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Báo cáo Connected Consumer Quý 4 năm 2023
The report titled 'The Rise of Social Commerce Q4 2023' analyzes the changing digital consumption patterns of Vietnamese consumers, highlighting a shift toward purposeful online activities and a preference for social commerce. Key findings indicate a growing engagement in utility services, the popularity of multi-functional platforms, and the emergence of sustainable services like XanhSM. The report also details the penetration and preference rates of various social media platforms across different generations, showcasing Facebook's significant but declining role alongside TikTok's rising prominence.
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Báo cáo Connected Consumer Quý 4 năm 2023
- 1. The Rise of SocialCommerce Q U A R T E R I V 2 0 2 3 The Connected Consumer
- 2. 1. Introduction 2. SocialMedia Platforms 3. Platforms by Activities 4. Platforms by Utilities 5. Opportunities for brands 6. Our solutions 7. Contact us 2 Content 2
- 3.
- 4. 4 Disclaimer: This reporthas 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. Background The Connected Consumer is a quarterly report conducted by Decision Lab since 2019. The study aims to provide the latest updates about Vietnamese digital consumption to support brands connect with consumers most effectively. Information in the report is analysed by Decision Lab’s expert consultants and focuses on consumers’ online habits, including social media usage, entertainment (music, movies, online videos), and utilities.
- 5. 5 Key highlights 01. Consumers seekingmore purposeful digital platform usage Despite a decline in entertaining activities in Q4 2023, consumers remain engaged in utility services, signalling a possible shift towards prioritising essential digital needs over recreational ones towards year-end. 02. A shift towards social commerce for online shopping Consumers increasingly prefer platforms that seamlessly blend multi-purposes, not just entertainment and shopping features. 03. XanhSM, an electric ride-hailing service, is emerging as a rising star in the category Vietnamese consumers show favorability and adoption of embracing sustainable, environmentally-conscious practices.
- 6. NORTHERN MIDLANDS AND MOUNTAINS NORTH ANDSOUTH CENTRAL COAST RED RIVER DELTA CENTRAL HIGHLANDS MEKONG RIVER DELTA SOUTHEAST 6 QUARTER SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE Q4 2023 Oct 2023 – Dec 2023 1,330 Q3 2023 Jul 2023 – Sep 2023 1,330 Q2 2023 Apr 2023 – Jun 2023 1,603 Q1 2023 Jan 2023 – Mar 2023 1,741 Q4 2022 Oct 2022 – Dec 2022 1,584 Q3 2022 Jul 2022 – Sep 2022 1,507 Q2 2022 Apr 2022 – Jun 2022 1,644 Q1 2022 Jan 2022 – Mar 2022 1,455 Q4 2021 Oct 2021 – Dec 2021 881 Q3 2021 Jul 2021 – Sep 2021 1,440 Q2 2021 Apr 2021 – Jun 2021 1,833 Q1 2021 Jan 2021 – Mar 2021 2,028 Online quantitative survey using online panel Sample size 400 100
- 7. 7 Generation X Born between1960 – 1980 Age 43 - 63 Generation Y (Millennials) Born between 1981 – 1996 Age 27 - 42 Generation Z Born between 1997 – 2005 Age 18 - 26 The Connected Consumers’ profiles
- 8.
