Asia Pacific

Vietnam
Key digital behaviors and
trends over time and
across demographics

We've collected all

charts in this report in
an interactive dashboard
on our Platform, where
you can investigate the
data by demographics,
Sample Internet over time, and among
Q2−Q3 2020 Penetration*
custom audiences.
5,132 70%

*GWI’s forecasts for 2020 based on 2018 ITU data

 Vietnam % Vietnam %
Who are they? Global average % What's their lifestyle? Global average %

Age Self-perceptions Top 5 interests Lifestyle Future outlook

% who do the following % who think the following will
I believe all people should have equal rights 63 58 at least once a week get better in the next 6 months
Technology
16-24 25-34 35-44 45-54 55-64
I like to explore the world 58 48 59
47 Drink alcohol 33 30 The environment 48 50
I am interested in other cultures/countries 46 47
Music
Eat out at a restaurant 26 28 Your personal finances 61 50
58
34 28 32 28 19 22 11 14 4 8 I like to know what is going on in the world 42 50
56 Eat fast food 32 30 The economy of the 70 46
I make decisions quickly 41 34 Personal healthcare country where you live
57 Visit the cinema 16 15
43
Gender Parental
status Health foods/drinks
Character 56
45 Travel behaviors
Female 49 46 Parent 56 51 Health-conscious 59 48 % who do the following at least once every 6 months
Food & drink
Male 51 54 Non-Parent 44 49 Open-minded 58 55 55
51 Domestic vacation 52% 47% Vacation abroad 25% 29%
Career-focused 54 37

Confident 51 48
Living context Creative 49 46
Exercise Top 5 travel influences
% who do the following at least once a week
% who say the following have most impact on where they travel for a vacation
60 23 17
Go running 76 54
64 23 13 Employment status Relaxing experience
Go to the gym 45 40 29
Urban Suburban Rural
22
Full-time worker 51 52
Value for money
Part-time worker 7 8 28
29
Income segmentation Self-employed/freelancer 19 10
Top 5 sports played Cultural experience
Full-time/stay-at-home parent 1 3 24
Badminton 48 22
Low Medium High 17
Student 15 15
31 37 27 5 Soccer 42 23 Weather/time of year
19
Unemployed 3 7
33 30 28 9 Swimming 42 28 20
Don't know/ Retired 2 3 Once in a lifetime experience
Cycling 33 21
prefer not to say 18
Other 2 2
Volleyball 20 13 16

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 Vietnam %
How do they use technology and electronics? Global average %

Attitudes to technology Desired mobile features

% of mobile upgraders who say they're looking for
Smart home
product ownership
% who feel the following describe them
the following features when purchasing their next phone

% of smart home product owners who say they own the following
I am confident using new technology 50 43
5G enabled (capable of faster speeds via the 5G network)
I follow the latest technology trends and news 47 38 43 Vietnam Global
44
Smart speaker
I worry I spend too much time on my smartphone 35 31
Enhanced camera capabilities e.g. dual-camera, better resolution
(e.g. Apple HomePod) 42% 65%
I am comfortable with my apps tracking my activity 35 25 24
26

Time I worry about how companies use my personal data online 31 33

Biometric security features e.g. fingerprint scanners
Smart utility product
(e.g. remotely controlled thermostat) 44% 44%
spent 14
12

online
Smart security product
Augmented reality functionalities (e.g. remotely controlled doorbell) 50% 40%
Plan to buy a new phone or 13
upgrade in the next 12 months 63% 57% 8
Average h:mm per day typically spent online
on the following devices
Top 5 electronics
Top 5 handset brands for next purchase
Top 5 mobile actions Purchased in the last 3-6 months
% who say they would buy the following brands when they next upgrade
Mobile PC/Laptop or buy a new phone. Global figures in this chart exclude China % who say they have done the following mobile actions in the last month Planning to purchase

3:11
3:23
3:29
3:06
3:11
3:31
2:50
3:29 1. Samsung 66 52 1. Made a video call or used FaceTime 55 47 1. Headphones/earphones 36 23

