Facebook vs Zalo In Vietnam

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Objective

Facebook Messenger and Zalo

are the two messaging
applications that are most
commonly used in Vietnam. But
how are they used differently?

The survey was conducted to 460

persons 18-39 years old in Ha Noi
& Ho Chi Minh.
 Messaging apps in use
94%
89%

59%

37%
33%

14%
8% 6%
3% 2% 0%

Facebook Zalo SMS Skype Viber Line WhatsApp WeChat KakaoTalk Snapchat Others
Messenger

FB Messenger and Zalo are the two most apps that are used by Vietnamese

Q. What messaging apps do you use?

 Messaging apps used for communication (detail)

Facebook
Zalo SMS Skype Viber Line WhatsApp WeChat KakaoTalk Snapchat Others
Messenger
Total 94% 89% 59% 37% 33% 14% 8% 6% 3% 2% 0%
Male 92% 87% 57% 39% 34% 12% 9% 5% 1% 3% 1%
Female 96% 92% 60% 35% 31% 16% 8% 7% 4% 1% 0%
18-23 95% 90% 54% 29% 14% 10% 4% 4% 4% 1% 1%
24-29 94% 86% 59% 36% 35% 15% 10% 6% 1% 1% 0%
30-39 93% 91% 63% 45% 47% 16% 11% 7% 3% 3% 1%

Facebook and Zalo are popular regardless of the ages. Youth have less ratio of
using SMS, Skype and Viber.
Q. What messaging apps do you use?
 Popular messaging apps in variety of occasions

FB
Whats WeCh Kakao Snapc
Messe Zalo SMS Skype Viber Line Others
App at Talk hat
nger
Friends 84% 68% 51% 16% 14% 3% 3% 2% 2% 1% 0%
Boyfriends / girlfriends / partners 60% 55% 44% 5% 7% 2% 1% 1% 0% 3% 0%
Work 37% 45% 47% 24% 11% 2% 2% 1% 1% 5% 0%

Zalo is used more for work and close communications, while FB is commonly
used among friends
Q. What are the messaging apps that you use to communicate with your friends?
 Messaging apps that is not used anymore
43%
38%

29%
21%
16%
14% 13%
10% 9% 9%
7%

Viber, Line & Skype loses its popularity

Q. What are the messaging apps that you used to use before, but not anymore?
 Facebook vs Zalo: Usage

Share Use Good

Have Spend Many Inform Know Online
Video More feeling for the for Easy Send Voice
more more feature ation new shoppi
call fun s, closer group to use photos SMS
friends time s source people ng
status circle chat
Neither 3% 5% 8% 7% 6% 7% 3% 10% 8% 9% 1% 1% 32% 11%
Zalo 28% 30% 32% 33% 36% 35% 41% 34% 38% 37% 47% 53% 22% 46%
Facebook 69% 64% 60% 60% 58% 57% 56% 55% 54% 54% 52% 47% 46% 43%

FB Messenger dominates Zalo all aspects except ‘Sending photos’ & ‘Voice SMS’.
Q. Please choose which apps are more applicable to your usage.
 Facebook vs Zalo: Access environment
Facebook Zalo

5% 1%4%
13%
12% 14%

30% 56%
26%
40%

Only from PC Mainly from PC Only from PC Mainly from PC

PC and smartphone equally Mainly from smartphone PC and smartphone equally Mainly from smartphone

From smartphone From smartphone

Facebook is used by smartphone and PC while Zalo are mainly from

smartphone only
Q. What is applicable to your usage of Facebook Messenger? / What is applicable to your usage of Zalo? (users only)
 Facebook vs Zalo: Features in use (other than messaging)
Others 2% Others 3%

Selling items 24% Selling online 12%

Game 15%
Play games 32%
Buying online 20%
Voice SMS 52%
Chat room 31%
Buying items 54%
Update news 40%
Calling 59% Voice SMS 58%
Update news 73% Calling 61%

Facebook most usage is news while Zalo is more for communications

Q. What of the following services have you used for Facebook (Zalo)? (users only)
 Facebook vs Zalo: Preferred app
Total By Profile
5% 3% 3% 5% 6%
Do not
know, 4%
50%
59% 60% 67% 63%

Zalo, 36%

Facebook,
45%
60% 36% 36% 33%
30%

Male Female 18-23 24-29 30-39

Zalo Facebook Messenger Do not know

About 2/3 respondents like FB Messenger while just 1/3 like Zalo.
Q. Which applications do you like better, Zalo or Facebook?
 Reason for preference
80% Facebook Messenger

Zalo
62% 61%

49%
42% 41% 41%
36%
30% 34% 35% 33%
29% 26% 26%
25% 29% 25%
23%

5% 8%
3% 0%3%

Facebook is more for bigger circle (friends, news source) while Zalo is chosen
more for usability
Q. What are your reasons for your answer? (N=352)
 Summary: Zalo vs Facebook Messenger

In Use 94% 80%

Environment Smartphone and computer Smartphone

Communication for Bigger circle Closer circle

More friends Better messaging feature

Why they like
Goog news update Nice photo sharing
Customer Profile
 Respondent profile (N=460)

Gender Age City

18-23, 31%
30-39, 34%

Ho Chi Minh, 46%

Female, 47%
Male, 53% Ha Noi, 54%

24-29, 35%
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Age Gender City
31%

22% 19%
18%
44% 47%
14%
18%
56%

7%

3% 3% 6%
0%
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Male Female HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
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Married Status Household income Smartphone ownership

Others, Do not own 18%

3% <40M 4%
Others 15%
30-40M 3%
Sony 6%
20M-30M 5%
Married
, 25% 15 - 20M VND 9% Asus 8%

10 - 15M VND 15% LG 8%

Single, 7.5 - 10M VND 14% Nokia 18%

72%
5 - 7.5M VND 24% Samsung 25%

< 5M VND 26% Apple 27%

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