- 9. Top social mediaplatforms—Penetration rates (%) Overall, the majority of platforms show a sign of stabilisation in penetration rate, including TikTok, after a period of solid growth Zalo and YouTube are closing the penetration gap with the leading Facebook over time n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Q Which of the following social media platforms are you using? (Choose all that apply) 95% 90% 88% TikTok 46% Facebook Zalo YouTube 67% Instagram 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2019 2020 2021 2022 2023
- 10. 10 Threads’ penetration (bygenerations) Gen Z n=455 Gen Y n=551 Gen X n=324 Source: Decision Lab Connected Consumer Survey Q4 2023 Of the following, what social media platform do you use? You can choose multiple options. Q As a trend-setter, Gen Z shows strong adoption of Threads, the new public conversation app in Vietnam 3% 1% 2% 5% 4% 3% 3% 6% All Gen X Gen Y Gen Z Q3 2023 Q4 2023 2
- 11. 11 On average, GenZ continues using 5 social media platforms, while Gen Y and X uses 4 Which of the following social media platforms are you using? Select all that apply. Q Source: Decision Lab Connected Consumer Survey Q4 2023 n=387 n=677 n=529 5 apps for Generation Z 4 apps for Generation Y 4 apps for Generation X Average number of social media platforms used by generation
- 12. 12 Despite owning the highestnumber of social platforms, nearly eight in ten Gen Z continue to express the desire to remove at least one platform in their daily life Have you ever wanted to quit any of these social media platforms? You can select multiple options. Q Source: Decision Lab Connected Consumer Survey Q4 2023 n=387 n=677 n=529 76% Of Generation Z 67% Of Generation Y 53% Of Generation X Intention to quit at least one social media by generation
- 13. 13 2 platforms Among these,Facebook is indispensable for Gen Z, with nearly seven out of ten unable to function without this app. Meanwhile, Zalo is essential for Gen X. An average person cannot live without Q social What social media platform do you think you can't live without? Select all that apply. (Q4 2023, n=1,330)
- 14. 14 Consistently, Facebook andZalo are also the primary social media platforms for Vietnamese. Notably, Facebook made a strong comeback, with Gen Z being the main driving force n=257 Source: Decision Lab Connected Consumer Survey Q4 2023 Generation X Q n=429 Generation Y n=382 Generation Z If you can only use one social media platform, which platform will you select? 42% 32% 20% 3% Zalo Facebook YouTube TikTok 40% 31% 18% 6% Facebook Zalo YouTube TikTok 3% 12% 14% 16% 52% Instagram Zalo TikTok YouTube Facebook Q1 2023 Q2 2023 Q4 2023 Q3 2023 Top social media platforms – Preference rate (%) by generations
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- 17. 18 Platforms by activities Casual browsing Entertainmentvideos Short videos Movie streaming Music streaming News Livestreaming
- 18. 19 Top platforms formindless browsing - Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 When you browse websites or apps without any specific purpose, which website or app did you use? Choose all that apply. Q Facebook continues to dominate the usage of mindless scrolling. Meanwhile, top improvers are YouTube and Zalo, having experienced significant growth in this area, with a 10% and 11% increase respectively. Casual browsing 19% 37% 45% 54% 72% Instagram Zalo TikTok YouTube Facebook Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 19. 20 Gen X emergesas the significant source of growth for YouTube and Zalo, whereas Gen Z primarily contributes to the increase of TikTok Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming n=324 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=551 n=455 When you browse websites or apps without any specific purpose, which website or app did you use? Choose all that apply 47% 61% 68% Zalo YouTube Facebook 44% 52% 72% TikTok YouTube Facebook 49% 58% 74% YouTube TikTok Facebook Top platforms for mindless browsing – Penetration rate (%) by generations Generation X Generation Y Generation Z Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 20. 21 Facebook has experienceda decline, yet still leads in favourability of platforms for mindless browsing Source: Decision Lab Connected Consumer Survey Q4 2023 Facebook TikTok n=1,281 YouTube Top platforms for mindless browsing – Preference rate (%) Q When you browse websites or apps without any specific purpose, which website or app did you use the most? Q4 2023 41% (-4%) 19% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 41% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 Q4 2023 19% (-2%) 16% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 Q4 2023 16% (+1%) Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming
- 21. 22 Specifically, Facebook’s declinein favourability is mostly observed among two older generations Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming n=313 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=532 n=436 When you browse websites or apps without any specific purpose, which website or app did you use the most? 16% 19% 41% YouTube TikTok Facebook 16% 19% 43% YouTube TikTok Facebook 10% 28% 46% YouTube TikTok Facebook Top platforms for mindless browsing – Preference rate (%) by generations Generation X Generation Y Generation Z Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 22. 23 Top platforms forentertainment videos-Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which websites/apps do you use to watch music or entertainment videos? Choose all that apply. Q The entertainment category in Q4 2023 is rather disheartening, as all hubs for entertainment have observed a downward trend in penetration. Entertainment videos 9% 10% 12% 14% 44% 46% 84% Google Instagram Local apps/… Zalo TikTok Facebook YouTube Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 23. 24 Despite the gloomyusage outlook for the entertainment category, preference rates of top 3 platforms YouTube, TikTok, and Facebook remain stable Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming Source: Decision Lab Connected Consumer Survey Q4 2023 YouTube TikTok n=1,326 Facebook Top platforms for entertainment videos – Preference rate (%) Q Which websites/apps do you use most frequently to watch music or entertaining videos? Q4 2023 61% (+2%) Q4 2023 19% (+0%) Q4 2023 13% (+0%) 61% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 19% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 13% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4
- 24. 25 Although YouTube reignssupreme over other platforms in preference across all generations, TikTok's steady growth over time is gradually narrowing the gap Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming n=323 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=548 n=455 Which websites/apps do you use most frequently to watch music or entertaining videos? 7% 10% 75% TikTok Facebook YouTube 15% 17% 61% Facebook TikTok YouTube 12% 35% 48% Facebook TikTok YouTube Top platforms for entertainment videos – Preference rate (%) by generations Generation X Generation Y Generation Z Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 25. 26 Top platforms forshort videos - Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which websites/apps do you use to watch short videos (<3mins)? Choose all that apply. Q Facebook Reels witnessed a decline in usage, letting TikTok secure a dominant leading position in short videos penetration. Short videos 12% 14% 43% 52% 61% Instagram Zalo YouTube Facebook TikTok Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 26. 27 TikTok also maintainedits dominance in short-video preferences Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming Source: Decision Lab Connected Consumer Survey Q4 2023 TikTok Facebook n=1,317 YouTube Top platforms for short videos – Preference rate (%) Q Which websites/apps do you use most frequently to watch short videos (<3mins)? Q4 2023 49% (+4%) Q4 2023 26% (-1%) Q4 2023 20% (-1%) Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 26% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 20% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4. Q1 2023 Q2 Q3 Q4
- 27. 28 With the growthamong Gen X, TikTok has surpassed Facebook to become the most frequently used short video platform across all generations Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming n=319 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=547 n=451 Which websites/apps do you use most frequently to watch short videos (<3mins)? 26% 28% 40% YouTube Facebook TikTok 20% 33% 45% YouTube Facebook TikTok 15% 15% 65% Facebook YouTube TikTok Generation X Generation Y Generation Z Top platforms for short videos – Preference rate (%) by generations Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 28. 29 Top platforms formovie streaming - Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which website/apps do you use to watch movies/TV shows? Choose all that apply. Q The outlook for the movie streaming remains stable, with YouTube continuing to dominate this category. Movie streaming 5% 12% 12% 13% 19% 26% 28% 29% 29% 73% Fim+/Galaxy Play Viettel TV MyTV Net K+ VieOn Netflix VTV Go Facebook FPT Play YouTube Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 29. 30 Local movie streamingpenetration rate (by two key cities) Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming The local streaming market is becoming increasingly competitive: FPT Play has overtaken VTV Go as the top choice in Hanoi, while VieON gains usage in both key cities, securing a steady user base n=381 Source: Decision Lab Connected Consumer Survey Q4 2023 Hanoi 12% 14% 23% 33% 40% MyTV Net Viettel TV VieOn VTV Go FPT Play Q n=500 Source: Decision Lab Connected Consumer Survey Q4 2023 Ho Chi Minh City 14% 14% 22% 29% 34% Viettel TV MyTV Net VTV Go VieOn FPT Play Which of the following apps do you use most often to watch movies? Q4 2023 Q3 2023
- 30. 31 It is alsogetting harder for the international player Netflix to compete as they experienced a downturn in preference rate over 2023 Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming Source: Decision Lab Connected Consumer Survey Q4 2023 YouTube Local platforms* n=1,309 Netflix Top platforms for movie streaming – Preference rate (%) Q Which of the following apps do you use most often to watch movies? *Local platforms include: FPT Play, VTV Go, Keeng, MyTV Net, Viettel TV, Fim+/Galaxy Play, & VieON Q4 2023 45% (+4%) Q4 2023 33% (+0%) Q4 2023 9% (-1%) 45% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 33% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 9% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4
