Thói Quen Trực Tuyến 2021

The Connected Consumer
Q1 2021
PREPARED BY DECISION LAB
MAY 2021
Content
Introduction
TRACKING THE CONNECTED CONSUMERS
THE CONNECTED CONSUMERS’ PROFILE
Overview
Platforms by function
Key findings & What it means for Advertisers
Our solutions
Contact us
Introduction
Background
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.
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.
Online quantitative survey using Decision Lab’s
online panel
JAN 2021 – MAR 2020 2028 NORTHEAST
SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE NORTHWEST
RED RIVER DELTA
OCT 2020 – DEC 2020 884

NORTH CENTRAL
SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE
JULY 2020 – SEP 2020 1655

SOUTH CENTRAL
APR 2020 – JUN 2020 1099 WESTERN HIGHLANDS

DEC 2019 – FEB 2020 2149

SAMP LE C OL L EC TION P ERIOD TOTAL SAMP LE SIZE
SOUTHEAST
MEKONG DELTA
AUG 2019 - SEP 2019 457
The Connected Consumers’ profiles
GEN Z GEN Y (MILLENNIALS) GEN X

BORN BETWEEN 1997 – 2005 BORN BETWEEN 1981 – 1996 BORN BETWEEN 1960 – 1980
AGE 16 - 24 AGE 25 - 40 AGE 41 - 61
The Top platforms
The top 3 social media platforms used
95% 86% 80%

use Facebook use Zalo use YouTube
97% 96% 96% 95%

93% 94%
86% 85% 86%
83% 83% 82% 83%
80% 79% 80% 80%
77%
2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1

2020 2020 2020 2020 2021 2020 2020 2020 2020 2021 2020 2020 2020 2020 2021
2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099 , 2020 Q1 n=2149, 2019 n=457
The current social media landscape is a fragmented battleground,
with TikTok only steadily growing
Most used social media platforms
46% 43%
37%
16% 19% 17% 17%

15% 12%
6% 3%
2%
Instagram TikTok Pinterest Twitter LinkedIn Lotus Gapo
2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
Q: Which of the following social media platforms are you using? (Choose all that apply) 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099 , 2020 Q1 n=2149, 2019 n=457
Zalo and YouTube battle it out to become the second- and third-most
used platforms for Gen Y and Gen Z users
• Top 5 social media platform by generation
Gen X Gen Y Gen Z
94% 95% 97%
84% 97% 97%

93% 88% 87%
95% 90% 90%

72% 80%
75%
85%
72% 65%
40%
20% 66%
42%
21% 68%
37%
17% 55%
22%
6% 32%
17%
11% 35%
13%
9% 32%
14%
5% 22%
14%
3% 22%
Q: Which of the following social media platforms are you using? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3
(Choose all that apply) n=1655 2020 Q2 n=1099 , 2020 Q1 n=2149
Facebook, YouTube, Zalo, and Instagram are considered indispensable for the
modern audience.
Facebook YouTube Zalo Instagram
Q1 2021 Q1 2021 Q1 2021 Q1 2021
56% 42% 42% 11%

+6% +7% +11% +1%
63%
55% 56% 60% 50% 56%
46% 44% 47% 43% 43% 36% 40% 40%
35% 42% 31%
42%
11% 13% 11% 12% 10% 11%
2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1

2020 2021 2020 2021 2020 2021 2020 2021
Q: Which of the following social media platforms are you unable to live without? (Choose all that apply) 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
, 2020 Q1 n=2149, 2019 n=457
• Most used social media platforms
Consumers’ primary application

As more social
4% 3% 3%
4%
3% 3% media platforms
4% 5% 8% 6%
become available,
19% 17% 19%
23%
21% more than 50% of
Facebook
the audience still
18% 20% 18%
18% consider
15% YouTube
Facebook as their
Zalo primary
application.
Others/Don't
55% 54% 56% 52% care
51%
Instagram Social media
behavior is not
easily affected by
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021
2021 Q1 n=1422 passing trends.
2020 Q4 n=582
2020 Q3 n=1655
Q: What is your one primary app? 2020 Q2 n=1099
2020 Q1 n=2149
Zalo remains Gen X’s and Y’s secondary app, whereas YouTube
captures Gen Z’s greatly ‘divided’ attention
Gen X Gen Y Gen Z
50% 53% 58%
55% 53%
58%
22% 21%
32%
22% 25%
27% 17% 8%
14% 17% 10%
2% 6%
14%
3% 4%
Q: What is your one primary app? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2
n=1099 , 2020 Q1 n=2149, 2019 n=457
Almost three-quarters of Gen Z are omnipresent—they are actively
using 4 or more social media platforms
Use 3 apps 65% 7% 45% 26%
Use 4+ apps 35% 55% 1% 74% 7%
Gen X n=329
Q: Which of the following social media apps do you use? Check all that apply. Gen Y n=716
Gen Z n=983
Platforms by function
Facebook and TikTok are competing to be the second-most popular
platform for music and entertainment videos, after YouTube
YouTube Facebook TikTok
Q1 2021 Q1 2021 Q1 2021
64% 13% 6%
+0% +4% -3%
75% 67% 67%
64% 64%
8% 10% 11% 9% 13%

