Social media in Vietnam

SOCIAL MEDIA IN VIETNAM

Table of Contents
 Table of Contents

01 Overview
Social network users in selected countries in 2021 and 2025 02
Active social media user penetration APAC 2022, by country 03
Social media users in Vietnam 2017-2025 04

02 Number of users
Facebook users in Vietnam 2017-2025 06
Zalo users in Vietnam 2019-2020 07
Youtube users in Vietnam 2017-2025 08
Instagram users in Vietnam 2017-2025 09
Twitter users in Vietnam 2017-2025 10
LinkedIn users in Vietnam 2017-2025 11

03 Leading platforms
Leading social media apps in Vietnam in Q4 2021 13
 Table of Contents

Leading social media apps in Vietnam in Q4 2021, by generation 14

Leading social media apps for casual scrolling Vietnam in Q4 2021 15
Leading social media apps for connecting with friends and family Vietnam in Q4 2021 16
Leading platforms for finding news Vietnam in Q4 2021 17
Leading social media apps to watch short videos in Vietnam in Q4 2021 18
Most-used social media channels by companies in Vietnam 2020 19

04 Influencer marketing
Share of influencers in Vietnam 2020, by follower volume 21
Leading platforms for influencers in Vietnam 2020 22
Type of influencers whose endorsed products were purchased by people in Vietnam 2020 23
Share of people who purchased a product due to influencer endorsement Vietnam 2020 24
Share of people who followed social media influencers Vietnam 2020 25
Willingness to buy collaboration products between influencers and brands Vietnam 2020 26
Products purchased by consumers based on influencer endorsement in Vietnam 2020 27
 Table of Contents

05 Social commerce
Ratio of social commerce live-sales to comments Vietnam Q1-Q2 2020 29
Distribution of social commerce shoppers Vietnam Q1-Q2 2020, by age and gender 30
Leading social commerce product categories Vietnam 2022 31
Preferred methods of retailers to boost online sales traffic Vietnam 2020 32
Preferred payment methods of social commerce consumers Vietnam Q1-Q2 2020 33

06 User behavior
Share of internet users using social media for work APAC 2021, by country 35
Number of social media accounts per internet user APAC 2020, by country 36
Daily time spent spent using social media APAC 2021, by country 37
SOCIAL MEDIA IN VIETNAM

Overview
Number of social network users in selected countries in 2021 and 2026 (in millions)
Social network users in selected countries in 2021 and 2025

Social network users in millions

2026* 2021

0 200 400 600 800 1,000 1,200 1,400

1,279.13
China (mainland) 999.95
1,114.52
India 639.47
323.07
United States 295.48
236.97
Indonesia 193.43
184.76
Brazil 159.01
113.09
Russia 103.98
112.1
Japan 96.95
103.28
Nigeria 43
102.96
Bangladesh 61.76
97.16
Mexico 84.01
91.3
Philippines 81.53
83.78
Vietnam 71.7
75.11
Turkey 64.18
71.37
Germany 57.45

Note(s): Worldwide; 2021; internet users who use a social network site at least once a month
Further information regarding this statistic can be found on page 39.
2 Source(s): Statista; ID 278341 Overview
Active social media user penetration in the Asia-Pacific region as of February 2022, by country
Active social media user penetration APAC 2022, by country

Active social media penetration

0% 20% 40% 60% 80% 100% 120% 140%

Brunei 116.5%

Malaysia 91.7%

South Korea 91.2%

Singapore 89.5%

Taiwan 89.4%

New Zealand 89.2%

Hong Kong 88.1%

Mongolia 85%

Australia 82.7%

Philippines 82.4%

Thailand 81.2%

Japan 81.1%

Vietnam 78.1%

Maldives 75.1%

Cambodia 73.9%

Note(s): Asia, APAC; February 2022

Further information regarding this statistic can be found on page 40.
Source(s): We Are Social; DataReportal; Hootsuite; Various sources (The U.N., GSMA Intelligence, ITU, GWI, Eurostat, CNNIC, APJII, CIA World Factbook, OCDH, TechRasa,
3 Kepios); ID 255235 Overview
Forecast of the number of social media users in Vietnam from 2017 to 2025 (in millions)
Social media users in Vietnam 2017-2025

90
81.93
79.85
80 77.48
74.78
71.7
68.16
70 65.8
Number of users in millions

60
54.35

50 47.65

40

30

20

10

0
2017 2018 2019 2020 2021 2022 2023 2024 2025

Note(s): Vietnam; 2017-2019; All values are estimates.

Further information regarding this statistic can be found on page 41.
4 Source(s): Statista; ID 1147065 Overview
SOCIAL MEDIA IN VIETNAM

Number of users
Forecast of the number of Facebook users in Vietnam from 2017 to 2025 (in millions)
Facebook users in Vietnam 2017-2025

70
65.89 65.56 65.03 64.51 64.12 63.9
63.28

60

51.89
50
Number of users in millions

45.03

40

30

20

10

0
2017 2018 2019 2020 2021 2022 2023 2024 2025

Note(s): Vietnam; 2017-2019; All values are estimates.

Further information regarding this statistic can be found on page 42.
6 Source(s): Statista; ID 1136459 Number of users
Number of Zalo users in Vietnam from 2019 to 2020 (in millions)
Zalo users in Vietnam 2019-2020

70

62
60
52.4

50
Number of users in million

40

30

20

10

0
2019 2020

Note(s): Vietnam; 2019 to 2020

Further information regarding this statistic can be found on page 43.
7 Source(s): VNG Corporation; ID 1247591 Number of users
Forecast of the number of Youtube users in Vietnam from 2017 to 2025 (in millions)
Youtube users in Vietnam 2017-2025

80 75.44
73.75
70 71.32
70 65.89 66.63
63.28

60
Number of users in millions

51.89
50

41.2
40

30

20

10

0
2017 2018 2019 2020 2021 2022 2023 2024 2025

Note(s): Vietnam; 2017-2019; All values are estimates.

Further information regarding this statistic can be found on page 44.
8 Source(s): Statista; ID 1146013 Number of users
Forecast of the number of Instagram users in Vietnam from 2017 to 2025 (in millions)
Instagram users in Vietnam 2017-2025

12
10.93
10.18
10 9.43
8.67
7.98
Number of users in millions

8
7.13
6.67

6
5.21

4.35
4

0
2017 2018 2019 2020 2021 2022 2023 2024 2025

Note(s): Vietnam; 2017-2019; All values are estimates.

