Facebook LINE
Viber Skype
Zalo WeChat
10. How often do you use messaging application?
(Detail by service 2)
Kakao Talk WhatsAPP
Snapchat Tango
Yahoo!Messenger BeeTalk
11. Who do you use messenger service with?
48%
48%
48%
45%
49%
48%
49%
44%
48%
49%
50%
19%
19%
22%
24%
19%
11%
18%
15%
14%
16%
15%
24%
18%
18%
18%
21%
24%
16%
13%
17%
16%
19%
14%
16%
17%
19%
16%
12%
12%
21%
15%
13%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yahoo Messenger
Tango
Snap Chat
WhatsApp
Kakao Talk
WeChat
Zalo
Skype
Viber
Line
FB Messenger
Friends Boyfriend / Girlfriend Family Business
Zalo / LINE are the two applications which is commonly used for
boyfriend/girlfriend communications. Skype as well as WeChat is popular for
business use
12. Who installs the applications?
4% 3%
7% 8%
6% 4% 4% 3%
6% 9%
89% 89% 88% 87%
6%
90%
12%
85%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
TTL Male Female 10-19 20-29 30-
Friends
Store
Self
Apps are installed by themselves most cases, while the retio who asks store to
do it is higher among 30s.
13. Which smartphone do you own?
20%
30%
7%
3%
4%
1% 3%
14%
1%
17%
Apple SamSung LG Asus Sony Nokia Oppo Huawei HTC Others
Samsung has the top share followed by Apple. Nokia ranks at no.3 which is
unique in Vietnam.
14. Which smartphone do you own? (Detail)
3% 0%
20% 21%
17% 17%
21% 20%
25%
28% 33%
27%
32%
25%
7%
6%
9%
5%
8%
7%
5%
4%
2%
4%
3%
5%
9% 4% 2%
1%
4%
9%
19%
13% 17%
15%
13% 19%
3%
1%
1%
1%
1%
3%
2%
2%
3%
0%
12%
19%
15%
27%
14% 12%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
TTL Male Female 10-19 20-29 30-
Apple SamSung LG Asus Sony Nokia Oppo Huawei HTC Other
Female has more ownership of Samsung and Nokia, while iPhone ownership is
higher among male
15. How long do you use SNS messaging in average?
46%
23%
13%
9%
6%
3%
More than 3 hours / day
2-3 hours / day
1-2 hours / day
30 min - 1 hour / day
2-3 times / week
less than the above
46% use SNS messaging service 3 hours a day, 82% use more than 1 hours a
day
16. How long do you use SNS messaging in average?
(Detail)
3% 3% 2% 2% 3% 0%
6% 6% 5% 5% 6% 10%
9% 9%
13% 14%
23% 23%
46% 45%
8% 8%
12% 12%
24% 24%
49% 49%
8%
13%
24%
10%
17%
17%
45% 46%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
TTL Male Female 10-19 20-29 30-
More than 3 hours / 1 day 2-3 hours / 1 day 1-2 hours / 1 day
30 minutes-1 hour / day 2-3 times / 1 week I do not use
Female is more addicted and spend long hours for SNS messaging. Nearly half
of teenagers spend more than 3 hours a day
