The Connected Consumer

Q4 2020
PREPARED BY DECISION LAB

MARCH 2021
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
OCT 2020 – DEC 2020 884
NORTHWEST
SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE
RED RIVER DELTA

JULY 2020 – SEP 2020 1655 NORTH CENTRAL

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

APR 2020 – JUNE 2020 1099

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

DEC 2019 – FEB 2020 2149 WESTERN HIGHLANDS

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

AUG 2019 - SEP 2019 457

SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE
SOUTHEAST
MEKONG DELTA

NATIONWIDE
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
 Despite coming to a stall last quarter, TikTok recovers and
is now back in the game of most used social media
Most used social media platforms

96%93%96% Q1 2020 Q2 2020 Q3 2020 Q4 2020

94%
86%85%
83%
80% 82%80%83%
77%

44% 45%
43%
40% 37%
30%31%
20% 18% 19% 16%
16%17%18% 15% 17%
6% 5% 7% 8% 4% 4% 2% 3% 3% 2% 2% 2%

Facebook Zalo YouTube Instagram TikTok Pinterest Twitter LinkedIn Lotus Gapo

Q: Which of the following social media platforms are you using? (Choose all that apply) 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 , 2020 Q1 n=2149
Zalo’s popularity continues to rise among Gen X. Meanwhile, TikTok
maintains existing users from Gen X and Gen Z, and manages to win
over more Gen Y audience
• Top 5 social media platform by generation

Gen X Gen Y Gen Z

96% 94% 95%

91% 97% 97%
93% 97% 96%
84% 97% 97%
83%
93% 90% 83%
92%
87% 89% 85%
88%
95% 90% 90%
75%
72% 83% 65%
81%
72% 80% 74%
76%
72% 85% 65%
40%
28% 40% 66%
27%
19%
34% 70%
67%
42%
21% 68%
39%
17% 32% 50%
17% 25% 49%
56%
14% 22%
6% 32%
17%
14% 16% 32%
15% Q4 14% Q4 29%
31% Q4
15% n/a 13% 32%
n/a 9% Q3 Q3
Q3 9%
11% 13% 16% Q2
13% Q2 10%
14%
Q2 19%
30%
11% 22%
3%
n/a Q1 Q1 Q1

Q: Which of the following social media platforms are you using? (Choose all that apply) 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149
Top 4 apps that consumers cannot live without have already solidified their place in
the market. However, a decreasing trend is seen among these, as a result of up-and-
coming channels such as TikTok

Facebook YouTube Zalo Instagram

Q3 2020 Q3 2020 Q3 2020 Q3 2020

50% 35% 31% 10%

-10% -8% -9% -2%

63% 56% 60%

55% 50% 46% 44% 47% 43% 43%
35% 36% 40% 40%
31%
11% 13% 11% 12% 10%

2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4

2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

Q: Which of the following social media platforms are you unable to live without? (Choose all that apply) 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 , 2020 Q1 n=2149
2019 n=457
• Most used social media platforms

What is consumers’ primary app?

Although the
4% 3% 3%
4%
3% social media
4% 5% 8%
universe is
19% 17% 19%
23%
increasingly
Facebook
fragmented, more
18% 20% 18% than half still
15% YouTube
consider
Zalo Facebook to be
their primary app.
Others/Don't
55% 54% 56% care
51%
Instagram Like a regular
habit, social
media behavior is
Q1 2020 Q2 2020 Q3 2020 Q4 2020
not easily changed
Q: What is your one primary app?
2020 Q4 n=582
2020 Q3 n=1655
2020 Q2 n=1099
or affected by
2020 Q1 n=2149
passing trends.
Gen X and Gen Y are consistent in their social media usage, whereas
Gen Z switches back and forth between Facebook and YouTube

Gen X Gen Y Gen Z

50% 52% 56%

49% 55% 66%
58% 51%
53% 55% 53%
58%
25% 21%
20% 18%
32% 14% 26%
32% 22% 25%
34%
27% 13% 9%
20% 8%
22% 7%
17% 10%
14% Q4 Q4
17% Q4
12% 2% Q3 Q3
Q3 4%
3% Q2 4% Q2
14% Q2 2%
Q1 3% Q1 3%
4% Q1

Q: What is your one primary app? 2020 Q4 n=884, 2020 Q3 n=1655

2020 Q2 n=1099 2020 Q1 n=2149
The digital native generation, Gen Z, is omnipresent. For two-thirds of
them, their attention is divided among 4 or more social media
platforms