Further information regarding this statistic can be found on page 45.
9 Source(s): Statista; ID 1138783 Number of users
Forecast of the number of Twitter users in Vietnam from 2017 to 2025 (in millions)
Twitter users in Vietnam 2017-2025

Note(s): Vietnam; 2017-2019; All values are estimates.

Further information regarding this statistic can be found on page 46.
10 Source(s): ; ID 1143694 Number of users
Forecast of the number of LinkedIn users in Vietnam from 2017 to 2025 (in millions)
LinkedIn users in Vietnam 2017-2025

4.5

3.84 3.87 3.9

4.0 3.75 3.8
3.68
3.46
3.5
Number of users in millions

2.91
3.0
2.63
2.5

2.0

1.5

1.0

0.5

0.0
2017 2018 2019 2020 2021 2022 2023 2024 2025

Note(s): Vietnam; 2017-2019; All values are estimates.

Further information regarding this statistic can be found on page 47.
11 Source(s): Statista; ID 1146640 Number of users
SOCIAL MEDIA IN VIETNAM

Leading platforms
Leading active social media apps among internet users in Vietnam as of 4th quarter of 2021
Leading social media apps in Vietnam in Q4 2021

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Facebook 94%

Zalo 88%

Youtube 80%

Tiktok 48%

Instagram 44%

Pinterest 20%

Twitter 18%

LinkedIn 7%

Gapo 1%

Lotus 1%

Note(s): Vietnam; Q4 2021; 16-61 years; 881 respondents; among internet users nationwide
Further information regarding this statistic can be found on page 48.
13 Source(s): Decision Lab; ID 941843 Leading platforms
Leading active social media apps among internet users in Vietnam as of 4th quarter of 2021, by
generation
Leading social media apps in Vietnam in Q4 2021, by generation

Share of respondents

Generation Z Generation Y Generation X

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110%
96%
Facebook 97%
90%
77%
Zalo 89%
96%
84%
Youtube 81%
71%
62%
Tiktok 51%
23%
66%
Instagram 43%
25%
21%
Twitter 22%
13%
30%
Pinterest 15%
9%

Note(s): Vietnam; Q4 2021; 16-61 years; 881 respondents; among internet users nationwide
Further information regarding this statistic can be found on page 49.
14 Source(s): Decision Lab; ID 1229529 Leading platforms
Leading social media apps for browsing mindlessly in Vietnam as of 4th quarter of 2021
Leading social media apps for casual scrolling Vietnam in Q4 2021

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Facebook 45%

YouTube 14%

TikTok 11%

Note(s): Vietnam; Q4 2021; 16-61 years; 881 respondents; among internet users nationwide
Further information regarding this statistic can be found on page 50.
15 Source(s): Decision Lab; ID 1229654 Leading platforms
Leading social media apps for connecting with friends and family in Vietnam as of 4th quarter of
2021
Leading social media apps for connecting with friends and family Vietnam in Q4 2021

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%

Zalo 48%

Facebook 27%

Messenger 20%

Note(s): Vietnam; Q4 2021; 16-61 years; 881 respondents; among internet users nationwide
Further information regarding this statistic can be found on page 51.
16 Source(s): Decision Lab; ID 1229642 Leading platforms
Leading platforms for getting news in Vietnam as of 4th quarter of 2021
Leading platforms for finding news Vietnam in Q4 2021

Share of respondents
0% 5% 10% 15% 20% 25% 30%

Google search 28%

Local publishers 28%

Facebook 26%

Note(s): Vietnam; Q4 2021; 16-61 years; 881 respondents; among internet users nationwide
Further information regarding this statistic can be found on page 52.
17 Source(s): Decision Lab; ID 1229638 Leading platforms
Leading social media apps for watching short videos among internet users in Vietnam as of 4th
quarter of 2021
Leading social media apps to watch short videos in Vietnam in Q4 2021

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35%

TikTok 33%

YouTube 28%

Facebook 28%

Note(s): Vietnam; Q4 2021; 16-60 years; 881 respondents; among internet users nationwide
Further information regarding this statistic can be found on page 53.
18 Source(s): Decision Lab; ID 1229588 Leading platforms
Leading social media platforms used by enterprises in Vietnam as of November 2020
Most-used social media channels by companies in Vietnam 2020

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110%

Facebook 96%

YouTube 63%

Instagram 39%

Zalo 37%

Note(s): Vietnam; November 2020; 172 respondents; among enterprises nationwide

Further information regarding this statistic can be found on page 54.
19 Source(s): Q&Me; ID 1190561 Leading platforms
SOCIAL MEDIA IN VIETNAM

Influencer marketing
Share of influencers in Vietnam as of September 2020, by follower volume
Share of influencers in Vietnam 2020, by follower volume

Top stars (1M+ followers) 3.22% End users (100-1k followers) 6.23%

Macro-influencers (100k-1M
followers) 17.41%

Nano-influencers (1k-10k followers)

27.32%

Micro-influencers (10k-100k
followers) 45.81%

Note(s): Vietnam; September 2020

Further information regarding this statistic can be found on page 55.
21 Source(s): AnyMind Group; ID 1189636 Influencer marketing
Most commonly used platforms for influencers in Vietnam as of September 2020
Leading platforms for influencers in Vietnam 2020

70%

59.42%
60%

50%
Share of influencers

40%

30.77%
30%

20%

8.48%
10%

1.33%
0%
YouTube Facebook Instagram Twitter

Note(s): Vietnam; September 2020

Further information regarding this statistic can be found on page 56.
22 Source(s): AnyMind Group; ID 1189225 Influencer marketing
Type of influencers whose endorsed products were purchased by consumers in Vietnam as of
October 2020
Type of influencers whose endorsed products were purchased by people in Vietnam 2020

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Actor/ reality-tv star 55%

Singer/ musician 45%

YouTuber 37%

Restaurateur/ baker/ food industry celebrity 20%

Others 19%

Instagram influencer 16%

Fashion designer/ make-up artist 15%

Model 15%

Pet influencer 6%

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,821 respondents
Further information regarding this statistic can be found on page 57.
23 Source(s): Rakuten Insight; ID 1201118 Influencer marketing
Share of people who have purchased an item because it was endorsed by an influencer in Vietnam
as of October 2020
Share of people who purchased a product due to influencer endorsement Vietnam 2020

90%

80% 77%

70%

60%
Share of respondents

50%

40%

30%
22%
20%

10%
1%
0%
Yes No I do not know what/who an influencer is

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 2,364 respondents
Further information regarding this statistic can be found on page 58.
24 Source(s): Rakuten Insight; ID 1200975 Influencer marketing
Share of people who followed influencers on social media in Vietnam as of October 2020
Share of people who followed social media influencers Vietnam 2020

