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The Connected Consumers Report

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The Connected Consumers Report The Connected Consumer Q2 2021 PREPARED BY DECISION LAB J U L Y 2021 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 Introduction Background The Connected Consumer is a quarterly study conducted by Decision Lab starting in 2019. The study focuses on consumers’ online habits, including social media usage, entertainment (music, movies, online videos), as well as online shopping. Data in this report is collected using Decision Lab’s online panel. Disclaimer: This report has been prepared solely for information purposes over a limited time period to provide a perspective on the market. Information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance or results. Decision Lab shall not be liable for any loss arising from the use of this report. Online quantitative survey using Decision Lab’s online panel NORTHEAST A P R 2021 – J U N 2 0 2 1 1833 NORTHWEST SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE RED RIVER DELTA JAN 2021 – M A R 2021 2028 TOTAL SAMPLE SIZE SAMPLE COLLECTION PERIOD NORTH CENTRAL O C T 2 0 2 0 – D E C 2 0 2 0 884 TOTAL SAMPLE SIZE SAMPLE COLLECTION PERIOD J U L Y 2 0 2 0 – S E P 2 0 2 0 1655 TOTAL SAMPLE SIZE SAMPLE COLLECTION PERIOD SOUTH CENTRAL A P R 2 0 2 0 – J U N 2 0 2 0 1099 TOTAL SAMPLE SIZE SAMPLE COLLECTION PERIOD WESTERN HIGHLANDS DEC 2 0 1 9 – F E B 2 0 2 0 2149 TOTAL SAMPLE SIZE SAMPLE COLLECTION PERIOD 457 A U G 2 0 1 9 - S E P 2 0 1 9 SOUTHEAST TOTAL SAMPLE SIZE SAMPLE COLLECTION PERIOD MEKONG DELTA The Connected Consumers’ profiles GEN Z GEN Y (MILLENNIALS) GEN X BORN BETWEEN 1997 – 2005 BORN BETWEEN 1981 – 1996 BORN BETWEEN 1960 – 1980 AGE 16 - 24 AGE 25 - 40 AGE 41 - 61 The Top platforms TOP PLATFORMS TOP PRIMARY PLATFORMS PLATFORMS USERS CAN’T LIVE WITHOUT MULTI - PLATFORM USAGE Facebook, Zalo, and YouTube remain the top 3 most popular platforms in Quarter 2/2021. 96% 85% 86% use Facebook use Zalo use YouTube 97% 96% 86% 83% 85% 79% 2019 Q1 Q2 Q3 Q4 Q1 Q2 2019 Q1 Q2 Q3 Q4 Q1 Q2 2019 Q1 Q2 Q3 Q4 Q1 Q2 2020 2021 2020 2021 2020 2021 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099 , 2020 Q1 n=2149, 2019 n=457 Besides Facebook and YouTube, all major social media platforms have experienced growth in popularity in Vietnam compared to last quarter. Other popular social media platforms 50% 46% 46% 26% 21% 15% 16% 17% 12% 9% 2% 2% Instagram TikTok Pinterest Twitter LinkedIn Lotus Gapo 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099 , 2020 Q1 n=2149, Q: Which of the following social media platforms are you using? (Choose all that apply) 2019 n=457 Social media platforms’ popularity grows more strongly among Gen X & Y consumers than among Gen Z consumers. • Top 5 social media platform by generation Gen X Gen Y Gen Z 91% 97% 98% 95% 97% 97% 89% 92% 85% 84% 90% 90% 79% 89% 73% 72% 85% 65% 30% 45% 70% 21% 22% 68% 44% 20% 56% 42% 6% 32% 22% 20% 36% 13% 9% 32% 18% 18% 21% 14% 3% 22% Q: Which of the following social media platforms are you using? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 (Choose all that apply) 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149 Not only are Facebook, YouTube, Zalo, and TikTok popular, but they are also platforms Vietnamese consumers cannot live without. Facebook YouTube Zalo TikTok Q2 2021 Q2 2021 Q2 2021 Q2 2021 54% 42% 39% 14% -2% +0% -2% +2% 63% 54% 43% 39% 46% 42% 14% 2019 Q1 Q2 Q3 Q4 Q1 Q2 2019 Q1 Q2 Q3 Q4 Q1 Q2 2019 Q1 Q2 Q3 Q4 Q1 Q2 2019 Q1 Q2 Q3 Q4 Q1 Q2 2020 2021 2020 2021 2020 2021 2020 2021 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, Q: Which of the following social media platforms are you unable to live without? (Choose all that apply) 2020 Q3 n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149, 2019 n=457 TikTok progresses, while Instagram stagnates as Vietnamese consumers’ fourth-most essential apps Platforms Vietnamese consumers cannot live without TikTok has grown more 70% 63% essential to Vietnamese 60% 54% consumers, sharing the 50% 46% fourth spot with Instagram 42% Facebook in Quarter 2/2021. 