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The Connected Consumer

Q4 2021
PREPARED BY DECISION LAB

JANUARY 2022
Content

Introduction
TRACKING THE CONNECTED CONSUMERS

THE CONNECTED CONSUMERS’ PROFILE

Overview
Platforms by functions
Key findings & What it means for Advertisers
Our solutions
Contact us

2
Introduction

3
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.
4
Online quantitative survey using Decision Lab’s
online panel
OCT 2021 – DEC 2021 881 NORTHEAST
SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE

NORTHWEST
JUL 2021 – SEP 2021 1440
SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE
RED RIVER DELTA

APR 2021 – JUN 2021 1833 NORTH CENTRAL


SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE

JAN 2021 – MAR 2021 2028


SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE

OCT 2020 – DEC 2020 884


SOUTH CENTRAL
SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE

WESTERN HIGHLANDS
JULY 2020 – SEP 2020 1655
SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE

APR 2020 – JUN 2020 1099


SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE

DEC 2019 – FEB 2020 2149 MEKONG DELTA


SOUTHEAST
SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE

AUG 2019 - SEP 2019 457


SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE
5
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

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The Top platforms

TOP PLATFORMS

TOP PRIMARY PLATFORMS

PLATFORMS USERS CAN’T LIVE WITHOUT

MULTI-PLATFORM USAGE

7
Top platforms Primary apps Indispensable apps Multiplatform use

Zalo experienced a 2%-point increase in popularity in


Q4 2021, while Facebook & YouTube saw slight dips.

94% 88% 80%


use Facebook use Zalo use YouTube

97%
94%
88%
83%
79% 80%

8
Q: Which of the following social media platforms are you using? (Choose all that apply) Q4 2021 n=881
Top platforms Primary apps Indispensable apps Multiplatform use

TikTok surpassed Instagram for the first time as the fourth-most


popular social media platform in Vietnam in Q4 2021.

Other popular social media platforms

48% 46%
44%

20% 17% 18%


15% 16%
12%
7%
1% 1%

TikTok Instagram Pinterest Twitter LinkedIn Lotus Gapo

2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021

Q: Which of the following social media platforms are you using? (Choose all that apply) Q4 2021 n=881

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Top platforms Primary apps Indispensable apps Multiplatform use

Zalo became Gen X’s top platform in Q4 2021, while Tiktok enjoyed
healthy growth among the other age groups.
• Top 5 social media platform by generation

Gen X Gen Y Gen Z

96% 97% 96%

86% 99% 100%


90% 89% 84%

99% 90% 87%


71% 81% 77%

66% 82% 67%


25% 51% 66%

5% 16% 66%
43% 62%
23%

44% 25%
30%
22%
13% 30%

15%
9% 21%

n=102 n=325 n=454

Q: Which of the following social media platforms are you using? 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020
Q4 2021 n=881 10
(Choose all that apply) Q1 2021 Q2 2021 Q3 2021 Q4 2021
Top platforms Primary apps Indispensable apps Multiplatform use

• Most used social media platforms

Consumers’ primary applications


Zalo grew 10%
4% 3% 3%
4%
3% 1% 3% 1% 4% 2%
4%
3% 4% points in
4% 5% 5%
7% 5% 6% 3%
2%
consumers’ list of
19% 17% 19%
23%
21%
23%
primary apps,
23% 33%
siphoning off
18% 20% 18%
18%
TikTok
Facebook’s
15% 16% Instagram
20%
Others/Don't care
position as
20%
Zalo
Vietnamese
YouTube consumers’
55% 54% 56%
51% 52% 50%
Facebook primary
44%
39% application.

Q1 2020 Q2 Q3 Q4 Q1 2021 Q2 Q3 Q4

Q: What is your one primary app? Q4 2021 n=881

11
In the last quarter of 2021,
Zalo sprinted 10% points
forward and became the
primary app for one third of
Vietnam’s online population.

