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The Connected Consumer Q4 2021
The Connected Consumer Q4 2021
Q4 2021
PREPARED BY DECISION LAB
JANUARY 2022
Content
Introduction
TRACKING THE CONNECTED CONSUMERS
Overview
Platforms by functions
Key findings & What it means for Advertisers
Our solutions
Contact us
2
Introduction
3
Background
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
WESTERN HIGHLANDS
JULY 2020 – SEP 2020 1655
SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE
6
The Top platforms
TOP PLATFORMS
MULTI-PLATFORM USAGE
7
Top platforms Primary apps Indispensable apps Multiplatform use
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
48% 46%
44%
Q: Which of the following social media platforms are you using? (Choose all that apply) Q4 2021 n=881
9
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
5% 16% 66%
43% 62%
23%
44% 25%
30%
22%
13% 30%
15%
9% 21%
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
Q1 2020 Q2 Q3 Q4 Q1 2021 Q2 Q3 Q4
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.
53%
27% 55% 23%
39% 36%
25%
10%
58%
22%
13%
18% 4%
4%
14%
17%
10%
n=102 n=325 n=454
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
14
Top platforms Primary apps Indispensable apps Multiplatform use
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
SHORT VIDEOS
MOVIE STREAMING
16
Entertainment Short Videos Music Movies
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
64% 57%
67%
9%
2%
4% 7%
9%
10%
n/a
6% 7%
14%
8%
(*) 4% 4%
6%
5%
13%
1%
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
Q: Which app do you use most often when watching short videos? Q4 2021 n=881 19
Entertainment Short Videos Music Movies
13%
2% 7%
36%
36%
2020 n=266
n=102 n=325 n=454
21
Entertainment Short Videos Music Movies
61% 40%
43%
17%
18% 23%
34%
15% 33% 11%
5% 7%
6%
11% 11% 5%
4% 5% 5%
2%
10%
8%
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
23
Entertainment Short Videos Music Movies
55% 49%
28% 26% 21%
6% 12%
Q: Which of the following apps do you use most often to watch movies? Q4 2021 n=881
24
Entertainment Short Videos Music Movies
9% 9% 31%
11% 8%
5%
5%
3% 4%
5%
11% 6%
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
CASUAL BROWSING
BROWSER
E-COMMERCE PLATFORMS
26
News Message Casual Browser E-commerce
Q: Which platform do you use when you want to get news? Q4 2021 n=881
27
News Message Casual Browser E-commerce
41% 48%
27% 32% 22% 20%
Q: Which of the following platforms do you use most often to connect with friends and family? Q4 2021 n=881
29
News Message Casual Browser E-commerce
• Popular platform to connect with friends and family for all generations
55%
55% 35%
29% 25%
33%
42% 47%
24%
20% 12%
31%
Q: Which of the following apps do you use when you want to browse mindlessly? Q4 2021 n=881
31
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
48%
40% 50%
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
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
• Q: What browser(s) are you using on PC/mobile? Choose all that apply
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
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
31% 22% 9%
Facebook Sendo Sendo
35% 21% 11%
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
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.
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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.
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We help marketers to establish a return on
their ad investments
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
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Our Solutions