1% 4% 5% 9% 6%
Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1
2020 2021 2020 2021 2020 2021
Q: Which platform do you go on when you want to watch music videos/entertainment videos? 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3
n=1655 2020 Q2 n=1099 , 2020 Q1 n=2149
YouTube leads as the go-to destination for music & entertainment videos
Gen X Gen Y Gen Z
63% 70% 61%
62% 81% 81%
12% 13% 14%
14% 7%
4%
11%
10% 6%
2%
4% 9%
6%
7% 4%
5%
13% 1%
Q: Which platform do you go on most often when you want to Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655
watch music videos/entertainment videos? 2020 Q2 n=1099 , 2020 Q1 n=2149
Social media giants ramp up user retention efforts with TikTok-like
features for short videos, such as Facebook Watch and YouTube Shorts
Facebook YouTube TikTok
Q1 2021 Q1 2021 Q1 2021
39% 30% 19%

+5% +2% -1%
41% 42% 41% 39% 34% 39% 40% 36%

31% 35% 28% 30% 20% 19%
8% 8% 14% 14%
2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1
2019 Q1 Q2 Q3 Q4 Q1
2020 2021 2020 2021
2020 2021
Q: Which app do you use most often when watching short videos? 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 , 2020 Q1 n=2149, 2019 n=457
This quarter, in the short-video landscape, Facebook is gaining traction
among Gen X and Gen Z audiences
• Popular platform to get news
Gen X Gen Y Gen Z
41% 42% 39%
57% 47%
45%
36% 31%
29% 13%
32%
9% 18%
36%
2% 26%
18%
4% 5%
4% 7%
8%
2020 n=266
Q: Which app do you use most often when watching short videos? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 , 2020 Q1 n=2149
In the audio category, local platforms (NhacCuaTui and Zing) are competing
mainly against YouTube – but watch out for Spotify who is slowly gaining
traction with Gen Z
• Local streaming services
Gen X Gen Y Gen Z
56% 46% 44%

50% 52% 32%
61% 43% 40%
24%
10% 32% 37%
15% 33% 34%
11% 33%
11%
17% 7% 12%
6%
13% 4%
15% 11%
6%
5%
9% 4% 5%
13% 2%
10% 5% 5%
4%
8%
Q: Which app do you use to listen to music most often? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2021 Q1 n=2028, 2020 Q4 n=884, 2020 Q3 n=1655
Vietnamese consumers still consider YouTube a platform for all
formats of visual contents, including movies
YouTube Local platforms Google Search
Q1 2021 Q1 2021 Q1 2021
52% 19% 10%

+3% -2% -3%
55% 52% 48% 50% 49% 52%

28% 23%
17% 17% 21% 19% 15% 14% 13% 10%
6% 10%

2020 2021 2020 2021 2020 2021
Q: Which of the following apps do you use most often to watch movies? 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 , 2020 Q1 n=2149, 2019 n=457
In the movie category, local players outcompete global giant Netflix,
who has a long battle to fully capture Vietnamese audience’s
attention
Gen X Gen Y Gen Z
52% 55% 50%
60% 53% 45%
24% 21% 13%
11% 27% 10%
10% 9% 12%
9% 31%
9%
7% 11%
7%
11% n/a
6% 8%
4%
5%
n/a 6%
Q: Which of the following apps do you use most often to watch movies? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149 2019 n=457
Netflix is the 2nd most subscribed streaming service in Vietnam,
but the road to #1 is a long-winded one
Most used paid streaming services in Vietnam

Netflix’s strength lies in its
massive catalogue foreign
23%
content, for which
Vietnamese consumers are
apt at finding free 16%
alternatives on the web

14%
On the other hand, FPT 6%

Play has an advantage
when it comes to local
6%
content, and even
diversifies its offerings
with an HBO partnership n=1979
Consumers continue to diversify their news sources through major
social media platforms and official publishers
Google Search Facebook Local publishers
Q1 2021 Q1 2021 Q1 2021
28% 30% 24%

-3% +4% -4%
31% 28% 36% 35% 29% 33% 29% 29% 27% 28%
23% 29% 28% 26% 30% 24%
13% 16%

