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. 1 music streaming platform for Vietnamese consumers across age group.
• Local streaming services
Gen X Gen Y Gen Z
54% 53% 46%
61% 43% 40% 18% 15% 22% 34% 15% 33% 12% 8% 8% 6% 11% 10% 7%
7% 2% 8%
11% 5% 6%
5%
2021 Q2 n=1833, 2021 Q1 n=2028, 2020 Q4 n=884, Q: Which app do you use to listen to music most often? Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 2020 Q3 n=1655 Entertainment Short Videos Music Movies
Vietnamese consumers still consider YouTube a platform for all formats of visual contents, including movies.
YouTube Local platforms Google Search
Q2 2021 Q2 2021 Q2 2021
49% 16% 12% -3% -3% +2%
55% 49% 28% 16% 6% 12%
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
Q: Which of the following apps do you use most often to watch movies? 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 Entertainment Short Videos Music Movies
Netflix has garnered a 5% increase in market penetration in Quarter 2/2021, slowly catching up to FPT Play.
Top paid streaming services in Vietnam by market penetration rates Compared to last quarter, the disparity between 25% Netflix and FPT Play in 23% terms of market 21% 16% penetration rates has 13% gotten smaller. 14% Q2 2021 Q1 2021 Netflix is the only foreign 8% player in Vietnam’s market 6% for streaming services. 6% 6%
5% 6%
2021 Q2 n=1833, n=1979 Entertainment Short Videos Music Movies
Netflix has captured more Gen X & Y audience in Q2 2021, while YouTube and local competitors serve as the go-to platforms for movie streaming.
• Local streaming services
Gen X Gen Y Gen Z
49% 52% 44%
60% 53% 45% 23% 16% 15%
11% 27% 10% 11% 11% 12%
9% 9% 31% 11% 7% 10%
10% 6% 7% 5% 11% 6%
Q: Which of the following apps do you use most often to watch movies? 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 Platforms by other functions
NEWS
COMMUNICATION AND MESSAGING
CASUAL BROWSING
TOP POPULAR BROWSERS
E - COMMERCE PLATFORMS News Message Casual Browser E-commerce
As with previous quarters, consumers search for news on Google Search, Facebook, and local websites (VnExpress, Dantri, etc.)
Google Search Facebook Local publishers
Q2 2021 Q2 2021 Q2 2021
29% 26% 28% +1% -4% +4%
36% 33% 29% 26% 28% 13%
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
Q: Which platform do you use when you want to get news? 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 News Message Casual Browser E-commerce
Facebook and Google has taken a back seat to local news websites for Gen X & Y audience in Quarter 2/ 2021. Gen Z are increasingly turning to Google Search as a source of information, ditching Facebook.
• Popular platform to get news
Gen X Gen Y Gen Z
35% 35% 32%
27% 37% 45%
29% 26% 32%
14% 31% 19%
16% 25% 17%
32% 14% 21%
8% 6% 6%
14% 9% 3%
Q: Which platform do you use when you want to get news? 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 News Message Casual Browser E-commerce
Zalo is the No. 1 messaging app for Vietnamese consumers. Facebook and Messenger are other popular communication tools.
Facebook Zalo Messenger
Q2 2021 Q2 2021 Q2 2021
27% 45% 23% -5% +4% +1%
41% 45% 27% 32% 22% 23%
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, 2020 Q3 Q: Which of the following platforms do you use most often to connect with friends and family? n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149, 2019 n=457 News Message Casual Browser E-commerce
Vietnamese consumers are moving away from Facebook as a communication tool, while increasingly favoring Zalo.
• Popular platform to connect with friends and family for all generations
Gen X Gen Y Gen Z
54% 52% 35%
30% 41% 33%
32% 24% 32%
42% 38% 43%
10% 18% 27%
16% 20% 16%
Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q: Which of the following platforms do you use most often to 2021 Q2 n=1833, 2021 Q1 n=2028 , 2020 Q4 n=884, 2020 Q3 connect with friends and family? n=1655, 2020 Q2 n=1099, 2020 Q1 n=2149 News Message Casual Browser E-commerce
Facebook is the No. 1 app for casual browsing, followed by YouTube and Zalo.
Facebook YouTube Zalo
Q1 2021 Q1 2021 Q1 2021
51% 10% 6% +2% -4% +0%
61% 51%
17% 10% 6% 6%
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
Q: Which of the following apps do you use when you want to browse mindlessly? 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 News Message Casual Browser E-commerce
An increasing number of Gen Z consumers are using TikTok for casual scrolling besides Facebook. Other age groups prefer YouTube and local websites for this activity.
