The Connected Consumer Q2 2020
PREPARED BY DECISION LAB
AUGUST 2020 Content
Introduction
TRACKING THE CONNECTED CONSUMERS
THE CONNECTED CONSUMERS’ PROFILE Overview Platforms by function 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 NORTHWEST
RED RIVER DELTA
NORTH CENTRAL APR 2 0 2 0 – JUNE 2 0 2 0 1099 SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE
DEC 2 0 19 – FE B 2 0 2 0 2149 SOUTH CENTRAL SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE
WESTERN HIGHLANDS AUG 2 0 19 - SE P 2 0 19 457 SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE
NATIONWIDE SOUTHEAST MEKONG DELTA MALE & FEMALE 15 - 60 The Connected Consumers’ profiles
GEN Z GEN Y (MILLENNIALS) GEN X BORN BETWEEN 1997 – 2005 BORN BETWEEN 1981 – 1996 BORN BETWEEN 1960 – 1980 AGE 15 - 23 AGE 24 - 39 AGE 40 - 60 The Top platforms Facebook holds on to the top spot, Zalo and YouTube competing for the second, and TikTok is catching up with Instagram
Most used social media platforms
97% 2019 Q1 2020 Q2 2020 96%93% 86% 83% 82% 80% 79% 80%
46%44% 40% 30% 20% 17% 19% 16%16%17% 15% 15% 12% 6% 5% 4%4% 3%2% n/a n/a Facebook Zalo YouTube Instagram TikTok Twitter Pinterest LinkedIn Lotus Gapo
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 Videos on TikTok might be short, but their popularity is here to stay. Just recently, Instagram also introduced Reels, a new feature allowing users to create and upload short videos
Source: Instagram’s announcement Source: TikTok on Google Play Zalo, TikTok and Twitter surge among Gen X and Gen Z, Instagram holds on to Gen Z but losing popularity among Gen X and Gen Y
• Top 5 social media platform by generation
Gen X Gen Y Gen Z
93% 97% 96% 84% 97% 97% 86% 99% 100%
87% 89% 88% 95% 90% 90% 99% 90% 87%
72% 80% 76% 72% 85% 65% 66% 82% 67%
19% 34% 67% 21% 42% 68% 30% 44% 66%
15% 25% 56% 9% 22% 32% Q2 2020 n/a Q2 2020 16% Q2 2020 25% 14% 14% 31% 6% Q1 2020 13% Q1 2020 32% Q1 2020 5% n/a n/a
11% 2019 10% 2019 30% 2019 3% 14% 22% n/a n/a n/a
Q: Which of the following apps do 2020 Q1 n=266 Q: Which of the following apps do 2020 Q1 n=937 Q: Which of the following apps do 2020 Q1 n=914 you use? (Choose all that apply) 2020 Q2 n=148 you use? (Choose all that apply) 2020 Q2 n=533 you use? (Choose all that apply) 2020 Q2 n=418 The popularity of YouTube, Instagram, TikTok and Pinterest among Gen Z indicates that this is an audio- visual generation.
Short, easy-to- remember hashtag plus catchy audio- visual content is the way to approach Gen Z The majority of consumers cannot live without Facebook, but this platform has not yet achieved total dominance
Facebook YouTube Zalo Instagram
Q2 2020 Q2 2020 Q2 2020 Q2 2020
56% 47% 40% 11% +1% +3% +4% -2%
63% 55% 56% 46% 44% 47% 43% 36% 40% 11% 13% 11%
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
Q: Which of the following social media platforms are you unable to live without? (Choose all that apply) 2020 Q2 n=1099 2020 Q1 n=2149 2019 n=457 Zalo is catching up with Facebook when it comes to Gen X, while YouTube is fighting Facebook for the top spot among Gen Z
Gen X Gen Y Gen Z
Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 63% 55% 56% 56% 52% 55% 52%54% 49% 49% 45% 42%43% 42% 41% 41%
23%22% 18% 15% 9% 8% 6%4%
Q: Which of the following social Q: Which of the following social 2020 Q1 n=266 Q: Which of the following social 2020 Q1 n=937 2020 Q1 n=914 media platforms are you unable to media platforms are you unable to 2020 Q2 n=148 media platforms are you unable to 2020 Q2 n=533 2020 Q2 n=418 live without? (Choose all that apply) live without? (Choose all that apply) live without? (Choose all that apply) • Most used social media platforms
What is consumers’ primary app?