Use 3 apps 58% 46% 33%

Use 4+ apps 42% 54% 67%

Gen X n=132
Q: Which of the following social media apps do you use? Check all that apply. Gen Y n=257
Gen Z n=495
Gen Z’s attention is
divided by many
apps. They use and Gen Z – how much do they want to
try a lot of apps, but Wanting to quit at least 1 app quit an app?
they are also more 70%71%
likely to drop those. 63%
43%

55%
52% 33%
49% 31%
Gen Z remains loyal 29%29% 28%
26%
to YouTube, as only 22%

3% claimed that they

wanted to quit the 6%
3%
platform.
Gen X Gen Y Gen Z
Meanwhile, TikTok is Q3 2020 Q4 2020
strengthening its Q3 2020 Q4 2020
Q: Which apps do you ever have an

position alongside Q: Which apps do you ever have an

intention to quit?
2020 Q4 n=884,
2020 Q3 n=1655
intention to quit?
Q: Which of the following apps do Q3 n=755
Q4 n=495
Facebook, Zalo, and you use?

Instagram.
Platforms by function
While it’s not easy to challenge YouTube’s position when it comes to
music/entertaining videos, Facebook and local publishers are facing a
competitive player – TikTok

YouTube Facebook TikTok

Q4 2020 Q4 2020 Q4 2020

64% 9% 9%
-3% -2% +4%
75% 67% 67% 64%

8% 10% 11% 9%
1% 4% 5% 9%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

Q: Which platform do you go on when you want to watch music videos/entertainment videos? 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 2020 Q1 n=2149
In addition to YouTube channels, entertainers, producers,
and content creators alike expand their presence to TikTok

The last quarter of the year is

the time to look back and
reflect on the year’s activities.
TikTok Awards honor content
creators, artists, streamers,
and news media channels.

With the “new normal” as well

as TikTok’s steady rise,
entertainers, seasoned or
green, are making their way to
this popular app. TikTok is no
longer Gen Z’s exclusive
playground.
TikTok holding on to its spot among Gen Z for 3 quarters consecutively
shows the platform’s effort to establish itself as a hub for video content

Gen X Gen Y Gen Z

67% 67% 59%

64% 69% 67%
64% 70% 69%
62% 81% 81%

10% 8% 15%
9% 7% 10%
13% 7% 9%
4% 7%
9%
11%
8% 7% 10%
11% 11% 9%
9% 11% 2%
14% 4%
Q4 2020 Q4 2020 7% Q4 2020
5% 1% Q3 2020 6%
12% Q3 2020 5% 4% Q3 2020
7% Q2 2020 6% Q2 2020 5%
Q2 2020
13% 1.2%
Q1 2020 Q1 2020 Q1 2020

2020 Q4 n=884, 2020 Q3 n=1655

Q: Which platform do you go on most often when you want to watch music videos/entertainment videos? 2020 Q2 n=1099, 2020 Q1 n=2149
TikTok steadily rises when it comes to short videos, at the expense of
Facebook and YouTube

Facebook YouTube TikTok

Q4 2020 Q4 2020 Q4 2020

34% 28% 20%

-5% -7% +6%

41% 42% 41% 39% 40% 36% 35%

34% 31% 28% 20%
8% 8% 14% 14%

2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4
2019 Q1 Q2 Q3 Q4
2020 2020 2020 2020 2020 2020 2020 2020
2020 2020 2020 2020

Q: Which app do you use most often when watching short videos? 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149 2019 n=457
By age groups, the short-video landscape is an ongoing battlefield
among the top players. This quarter, TikTok gains users in both Gen Y
and Gen X. Facebook is losing grips on Gen Z and Gen X
• Popular platform to get news

Gen X Gen Y Gen Z

46% 31%
45% 46%
60%
50% 41% 37%
45% 50% 47%
45%
21% 33%
27% 26%
30% 27%
35% 21% 13%
33%
6% 27% 22%
2% 36% 18%
5% 22%
2% 26%
Q4 2020 Q4 2020
Q3 2020 20% Q3 2020 3% Q4 2020
5%
1% 17% Q2 2020 4%
7% Q3 2020
5% Q2 2020 13% Q1 2020
4% 7% Q2 2020
8%
Q1 2020 Q1 2020

2020 n=266

2020 Q4 n=884, 2020 Q3 n=1655

Q: Which app do you use most often when watching short videos? 2020 Q2 n=1099, 2020 Q1 n=2149
In addition to YouTube, the major visual-audio hub, consumers rely on
local publishers such as Zing and Nhaccuatui for music. For Gen Z,
Spotify is gaining momentum faster than local publishers
• Local streaming services