- 31. 32 With the strongrecovery, YouTube is back in the game with local players competing as the most frequently used platform for movie streaming among Gen X Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming n=320 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=544 n=445 Which of the following apps do you use most often to watch movies? 4% 5% 5% 41% 43% Google search Netflix Facebook Local movie sites / apps YouTube 4% 9% 11% 32% 44% Google search Netflix Facebook Local movie sites / apps YouTube 5% 8% 13% 24% 49% Google search Facebook Netflix Local movie sites / apps YouTube Generation X Generation Y Generation Z Top platforms for movie streaming – Preference rate (%) by generations Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 32. 33 Top platforms formusic streaming - Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which apps or websites do you use to listen to music? Choose all that apply. Q Besides movie streaming, YouTube also dominates the music streaming category. Meanwhile, long-standing local platforms, Zing MP3 and Nhaccuatui, have observed a declining trend over the year. Music streaming 5% 10% 10% 11% 25% 25% 33% 51% 76% Chiasenhac SoundCloud Google Search Apple Music TikTok Spotify Nhaccuatui ZingMP3 YouTube Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 33. 34 Spotify has reclaimedits position as the third most preferred platform for music streaming with TikTok’s decline Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming Source: Decision Lab Connected Consumer Survey Q4 2023 YouTube ZingMP3 n=1,328 Spotify Top platforms for music streaming – Preference rate (%) Q Which of the following apps or websites do you use most often to listen to music? Q4 2023 49% (-5%) Q4 2023 21% (+1%) Q4 2023 10% (+3%) 49% Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 21% Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 10% Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4
- 34. 35 Preference for Spotifysurges across generation, particularly among Gen Z Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming n=323 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=550 n=455 Which of the following apps or websites do you use most often to listen to music? 2% 5% 16% 21% 53% Apple Music Spotify Nhaccuatui ZingMP3 YouTube 4% 7% 8% 26% 49% TikTok Nhacuatui Spotify ZingMP3 YouTube 6% 9% 16% 20% 43% SoundCloud TikTok ZingMP3 Spotify YouTube Generation X Generation Y Generation Z Top platforms for music streaming – Preference rate (%) by generations Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 35. 36 Top platforms fornews—Penetration rate (%) Source: Decision Lab Connected Consumer Survey Q4 2023 Which websites/apps do you use to read news? Choose all that apply. Q Social media platforms, including Facebook, YouTube, and Zalo, have countered the downswing over the year. Meanwhile, local news platforms remain intact, reinforcing their position in authoritative news updates. News 10% 17% 23% 25% 37% 37% 58% Instagram TikTok Zalo YouTube Local news website or app I read news from Google Facebook Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022 n=1,330
- 36. 37 Despite stabilising inoverall usage, local publishers amplify their upward trajectory with a 5% growth in preference for news updates Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming Source: Decision Lab Connected Consumer Survey Q4 2023 Facebook Local publishers n=1,300 Google search Top platforms for news – Preference rate (%) Q Which websites/apps do you use most often to read news? Q4 2023 32% (-2%) Q4 2023 27% (+5%) Q4 2023 19% (-2%) 32% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 27% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 19% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4
- 37. 38 Growing preference forlocal publishers is evident across all age groups. Combined with a decline in news updates through social media like Facebook, this suggested that consumers were increasingly inclined to read news from local sites Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming n=319 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=541 n=440 Which websites/apps do you use most often to read news? 10% 21% 25% 32% YouTube Facebook Google Local sites 8% 17% 30% 31% YouTube Google Local sites Facebook 4% 7% 16% 18% 45% YouTube TikTok Local sites Google Facebook Generation X Generation Y Generation Z Top platforms for news – Preference rate (%) by generations Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 38. 39 Top platforms forlivestreaming—Penetration rate (%) Source: Decision Lab Connected Consumer Survey Q4 2023 Q Vietnamese consumers primarily use social media, like Facebook, YouTube and TikTok, for livestream viewing, potentially because of its integrated entertainment and shopping features. Facebook outpaced other platforms with a commanding 66% usage. Livestreaming 66% 46% 45% 22% 12% 11% 6% Facebook YouTube TikTok Shopee Instagram Lazada Bigo Live Q4 2023 n=1,330 Supposed you want to watch some livestreaming content, which website or app would you use? Select all that apply.