When asked to select only 1 primary app, Q2 2020 54% 20% 17% 3% 5% Facebook is the choice for a majority of consumers. YouTube and Zalo Q1 2020 55% 18% 19% 4% 4% are competing for the 2nd spot.
Facebook YouTube Zalo Instagram Others/Don't care
2020 Q1 n=1439 Q: What is your one primary app? 2020 Q2 n=796 Facebook remains the primary app for all generations, while Zalo falls behind YouTube among younger generations
Gen X Gen Y Gen Z
Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 58% 53% 55%58% 53% 51%
34% 27% 25%26% 22% 22% 17% 14%12% 14% 10% 7% 4% 3%2% 3%
2020 Q1 n=194 2020 Q1 n=610 2020 Q1 n=581 Q: What is your one primary app? 2020 Q2 n=106 Q: What is your one primary app? 2020 Q2 n=388 Q: What is your one primary app? 2020 Q2 n=297 Platforms by function There is not much changes in consumers’ preference when it comes to music platforms. YouTube reigns as the no. 1 choice for consumers
YouTube Local platforms Spotify
Q2 2020 Q2 2020 Q2 2020
58% 19% 7% +3% -1% +1%
57% 55% 58%
21% 20% 19% 7% 6% 7%
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
2020 Q2 n=1099 2020 Q1 n=2149 Q: Which platform do you go on to listen to music? 2019 n=457 Local music platforms are losing popularity among Gen X, while Spotify is trying to catch up with local music platforms among Gen Z
Gen X Gen Y Gen Z
63% 63% 58% 51% 55% 59% 52% 55% 55% 21% 23% 15% 21% 19% 15% 22% n/a 4% 23% 5% n/a 10% 16% 4% 17% 6% 14% 19% 5% 14%
Q2 2020 Q1 2020 2019 Q2 2020 Q1 2020 2019 Q2 2020 Q1 2020 2019
Which platform do you go on to 2020 Q1 n=266 Which platform do you go on to 2020 Q1 n=937 Which platform do you go on to 2020 Q1 n=914 listen to music? 2020 Q2 n=148 listen to music? 2020 Q2 n=533 listen to music? 2020 Q2 n=418 Spotify has been localizing its contents and bring on local creators to be more friendly to Vietnamese audiophiles, however, its audience is still mostly Gen Z Despite the drop, YouTube is still the top platform consumers go to for their music/entertainment video fix
YouTube Facebook Local platforms
Q2 2020 Q2 2020 Q2 2020
67% 10% 6% -9% +2% -3% 75% 67%
8% 10% 9% 6% n/a n/a n/a
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
Q: Which platform do you go on when you want to watch music videos/entertainment videos? 2020 Q2 n=1099 2020 Q1 n=2149 2019 n=457 YouTube still reigns as the go-to place for music/entertainment videos. TikTok is gaining traction among Gen Z while Google Search makes a comeback among Gen X
Gen X Gen Y Gen Z
64% 70% 69% 62% 81% 81%
13% 11% 9% 4% 4% 2%
9% 7% 9% 14% 9% 7%
7% 6% 4% 13% 1.2% 5%
Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020
Q: Which platform do you go on 2020 Q1 n=266 Q: Which platform do you go on 2020 Q1 n=937 Q: Which platform do you go on 2020 Q1 n=914 when you want to watch music 2020 Q2 n=148 when you want to watch music 2020 Q2 n=533 when you want to watch music 2020 Q2 n=418 videos/entertainment videos? videos/entertainment videos? videos/entertainment videos? TikTok is getting recognized as a platform for short videos, meanwhile, YouTube is unable to compete for the top spot with Facebook
Facebook YouTube TikTok
Q2 2020 Q2 2020 Q2 2020
41% 31% 14% -1% -5% +6%
41% 42% 41% 40% 36% 31% 8% 8% 14%
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
2020 Q2 n=1099 2020 Q1 n=2149 • Q: Which of the following apps do you use when watching short videos? 2019 n=457 TikTok surpassed YouTube as the 2nd most popular platform for short videos among Gen Z