12
Top platforms Primary apps Indispensable apps Multiplatform use

Zalo saw the strongest growth among Gen X & Y consumers. Facebook
bounced back for Gen X consumers; yet, this platform still remained on
a downward trend for all age groups.

Gen X Gen Y Gen Z

48% 39% 48%

53%
27% 55% 23%
39% 36%
25%
10%
58%
22%
13%
18% 4%
4%

14%
17%
10%
n=102 n=325 n=454

Q1 2020 Q2 2020 Q3 2020 Q4 2020


Q: What is your one primary app? Q4 2021 n=881 13
Q1 2021 Q2 2021 Q3 2021 Q4 2021
Top platforms Primary apps Indispensable apps Multiplatform use

Zalo also became more “indispensable” for 6% more consumers in Q4


2021, closely catching up to Facebook.

Facebook YouTube Zalo TikTok

Q4 2021 Q4 2021 Q4 2021 Q4 2021

51% 41% 48% 15%


-1% -2% +6% +0%

63%
51% 46% 43% 48%
41%
15%
4%

2019
Q1 2020

Q1 2021
Q2
Q3
Q4

Q2
Q3
Q4
2019
Q1 2020

Q1 2021
Q2
Q3
Q4
2019
Q1 2020

Q1 2021
Q2
Q3
Q4

Q1 2020

Q1 2021
2019

Q3
Q2

Q4

Q2
Q3
Q4
Q2
Q3
Q4

Q2
Q3
Q4

Q: Which of the following social media platforms are you unable to live without? (Choose all that apply) Q4 2021 n=881

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Top platforms Primary apps Indispensable apps Multiplatform use

Gen X consumers reported using fewer apps in Q4 2021, while the


proportion of multiplatform Gen Z consumers increased.

Use 3 apps 62% 8% 37% 25%

Use 4+ apps 38% 63% 75% 5%

Q: Which of the following social media apps do you use? Check all that apply. Gen X n=102, Gen Y n=325, Gen Z n=454 15
Platforms by popular
functions

MUSIC AND ENTERTAINMENT VIDEOS

SHORT VIDEOS

MUSIC/ AUDIO CONTENT

MOVIE STREAMING

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Entertainment Short Videos Music Movies

YouTube kept its slow-but-steady pace as Vietnamese consumers’ go-


to platform for entertainment and music videos.

YouTube Facebook TikTok

Q4 2021 Q4 2021 Q4 2021

63% 8% 10%
+1% -3% +0%
75%
63%

10%
8% 8% 1%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2020 2021
2020 2021
2020 2021

Q: Which platform do you go on when you want to watch music videos/entertainment videos? Q4 2021 n=881 17
Entertainment Short Videos Music Movies

YouTube remained popular for all age groups in the entertainment


and music video category. That said, more and more Gen Z audience
are taking to TikTok instead.

Gen X Gen Y Gen Z

64% 57%
67%

62% 81% 81%


11% 18%
11%

9%
2%
4% 7%
9%
10%
n/a

6% 7%
14%
8%
(*) 4% 4%
6%
5%
13%
1%

= Vietnamese (local) websites/ platforms n=102 n=325 n=454

Q: Which platform do you go on most often when you want to Q1 2020 Q2 2020 Q3 2020 Q4 2020
Q4 2021 n=881 18
watch music videos/entertainment videos? Q1 2021 Q2 2021 Q3 2021 Q4 2021
Entertainment Short Videos Music Movies

TikTok had an impressive 6%-jump in popularity and solidified itself as


the first destination for short-video content in the last quarter of 2021.