- 39. Despite its lowerpenetration rate, TikTok has surpassed YouTube to become the second- favourite livestream viewing platform. The leaderboard again highlights consumers' preference of watching livestreams via social platforms over e-commerce platforms 40 Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming Source: Decision Lab Connected Consumer Survey Q4 2023 Facebook TikTok n=1,254 YouTube Top platforms for livestreaming – Preference rate (%) Q Supposed you want to watch some livestreaming content, which website or app would you use most frequently? Q4 2023 38% Q4 2023 26% Q4 2023 22%
- 40. 41 TikTok's popularity isstrongest among Gen Z, outshining Facebook. In contrast, Gen X shows a predilection for Facebook over TikTok Casual browsing | Entertainment videos | Short videos | Movie streaming | Music streaming | News | Livestreaming n=305 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=523 n=426 Supposed you want to watch some livestreaming content, which website or app would you use most frequently? 2% 5% 14% 26% 48% Lazada Shopee TikTok YouTube Facebook 2% 6% 19% 24% 43% Bigo Live Shopee YouTube TikTok Facebook 4% 8% 22% 22% 38% Instagram Shopee Facebook YouTube TikTok Q4 2023 Generation X Generation Y Generation Z Top platforms for livestreaming – Preference rate (%) by generations
- 41. 43 How to stayconnected with consumer LET’S DIVE DEEPER Understand the underlying digital behaviour and attitude of your target customer group Determine the key triggers and barriers to product choice Align your product portfolio and adjust product development to match customer needs
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- 43. 46 Platforms by Utilities Online shopping Messaging Digitalfinance Food delivery Ride-hailing
- 44. 47 Top platforms foronline shopping —Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which of the following platforms/apps do you use for online shopping? Choose all that apply. Q E-commerce sites have experienced a decline, while social commerce and brand websites have increased in usage. The highlight in this category goes to TikTok and Zalo for their improvements over the year Online shopping platforms 19% 20% 27% 36% 37% 51% 76% Zalo Sendo Tiki Facebook TikTok Lazada Shopee Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 45. 48 While the toppreferred platforms for online shopping remain unchanged, calling Shopee and Lazada, Facebook stands out as the only social platform with growth in favourability Online shopping | Messaging | E-wallet | Food delivery | Ride-hailing Source: Decision Lab Connected Consumer Survey Q4 2023 Shopee Lazada n=1,319 Facebook Top platforms for online shopping – Preference rate (%) Q Which of the following platforms/apps do you use most often for online shopping? Q4 2023 54% (-2%) Q4 2023 18% (-3%) Q4 2023 9% (+3%) 54% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 18% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 9% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4
- 46. 49 Facebook’s growth mainlycomes from Gen Z, while Lazada declines. Notably, Zalo’s preference is strongest among Gen X, while TikTok is prominent among Gen Y. The outlook again highlights the intensifying competition between e-commerce and social commerce in online shopping Online shopping | Messaging | E-wallet | Food delivery | Ride-hailing n=319 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=547 n=453 Which of the following platforms/apps do you use most often for online shopping? 4% 6% 11% 31% 36% Tiki Zalo Facebook Lazada Shopee 4% 9% 11% 18% 51% YouTube TikTok Facebook Lazada Shopee 3% 4% 5% 6% 75% Tiki Facebook TikTok Lazada Shopee Generation X Generation Y Generation Z Top platforms for online shopping – Preference rate (%) by generations Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 47. 