2. iPhone 61 41 2. Used an image recognition tool (e.g. Google Lens) 45 33 2. Flat-screen TV 27 23

3. Oppo 18 7 3. Used/scanned a QR code 44 39 3. Laptop 25 23

4. Xiaomi 12 15 4. Watched content on a TV by mirroring/casting 38 30 4. Desktop PC 19 17

Gen X &
All Gen Z Millennials
16-23 24-37
Boomers
38-64 5. Nokia 7 5 5. Tracked screen time or set limits for certain apps 37 24 5. Tablet 18 18

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 Vietnam %
What media do they consume? Global average %

TV behaviors Top 5 streaming services

% who do the following at least once a week % who have used the following in the last month

Watch any type of TV 90 93

1. Google Play 55 24

Watch live television on a TV channel 73 80

Daily 2. YouTube Premium 49 20

media time
Watch shows that you have recorded from TV 60 48
3. Netflix 38 42

Watch a TV channel's on-demand service 59 54 4. YouTube Kids 29 11

Average time spent per day on the following types of media in h:mm
Watch subscription services such as Netflix 50 62 5. iTunes 16 7
Vietnam Global

0:37 1:00 1:13 1:13 0:40 0:56 1:06 1:32 2:21 2:27 1:09 1:14 0:44 0:50 1:22 1:59 1:16 1:27
Gaming devices Spectator gaming engagement
% who use the following devices to play games % who have done the following in the last month

Smartphone Personal PC/Laptop Games console All internet users Gen Z Millennials

80 78 79 83 85 84
81 73 63 55 50 44
12 8 8 9 10 10 15% 15% 15%
14%
13% 13%

Watched a live Watched an esports

gaming stream tournament
Radio Games Podcasts Music Social media Online press Physical press Linear TV Online TV 2015 2016 2017 2018 2019 2020
consoles streaming

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 How do they use social media? Vietnam %
Global average % Top 10 social platforms in Vietnam
Members Visitors/users Global average
Attitudes toward social
% who say the following describe them Accounts
I think social media is good for society
followed
43
37
Brands you like
I worry I spend too much time on social media
25
27
25% 31%
I am using social media less than I used to
18 Brands you are
20 Facebook Facebook Messenger YouTube Zalo (Vietnam Only) Instagram
thinking of buying
something from
I feel using social media causes me anxiety 96% 90% 93% 76% 92% 89% 86% 76% 60% 51%
15
15 20% 21% 85% 76% 74% 56% 84% 85% 2% 2% 71% 66%

Top 5 reasons for being on social Brand interactions on social

% who say the following are main reasons for using social media % who have done the following in the past month

1. To stay up-to-date with news 40 37 1. Liked/followed a brand on social 29 23

2. General networking with other people 39 27 2. Visited a brand's social network page 27 22
Twitter Viber TikTok LinkedIn WhatsApp

3. To find funny or entertaining content 37 35 3. Used a social networking "share" button 23 17

53% 36% 38% 22% 37% 47% 33% 20% 32% 20%
59% 46% 21% 13% 24% 33% 42% 29% 71% 65%
4. To network for work 37 20 4. Clicked on a sponsored post on social 20 16

5. To stay in touch with what my friends are doing 37 33 5. Interacted with a brand on a messaging app 19 12
Members People who say they have an account on the platform in question. Note that global figures in
Visitors/users People who say that, within the last month, they have visited or used a social network’s website or app via any device. this chart exclude China.