Facebook YouTube TikTok

Q4 2021 Q4 2021 Q4 2021

28% 28% 33%


-4% -3% +6%

41% 40% 33%


28% 28%
8%

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


2020 2021 2020 2021 2020 2021

Q: Which app do you use most often when watching short videos? Q4 2021 n=881 19
Entertainment Short Videos Music Movies

TikTok’s rise was driven by an overwhelming increase in popularity


among Gen Z users and steady rises in the other age groups.
• Popular platform to get news

Gen X Gen Y Gen Z

42% 36% 50%

13%

57% 45% 22%


47%
24% 31%
47%
41%
20%
32% 8%
26% 40%
16%
24%
2%

2% 7%
36%
36%

2020 n=266
n=102 n=325 n=454

2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q4 2021 n=881 20


Q: Which app do you use most often when watching short videos?
Q1 2021 Q2 2021 Q3 2021 Q4 2021
TikTok has won the
short-video game in
Vietnam (?)
TikTok’s surge in popularity in the last
quarter of 2021 makes it the dominant
force in the short-video category. Will
TikTok stay winning in this space, or will
bigger players regain their position in
the future?

21
Entertainment Short Videos Music Movies

In the music streaming category, YouTube made a recovery from last


quarter’s low among Gen X consumers, while enjoying stready growth
among other age groups.
• Local streaming services

Gen X Gen Y Gen Z

62% 49% 51%

61% 40%
43%
17%
18% 23%
34%
15% 33% 11%
5% 7%
6%
11% 11% 5%
4% 5% 5%
2%
10%
8%

n=102 n=325 n=454

Q3 2020 Q4 2020 Q1 2021 Q2 2021 22


Q: Which app do you use to listen to music most often? Q4 2021 n=881
Q3 2021 Q4 2021
Entertainment Short Videos Music Movies

FPT Play experienced a 4%-point growth to round out 2021 as


the largest streaming platform in Vietnam.

Top paid streaming services in Vietnam by market penetration rates


FPT Play, MyTV, and K+ all
enjoyed growth in 28%

penetration rates in Q4 23%

2021. 21%
16%
Q4 2021
17%
Q3 2021
14%
8% Q2 2021

6% Q1 2021
7%
6%
6%
6%

Q: Which of the following apps do you use to watch movies? (Choose all that apply) Q4 2021 n=881

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Entertainment Short Videos Music Movies

After last quarter’s surge in popularity, local platforms collectively lost


5% points as consumers’ preferred streaming platforms.

YouTube Local platforms Google Search

Q4 2021 Q4 2021 Q4 2021

49% 21% 12%


+1% -5% +2%

55% 49%
28% 26% 21%
6% 12%

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


2020 2021 2020 2021 2020 2021

Q: Which of the following apps do you use most often to watch movies? Q4 2021 n=881
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Entertainment Short Videos Music Movies

Gen X & Y consumers’ attention appears to have shifted to Netflix


and Google Search at local platforms’ expense.
• Local streaming services

Gen X Gen Y Gen Z

54% 45% 51%

60% 53% 45%


22% 26% 12%

11% 27% 10%


11% 12% 15%

9% 9% 31%
11% 8%
5%

5%
3% 4%

5%
11% 6%

n=102 n=325 n=454

Q: Which of the following apps do you use most often to watch Q1 2020 Q2 2020 Q3 2020 Q4 2020
movies? Q4 2021 n=881 25
Q1 2021 Q2 2021 Q3 2021 Q4 2021
Platforms by other
functions

NEWS

COMMUNICATION AND MESSAGING

CASUAL BROWSING

BROWSER

E-COMMERCE PLATFORMS
26
News Message Casual Browser E-commerce

Consumers found revived interest in Facebook as a news source, after a


year of shying away from this platform. Local news websites also
experienced slight increases in popularity.

Google Search Facebook Local publishers

Q4 2021 Q4 2021 Q4 2021

28% 26% 28%


-1% +3% +1%

36% 33% 28%


28% 26%
13%

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


2020 2021 2020 2021 2020 2021

Q: Which platform do you use when you want to get news? Q4 2021 n=881
27
News Message Casual Browser E-commerce

The revival of interest in Facebook as a news source can be best


observed among Gen X & Z consumers. Gen Y consumers tend to utilize
search engine Google and local news publishers for their news.
• Popular platform to get news

Gen X Gen Y Gen Z

29% 36% 36%

27% 37% 45%


25% 28% 27%

14% 14% 19%


25% 22% 15%

32% 31% 21%


8% 4% 4%

14% n=102 9% n=325 3% n=454

Q1 2020 Q2 2020 Q3 2020 Q4 2020


Q: Which platform do you use when you want to get news? Q4 2021 n=881 28
Q1 2021 Q2 2021 Q3 2021 Q4 2021
News Message Casual Browser E-commerce

Vietnamese became increasingly attached to Zalo as the go-to


destination for connecting with close ones.