50 Top platforms forcasual messaging —Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which websites/apps do you use to connect with friends and family? Choose all that apply. Q Despite an overall decline in the messaging category, Zalo and Facebook remain Vietnam's top platforms Messaging platforms 13% 14% 14% 52% 61% Instagram YouTube TikTok Messenger Facebook Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 48. 51 Not only inusage, Zalo and Facebook, along with Messenger also lead in being preferred messaging apps Online shopping | Casual messaging | Digital finance | Food delivery | Ride-hailing Source: Decision Lab Connected Consumer Survey Q4 2023 Zalo Facebook n=1,329 Messenger Top platforms for casual messaging – Preference rate (%) Q Which of the following platforms/apps do you use most often for online shopping? Q4 2023 55% (-2%) Q4 2023 19% (-1%) Q4 2023 19% (+1%) 55% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 19% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4 19% Q1 2021 Q2 Q3 Q4 Q1 2022 Q2 Q3 Q4 Q1 2023 Q2 Q3 Q4
- 49. 52 Zalo is predominantlypreferred among older age groups. However, among Gen Z, Messenger competes fiercely with Zalo for the top spot. Meanwhile, fewer and fewer Gen X use Facebook as their primary messaging platform Online shopping | Casual messaging | Digital finance | Food delivery | Ride-hailing n=324 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=551 n=454 Which of the following platforms/apps do you use most often for online shopping? 11% 13% 67% Facebook Messenger Zalo 12% 22% 59% Messenger Facebook Zalo 22% 33% 37% Facebook Messenger Zalo Generation X Generation Y Generation Z Top platforms for casual messaging – Preference rate (%) by generations Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 50. 53 Top platforms forbusiness messaging – Penetration rate (%) n=1330 Source: Decision Lab Connected Consumer Survey Q4 2023 Supposed you are doing online shopping and want to connect with businesses, which website or app would you use? Choose all that apply. Q In-app messaging outshines traditional calling and texting to connect with businesses. Facebook is ahead of other platforms when consumers need to get in touch with the sellers. 50% 45% 43% 34% 32% 18% Facebook E-commerce in-app messaging Zalo Messenger TikTok Direct phone call Business messaging platforms
- 51. 54 Despite being aleader in usage, Facebook lags significantly behind e-commerce in-app messaging as the preferred choice for business messaging apps Source: Decision Lab Connected Consumer Survey Q4 2023 E-commerce in-app messaging Facebook n=1,299 Zalo Top platforms for business messaging – Preference rate (%) Q Supposed you are doing online shopping and want to connect with businesses, which website or app would you use most frequently? Q4 2023 35% Q4 2023 18% Q4 2023 16% Online shopping | Business messaging | Digital finance | Food delivery | Ride-hailing
- 52. 55 E-commerce sites arethe preferred communication platform across generations. While Gen Z particularly engages more with sellers via TikTok, the older generations use Facebook and Zalo more often Online shopping | Business messaging | Digital finance | Food delivery | Ride-hailing n=312 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=547 n=440 Supposed you are doing online shopping and want to connect with businesses, which website or app would you use most frequently? 17% 22% 30% Facebook Zalo E-commerce in-app messaging 16% 24% 30% Zalo Facebook E-commerce in-app messaging 13% 13% 46% Messenger TikTok E-commerce in-app messaging Q4 2023 Generation X Generation Y Generation Z Top platforms for business messaging – Preference rate (%) by generations
- 53. 56 Top digital financialplatforms —Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which digital finance platforms do you use? Choose all that apply. Q When asked about digital finance platform usage, consumers select their top 5 being e–wallet brands and banking apps. In specific, MoMo holds the top spot on the most used digital finance platform. Digital finance platforms 62% 45% 27% 26% 23% 17% MoMo ZaloPay ViettelPay ShopeePay Bank's own app VNPAY Q4 2023