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 Vietnam %
How do they make purchases? Global average %

Purchase Purchase preferences Online purchases

journey % who say they'd rather do the following % who have purchased the following products online

Pay to access Vietnam Global average % change

since Q1 2020
Own a product/service a product/service
Brand/product Ads seen on TV 36 33 Groceries
67 33
discovery 40
% who discover
brands/products
Search engines 36 34
67 33
36 -16%
via the following Beauty & personal care
Consumer review sites 30 24
40
Shop online Shop in-store
31 -11%
62 38
Clothing/shoes
58 42
39
Online brand/ Social networks 62 44 28 -9%
product research
% who use the following Spend money Spend money Luxury
for more information
Search engines 56 53 on an experience on a new product
30
about a brand/product
48 52 21 -23%
Consumer reviews 40 39
50 50 Electronics
Brand 27
qualities Pay more for a Pay less for a cheaper 32 -13%
brand you know own-brand product Household products
Online purchase Free delivery 50 53 % who say they want brands to be the following
59 41 25
drivers
% who are most likely to 53 47 23 -18%
buy a product online due
Reviews from other customers 38 35 Vietnam Global average
Home & furniture
to the following
19
Easy returns policy 35 33 Pay more for an Pay less for a non
-22%
Smart 54% 45% eco-friendly product
70
eco-friendly version
30 Medicine & healthcare
19

15
62 38
14 -29%
Brand advocacy High-quality products 59 49
Reliable 52% 58% Save up and Sacrifice other spending
Financial products
% who are motivated to
14
advocate a brand online
by the following Rewards 40 41
wait to buy a product to buy a product sooner
13 -36%
Love for the brand 35 35
Authentic 52% 46% 72
71
28
29
Alcohol
13
12 -21%
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 Methodology
Unless otherwise stated, all figures in
this report are drawn from GWI’s
online research among internet
users aged 16-64. Please note that
we only interview respondents aged
16-64 and our figures are
representative of the online
populations of each market, not its
total population.
For an in-depth explanation of
GWI’s research and methodology,
including information on our country
coverage, internet penetration rates,
our sample structures, and much
more, please click here.
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Purchase category definitions:
Alcohol
Beer, Champagne/sparkling
wine, Cider, Pre-mixed/ready-
to-drink cocktails, Spirits, Wine
(any), Wine (red), Wine (white)
Beauty & personal care
Conditioner, Deodorant,
Exfoliating products, Grooming
& shaving products, Hair
coloring products, Hair styling
products, Hair styling tools,
Make-up/cosmetics, Moisturizer,
Shampoo, Skincare products
Clothing/shoes
Clothing, Shoes, Sports
clothing/equipment
Electronics
2-in-1 laptop/tablet,
Broadband/fiber optic,
Computer/video games, Desktop
PC, Digital camera, Flat-screen
TV, Games console,
Headphones/earphones, Laptop,
Smart home assistant, Smart
wearable device, Tablet
Financial products
Car/automotive insurance,
Foreign currency, Health
insurance, Home contents
insurance, Home-owners/
building insurance, Life
insurance, Mortgage, Pet
insurance, Travel insurance
Groceries
Bottled water, Breakfast cereal,
Candy, CBD-infused products
(U.S.A. and Canada only), Cheese,
Chewing gum, Chocolate,
Coffee, Cookies, Fresh ready
meals, Frozen food/ready meals,
Health foods, Ice cream, Organic
fruit/vegetables, Potato chips/
crisps, Snack foods, Soft drinks,
Tea, Vitamins/supplements
Home & furniture
Air conditioning unit, Bed,
Dishwasher, Garden furniture,
Home exercise equipment,
Household furniture,
Housing/property, Iron,
Microwave, Refrigerator, Sofa,
Vacuum cleaner, Washing
machine/tumble dryer
Household products
Air freshener/deodorizer, Cleaning
products, Dishwasher tablets,
Fabric conditioner, Laundry
detergent/washing powder, Pet
food (dry) for cats/dogs, Pet food
(wet) for cats/dogs, Pet food for
other animals
Luxury
Glasses/spectacles,
Handbag/bag, Jewelry,
Purse/wallet, Wristwatch
Medicine & healthcare
Cough/cold/flu medicine, First-aid
items, Headache/migraine
medicine, Heart medication,
Medicines/pharmaceutical
items, Mouth/oral care
treatment, Pain relief medicine,
Skin problem treatment