2020 2021 2020 2021 2020 2021
Q: Which platform do you use when you want to get news? 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 , 2020 Q1 n=2149, 2019 n=457
Each generation gets their news from different sources. For the younger
generations, Google Search is a must when it comes to diversified news
• Popular platform to get news
Gen X Gen Y Gen Z
29%
32% 35%
27%
31% 45%
26%
27% 30%
32%
14% 19%
23%
26% 18%
14%
37% 21%
11%
7% 3%
14%
9% 3%
Q: Which platform do you use when you want to get news? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2
n=1099 , 2020 Q1 n=2149
Consumers’ divided attention requires publishers and
advertisers to appear first among search results
Icon source: (1) (2)

Facebook, Zalo, and Messenger are the dominating
communication tools, which serve 96% of Vietnamese people
Facebook Zalo Messenger
Q1 2021 Q1 2021 Q1 2021
33% 41% 22%

+2% +2% -2%
41% 39% 39% 38% 39% 41%

31% 33% 32% 34% 36% 36% 22% 21% 18% 21% 24% 22%

2020 2021 2020 2021 2020 2021
Q: Which of the following platforms do you use most often to connect with friends and family? 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2
n=1099 , 2020 Q1 n=2149, 2019 n=457
When it comes to communication with friends and family, Gen X and
Gen Y favor local app Zalo, whereas Gen Z leans toward Facebook and
its ecosystem
• Popular platform to connect with friends and family for all generations
Gen X Gen Y Gen Z
50% 44% 36%
30% 41% 43%
28% 34% 35%
42% 38% 33%
17% 19%
24%
16%
20% 16%
Q: Which of the following platforms do you use most often to Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2
n=1099 , 2020 Q1 n=2149
connect with friends and family?
Even with concurrent usage of multiple social media platforms,
consumers still reach for Facebook for mindless browsing
Facebook YouTube Zalo
Q1 2021 Q1 2021 Q1 2021
49% 14% 6%
+2% +4% -5%
61%
50% 50% 55% 47% 49%
17% 18% 12% 10%

10% 14% n/a 6% 7% 7% 11% 6%

2020 2021 2020 2021 2020 2021
Q: Which of the following apps do you use when you want to browse mindlessly? 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 , 2020 Q1 n=2149, 2019 n=457
While Gen X and Gen Y mindlessly browse YouTube in their free time,
Gen Z are more likely to turn to Instagram and TikTok
Gen X Gen Y Gen Z
52% 52%
50%
50% 51%
45%
11% 10%
20%
17% 10%
19%
8% 10%
10%
8% 18%
9%
7% 9%
10%
6% 2%
12%
Q: In 2020, which of the following apps do you use most often Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2
when you want to browse mindlessly? n=1099 , 2020 Q1 n=2149, 2019 n=457
Will TikTok’s
dominance with short
videos be affected by
Instagram’s Reels and
YouTube Shorts? Stay
tuned for the Q2 2021
Connected Consumers
study.
• Q: What browser(s) are you using on PC/mobile? Choose all that apply
Most often used browser - PC Most often used browser - Mobile
82%
81%
79%
Chrome is the
73% dominating
browser on both
PC and mobile.
46% Competing for
40%
the second
29%
26% position is
14%
CocCoc, which is
13%
11% 11%
10% 10%
9% 10% more popular on
3%4% 2%2% 3%2% 2%2% 2%2% 3%3%
PC, and Safari,
Other Other which is more
popular on
Q4 2020 Q1 2020 Q4 2020 Q1 2021 mobile
Q4 2020 n=884, Q1 2021 n=2028 Q4 2020 n=884, Q1 2021 n=2028
The current champion of e-
commerce platform,
Shopee is the go-to channel
for almost half of the
Vietnamese audience.
Shopee 44%
40%
Lazada 16%
19%
Tiki 11%
9%
Facebook 10%
12%
Brand's official sites 5% Q1 2021
4%
5% Q4 2020
Sendo 4%
Zalo 2%
2%
Instagram 2%
2%
Others 5%
8%
Q: What is your most often used platform/app for 2021 Q1 n=1925

online shopping? 2020 Q4 n=884
Shopee dominates e-commerce platforms in Hanoi. Outside of key
cities, Tiki competes with Lazada and social commerce (Facebook).
HN HCMC DN CT HP NT Other locations