Gen X Gen Y Gen Z

50% 52% 37%

43% 34%
61%
32%
15% 33% 40%
11% 33%
12%
6%
13% 4%
15% 11% 5%
5%
13% 2%
5% 4%
10% 8%

Q4 2020 Q3 2020 Q4 2020 Q3 2020 Q4 2020 Q3 2020

Q: Which app do you use to listen to music most often? 2020 Q4 n=884, 2020 Q3 n=1655
Vietnamese consumers still consider YouTube a platform for all
formats of visual contents, including movies

YouTube Local platforms Google Search

Q4 2020 Q4 2020 Q4 2020

49% 21% 13%

-1% +4% -1%

55% 52% 50% 49%

48%
28% 23% 17% 17% 21% 15% 14%
10% 13%
6%

2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4

2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

Q: Which of the following apps do you use most often to watch movies? 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149 2019 n=457
However, Gen X is turning to local movie options, as YouTube is
losing popularity steadily among this generation
• Local streaming services

Gen X Gen Y Gen Z

43% 52% 53%

46% 56% 46%
53% 48% 44%
60% 53% 45%

18% 20% 14%

9% 15% 10%
15% 16% 14%
11% 27% 10%

16% 13% 12%

22% 12% 21%
17% 15% 19%
9% 31%
9%

5% 8%
5% 8% 9%
7% Q4 8% Q4 11% Q4
4%
11% n/a
Q3 Q3 Q3
5% 4%
4% Q2 7% Q2 9% Q2
7% 7% n/a
7%
6% 5%
6%
n/a Q1 Q1 Q1

Q: Which of the following apps do you use most often to watch movies? 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149 2019 n=457
While Facebook and local publishers manage to maintain their existing
news readers, Google Search continues to solidify its position as the #1
news source

Google Search Facebook Local publishers

Q4 2020 Q4 2020 Q4 2020

31% 26% 28%

+2% -2% +1%

31% 36% 35% 29% 33% 29% 29% 27% 28%

23% 29% 28% 26%
13% 16%

2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4

2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

Q: Which platform do you use when you want to get news? 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149 2019 n=457
Gen Z is getting more news from Google, while Gen X favors local news.
On the other hand, the millennials diversify and utilize all major news
channels
• Popular platform to get news

Gen X Gen Y Gen Z

34%
26% 31% 32%
34% 32% 40%
27% 29% 37%
37% 45%

29%
33% 29% 30%
26% 29% 25%
14% 31% 20%
31% 19%

24%
14% 28% 18%
19% 24% 20%
32% 21% 24%
14% 21%

5%
13% 6% 6%
Q4 2020 7% Q4 2020 4% Q4 2020
12%
14% Q3 2020 8% Q3 2020 3% Q3 2020
9% 3%
Q2 2020 Q2 2020 Q2 2020
Q1 2020 Q1 2020 Q1 2020

Q: Which platform do you use when you want to get news? 2020 Q4 n=884, 2020 Q3 n=1655
2020 Q2 n=1099 2020 Q1 n=2149
News publishers are
competing for
exposure, and it is
no longer enough to
publish on only 1
platform in 1 format
Connecting with friends and family is an activity dominated
by only 3 apps, which serve 94% of Vietnamese consumers

Facebook Zalo Messenger

Q4 2020 Q4 2020 Q4 2020

31% 39% 24%

-7% +3% +3%

41% 39% 39% 38% 39%

31% 32% 34% 36% 36%
22% 21% 18% 21% 24%

2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4

2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

Q: Which of the following platforms do you use most often to connect with friends and family? 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149 2019 n=457
When it comes to communication, Gen Z is content with Facebook and
its ecosystem. Gen X and Gen Y, on the other hand, favor local app Zalo

• Popular platform to connect with friends and family for all generations

Gen X Gen Y Gen Z

46% 27% 39%

44% 39% 39%
45% 41% 42%
43% 38% 43%

29% 41% 33%

35% 39% 33%
35% 44% 33%
37% 41% 33%

18% Q4 2020
25% Q4 2020 24%
16% 17% Q4 2020
Q3 2020 19%
11% Q3 2020 12% Q3 2020
16% Q2 2020 18%
15% Q2 2020 16% Q2 2020
Q1 2020 Q1 2020
Q1 2020

2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099

2020 Q1 n=2149 2019 n=457
Q: Which of the following platforms do you use most often to connect with friends and family?
Facebook is still the to-go app for mindless browsing. However, there is
a decreasing trend among major platforms, which indicates that the
market is becoming more and more fragmented

