The Connected Consumer Q4 2022: Viet Nam

The Connected Consumer Q4 2022 report by Decision Lab offers valuable insights into the online habits of consumers in Vietnam. This comprehensive study focuses on social media usage, entertainment, and online shopping, providing crucial information for businesses operating in Vietnam. By examining the key findings of the report, businesses can gain a deeper understanding of consumer behavior and tailor their strategies to effectively engage with their target audience.

Social Media Platforms

In Q4 2022, social media usage experienced a significant surge following a decline in the previous quarter. The report highlights that Facebook and YouTube, the giants of the social media landscape, witnessed remarkable boosts in overall usage. Moreover, Zalo, a popular Vietnamese platform, emerged as a strong contender for the most widely used social platform in Vietnam.

Generational Differences

The study also sheds light on the behavior of different generations. It reveals that Gen X contributed the most to the increased usage across social media platforms. However, interestingly, Gen Z showed a decrease in TikTok usage by 9%, indicating a shift in their social media preferences.

Platforms by Category

• The report delves into the usage of different social media platforms by category. It indicates that YouTube and Facebook successfully rebounded from setbacks in Q3, showcasing the resilience of these platform giants. Specifically, YouTube saw a 4% increase in consumer favorability, while TikTok encountered its first setback.
• In the short videos category, Facebook Reels and YouTube Shorts gained traction, positioning Facebook on par with TikTok as the most used platforms for short videos. Meanwhile, TikTok experienced a slight decrease of 1% in consumer favorability.
• The study also highlights the continued growth of TikTok, with a 5% increase compared to the previous quarter. E-commerce platforms similarly rebounded in overall usage after consecutive declines. Furthermore, consumers displayed an increasing interest in using platforms for news, with Gen X showing a preference for Google for news searching. Facebook also improved its favorability among Gen Z.

Emerging Players

The report emphasizes the emergence of Zalo as a significant player in the social media category. Zalo experienced a 6% increase in favorability, solidifying its position in the market. Notably, among Gen Z, Zalo witnessed an 8% increase in favorability, indicating its potential for further growth among this demographic.

Food Delivery Apps and E-Wallets

In terms of food delivery apps, GrabFood and ShopeeFood remained the top two choices in terms of usage. However, only GrabFood gained preference from users, while Baemin experienced diminished favorability. In the realm of e-wallets, Momo and ZaloPay emerged as the most widely used options. Momo, in particular, led the market as the most frequently used brand, surpassing ZaloPay. ShopeePay also gained preference among Gen Z users.

Ride-Hailing Apps

The report reveals that Grab remained the most preferred app for ride-hailing services in Vietnam. However, Mai Linh Taxi garnered slightly more favorability from consumers compared to GoJek. Interestingly, different generations displayed varying preferences, with Mai Linh Taxi performing better among Gen X and Gen Y users.

In conclusion, analyzing the insights provided by the Connected Consumer Q4 2022 report, businesses can make informed decisions, refine their marketing strategies, and effectively engage with Vietnamese consumers. Understanding consumer behavior and preferences is crucial for establishing a strong online presence and staying ahead in the dynamic digital landscape of Vietnam.

Key Points Summary

1. Social media usage experienced a significant spike in Q4 2022, with Facebook, YouTube, and Zalo leading the way.
2. YouTube and Facebook regained favorability, while TikTok faced its first setback.
3. TikTok continued to grow in the e-commerce landscape, alongside other major players.
4. Zalo emerged as a strong contender, breaking through a plateauing performance.
5. GrabFood and ShopeeFood were the top food delivery apps, with GrabFood gaining preference.
6. Momo and ZaloPay were the leading e-wallets, with Momo dominating in terms of brands used most often.
7. Mai Linh Taxi enjoyed more favorability in the ride-hailing sector compared to GoJek.

For comprehensive support and guidance in understanding and leveraging the insights from The Connected Consumer Q4 2022 report, contact our Vietnam team. We can help your business navigate the ever-changing landscape of consumer behavior in Vietnam.