4 key statistics from Decision Lab’s Q3 report on online behavior of Vietnamese consumers



Vietnam was hit by a deadly fourth wave of COVID-19 infections between April and September. One of the toughest lockdowns was in place, so locals across the country were using tech platforms to kill time or connect remotely with friends and family.

In the first half of 2021, the pandemic brought 8 million new digital consumers in Vietnam, defined as anyone who paid for any type of online service, online, and 55% of them are located in non-metropolitan areas, according to Google, Temasek, and the latest from Bain & Company report on the digital economy of Southeast Asia.

The three most popular apps in Vietnam during the third quarter were Facebook, YouTube, and the local messaging app Zalo, which is owned by tech unicorn VNG. Meanwhile, TikTok is catching up as the go-to platform for entertainment videos, according to a recent report released by market researcher Decision Lab.

To unpack the change in consumer behavior brought about by strict shutdowns in Vietnam, the report, titled “The connected consumer, ”Draws lessons from interviews with 1,440 Generation Z members and adults in Vietnam from July to September. Here are four key points from the report.

# 1. TikTok is the fourth most popular social media platform

TikTok was the only platform to successfully grow its user base in the third quarter of 2021. Overall, 15% of respondents said it was the most essential app, compared to 4% in the first quarter of 2020. Facebook, the preferred application. among Vietnamese consumers, lost users, with 48% of respondents opting out of the platform as a benchmark social media app in the third quarter, an increase from 37% in the first quarter of 2020.

Almost 60% of Gen Z respondents chose YouTube as their preferred video platform, followed by TikTok (15%) and Facebook (9%).

# 2. Netflix set to become the most popular streaming platform by the end of 2021

Netflix is ​​the only foreign player in the market. It is the second most popular streaming company in Vietnam, with a 22% market share in the third quarter. The local company FPT Play has the largest market share with 24%, followed by VTVgo (17%) and MyTv (6%). The report’s authors expect Netflix’s steady quarterly growth to make it the most used platform by the end of this year.

On November 11, Netflix announced its “free plan,” which will give Vietnamese viewers the ability to access the platform for free, without ads, through their Android devices. The full catalog of the platform is only accessible to paying subscribers.

# 3. Zalo maintained its leadership position as the preferred communication channel

With Facebook giving way to TikTok as the most popular platform for entertainment videos, Facebook’s status as a channel for communicating and interacting with friends and families has also declined among users of the. Generation X, born between 1965 and 1980. Over 55% of Generation X respondents said Zalo was their most used communication platform, followed by Facebook (18%) and Messenger (14%).

# 4. Lazada saw its popularity increase in the third quarter

Lazada’s popularity, backed by Alibaba, increased 3% in the third quarter, mainly due to fast delivery services during shutdowns. Sea Group’s Shopee remained the preferred platform in Vietnam during the third quarter, with 75% of respondents citing it as one of their favorite shopping platforms, followed by Lazada (53%) and Tiki (31%).


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