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 2020 – JUNE 2020 1099
SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE

DEC 2019 – FEB 2020 2149

SOUTH CENTRAL
SAMP LE COLLECTION P ERIOD TOTAL SAMP LE SIZE

WESTERN HIGHLANDS

AUG 2019 - SEP 2019 457

SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE

NATIONWIDE SOUTHEAST
MEKONG DELTA
MALE & FEMAL E 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%96% 2019 Q1 2020 Q2 2020

93%
83%80%86% 82%
79% 80%

46%44%
40%
30%
20%
15% 17%15%19% 16%16%17%
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% Q1 2020

6% Q1 2020 13% Q1 2020 32%
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% 40%
36%
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% 41%42%
41%

23% 22%
18%
15%
9% 8%
6%4%

Q: Which of the following social
media platforms are you unable to
live without? (Choose all that apply)
2020 Q1 n=266 Q: Which of the following social Q: Which of the following social 2020 Q1 n=914
2020 Q1 n=937
2020 Q2 n=148 media platforms are you unable to media platforms are you unable to 2020 Q2 n=418
2020 Q2 n=533
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
Q2 2020 54% 20% 3% 5%
primary app,
17%
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% 58%
55% 53%
51%

34%
27%
25%26%
22% 22%
14%12% 17% 14%
10%
7%
4% 3%
3%2%

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% 51%
63% 58%
55% 59% 52%
55% 55%
21%
23%
15% 21% 19%
15% 22%
n/a 4% 23%
5%
n/a
10% 16%
4% 14%
17% 6%
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% 7%
5%
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% 10% 15%
6%

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

4% 7% 7%
6% 5%
11%

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% 29% 33% 29% 29%

16% 23%
13%

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% 34% 36%

32%
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=937 Q: Which of the following platforms
2020 Q1 n=266 2020 Q1 n=914
do you use to connect with friends do you use to connect with friends 2020 Q2 n=533 do you use to connect with friends
2020 Q2 n=148 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 10%
6%
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% 10%
11%
7% 5%

10% 7%
6%
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
51% 52%
49%
54% 55% platform, Shopee
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
2020 Q2 n=483
popular among
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
47%46%
49% Total Gen X Gen Y Gen Z scene, while rivals
GoViet (now GoJek)
41%
and Be are still
30%
33%
30%
struggling to keep up
with traditional taxis.
19%
Gen X is the
12% 12%
9% 8% 8% 8% 7%
generation most
6%
2%
4% 4% 3%
2% 2% 2% 2%
dependent on paid
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
KEY FINDINGS
• TikTok sees gain for all generations for 2 quarters
consecutively, with 56% of Gen Z now using the platform.
• Facebook is still the primary app for all generations, Zalo
solidified its spot among Gen X, but loses grip on Gen Z
to YouTube and Instagram.
• YouTube dominates the music/entertainment videos
scenes, however, when it comes to short videos,
Facebook and TikTok are taking over.
• When there are many choices available, as in the case of
news publishers and movie streaming sites, consumers
are increasingly turning to Google Search to browse their
options.
• Grab dominates the ride-hailing scene, Gen X is the
group most dependent on paid rides, only 19% using
their own vehicles or get a lift from friends and family.
WHAT IT MEANS FOR ADVERTISERS
• Campaigns targeting young consumers need to
consider TikTok and Instagram, meanwhile, older
consumers are more likely to be reached on
Facebook and Zalo.
• Contents need to be built with different formats
and platform experience in mind, as there is not yet
one platform dominating all videos experience.
• When the market becomes too fragmented, being
present at the top of search results is important as
consumers turn to Google Search to take their pick.
• Gen X can be reached via ride-hailing as well as taxi
apps/traditional taxis. Campaigns targeting this
group should consider these apps as well as the
vehicles themselves.
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their ad investments

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Channel Mix
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Optimization
Validation
▪ Touchpoints Study ▪ Ad Format
▪ Optimal Frequency
▪ Brand Tracking Hypotheses
▪ Media Habits
▪ Media Performance
▪ Digital Reach ▪ Creative Testing
▪ Devices Usage Benchmark
Measurement
▪ Cross-Channel
▪ Digital Consumer ▪ Brand Lift
▪ Cross-Media Synergies
Segmentation Benchmark
Measurement
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