• Popular platform to get news
Gen X Gen Y Gen Z
50% 37% 45% 50% 47% 57% 45% 41% 47% 30% 27% 35% 13% 32% 27% n/a 36% 5% 36% 22% 4% 26% n/a 40% 13% 8% 5% 7% 2% n/a 7% n/a n/a Q2 2020 Q1 2020 2019 Q2 2020 Q1 2020 2019 Q2 2020 Q1 2020 2019
Q: Which of the following apps do you 2020 Q12020 n=266 n=266 Q: Which of the following apps do you 2020 Q1 n=937 Q: Which of the following apps do you 2020 Q1 n=914 use when watching short videos? 2020 Q2 n=148 use when watching short videos? 2020 Q2 n=533 use when watching short videos? 2020 Q2 n=418 What short videos look like on different platforms
FACEBOOK WATCH TIKTOK Amid an influx of movie streaming platforms, consumers turn to Google Search to browse their options
YouTube Local platforms Google Search
Q2 2020 Q2 2020 Q2 2020
48% 17% 15% -4% -6% +5%
55% 52% 48% 28% 23% 17% 15% 6% 10%
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
2020 Q2 n=1099 2020 Q1 n=2149 Q: Which of the following apps do you use when watching movies? 2019 n=457 Netflix is catching up with local movie platforms among Gen Z, consumers still flock to YouTube, but not without searching for options on Google
• Local streaming services
Gen X Gen Y Gen Z
53% 48% 53% 44% 60% 45%
17% 16% 19% 9% 27% 31%
15% 15% 14% 11% 9% 10%
6% 8% 11% n/a n/a n/a
7% 7% 4% 5% 11% 6% Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020
Q: Which of the following apps do 2020 Q1 n=266 Q: Which of the following apps do 2020 Q1 n=937 Q: Which of the following apps do 2020 Q1 n=914 you use to watch movies? 2020 Q2 n=148 you use to watch movies? 2020 Q2 n=533 you use to watch movies? 2020 Q2 n=418 Facebook is no longer the only major news source, as consumers go on Google to look for more perspectives on current events
Facebook Local publishers Google Search
Q2 2020 Q2 2020 Q2 2020
29% 29% 23% -6% +0% +7%
36% 35% 33% 29% 29% 29% 23% 13% 16%
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
2020 Q2 n=1099 2020 Q1 n=2149 Q: Which platform do you use when you want to get news? 2019 n=457 Gen Z is still relying on Facebook for their news, meanwhile, Gen X and Gen Y go to local publishers and Google Search to diversify their news sources
• Popular platform to get news
Gen X Gen Y Gen Z
34% 31% 27% 31% 37% 45% 26% 29% 14% 37%
19% 21% 24% 32% 14% 21%
12% 8% 14% 9% 20% 7% 7% 19% 11% 3%
Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020
Q: Which platform do you use when 2020 Q1 n=266 Q: Which platform do you use when 2020 Q1 n=937 Q: Which platform do you use when 2020 Q1 n=914 you want to get news? 2020 Q2 n=148 you want to get news? 2020 Q2 n=533 you want to get news? 2020 Q2 n=418 When consumers have too many options to choose from, having presence at the top of the search results is crucial for the publishers/platforms
Icon source: (1) (2) Zalo is catching up with Facebook, while Messenger sees a drop in popularity
Facebook Zalo Messenger
Q2 2020 Q2 2020 Q2 2020
39% 36% 18% +0% +2% -3%
41% 39% 39% 32% 34% 36% 22% 21% 18%
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
2020 Q2 n=1099 2020 Q1 n=2149 Q: Which of the following platforms do you use to connect with friends and family? 2019 n=457 Zalo is solidifying their position among Gen X, meanwhile, Facebook and its Messenger hold on to their top spots among Gen Z
• Popular platform to connect with friends and family for all generations
Gen X Gen Y Gen Z
45% 44% 42% 43% 41% 43% 30% 39% 31%
35% 41% 33% 37% 38% 33% 42% 47% 38%
11% 12% 18% 15% 16% 16% 20% 12% 24%