Facebook YouTube Zalo

Q3 2020 Q3 2020 Q3 2020

47% 10% 11%

-8% +0% +4%
61% 55%
50% 50% 47%

17% 18% 12% 11%

10% 10% n/a 6% 7% 7%

2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4 2019 Q1 Q2 Q3 Q4

2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

Q: Which of the following apps do you use when you want to browse mindlessly? 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149 2019 n=457
Outside of Facebook, Gen X and Gen Y turn to Zalo and local publishers,
whereas Gen Z head to TikTok and Instagram
• Local streaming services

Gen X Gen Y Gen Z

51% 51%
42% 57% 57%
54% 52% 51%
48% 50% 51%
45%

12% 9%
18% 10% 10%
12% 15% 10%
12% 17% 2%
19%

10% 8%
14% 10% 9%
11% 5% 8%
10% 10%
9% 8%

Q4
11% Q4 5% Q4
12% Q3 9%
10% 8% Q3 7% Q3
15% 7%
12%
Q2 6% Q2 18%
Q2
Q1 Q1 Q1

Q: In 2020, which of the following apps do you use most often when you want to browse mindlessly? 2020 Q4 n=884, 2020 Q3 n=1655 2020 Q2 n=1099
2020 Q1 n=2149 2019 n=457
It is easy to navigate
through a seemingly
unlimited amount of
new content? Is the
content catered to
one’s interests? These
are the keys to
keeping users engaged
with the app.
Chrome is the dominating multi-device browser. Meanwhile, almost
half of Vietnamese consumers support local browser CocCoc

Browser penetration
As Chrome champions
81%79%
both PC and mobile
browsers, the
battleground is settled
46% among other multi-device
browsers: consumers use
PC
26%
CocCoc more on PC, and
Mobile
Safari on mobile
14% 13% 11% 9%
3% 2% 3% 2% 2% 3%

Other

PC n=884
Q: What browser(s) are you using on PC/mobile? Choose all that apply Mobile n=884
The current champion of e-
commerce platform,
Shopee is the go-to channel
for almost half of
Vietnamese

Shopee 40%

Lazada 19%

Facebook 12%

Tiki 9%

Brand's official sites 4%

Sendo 4%

Zalo 2%

Instagram 2%

Q: What is your most often used platform/app for online shopping? n=884
Shopee successfully dominates e-commerce platforms in Hanoi.
Outside of key cities, among the top e-commerce players, Tiki is falling
behind as social commerce remains relevant

Hanoi Ho Chi Minh City DN CT HP NT Other locations

Shopee 80% Shopee 68% Shopee 67% Shopee 65%

Lazada 46% Lazada 51% Lazada 49% Lazada 43%

Tiki 40% Tiki 50% Tiki 37% Facebook 29%

Sendo 31% Facebook 30% Facebook 25% Tiki 27%

Facebook 29% Sendo 23% Sendo 21% Sendo 22%

n=177 n=239 n=237 n=231

Q: Which of the following platforms/apps do you use for online shopping? Choose all that apply.
In addition to physical
stores and their own
websites, brands are
expanding their
presence to verified e-
commerce space, such
as Shopee Mall and
LazMall. This move is
essential as it adds
value to the consumer’s
convenient, centralized
shopping experience
KEY FINDINGS
• Gen Z is omnipresent – two-thirds of them are active on
4 or more social media platforms
• YouTube continues to champion all platforms with
regards to audio and visual content, except for short
videos, which is dominated by TikTok.
• Shopee is a dominating platform for online shopping,
especially in Hanoi. Outside urban areas, Tiki is still
catching up with the top e-commerce players, as it
competes with social commerce on Facebook.
• Chrome is the most popular browser on both PC and
mobile. Among other multi-device browers, local browser
CocCoc is used on PC by almost half of Vietnamese. For
mobile browser, Apple’s Safari is the second choice after
Chrome.
WHAT IT MEANS FOR ADVERTISERS
• Being omnipresent is crucial – whether it is
advertisers who want to capture Gen Z’s divided
attention or brands who want to reach consumers
who enjoy the convenience of centralized shopping
platforms.
• Advertisers should seek to diversify their list of local
publishers, as consumers now go on various
platforms to check their news. Media publishers, in
particular, can expand on TikTok.
• Consumer’s app choice differs slightly depending
on the activity – it is essential for advertisers and
brands to understand which platform can help
them reach their target audience.
We help marketers to establish a return on
their ad investments

Understand Planning and Measuring and Learning and

Your Audiences Executing Validating Iterating

▪ Usage & Attitude ▪ Media and Digital ▪ Brand Lifts ▪ Media Hypotheses
Channel Mix
▪ Path-to-Purchase ▪ Campaign Impact ▪ Channel Hypotheses
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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