- 54. 57 MoMo also winsas the most frequently used digital finance platform, followed by banking apps and ZaloPay Online shopping | Messaging | Digital finance | Food delivery | Ride-hailing Source: Decision Lab Connected Consumer Survey Q4 2023 MoMo Bank’s own app n=1,247 ZaloPay Top platforms for digital finance – Preference rate (%) Q Which digital finance platforms do you use most often? Q4 2023 41% Q4 2023 17% Q4 2023 16%
- 55. 58 Apple Pay’ penetration(by generations) Gen Z n=455 Gen Y n=551 Gen X n=324 Source: Decision Lab Connected Consumer Survey Q4 2023 Which digital finance platforms do you use? Choose all that apply. Q Upon the launch in early August 2023 in Vietnam market, Apple Pay recorded a penetration rate of 7%, skewing towards the youngest generation 7% 7.2% 6.8% 7.6% All Gen X Gen Y Gen Z All Gen X Gen Y Gen Z
- 56. 59 The top 3preferred digital finance platforms remain the same across generations Notably, Gen X shows strong favourability for Viettel Pay Online shopping | Messaging | Digital finance | Food delivery | Ride-hailing n=294 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=520 n=433 Which digital finance platforms do you use most often? Q4 2023 5% 14% 14% 16% 40% ShopeePay Viettel Pay ZaloPay Bank's own app MoMo 7% 10% 15% 15% 42% ShopeePay ViettelPay Bank's own app ZaloPay MoMo 6% 6% 18% 20% 41% ViettelPay ShopeePay ZaloPay Bank's own app MoMo Generation X Generation Y Generation Z Top platforms for digital finance – Preference rate (%) by generations
- 57. 60 Bill payments, moneytransfers and QR code payments are the most used functions of digital finance platforms. Interestingly, Gen Z also tend to use digital finance platforms to save money Online shopping | Messaging | Digital finance | Food delivery | Ride-hailing n=303 Source: Decision Lab Connected Consumer Survey Q4 2023 Generation X Q n=533 Generation Y n=436 Generation Z What functions do you use your digital finance app for most frequently? Select the digital finance function that you use most frequently Q4 2023 5% 5% 8% 20% 53% Savings Expense tracking Transaction using QR code Transferring money to other users Paying bills 5% 9% 16% 26% 38% Expense tracking Savings Transaction using QR code Transferring money to other users Paying bills 6% 11% 19% 26% 33% Expense tracking Savings Transaction using QR code Paying bills Transferring money to other users
- 58. 61 Top platforms forfood delivery—Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which food delivery apps do you use? Choose all that apply. Q ShopeeFood and Grab Food continue to lead the food delivery service category. However, the highlight of 2023 goes to ShopeeFood for its growth. Food delivery platforms 8% 16% 23% 26% 48% 48% Loship Baemin Brand websites GoFood GrabFood ShopeeFood Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 59. 62 ShopeeFood’s improvement isalso seen in user preference, narrowing the gap and competing fiercely against GrabFood Online shopping | Messaging | Digital finance | Food delivery | Ride-hailing Source: Decision Lab Connected Consumer Survey Q4 2023 GrabFood ShopeeFood n=1,392 Brand Websites Top platforms for food delivery – Preference rate (%) Q Which food delivery app do you use most often? Q4 2023 36% (-5%) Q4 2023 35% (+3%) Q4 2023 12% (+1%) 36% Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 35% Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 12% Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023
- 60. 63 Gen Y’s increasein preference and the dominant position among Gen X are the main driving forces behind ShopeeFood’s growth Online shopping | Messaging | Digital finance | Food delivery | Ride-hailing n=251 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=483 n=407 Which food delivery app do you use most often? 2% 12% 16% 25% 44% Baemin GoFood Brand websites ShopeeFood GrabFood 4% 8% 15% 32% 39% Baemin GoFood Brand websites ShopeeFood GrabFood 7% 7% 8% 26% 47% Brand websites Baemin GoFood GrabFood ShopeeFood Generation X Generation Y Generation Z Top platforms for food delivery – Preference rate (%) by generations Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023