Facebook Zalo Messenger

Q4 2021 Q4 2021 Q4 2021

27% 48% 20%


+1% +3% -4%

41% 48%
27% 32% 22% 20%

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


2020 2021 2020 2021 2020 2021

Q: Which of the following platforms do you use most often to connect with friends and family? Q4 2021 n=881
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News Message Casual Browser E-commerce

Zalo overtook Facebook as the second-most preferred means of


communicating with close ones, right after Messenger, for Gen Z users.

• Popular platform to connect with friends and family for all generations

Gen X Gen Y Gen Z

55%
55% 35%

30% 39% 38%

29% 25%
33%

42% 47%
24%

10% 17% 24%

20% 12%
31%

n=102 n=325 n=454

2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 30


Q: Which of the following platforms do you use most often to Q4 2021 n=881
Q1 2021 Q2 2021 Q3 2021 Q4 2021
connect with friends and family?
News Message Casual Browser E-commerce

Facebook was the top destination for casual scrolling in Q4 2021.

Facebook YouTube TikTok

Q4 2021 Q4 2021 Q4 2021

45% 14% 11%


+0% +0% +1%
61%
45%

17% 14% 11%


5%

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


2020 2021 2020 2021 2020 2021

Q: Which of the following apps do you use when you want to browse mindlessly? Q4 2021 n=881
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News Message Casual Browser E-commerce

YouTube grew among Gen X, while TikTok grew among Gen Y & Z
as top platforms for mindless scrolling.
• Local streaming services

Gen X Gen Y Gen Z

48%
40% 50%

45% 50% 51%


11% 10% 18%

9% 17% 2%
25% 9% 9%

19% 8% 18%
10% 12% 6%

3%
12% 10%
n=102 n=325 n=454

Q: Recently, which of the following apps do you use most often Q1 2020 Q2 2020 Q3 2020 Q4 2020 32
Q4 2021 n=881
when you want to browse mindlessly? Q1 2021 Q2 2021 Q3 2021 Q4 2021
News Message Casual Browser E-commerce

Browser penetration rates - PC Most often used browser - PC


Mobile

82%
87%

70%
Google Chrome
63%
remains the most
popular and used
browser on PC
44%
device, followed
37% by Vietnam’s own
26%
Coc Coc.
19%
14% 14%
10% 10% 9% 9%
4% 4%
2% 3% 3% 3% 1% 1% 1%
4% 4%
1% 2% 0%

Other Other

Q4 2020 Q1 2021 Q4 2020 Q1 2021


Q2 2021 Q4 2021 Q2 2021 Q4 2021
Q: Which of the following browser do you use Q: Which of the following browser do you use
to browse the Internet on PC? most often to browse the Internet on PC?

*Note: Questions about Browsers were omitted in Q3 2021 n=881


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News Message Casual Browser E-commerce

• Q: What browser(s) are you using on PC/mobile? Choose all that apply

Browser penetration rates - Mobile Most often used browser - Mobile

77%78%
72%71%
Similarly on
Mobile devices,
Google Chrome is
Vietnamese
users’ go-to
browser.
29%

22%
19%
17%

9% 9%
5% 5% 5% 5%
3% 3%
2% 3% 2% 2% 2% 3% 0%
2%
0%
2% 1% 1%

Other Other

Q4 2020 Q1 2021 Q4 2020 Q1 2021


Q2 2021 Q4 2021 Q2 2021 Q4 2021
Q: Which of the following browser do you use Q: Which of the following browser do you use
to browse the Internet on mobile? most often to browse the Internet on mobile?