90%
84%

80%

70%

60%
Share of respondents

50%

40%

30%

20%
14%

10%
2%
0%
Yes No I do not know what/who an influencer is

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 2,831 respondents
Further information regarding this statistic can be found on page 59.
25 Source(s): Rakuten Insight; ID 1201036 Influencer marketing
Willingness to spend on a collaboration product between a brand and an influencer among people
in Vietnam as of October 2020
Willingness to buy collaboration products between influencers and brands Vietnam 2020

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Same price as a similar product that does not have the influencer's name on it 45%

Up to 25% more than a similar product 34%

Up to 50% more than a similar product 10%

Up to 75% more than a similar product 2%

Not more than twice the price of a similar product 4%

I do not have a limit when it comes to supporting my favorite influencer 4%

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,866 respondents
Further information regarding this statistic can be found on page 60.
26 Source(s): Rakuten Insight; ID 1201158 Influencer marketing
Type of products purchased by consumers based on influencer endorsement in Vietnam as of
October 2020
Products purchased by consumers based on influencer endorsement in Vietnam 2020

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Cosmetics 55%

Clothing 52%

Shoes and bags 31%

Nutritional supplements and diet products 27%

Books 27%

Consumer electronics and gadgets 26%

Jewellery and fashion accessories 22%

Fitness-related products 20%

Household items and furniture 18%

Pet products and accessories 8%

Others 4%

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,821 respondents
Further information regarding this statistic can be found on page 61.
27 Source(s): Rakuten Insight; ID 1201137 Influencer marketing
SOCIAL MEDIA IN VIETNAM

Social commerce
Ratio of social commerce live-sales to comments in Vietnam from 1st quarter to 2nd quarter 2020
Ratio of social commerce live-sales to comments Vietnam Q1-Q2 2020

80%

70% 66.7%

60%
Ratio of live-sales to comments

50%

40%
33.3%

30%

20%

10%

0%
Q1 Q2

Note(s): Vietnam; Q1 to Q2 2020; 13,000 respondents; survey was conducted among consumers and businesses across Thailand, Vietnam, the Philippines, and Singapore
Further information regarding this statistic can be found on page 62.
29 Source(s): iKala; ID 1247895 Social commerce
Distribution of social commerce shoppers in Vietnam from 1st quarter to 2nd quarter 2020, by age
and gender
Distribution of social commerce shoppers Vietnam Q1-Q2 2020, by age and gender

Share of social commerce shoppers

Male Female

0% 5% 10% 15% 20% 25% 30% 35%

2%
13-17
2%

12%
18-24
20%
Age group in years

10%
25-34
32%

4%
35-44
14%

1%
45-54
4%

0%
55-64
1%

0%
65 and above
0%

Note(s): Vietnam; Q1 to Q2 2020; 13,000 respondents; survey was conducted among consumers and businesses across Thailand, Vietnam, the Philippines, and Singapore
Further information regarding this statistic can be found on page 63.
30 Source(s): iKala; ID 1247896 Social commerce
Leading social commerce product categories in Vietnam in 2022
Leading social commerce product categories Vietnam 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Fashion 61%

Cosmetics 48%

Home appliances 46%

Snacks 45%

Electronics 44%

Note(s): Vietnam; March 2022; 999 respondents

Further information regarding this statistic can be found on page 64.
31 Source(s): Decision Lab; ID 1247897 Social commerce
Preferred methods to boost online sales traffic by retailers in Vietnam as of 2nd quarter 2020
Preferred methods of retailers to boost online sales traffic Vietnam 2020

Share of retailers preferring method

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Social Ads boost 84%

Interact with audience* 67%

Build social credit** 61%

Live-selling 45%

Google Ads boost 41%

Messenger broadcasts 39%

Email campaigns (EDM) 29%

Hire KOLs 18%

Note(s): Vietnam; Q1 to Q2 2020; 13,000 respondents; survey was conducted among conumers and businesses across Thailand, Vietnam, the Philippines, and Singapore
Further information regarding this statistic can be found on page 65.
32 Source(s): iKala; ID 1247900 Social commerce
Distribution of payment methods of social commerce consumers in Vietnam from 1st quarter to 2nd
quarter 2020
Preferred payment methods of social commerce consumers Vietnam Q1-Q2 2020

Share of consumers using payment method

0% 10% 20% 30% 40% 50% 60% 70%

Cash on delivery 62%

Bank transfer 14%

Digital wallet* 10%

Credit card 8%

Peer-to-peer payment** 6%

Note(s): Vietnam; Q1 to Q2 2020; 13,000 respondents; survey was conducted among consumers and businesses across Thailand, Vietnam, the Philippines, and Singapore
Further information regarding this statistic can be found on page 66.
33 Source(s): iKala; ID 1247901 Social commerce
SOCIAL MEDIA IN VIETNAM

User behavior
Share of internet users who use social media for work purposes in the Asia-Pacific region in 2021,
by country or territory
Share of internet users using social media for work APAC 2021, by country

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40%

Philippines 36.7%

Vietnam 33.9%

Indonesia 31%

Malaysia 29.1%

India 28.3%

China 22.1%

Singapore 20.7%

Taiwan 17.2%

Thailand 16%

New Zealand 15.2%

Hong Kong 14.2%

Australia 14%

Japan 7.4%

South Korea 6.5%

Note(s): Asia, APAC; Q3 2021; 16-64 years

Further information regarding this statistic can be found on page 67.
35 Source(s): Hootsuite; We Are Social; GWI; DataReportal; ID 1122152 User behavior
Average number of social media accounts per internet user in Asia Pacific in 2020, by country
Number of social media accounts per internet user APAC 2020, by country

Number of accounts
0 2 4 6 8 10 12

Australia 7.2

China 7.4

Hong Kong 8.3

India 11.4

Indonesia 10.5

Japan 3.8

Malaysia 9.6

New Zealand 7.6

Philippines 9.9

Singapore 9.1

South Korea 6.3

Taiwan 8

Thailand 10

Vietnam 9.9

Note(s): APAC; 2020; 16-64 years

Further information regarding this statistic can be found on page 68.
36 Source(s): We Are Social; Hootsuite; ID 1122089 User behavior
Average daily time spent using social media in the Asia-Pacific region in 3rd quarter of 2021, by
country (in hours and minutes)
Daily time spent spent using social media APAC 2021, by country