40% 43% YouTube 39% Zalo 30% Instagram 20% 14% TikTok 11% 10% 4% 14% 0% 2019 Q1 2020 Q2 Q3 Q4 Q1 2021 Q2 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655, 2020 Q2 n=1099, Q: Which of the following social media platforms are you unable to live without? (Choose all that apply) 2020 Q1 n=2149, 2019 n=457 • Most used social media platforms Consumers’ primary applications Generally, top 4% 3% 3% 3% 3% 4% social media 4% 4% 5% 8% 6% 7% platforms have 19% 17% 19% 21% solidified their 23% 23% Facebook positions as 18% 20% 18% 18% primary apps for 15% 16% YouTube Vietnamese users. Zalo Others/Don't 55% 56% 54% 51% 52% 50% care Instagram Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 2021 Q2 n=1833 2021 Q1 n=1422 2020 Q4 n=582 2020 Q3 n=1655 Q: What is your one primary app? 2020 Q2 n=1099 2020 Q1 n=2149 Zalo is voted as Gen X’s primary app for the first time, while Facebook’s popularity is fading away across age groups. Gen X Gen Y Gen Z 42% 53% 52% 53% 27% 55% 20% 40% 28% 25% 58% 9% 22% 13% 15% 10% 6% 14% 17% 4% Q: What is your one primary app? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149, 2019 n=457 Quarter 2/2021 sees a dramatic increase in the number of multi- platform Gen X & Y users, while Gen Z remains the most digitally present age group. Use 3 apps 52% 35% 28% 2% Use 4+ apps 48% 13% 65% 10% 72% Gen X n=168 Q: Which of the following social media apps do you use? Check all that apply. Gen Y n=482 Gen Z n=1183 Platforms by popular functions MUSIC AND ENTERTAINMENT VIDEOS SHORT VIDEOS MUSIC/ AUDIO CONTENT MOVIE STREAMING Entertainment Short Videos Music Movies TikTok is in its nascent phase of becoming the go-to application for music and entertainment videos, a category dominated by YouTube. YouTube Facebook TikTok Q2 2021 Q2 2021 Q2 2021 63% 12% 8% -1% -1% +2% 75% 63% 8% 12% 1% 8% Q1 Q2 Q3 Q4 Q1 Q2 Q1 Q2 Q3 Q4 Q1 Q2 Q1 Q2 Q3 Q4 Q1 Q2 2020 2021 2020 2021 2020 2021 Q: Which platform do you go on when you want to watch music videos/entertainment videos? 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149 Entertainment Short Videos Music Movies TikTok is becoming more relevant for Gen Z’s music and entertainment needs, while YouTube’s position has stabilized. Gen X Gen Y Gen Z 63% 66% 56% 62% 81% 81% 9% 11% 14% 7% 14% 4% 13% (*) 8% 10% 2% 13% 9% 8% 7% 2% 5% 4% 1% = Vietnamese (local) websites/ platforms Q: Which platform do you go on most often when you want to Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, watch music videos/entertainment videos? 2020 Q3 n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149 Entertainment Short Videos Music Movies Despite efforts by Facebook and YouTube, TikTok is on a steady rise in the short videos category. Facebook YouTube TikTok Q2 2021 Q2 2021 Q2 2021 37% 27% 24% -2% -3% +5% 41% 37% 40% 27% 24% 8% 2019 Q1 Q2 Q3 Q4 Q1 Q2 2019 Q1 Q2 Q3 Q4 Q1 Q2 2019 Q1 Q2 Q3 Q4 Q1 Q2 2020 2021 2020 2021 2020 2021 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, Q: Which app do you use most often when watching short videos? 2020 Q3 n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149, 2019 n=457 Entertainment Short Videos Music Movies In the short videos category, TikTok’s rise parallels Facebook’s fall especially among Gen Y & Z. YouTube maintains its relevance across age groups. • Popular platform to get news Gen X Gen Y Gen Z 48% 42% 36% 57% 47% 28% 45% 35% 26% 32% 13% 6% 19% 36% 2% 26% 22% 3% 5% 4% 7% 8% 2020 n=266 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, Q: Which app do you use most often when watching short videos? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 2020 Q3 n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149 Entertainment Short Videos Music Movies Across age groups, YouTube is undoubtedly the No.
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