- 61. 64 Top platforms forride-hailing—Penetration rate (%) n=1,330 Source: Decision Lab Connected Consumer Survey Q4 2023 Which apps or methods do you use for ride-hailing? Choose all that apply. Q The outlook of the ride-hailing service category remains relatively unchanged compared to Q3 2023. Significantly, a new rising star, XanhSM has surpassed Gojek in usage rate. Ride-hailing platforms 17% 20% 21% 22% 23% 68% Traditional taxi-bicycle GoJek XanhSM Mai Linh Taxi Be Grab Q4 2023 Q3 2023 Q2 2023 Q1 2023 Q4 2022
- 62. 65 Grab’s dominant positionin consumers' preferences for ride-hailing services remains unchanged, following by Mai Linh Taxi, Be and the new-rising star XanhSM Online shopping | Messaging | Digital finance | Food delivery | Ride-hailing Source: Decision Lab Connected Consumer Survey Q4 2023 Grab Be n=1,255 Mai Linh Taxi Top platforms for ride-hailing – Preference rate (%) Q Which ride-hailing app or method do you use most often? Q4 2023 53% (-2%) Q4 2023 8% (-2%) Q4 2023 8% (-1%) 53% Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 8% Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 8% Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023 XanhSM Q4 2023 8%
- 63. 66 Though both arehome-grown apps, Be’s appeal remains strong only in Gen Z while XanhSM is favoured across all generations. Among Gen X, the lines are blurring between traditional and app-based ride-hailing providers Online shopping | Messaging | Digital finance | Food delivery | Ride-hailing n=306 Source: Decision Lab Connected Consumer Survey Q4 2023 Q n=521 n=428 Which ride-hailing app or method do you use most often? 5% 6% 6% 9% 50% XanhSM VinaTaxi Mai Linh Taxi Traditional taxi- bicycle Grab 57% 12% 8% 5% 5% Grab Mai Linh Taxi XanhSM Vinasun Taxi Be 5% 7% 8% 15% 52% Mai Linh Taxi GoJek XanhSM Be Grab Q4 2022 Q1 2023 Q2 2023 Q4 2023 Q3 2023 Generation X Generation Y Generation Z Top platforms for ride-hailing – Preference rate (%) by generations
- 64. 67 Opportunities for brands 01. CONSUMERSARE LOOKING FOR MORE PURPOSEFUL USAGE OF DIGITAL PLATFORMS It is about meaningful engagement and creating value that resonates with this discerning audience. 02. A SHIFT OF PREFERENCE TOWARDS SOCIAL COMMERCE FOR ONLINE SHOPPING Brands can explore incorporating features such as shoppable posts, live streaming shopping events, and in- app purchases to make the shopping experience seamless and and convenient for consumers. 03. XANHSM – ELECTRIC RIDE HAILDING SERVICE HAS BECOME THE RISING STAR IN THE CATEGORY As consumers become more environmentally aware and educated about sustainability, brands should integrate green marketing strategies into their initiatives.
- 65. 69 Discover how yourbrand performed and gain valuable customer insights LET’S DIVE DEEPER Investigate your brand health & key attributes from the point of view of consumers Track your brand performance across segments & within product categories Benchmark your customer conversion against the competition to strengthen the market positioning
- 66. YouGov BrandIndex tracksbrand health with daily consumer data in 55+ markets. Use historical and current data to compare your brand with competitors and the market on 16 vital brand health metrics. In Vietnam, we cover more than 350 brands across ten different sectors. Regularly updated and growing 365 brands Covering all major industries 10 sectors Collected daily, always relevant Daily data Powerful, daily brand and competitor tracking Introducing *Figures are of Vietnam market Contact us to learn more
- 67. 78 Visit our library Clickthe images to go to the reports. EuroCham Business Confidence Index (Quarterly report) The Connected Consumer (Quarterly report) Financial Trends Report 2023 BrandIndex Brand Rankings The Future of Work F&B Trends in Vietnam Food & Beverage Trends in Vietnam D E C I S I O N L A B
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