Time in hours and minutes

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5

Philippines 4.08

Indonesia 3.2

Malaysia 3.02

Thailand 2.55

India 2.33

Vietnam 2.29

Singapore 2.24

Taiwan 2.08

New Zealand 2

Hong Kong 1.58

China 1.58

Australia 1.56

South Korea 1.13

Japan 0.5

Note(s): APAC; Q3 2021; 14-64 years; among internet users

Further information regarding this statistic can be found on page 69.
37 Source(s): DataReportal; We Are Social; Hootsuite; GWI; ID 1128147 User behavior
SOCIAL MEDIA IN VIETNAM

References
Number of social network users in selected countries in 2021 and 2026 (in millions)
Social network users in selected countries in 2021 and 2025

Description
Source and methodology information
According to recent projections, close to 1.28 billion Chinese internet users will access social networks in 2026,
Source(s) Statista up from nearly 1 billion social network users in 2021. China is the biggest social media market worldwide, ahead
of second-ranked India with close to 639 million current social media users.
Conducted by Statista

Survey period 2021

Region(s) Worldwide

Number of respondents n.a.

Age group n.a.

Special characteristics internet users who use a social network site at least once a month

Published by Statista

Publication date July 2021

Original source Statista Key Market Indicators

Website URL visit the website

Notes: * Forecast China data excludes Hong Kong Internet users who use a
social network site via any device at least once per month.

Back to statistic

39 References
Active social media user penetration in the Asia-Pacific region as of February 2022, by country
Active social media user penetration APAC 2022, by country

Description
Source and methodology information
As of February 2022, Brunei had the highest active social media user penetration in the Asia-Pacific region, at
Source(s) We Are Social; DataReportal; Hootsuite; Various sources (The U.N., 116.5 percent. This was followed closely by Malaysia with an 91.7 percent penetration rate. In comparison,
GSMA Intelligence, ITU, GWI, Eurostat, CNNIC, APJII, CIA World Indonesia had a social media penetration rate of 68.9 percent.
Factbook, OCDH, TechRasa, Kepios)
Social media in APAC
Conducted by DataReportal; Various sources (The U.N., GSMA Intelligence, ITU, GWI,
Eurostat, CNNIC, APJII, CIA World Factbook, OCDH, TechRasa, Kepios)
While Taiwan, South Korea, and Malaysia have the highest social media penetration rate, the number of monthly
Survey period February 2022 active mobile social media users in the Asia-Pacific region paint a very different picture. China dominated the
rest of the Asia-Pacific region in terms of absolute numbers, passing the one billion mark in terms of users
Region(s) Asia, APAC accessing online services via a mobile device. This far surpasses the number of users in second-placed India. In
comparison, for the same month, South Korea had 43.04 million social media users while Singapore had only
Number of respondents n.a. 4.3 million.

Age group n.a.
What are the most popular social networks?
Special characteristics n.a. Facebook boasted an astronomical number of monthly active users in the Asia-Pacific region , cementing itself
as a firm favorite among Asia-Pacific social media users. While the likes of Instagram, Twitter, Snapchat, and
Published by We Are Social; DataReportal; Hootsuite YouTube are popular throughout the region, Asian platforms are just as beloved among social media users.
QZone, which launched in 2005, is a social networking site based in China. Its services include instant
Publication date February 2022 messaging and video games including the popular League of Legends and World of Fantasy. Japan's LINE
proved another popular social media platform, with the number of LINE users in Japan set to increase annually.
Original source datareportal.com

Website URL visit the website

Notes: Data show the percentage of active social media users compared to the
total population. Data found in the various Digital 2022 country reports.

Back to statistic

40 References
Forecast of the number of social media users in Vietnam from 2017 to 2025 (in millions)
Social media users in Vietnam 2017-2025

Description
Source and methodology information
This statistic shows a forecast of the estimated number of social media users in Vietnam until 2025. It is
Source(s) Statista projected to reach 81.93 million by 2025. The shown data are an excerpt of Statista's Key Market Indicators
(KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and
Conducted by Statista
technological environment in up to 150 countries and regions worldwide. All indicators are sourced from
Survey period 2017-2019 international and national statistical offices, trade associations and the trade press and they are processed to
generate comparable data sets (see supplementary notes under details for more information).
Region(s) Vietnam

Number of respondents n.a.

Age group n.a.

Special characteristics All values are estimates.

Published by Statista

Publication date May 2021

Original source Key Market Indicators

Website URL visit the website

Notes: The shown forecasts represent a blend of multiple input datasets from
both internal (primary) and external (secondary) sources. Whereas
primary data are generated via Statista's own surveys like the Global
Consumer Survey , secondary input datasets are mostly sourced from
international institutions [...] For more information visit our Website

Back to statistic

41 References
Forecast of the number of Facebook users in Vietnam from 2017 to 2025 (in millions)
Facebook users in Vietnam 2017-2025

Description
Source and methodology information
In 2021, Facebook's user base in Vietnam amounts to approximately 65.56 million users. The number of
Source(s) Statista Facebook users in Vietnam is projected to increase to 63.90 million users by 2025. User figures have been
estimated by taking into account company filings or press material, secondary research, app downloads and
Conducted by Statista
traffic data. They refer to the average monthly active users over the period and count multiple accounts by
Survey period 2017-2019 persons only once. The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a
collection of primary and secondary indicators on the macro-economic, demographic and technological
Region(s) Vietnam environment in up to 150 countries and regions worldwide. All indicators are sourced from international and
national statistical offices, trade associations and the trade press and they are processed to generate
Number of respondents n.a. comparable data sets (see supplementary notes under details for more information).
Age group n.a.

Special characteristics All values are estimates.

Published by Statista

Publication date May 2021

Original source Key Market Indicators

Website URL visit the website

Notes: The shown forecasts represent a blend of multiple input datasets from
both internal (primary) and external (secondary) sources. Whereas
primary data are generated via Statista's own surveys like the Global
Consumer Survey , secondary input datasets are mostly sourced from
international institutions [...] For more information visit our Website

Back to statistic

42 References
Number of Zalo users in Vietnam from 2019 to 2020 (in millions)
Zalo users in Vietnam 2019-2020

Description
Source and methodology information
In 2020, the number of users of Zalo in Vietnam reached 62 million. Zalo is an instant messaging app and is
Source(s) VNG Corporation among the leading social media platforms in Vietnam. The app was launched in 2012 by VNG Corporation, one
of the most successful tech start-ups in the country.
Conducted by VNG Corporation

Survey period 2019 to 2020

Region(s) Vietnam

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by VNG Corporation

Publication date May 2021

Original source VNG annual report 2020, page 43

Website URL visit the website

Notes: The figures have been rounded.