Q2 2020 Q1 2020 2019 Q1 2021 Q1 2020 2019 Q1 2021 Q1 2020 2019
Q: Which of the following platforms Q: Which of the following platforms 2020 Q1 n=266 2020 Q1 n=937 Q: Which of the following platforms 2020 Q1 n=914 do you use to connect with friends do you use to connect with friends 2020 Q2 n=148 2020 Q2 n=533 do you use to connect with friends 2020 Q2 n=418 and family? and family? and family? Facebook is still the top platform for mindless browsing, despite not seeing any gain this quarter
Facebook YouTube Zalo
Q2 2020 Q2 2020 Q2 2020
50% 12% 7% +0% -6% +1%
61% 50% 50%
17% 18% 12% n/a 6% 7%
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
2020 Q2 n=1099 2020 Q1 n=2149 Q: Which of the following apps do you use when you want to browse mindlessly? 2019 n=457 The fight to be consumers’ 2nd favourite mindless browsing app is fierce. TikTok and Instagram are competing for Gen Z’s attention, while YouTube and Zalo are competing for Gen X’s and Gen Y’s
• Local streaming services
Gen X Gen Y Gen Z
52% 50% 51% 48% 51% 45% 15% 17% 10% 15% 2% 12% 7% 6%
12% 8% 5% 10% 19% 8%
5% 7% 10% 2% Q2 2020 9% 18%
5% Q1 2020 Q2 2020 Q1 2020 5% Q2 2020 Q1 2020
Q: Which of the following apps do 2020 Q1 n=266 Q: Which of the following apps do 2020 Q1 n=937 Q: Which of the following apps do 2020 Q1 n=914 you use when you want to browse 2020 Q2 n=148 you use when you want to browse 2020 Q2 n=533 you use when you want to browse 2020 Q2 n=418 mindlessly? mindlessly? mindlessly? Online shopping is dominated by e-commerce sites, although brands’ official sites see some gain in the 2nd quarter
E-commerce sites Facebook Brands’ official sites
Q2 2020 Q2 2020 Q2 2020
44% 24% 10% -3% -1% +4%
47% 44% n/a 25% 24% n/a 6% 10% n/a
2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020
2020 Q2 n=1099 2020 Q1 n=2149 Q: Which of the following apps do you use most often when you want to shop online? 2019 n=457 Facebook and brands’ official websites still constitute a sizable part of the online shopping scene for all age groups
• Local streaming services
Gen X Gen Y Gen Z
45% 39% 54% 35% 46% 51% 17% 23% 13% 37% 29% 24% 11% 10% 7% 5%
10% 6% 7% 6% 6% 9%
Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020
Q: Which of the following apps do 2020 Q1 n=266 Q: Which of the following apps do 2020 Q1 n=937 Q: Which of the following apps do 2020 Q1 n=914 you use most often when you want 2020 Q2 n=148 you use most often when you want 2020 Q2 n=533 you use most often when you 2020 Q2 n=418 to shop online? to shop online? want to shop online? This quarter we also looked at the penetration of top e-commerce sites and ride-hailing apps among Gen X, Gen Y and Gen Z
47% 73% 46% 71% 30% 80% • Top Platforms for Music Video
E-commerce Platforms Among those who 80% chose e-commerce 73% 71% 73% Total Gen X Gen Y Gen Z as their most used
61% online shopping 55% 52% 54% platform, Shopee 51% 49% 43% 41% is the most 34% popular choice 25% 22% overall. 14% Lazada is still the 1% 1% 1% 3% no.1 platform for Shopee Lazada Tiki Sendo Alibaba Gen X, although not being very popular among 2020 Q2 n=483 Q: Which of the following e-commerce sites do you use most often? 2020 Q2 GenX n=58, GenY n=247, GenZ n=186 Gen Z. • Top Platforms for Music Video
Ride-hailing Platforms Grab is dominating the ride-hailing app 49% scene, while rivals 47% Total Gen X Gen Y Gen Z 46% GoViet (now GoJek) 41% and Be are still 33% struggling to keep up 30% 30% with traditional taxis.