*Note: Questions about Browsers were omitted in Q3 2021 n=881


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News Message Casual Browser E-commerce

Generally, there was no significant movements among top E-commerce


platforms in the last quarter of 2021.

Shopee Lazada Tiki

Q4 2021 Q4 2021 Q4 2021

74% 51% 32%


-1% -2% +1%
73% 74%
51% 51% 49%
32%

Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2021 2020 2021 2020 2021

Q: Which of the following platforms/apps do you use for online shopping? Choose all that apply. Q4 2021 n=881
35
News Message Casual Browser E-commerce

Top platforms Shopee & Lazada dipped in popularity among Gen X.


Facebook commerce grew more popular across generations.
• Local streaming services

Gen X Gen Y Gen Z

58% 76% 82%


Shopee Shopee Shopee
62% 71% 66%

55% 52% 46%


Lazada Lazada Lazada
51% 46% 37%

43% 29% 26%


Tiki Tiki Tiki
31% 33% 28%

37% 26% 19%


Sendo Facebook Facebook
37% 31% 22%

31% 22% 9%
Facebook Sendo Sendo
35% 21% 11%

n=102 n=325 n=454

Q: Which of the following platforms/apps do you use for online Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q4 2021 n=881 36
shopping? Choose all that apply.
News Message Casual Browser E-commerce

Facebook commerce also gained popularity across locations.


Additionally, consumers in HN & HCMC took to e-commerce
platforms more, compared to those in other areas.
HN HCMC DN CT HP NT Other locations

74% 76% 68% 74%


Shopee Shopee Shopee Shopee
80% 68% 67% 65%

46% 58% 49% 51%


Lazada Lazada Lazada Lazada
46% 51% 49% 43%

34% 43% 30% 30%


Tiki Tiki Tiki Tiki
40% 50% 37% 27%

31% 26% 28% 26%


Facebook Facebook Facebook Sendo
29% 30% 25% 22%

15% 20% 14% 24%


Sendo Sendo Sendo Facebook
31% 23% 21% 29%
n=188 n=274 n=96 n=323

Q: Which of the following platforms/apps do you use for online Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q4 2021 n=881 37
shopping? Choose all that apply.
Facebook Commerce
became more popular
among Vietnamese
consumers generally. This is
a testament to Facebook’s
push for commerce on its
platform.
38
KEY FINDINGS

• Zalo was the breakout star of Q4 2021. Zalo jumped 10% points as a primary app for Vietnamese users of all
ages and became the most popular apps among Gen X consumers. Zalo also became Vietnam’s defacto
messaging app, beating the likes of Facebook and its platform Messenger. Zalo has proven itself an
indispensable platform, especially among consumers in older age groups.

• TikTok was the overall winner of 2021, showing consistent growth throughout the year in various categories. By
the end of Q4 2021, TikTok has become the dominant short-video platform for Vietnamese. If marketers and
advertisers in Vietnam haven’t been paying attention to TikTok, they should now!

• FPT Play is currently the market leader among streaming platforms (besides YouTube). The local streaming
platform is a viable over-the-top channel for advertisers in Vietnam.

• Facebook commerce has become an increasingly important e-commerce channel for consumers of all ages
across Vietnam. That said, Facebook has been facing declines in popularity in other categories. Most
importantly, Facebook’s long-standing position as Vietnamese consumers’ primary app is on shaking grounds,
facing sharp competition from Zalo and the up-and-coming TikTok.

39
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 Hypotheses
 Optimal Frequency
 Brand Tracking
 Media Habits  Creative Testing
 Media Performance
 Digital Reach
 Devices Usage Benchmark  Cross-Channel Synergies
Measurement
 Digital Consumer  Brand Lift Benchmark
 Cross-Media
Segmentation
Measurement

40
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consumer response and allows you to make fast
decisions. Why us?
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(*) Price is applicable for a standard sample size of 300. 41


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