Back to statistic

43 References
Forecast of the number of Youtube users in Vietnam from 2017 to 2025 (in millions)
Youtube users in Vietnam 2017-2025

Description
Source and methodology information
In 2021, YouTube's user base in Vietnam amounts to approximately 66.63 million users. The number of
Source(s) Statista YouTube users in Vietnam is projected to reach 75.44 million users by 2025. User figures have been estimated
by taking into account company filings or press material, secondary research, app downloads and traffic data.
Conducted by Statista
They refer to the average monthly active users over the period. The shown data are an excerpt of Statista's Key
Survey period 2017-2019 Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic,
demographic and technological environment in up to 150 countries and regions worldwide. All indicators are
Region(s) Vietnam sourced from international and national statistical offices, trade associations and the trade press and they are
processed to generate comparable data sets (see supplementary notes under details for more information).
Number of respondents n.a.

Age group n.a.

Special characteristics All values are estimates.

Published by Statista

Publication date May 2021

Original source Key Market Indicators

Website URL visit the website

Notes: The shown forecasts represent a blend of multiple input datasets from
both internal (primary) and external (secondary) sources. Whereas
primary data are generated via Statista's own surveys like the Global
Consumer Survey , secondary input datasets are mostly sourced from
international institutions [...] For more information visit our Website

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44 References
Forecast of the number of Instagram users in Vietnam from 2017 to 2025 (in millions)
Instagram users in Vietnam 2017-2025

Description
Source and methodology information
In 2021, Instagram's user base in Vietnam amounts to approximately 7.98 million users. The number of
Source(s) Statista Instagram users in Vietnam is projected to increase to 10.93 million users by 2025. User figures have been
estimated by taking into account company filings or press material, secondary research, app downloads and
Conducted by Statista
traffic data. They refer to the average monthly active users over the period and count multiple accounts by
Survey period 2017-2019 persons only once. The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a
collection of primary and secondary indicators on the macro-economic, demographic and technological
Region(s) Vietnam environment in up to 150 countries and regions worldwide. All indicators are sourced from international and
national statistical offices, trade associations and the trade press and they are processed to generate
Number of respondents n.a. comparable data sets (see supplementary notes under details for more information).
Age group n.a.

Special characteristics All values are estimates.

Published by Statista

Publication date May 2021

Original source Key Market Indicators

Website URL visit the website

Notes: The shown forecasts represent a blend of multiple input datasets from
both internal (primary) and external (secondary) sources. Whereas
primary data are generated via Statista's own surveys like the Global
Consumer Survey , secondary input datasets are mostly sourced from
international institutions [...] For more information visit our Website

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45 References
Forecast of the number of Twitter users in Vietnam from 2017 to 2025 (in millions)
Twitter users in Vietnam 2017-2025

Description
Source and methodology information
In 2021, Twitter's user base in Vietnam amounts to approximately 0.0 million users. The number of
Source(s) [currentLayer] users in Vietnam is projected to reach 0.0 million users by 2025. User figures have been
estimated by taking into account company filings or press material, secondary research, app downloads and
Conducted by
traffic data. They refer to the average monthly active users over the period. The shown data are an excerpt of
Survey period 2017-2019 Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the
macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All
Region(s) Vietnam indicators are sourced from international and national statistical offices, trade associations and the trade press
and they are processed to generate comparable data sets (see supplementary notes under details for more
Number of respondents n.a. information).
Age group n.a.

Special characteristics All values are estimates.

Published by

Publication date January 2021

Original source Key Market Indicators

Website URL visit the website

Notes: The shown forecasts represent a blend of multiple input datasets from
both internal (primary) and external (secondary) sources. Whereas
primary data are generated via Statista's own surveys like the Global
Consumer Survey , secondary input datasets are mostly sourced from
international institutions [...] For more information visit our Website

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46 References
Forecast of the number of LinkedIn users in Vietnam from 2017 to 2025 (in millions)
LinkedIn users in Vietnam 2017-2025

Description
Source and methodology information
In 2021, LinkedIn's user base in Vietnam amounts to approximately 3.75 million users. The number of LinkedIn
Source(s) Statista users in Vietnam is projected to reach 3.90 million users by 2025. User figures have been estimated by taking
into account company filings or press material, secondary research, app downloads and traffic data. They refer
Conducted by Statista
to the average monthly active users over the period and count multiple accounts by persons only once. The
Survey period 2017-2019 shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and
secondary indicators on the macro-economic, demographic and technological environment in up to 150
Region(s) Vietnam countries and regions worldwide. All indicators are sourced from international and national statistical offices,
trade associations and the trade press and they are processed to generate comparable data sets (see
Number of respondents n.a. supplementary notes under details for more information).
Age group n.a.

Special characteristics All values are estimates.

Published by Statista

Publication date May 2021

Original source Key Market Indicators

Website URL visit the website

Notes: The shown forecasts represent a blend of multiple input datasets from
both internal (primary) and external (secondary) sources. Whereas
primary data are generated via Statista's own surveys like the Global
Consumer Survey , secondary input datasets are mostly sourced from
international institutions [...] For more information visit our Website

Back to statistic

47 References
Leading active social media apps among internet users in Vietnam as of 4th quarter of 2021
Leading social media apps in Vietnam in Q4 2021

Description
Source and methodology information
According to a survey among internet users conducted in Vietnam by Decision Lab in the fourth quarter of 2021,
Source(s) Decision Lab 94 percent of respondents stated that they used Facebook, followed by Zalo and YouTube. While Facebook and
YouTube are known globally, Zalo is Vietnam’s premier chatting platform that was launched in 2012.
Conducted by Decision Lab

Survey period Q4 2021 Social media usage in Vietnam

Region(s) Vietnam The number of social network users in Vietnam was forecasted to reach about 52.8 million by 2023. Facebook
and Zalo were primarily used to follow brands and to inquire about brand services . Meanwhile, YouTube was
Number of respondents 881 mainly used to stream videos of kids and music channels and to follow the YouTube channels of celebrities such
as Son Tung M-TP, a famous singer in Vietnam.
Age group 16-61 years

Special characteristics among internet users nationwide Zalo

Published by Decision Lab Zalo was created by Quang Khai, current executive vice president of Vietnamese technology company VNG
Corporation, and it had reached over 100 million users worldwide. Zalo provides free messaging, voice
Publication date February 2022 messaging, individual or in group calls, allowing users to send media files as well as calendar functions and
private groups. It also has a diary function for users to post emotions and upload photos. On average, people
Original source Connected consumers report Q4 2021, page 8-9
send about 900 million messages, deliver around 45 million pictures and make 50 million minutes of calls every
Website URL visit the website day.