19% Gen X is the 12% 12% generation most 9% 8%8% 8% 7% 6% 4%4%3% dependent on paid 2% 2%2%2%2% rides (traditional Grab Non-paid options Traditional Taxi companies' GoViet Be options included), (own vehicles / method (taxi call apps while Gen Z still rely lift by friends or center / family) motorbike taxi) on their own vehicles or their friends/family
Q: Which of these ride-haling apps do you use most often when you need to travel short 2020 Q2 n=1093 for travel methods. distances within your town/cities? 2020 Q2 GenX n=148, GenY n=533, GenZ n=409 • Top Platforms for Music Video
Ride-hailing Platforms by Location City dwellers are more Hanoi Ho Chi Minh City Other cities Non-cities likely to use ride- 69% hailing apps,
56% especially Grab. Non- 54% cities residents rely on non-paid options and 39% 34% traditional methods, including apps from 20%21%22% taxis companies. 16% 12% 10% 9% 6% 5% GoViet (now GoJek) is 3%2%4% 2% 4% 2%2% 1% 2%0% the second most Grab Non-paid options Traditional Taxi companies' GoViet Be popular ride-hailing (own vehicles / method (taxi call apps app in Ho Chi Minh lift by friends or center / family) motorbike taxi) City, while in Hanoi, this position belongs to Be. Q: Which of these ride-haling apps do you use most often when you need to travel short 2020 Q2 HN n=176, HCMC n=483. distances within your town/cities? Other cities n=132, Non-cities n=305 Other cities: Da Nang,, Can Tho, Hai Phong, Nha Trang • Top Platforms for Music Video
Ride-hailing Platforms by Gender The ride-hailing 42% 41% market are Male Female 34% currently not 32% segmented by genders. However, it seems women are not inclined to 11% 8% 8% adopt taxi apps as 6% 5% 3% 3% much as relying on 1% traditional Grab Non-paid options Traditional Taxi companies' GoViet Be methods. (own vehicles / method (taxi call apps lift by friends or center / family) motorbike taxi)
Q: Which of these ride-haling apps do you use most often when you need to travel short 2020 Q2 n=1093 distances within your town/cities? 2020 Q2 Male n=330, Female n=769 KEY FINDINGS WHAT IT MEANS FOR ADVERTISERS
• TikTok sees gain for all generations for 2 quarters • Campaigns targeting young consumers need to consecutively, with 56% of Gen Z now using the platform. consider TikTok and Instagram, meanwhile, older • Facebook is still the primary app for all generations, Zalo consumers are more likely to be reached on solidified its spot among Gen X, but loses grip on Gen Z Facebook and Zalo. to YouTube and Instagram.
• YouTube dominates the music/entertainment videos • Contents need to be built with different formats scenes, however, when it comes to short videos, and platform experience in mind, as there is not yet Facebook and TikTok are taking over. one platform dominating all videos experience.
• When there are many choices available, as in the case of • When the market becomes too fragmented, being news publishers and movie streaming sites, consumers present at the top of search results is important as are increasingly turning to Google Search to browse their consumers turn to Google Search to take their pick. options. • Gen X can be reached via ride-hailing as well as taxi • Grab dominates the ride-hailing scene, Gen X is the apps/traditional taxis. Campaigns targeting this group most dependent on paid rides, only 19% using group should consider these apps as well as the their own vehicles or get a lift from friends and family. vehicles themselves. We help marketers to establish a return on their ad investments
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