• Local streaming services
Gen X Gen Y Gen Z
53% 39% 55%
45% 50% 51%
16% 11% 15%
9% 17% 2%
14% 9% 9%
19% 8% 18%
14% 6% 8%
12% 6% 10%
Q: In 2020, which of the following apps do you use most often 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 when you want to browse mindlessly? n=1655 2020 Q2 n=1099 , 2020 Q1 n=2149, 2019 n=457 News Message Casual Browser E-commerce
• Q: What browser(s) are you using on PC/mobile? Choose all that apply
Most often used browser - PC Most often used browser - Mobile
81% Chrome is still by 79% far the most
63% 63% popular browser, followed by 46% CocCoc on PC and Safari on 29% 26% mobile devices. 23%
13% 14% 9% 11% 5% 5% 3% 3% 3% 3% 3% 1% 0%2% 2% 1% 1%2% 1%2%
Other Other
Q2 2021 Q1 2021 Q4 2020 Q2 2021 Q1 2021 Q4 2020
Q4 2020 n=884, Q1 2021 n=2028, Q4 2020 n=884, Q1 2021 n=2028, 2021 2021 Q2 n=1833 Q2 n=1833 News Message Casual Browser E-commerce
Top e-Commerce platforms Shopee is the Total Gen X Gen Y Gen Z most popular e- 90% 80% Commerce 80% 74% 74% platform. 70% 65% However, Gen X- 60% 60% ers prefer Lazada. 51% 50% 48% 43% Shopee has captured the Gen 40% Z segment well, while Gen X 40% 34% 34% 34% 31% 28% consumers are keeping other 30% 25% 26% e-Commerce platforms 21% 19% 21% 20% relevant.
10% 7% Gen Y is curiously utilizing social commerce (Facebook) 0% Shopee Lazada Tiki Facebook Sendo as much as Tiki for e- Commerce. Q2 2021 n=1833; Gen X n=168, Gen Y Q: Which of the following platforms/apps do you use for online shopping? Choose all that apply. n=482, Gen Z n=1183 News Message Casual Browser E-commerce
The e-Commerce “hierarchy” is clear across regions with Shopee dominating the market. That said, in rural areas, social commerce (Facebook) competes with Tiki for the third spot after Lazada.
HN HCMC DN CT HP NT Other locations 80% 80% 71% 73% Shopee Shopee Shopee Shopee 80% 68% 67% 65%
41% 54% 45% 48% Lazada Lazada Lazada Lazada 46% 51% 49% 43%
32% 44% 32% 30% Tiki Tiki Tiki Facebook 40% 50% 37% 29%
27% 24% 27% 30% Facebook Facebook Facebook Tiki 29% 30% 25% 27%
17% 24% 19% 20% Sendo Sendo Sendo Sendo 31% 23% 21% 22% Q2 2021 Q1 21 Q4 20 n=405 n=485 n=469 n=474
Q: Which of the following platforms/apps do you use for online shopping? Choose all that apply. 2021 Q2 n=1833 2021 Q1 n=1925 2020 Q4 n=884 News Message Casual Browser E-commerce
• Top e-commerce platforms
Top preferred e-Commerce platforms Shopee is the go- to e-Commerce Total Gen X Gen Y Gen Z destination for 70% 66% Gen Y & Z 60% consumers. 51% 50% 50% Lazada is the favorite e- 40% 33% Commerce 30% platform among 24% Gen X-ers. 20% 18% 18% 11% 11% 9% 8% 8% 8% 9% 10% 7% 6% 3% 3% 3% 0% 0% Shopee Lazada Tiki Facebook Sendo
Q: What is your most often used platform/app for online shopping? Q2 2021 n=1833; Gen X n=168, Gen Y n=482, Gen Z n=1183 KEY FINDINGS WHAT IT MEANS FOR ADVERTISERS
• Apps penetration rates and the number of apps in • Advertisers should shift more budget to digital concurrent use are increasing across age groups, which channels, especially during prolonged periods of indicates that Vietnamese consumers are more present time when people must stay at home. on digital platforms than ever. • Advertisers should consider alternatives like TikTok • Even though Facebook is the most popular app in and Zalo in addition to Facebook. Vietnam, its leading position is increasingly diminished • To choose the optimal e-Commerce channels, across multiple categories (primary apps, news, short advertisers should be mindful of the age and videos). location of their target segment. • Zalo is voted Gen X consumers’ primary app for the first time, supplanting Facebook.
• Shopee dominates Vietnam’s e-Commerce scene, driven largely by Gen Z users. Rankings among e-Commerce platforms are consistent across regions. We help marketers to establish a return on their ad investments
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