Notes: Original question: "Which of the following social media platforms are you
using? (Choose all that apply)"

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48 References
Leading active social media apps among internet users in Vietnam as of 4th quarter of 2021, by
generation
Leading social media apps in Vietnam in Q4 2021, by generation

Description
Source and methodology information
According to a survey among internet users conducted in Vietnam in the fourth quarter of 2021, Facebook was
Source(s) Decision Lab the leading social media platform among Generation Y and Z. Meanwhile, the Vietnamese platform Zalo was the
second most-used channel among Generation X. Compared to Generation X and Y, Generation Z had the
Conducted by Decision Lab
lowest Zalo usage rate but higher usage for international platforms such as Instagram, Tiktok, and Pinterest.
Survey period Q4 2021

Region(s) Vietnam
Social media platforms in Vietnam
Number of respondents 881
Vietnam was among the countries with the highest number of social media users worldwide . Tech giant
Age group 16-61 years
Facebook Inc. dominates the social media landscape in the country, as its platforms Facebook, YouTube, and
Special characteristics among internet users nationwide Instagram account for three out of the five leading active social networks among internet users . Being the only
Vietnamese brand among the top five, messaging app Zalo was the second most-used social media platform,
Published by Decision Lab just behind Facebook. Meanwhile, TikTok has recently emerged as one of the networks with the highest growth
in user number in Vietnam, slowly gaining its spot among the leading platforms.
Publication date February 2022

Original source Connected consumers report Q4 2021, page 10

Website URL visit the website The rise of TikTok among Gen Z in Vietnam
TikTok is particularly popular among Generation Z globally, and Vietnamese members of this generation were no
Notes: Original question: "Which of the following social media platforms are you different. The share of TikTok users among Gen Z in Vietnam has been growing fast, reaching over half of the
using? (Choose all that apply)" According to the source, Generation X are internet users within this age group in 2021. Although this platform has yet to surpass Facebook as the number
people born between 1960 and 1980, Generation Y are those born one social media app, it was second among the leading social media apps for watching short videos among
between 1981 and 1996, and Generation Z are those born between 1997 Vietnamese Gen Z in 2021.
and 2005. Number of r [...] For more information visit our Website

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49 References
Leading social media apps for browsing mindlessly in Vietnam as of 4th quarter of 2021
Leading social media apps for casual scrolling Vietnam in Q4 2021

Description
Source and methodology information
According to a survey among internet users conducted in Vietnam by Decision Lab in the fourth quarter of 2021,
Source(s) Decision Lab the most popular platform for browsing mindlessly among Vietnamese respondents was Facebook, as stated by
45 percent of them. Facebook was also the leading platform based on usage that year in Vietnam.
Conducted by Decision Lab

Survey period Q4 2021

Region(s) Vietnam

Number of respondents 881

Age group 16-61 years

Special characteristics among internet users nationwide

Published by Decision Lab

Publication date February 2022

Original source Connected consumers report Q4 2021, page 31

Website URL visit the website

Notes: Original question: "Which of the following apps do you use when you want
to browse mindlessly?"

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50 References
Leading social media apps for connecting with friends and family in Vietnam as of 4th quarter of
2021
Leading social media apps for connecting with friends and family Vietnam in Q4 2021

Description
Source and methodology information
According to a survey among internet users conducted in Vietnam by Decision Lab in the fourth quarter of 2021,
Source(s) Decision Lab the most popular platform for connecting with friends and family among Vietnamese respondents was Zalo, as
stated by almost half of respondents. Zalo is a Vietnamese social media platform that was first released in 2012
Conducted by Decision Lab
by VNG.
Survey period Q4 2021

Region(s) Vietnam

Number of respondents 881

Age group 16-61 years

Special characteristics among internet users nationwide

Published by Decision Lab

Publication date February 2022

Original source Connected consumers report Q4 2021, page 29

Website URL visit the website

Notes: Original question: "Which of the following platforms do you use most often
to connect with friends and family?"

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51 References
Leading platforms for getting news in Vietnam as of 4th quarter of 2021
Leading platforms for finding news Vietnam in Q4 2021

Description
Source and methodology information
According to a survey among internet users conducted in Vietnam by Decision Lab in the fourth quarter of 2021,
Source(s) Decision Lab the most popular platform for reading news among Vietnamese respondents were Google search and local
publishers, as stated by 28 percent of respondents. Meanwhile, 26 percent of the respondents used Facebook to
Conducted by Decision Lab
get news.
Survey period Q4 2021

Region(s) Vietnam

Number of respondents 881

Age group 16-61 years

Special characteristics among internet users nationwide

Published by Decision Lab

Publication date February 2022

Original source Connected consumers report Q4 2021, page 27

Website URL visit the website

Notes: Original question: "Which platform do you use when you want to get
news?"

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52 References
Leading social media apps for watching short videos among internet users in Vietnam as of 4th
quarter of 2021
Leading social media apps to watch short videos in Vietnam in Q4 2021

Description
Source and methodology information
According to a survey among internet users conducted in Vietnam by Decision Lab in the fourth quarter of 2021,
Source(s) Decision Lab TikTok was the leading social media app for watching short videos, as stated by 33 percent of the respondents.
Meanwhile, 28 percent of them used Facebook for the same purpose.
Conducted by Decision Lab

Survey period Q4 2021

Region(s) Vietnam

Number of respondents 881

Age group 16-60 years

Special characteristics among internet users nationwide

Published by Decision Lab

Publication date February 2022

Original source Connected consumers report Q4 2021, page 19

Website URL visit the website

Notes: Original question: "Q: Which app do you use most often when watching
short videos?"

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53 References
Leading social media platforms used by enterprises in Vietnam as of November 2020
Most-used social media channels by companies in Vietnam 2020

Description
Source and methodology information
As surveyed in November 2020, Facebook was the leading social media platform used by businesses in
Source(s) Q&Me Vietnam. Almost all firms participating in the survey reported having an official Facebook account. Zalo was the
only Vietnamese brand among the top social media platforms for companies, ranking fourth with 37 percent of
Conducted by Q&Me
respondents.
Survey period November 2020

Region(s) Vietnam

Number of respondents 172

Age group n.a.

Special characteristics among enterprises nationwide

Published by Q&Me

Publication date December 2020

Original source Digital marketer landscape in Vietnam (2020), slide 7

Website URL visit the website

Notes: Original question: "Please choose the media that your company has the
official account."