70% 68% 69% 66%
Shopee Shopee Shopee Shopee
80% 68% 67% 65%
41% 46% 45% 46%

Tiki Lazada Lazada Lazada
40% 51% 49% 43%
37% 42% 29% 26%

Lazada Tiki Tiki Facebook
46% 50% 37% 29%
28% 25% 25% 31%

Facebook Facebook Facebook Tiki
29% 30% 25% 27%
22% 18% 22% 24%

Sendo Sendo Sendo Sendo
31% 23% 21% 22%
Q1 21 Q4 20 n=177 n=239 n=237 n=231
Q: Which of the following platforms/apps do you use for online shopping? Choose all that apply. 2021 Q1 n=1925
2020 Q4 n=884
Everyone wants to sell something in Vietnam, and
social commerce is the answer
Everyone wants to sell something in Vietnam, and

social commerce is the answer. Entrepreneurial
Vietnamese use social media channels where they
can:
• Build engagement and trust with the audience

through responsive livestreaming and direct
messaging
• Let customer quickly and directly purchase

while mindlessly browsing their news feed
KEY FINDINGS WHAT IT MEANS FOR ADVERTISERS
• TikTok’s competitors are finally reacting to its dominance • Being omnipresent across multiple platforms and
in the short video landscape, with the arrival of YouTube channels is crucial, especially now that social media
Shorts and Instagram Reels. giants are constantly reinventing themselves to
• Gen Z’s divided attention is not only about the number of compete with one another.
apps they use concurrently, but also about the second- • While users across generations have the same
rank app of choice. primary app, look out for their second and third
• E-commerce is booming, but social commerce is here to choices. It is essential for advertisers and brands to
stay. Shopee is the dominating platform for online understand which platform can help them reach
shopping, especially in Hanoi. Outside of key cities, social their target audience.
commerce proves to be as relevant as ever. • Brands need to be mindful of the relevance of
• Netflix is a global household name, but the road to social commerce, especially in non-key cities in
winning Vietnam’s movie market is a long-winded one. Vietnam.
• Local movie platforms are thriving, not only with

the older generations, but even with Gen Z.
We help marketers to establish a return on
their ad investments
Understand Planning and Measuring and Learning and

Your Audiences Executing Validating Iterating
▪ Usage & Attitude ▪ Media and Digital ▪ Brand Lifts ▪ Media Hypotheses
Channel Mix
▪ Path-to-Purchase ▪ Campaign Impact ▪ Channel Hypotheses
Optimization
Validation
▪ Touchpoints Study ▪ Ad Format
▪ Optimal Frequency
▪ Brand Tracking Hypotheses
▪ Media Habits
▪ Media Performance
▪ Digital Reach ▪ Creative Testing
▪ Devices Usage Benchmark
Measurement
▪ Cross-Channel
▪ Digital Consumer ▪ Brand Lift
▪ Cross-Media Synergies
Segmentation Benchmark
Measurement
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The Connected Consumer

THE CONNECTED CONSUMERS’ PROFILE

The Connected Consumer is a quarterly study conducted by

SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE NORTHWEST

RED RIVER DELTA

OCT 2020 – DEC 2020 884

JULY 2020 – SEP 2020 1655

APR 2020 – JUN 2020 1099 WESTERN HIGHLANDS

DEC 2019 – FEB 2020 2149

GEN Z GEN Y (MILLENNIALS) GEN X

95% 86% 80%

97% 96% 96% 95%

2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1

Most used social media platforms

16% 19% 17% 17%

Instagram TikTok Pinterest Twitter LinkedIn Lotus Gapo

2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021

Gen X Gen Y Gen Z

94% 95% 97%

84% 97% 97%

95% 90% 90%

Facebook YouTube Zalo Instagram

Q1 2021 Q1 2021 Q1 2021 Q1 2021

56% 42% 42% 11%

2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1

Consumers’ primary application

Gen X Gen Y Gen Z

50% 53% 58%

14% 17% 10%

Use 3 apps 65% 7% 45% 26%

Use 4+ apps 35% 55% 1% 74% 7%

YouTube Facebook TikTok

Q1 2021 Q1 2021 Q1 2021

8% 10% 11% 9% 13%

Gen X Gen Y Gen Z

63% 70% 61%

62% 81% 81%

12% 13% 14%

Facebook YouTube TikTok

Q1 2021 Q1 2021 Q1 2021

39% 30% 19%

41% 42% 41% 39% 34% 39% 40% 36%

Gen X Gen Y Gen Z

41% 42% 39%

Gen X Gen Y Gen Z

56% 46% 44%

YouTube Local platforms Google Search

Q1 2021 Q1 2021 Q1 2021

52% 19% 10%

55% 52% 48% 50% 49% 52%

2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1

Gen X Gen Y Gen Z

52% 55% 50%

60% 53% 45%

24% 21% 13%

11% 27% 10%

Most used paid streaming services in Vietnam

alternatives on the web

On the other hand, FPT 6%

Google Search Facebook Local publishers

Q1 2021 Q1 2021 Q1 2021

28% 30% 24%

2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1 2019 Q1 Q2 Q3 Q4 Q1

Gen X Gen Y Gen Z