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54 References
Share of influencers in Vietnam as of September 2020, by follower volume
Share of influencers in Vietnam 2020, by follower volume

Description
Source and methodology information
With around 46 percent out of total influencers, micro-influencers were the leading group of influencers in
Source(s) AnyMind Group Vietnam according to a report conducted in September 2020. While top stars only accounted for around three
percent of total influencers in the country, influencers within this group had the highest number of followers with
Conducted by AnyMind Group
at least one million followers each.
Survey period September 2020

Region(s) Vietnam

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by AnyMind Group

Publication date September 2020

Original source State of influencer marketing in Asia 2020, page 11

Website URL visit the website

Notes: The source did not provide figures for the total number of respondents for
Vietnam. The report covered Cambodia, Hong Kong, Indonesia, Japan,
Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam and
leveraged data points from over 170,000 influencers.

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55 References
Most commonly used platforms for influencers in Vietnam as of September 2020
Leading platforms for influencers in Vietnam 2020

Description
Source and methodology information
According to a report conducted in September 2020, YouTube was the leading platform by influencers usage in
Source(s) AnyMind Group Vietnam, with almost 60 percent of influencers using the network. Facebook ranked second with around 31
percent, followed by Instagram with close to nine percent. With about one percent of influencers using Twitter,
Conducted by AnyMind Group
the platform was the least popular among this group.
Survey period September 2020

Region(s) Vietnam

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by AnyMind Group

Publication date September 2020

Original source State of influencer marketing in Asia 2020, page 10

Website URL visit the website

Notes: The source did not provide figures for the total number of respondents for
Vietnam. The report covered Cambodia, Hong Kong, Indonesia, Japan,
Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam and
leveraged data points from over 170,000 influencers.

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56 References
Type of influencers whose endorsed products were purchased by consumers in Vietnam as of
October 2020
Type of influencers whose endorsed products were purchased by people in Vietnam 2020

Description
Source and methodology information
According to a survey on social media influencers conducted by Rakuten Insight in October 2020, approximately
Source(s) Rakuten Insight 55 percent of respondents who had already purchased an item endorsed by an influencer in Vietnam stated that
the purchased item was endorsed by an actor or a reality TV star. Meanwhile, 45 percent of them bought items
Conducted by Rakuten Insight
endorsed by a singer or a musician.
Survey period October 8 to 31, 2020

Region(s) Vietnam

Number of respondents 1,821

Age group 16 years and older

Special characteristics n.a.

Published by Rakuten Insight

Publication date January 2021

Original source insight.rakuten.com

Website URL visit the website

Notes: Original question: " What type of influencer endorsed the product that you
purchased?" Figures have been rounded

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57 References
Share of people who have purchased an item because it was endorsed by an influencer in Vietnam
as of October 2020
Share of people who purchased a product due to influencer endorsement Vietnam 2020

Description
Source and methodology information
According to a survey on social media influencers conducted by Rakuten Insight in October 2020, approximately
Source(s) Rakuten Insight 77 percent of respondents in Vietnam stated that they had purchased an item because it was endorsed by an
influencer. Meanwhile, 22 percent of them had not purchased such an item.
Conducted by Rakuten Insight

Survey period October 8 to 31, 2020

Region(s) Vietnam

Number of respondents 2,364

Age group 16 years and older

Special characteristics n.a.

Published by Rakuten Insight

Publication date January 2021

Original source insight.rakuten.com

Website URL visit the website

Notes: The survey question was: "Have you purchased an item or product
because it was endorsed by the influencer?" Figures have been rounded

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58 References
Share of people who followed influencers on social media in Vietnam as of October 2020
Share of people who followed social media influencers Vietnam 2020

Description
Source and methodology information
According to a survey on social media influencers conducted by Rakuten Insight in October 2020, approximately
Source(s) Rakuten Insight 84 percent of respondents in Vietnam stated that they followed at least one influencer on social media.
Meanwhile, around two percent of them stated that they did not know what an influencer was.
Conducted by Rakuten Insight

Survey period October 8 to 31, 2020

Region(s) Vietnam

Number of respondents 2,831

Age group 16 years and older

Special characteristics n.a.

Published by Rakuten Insight

Publication date January 2021

Original source insight.rakuten.com

Website URL visit the website

Notes: The survey question was: "Do you follow at least one influencer on social
media?" Figures have been rounded

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59 References
Willingness to spend on a collaboration product between a brand and an influencer among people
in Vietnam as of October 2020
Willingness to buy collaboration products between influencers and brands Vietnam 2020

Description
Source and methodology information
According to a survey on social media influencers conducted by Rakuten Insight in October 2020, approximately
Source(s) Rakuten Insight 45 percent of respondents in Vietnam would be willing to spend on a collaboration product between a brand and
an influencer as long as the product's price was similar to that of a non-endorsed one. Around 34 percent of
Conducted by Rakuten Insight
them would pay up to 25 percent more than a similar product for the collaboration product.
Survey period October 8 to 31, 2020

Region(s) Vietnam

Number of respondents 1,866

Age group 16 years and older

Special characteristics n.a.

Published by Rakuten Insight

Publication date January 2021

Original source insight.rakuten.com

Website URL visit the website

Notes: The survey question was: "How much more would you be willing to spend
on a collaboration product between a brand and an influencer?" Figures
have been rounded

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60 References
Type of products purchased by consumers based on influencer endorsement in Vietnam as of
October 2020
Products purchased by consumers based on influencer endorsement in Vietnam 2020

Description
Source and methodology information
According to a survey on social media influencers conducted by Rakuten Insight in October 2020, cosmetics
Source(s) Rakuten Insight were the leading category among products that had been purchased thanks to influencers' endorsement in
Vietnam, as chosen by 55 percent of respondents. Meanwhile, around 52 percent of respondents stated having
Conducted by Rakuten Insight
purchased clothing due to the similar endorsement.
Survey period October 8 to 31, 2020

Region(s) Vietnam

Number of respondents 1,821

Age group 16 years and older

Special characteristics n.a.

Published by Rakuten Insight

Publication date January 2021

Original source insight.rakuten.com

Website URL visit the website

Notes: Original question: " What type of product have you purchased because it
was endorsed by an influencer?" Figures have been rounded

Back to statistic

61 References
Ratio of social commerce live-sales to comments in Vietnam from 1st quarter to 2nd quarter 2020
Ratio of social commerce live-sales to comments Vietnam Q1-Q2 2020

Description
Source and methodology information
According to a survey of social commerce users in Vietnam in 2020, the ratio of social commerce live-sales to
Source(s) iKala comments reached 66.7 percent in the second quarter. Broadcasting live videos which feature products for sale
is a practice that is growing in popularity in Vietnam.
Conducted by iKala

Survey period Q1 to Q2 2020

Region(s) Vietnam

Number of respondents 13,000

Age group n.a.

Special characteristics survey was conducted among consumers and businesses across
Thailand, Vietnam, the Philippines, and Singapore

Published by iKala

Publication date October 2020

Original source The rise of social commerce in Southeast Asia, page 7

Website URL visit the website

Notes: The survey was conducted among 12,000 consumers and 1,000
businesses.

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62 References
Distribution of social commerce shoppers in Vietnam from 1st quarter to 2nd quarter 2020, by age
and gender
Distribution of social commerce shoppers Vietnam Q1-Q2 2020, by age and gender

Description
Source and methodology information
According to a survey of social commerce users in Vietnam in 2020, women aged 25 to 34 years accounted for
Source(s) iKala 32 percent of purchases on social media platforms. Women aged 18 to 24 years represented the second largest
demographic in the distribution, accounting for 20 percent of social commerce purchases.
Conducted by iKala

Survey period Q1 to Q2 2020

Region(s) Vietnam

Number of respondents 13,000

Age group n.a.

Special characteristics survey was conducted among consumers and businesses across
Thailand, Vietnam, the Philippines, and Singapore

Published by iKala

Publication date October 2020

Original source The rise of social commerce in Southeast Asia, page 11

Website URL visit the website

Notes: The survey was conducted among 12,000 consumers and 1,000
businesses.

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63 References
Leading social commerce product categories in Vietnam in 2022
Leading social commerce product categories Vietnam 2022

Description
Source and methodology information
According to a survey conducted by Decision Lab in Vietnam in 2022, fashion was the most purchased category
Source(s) Decision Lab on social commerce platforms, as stated by 61 percent of the respondents. By comparison, 48 percent of them
claimed to have bought cosmetics via these platforms.
Conducted by Decision Lab

Survey period March 2022

Region(s) Vietnam

Number of respondents 999

Age group n.a.

Special characteristics n.a.

Published by Decision Lab

Publication date April 2022

Original source The state of social commerce and live-streaming in Vietnam, page 20

Website URL visit the website

Notes: Original question: "What kinds of goods do you often purchase via social
media? Choose all that apply."

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64 References
Preferred methods to boost online sales traffic by retailers in Vietnam as of 2nd quarter 2020
Preferred methods of retailers to boost online sales traffic Vietnam 2020

Description
Source and methodology information
According to a survey of social commerce users in Vietnam in 2020, boosting advertisements on social media
Source(s) iKala platforms was the most preferred method for driving online sales traffic by retailers. Interacting with the audience
was the second most preferred method.
Conducted by iKala

Survey period Q1 to Q2 2020

Region(s) Vietnam

Number of respondents 13,000

Age group n.a.

Special characteristics survey was conducted among conumers and businesses across Thailand,
Vietnam, the Philippines, and Singapore

Published by iKala

Publication date October 2020

Original source The rise of social commerce in Southeast Asia, page 12

Website URL visit the website

Notes: *Encouraging the audience to share social media posts by providing gifts
or coupons. **Implementation of a buyer ranking system or customer
feedbacks.

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65 References
Distribution of payment methods of social commerce consumers in Vietnam from 1st quarter to 2nd
quarter 2020
Preferred payment methods of social commerce consumers Vietnam Q1-Q2 2020

Description
Source and methodology information
According to a survey of social commerce users in Vietnam in 2020, the most popular payment method for
Source(s) iKala making purchases on social media platforms was cash on delivery. Peer-to-peer payment platforms were
preferred by the least amount of consumers, accounting for only six percent of social commerce payments.
Conducted by iKala

Survey period Q1 to Q2 2020

Region(s) Vietnam

Number of respondents 13,000

Age group n.a.

Special characteristics survey was conducted among consumers and businesses across
Thailand, Vietnam, the Philippines, and Singapore

Published by iKala

Publication date October 2020

Original source The rise of social commerce in Southeast Asia, page 16

Website URL visit the website

Notes: *Apple Pay, Paypal, etc. **LINE Pay, Grab Pay, GCash, NetsPay, etc.

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66 References
Share of internet users who use social media for work purposes in the Asia-Pacific region in 2021,
by country or territory
Share of internet users using social media for work APAC 2021, by country

Description
Source and methodology information
In 2021, 36.7 percent of internet users in the Philippines used social media for work purposes. In comparison,
Source(s) Hootsuite; We Are Social; GWI; DataReportal just 6.5 percent of internet users in South Korea used social media for work purposes in that year.
Conducted by GWI; DataReportal

Survey period Q3 2021

Region(s) Asia, APAC

Number of respondents n.a.

Age group 16-64 years

Special characteristics n.a.

Published by Hootsuite; We Are Social; DataReportal

Publication date January 2022

Original source Digital 2022: Global digital overview, page 112

Website URL visit the website

Notes: n.a.

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67 References
Average number of social media accounts per internet user in Asia Pacific in 2020, by country
Number of social media accounts per internet user APAC 2020, by country

Description
Source and methodology information
In 2020, internet users in India had on average 11.4 social media accounts each. In contrast, internet users in
Source(s) We Are Social; Hootsuite Japan had an average of 3.8 social media accounts each during the same time period.
Conducted by GWI

Survey period 2020

Region(s) APAC

Number of respondents n.a.

Age group 16-64 years

Special characteristics n.a.

Published by We Are Social; Hootsuite

Publication date January 2021

Original source Digital 2021: Global digital overview, pg 95

Website URL visit the website

Notes: Respondents were not necessarily active users of all accounts they had.
Source did not provide a more detailed methodology.

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68 References
Average daily time spent using social media in the Asia-Pacific region in 3rd quarter of 2021, by
country (in hours and minutes)
Daily time spent spent using social media APAC 2021, by country

Description
Source and methodology information
In the year 2021, internet users in the Philippines spent on average four hours and eight minutes per day using
Source(s) DataReportal; We Are Social; Hootsuite; GWI social media. Comparatively, internet users in Japan spent 50 minutes minutes per day using social media in the
same year.
Conducted by DataReportal; GWI

Survey period Q3 2021

Region(s) APAC

Number of respondents n.a.

Age group 14-64 years

Special characteristics among internet users

Published by DataReportal

Publication date February 2022

Original source datareportal.com

Website URL visit the website

Notes: Source did not provide a more detailed methodology.

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69 References