CONSUMER & BRAND

Consumers in Vietnam

September 2023
 Contents

1 Consumers in Vietnam
2 Internet & social media
3 E-commerce & retail
4 Food & nutrition
5 Media & digital media
6 Mobility
7 Finance & insurances
8 Health
9 Housing & household equipment
10 Travel
11 Services & eServices

2
 A comprehensive portrait of Consumers in Vietnam
Introduction
Consumers in Vietnam report
This report offers a snapshot of Vietnamese
consumers¹. Each chapter provides you with an edited
selection of results from the Global Consumer Survey.
The results include attitudes, usage and ownership
data, as well as brand preferences from consumers,
on a range of consumer topics, including:
• e-commerce & retail
• Internet & social media
• Media & digital media
• Food & nutrition
• Mobility
• Finance & insurance
3 Notes: (1): Within this report, when referring to consumers, the reference is to the residential online population aged between 18 to 64 years
Sources: Statista Consumer Insights Global, as of September 2023
Statista Consumer Insights: Global Consumer
Survey
Covering the offline and online world, the Global
Consumer Survey offers a global perspective on
consumption and media usage. Based on more than
1,000,000 online interviews, it enables you to draw
actionable insights from consumers on industries and
markets worldwide.
The Global Consumer Survey has grown exponentially
each year since 2018, where 28 countries and
approximately 1,400 brands were surveyed. From 2021,
the Global Consumer Survey is conducted in 56
countries and boasts over 15,000 brands. It also
receives twice as many yearly updates, thus providing
you with new data, including data for Vietnam, on a
yearly basis.
CHAPTER 01

Consumers in Vietnam

• Important life aspects

• Personal economic situation

• Brand awareness

• Country's economy

• Challenges for the country

 To be successful is among the three most important things in life for most
consumers
Consumers in Vietnam: important life aspects

Most important aspects in life for Vietnamese consumers

To be successful 46%

Having a good time 46%

Making my own decisions 36%

An honest and respectable life 31%

Learning new things 30%

A happy relationship 29%

Safety and security 25%

Social justice 25%

Advancing my career 24%

Traditions 9%

5 Notes: "Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3."; Multi Pick; Base: n=2,096 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 More consumers rate their economic situation positively than negatively
Consumers in Vietnam: personal economic situation

Rating of own economic situation

43%

25%
22%

8%

1% 0%

Very positive Positive Neither positive Negative Very negative Don’t know
nor negative

6 Notes: "How would you evaluate your personal economic situation?"; Single Pick; Base: n=2,096 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 Consumers pay close attention to consumer electronics and clothing & shoes
brands
Consumers in Vietnam: brand awareness

Vietnamese consumers’ brand awareness by category

Consumer electronics 68%

Clothing & shoes 67%

Smartphones 63%

Clothing 61%

Bags & accessories 47%

Shoes 46%

PC / laptops 45%

Cars, motorcycles, bicycles 45%

Cosmetics & body care 44%

Household appliances 38%

7 Notes: "In which of these categories do you pay particular attention to brands?"; Multi Pick; Base: n=2,096 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 More consumers rate their country’s economic situation positively than
negatively
Consumers in Vietnam: country’s economy

Rating of country’s economic Rating of the Vietnamese economic situation

situation 43%

32%

18%

5%
2%
0%
Very positive Positive Neither positive Negative Very negative Don’t know
nor negative

8 Notes: "How would you evaluate the economic situation of your country?"; Single Pick; Base: n=2,096 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 Environment is the biggest challenge facing consumers in their country
Consumers in Vietnam: challenges for the country

Biggest challenges the country is currently facing

Environment 48%
Climate change 47%
Economic situation 44%
Health and social security 43%
Rising prices / inflation / cost of living 41%
Education 39%
Unemployment 33%
Food and water security 28%
Crime 24%
Housing 23%
Poverty 20%
Civil rights 19%
Defense & foreign affairs 14%
Government debt 10%
Unifying the country 6%
Religious conflicts 6%
Immigration 5%
Terrorism 5%
Other 1%
Don’t know 1%

9 Notes: "What do you personally think are the most important issues in your country of residence that need to be addressed?"; Multi Pick; Base: n=2,096 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 02

Internet & social media

• Internet attitudes

• Internet home access

• Advertising attitudes

• Sources of information

• Social media

• Social network brands

 Having access to the latest technology is only important to 43% of consumers
Internet & social media: internet attitudes

Attitudes towards the internet in Vietnam

It is important to me to have mobile

60%
internet access in any place at any time

I actively do something for

52%
the protection of my data

There is a good mobile network coverage

46%
in my area (e.g., data speed, call stability)

Having access to the latest cellular

43%
network technology (5G) is important to me

I’m concerned that my data

37%
is being misused on the internet

I could no longer imagine my

37%
everyday life without the internet

I’m well protected against

30%
viruses and data abuse

Saving sensitive data

29%
online is too insecure for me

11 Notes: "Which of the following statements about the internet apply to you?"; Multi Pick; Base: n=1,047 all respondents (split sample: Housing & household equipment, Internet & devices)

Sources: Statista Consumer Insights Global, as of September 2023

 Consumers generally use broadband to access the internet at home
Internet & social media: internet home access

How Vietnamese consumers access the internet at home

41%

35%

9% 8%

4%
2% 1% 0%

Broadband Mobile UMTS / GPRS / Neighbor’s Satellite access Other Don’t know I don’t have
connection LTE router / landlord’s connection internet
wireless technology access at home
connection

12 Notes: "How do you mainly access the internet at home?"; Single Pick; Base: n=1,047 all respondents (split sample: Housing & household equipment, Internet & devices)

Sources: Statista Consumer Insights Global, as of September 2023

 22% of consumers use ad blockers
Internet & social media: advertising attitudes

Selected attitudes towards online advertising in Vietnam

I don’t mind advertising if

40%
I get free content in return

I have bought products because celebrities

33%
or influencers advertised them

I am often annoyed by advertising

32%
on the internet

I am excited about using the metaverse

26%
(immersive virtual world)

It annoys me when I receive online

26%
ads based on my search history

I use ad blockers when

22%
browsing the internet

I don’t mind when companies use

21%
my personal data for advertising

13 Notes: "Which of these statements about online advertising do you agree with?"; Multi Pick; Base: n=1,049 all respondents (split sample: Marketing & social media, Services & eServices)

Sources: Statista Consumer Insights Global, as of September 2023

 Most consumers use search engines (e.g., google) when looking for specific
product information
Internet & social media: sources of information

Most frequented channels for product information

Search engines (e.g., Google) 59%

Social media websites and apps 47%
Video websites and apps (e.g., YouTube) 46%
Online stores 45%
Customer reviews 42%
Friends and acquaintances 41%
Price comparison websites 41%
In the store 35%
Brand websites and apps 32%
Online forums 30%
Question and answer websites and apps 29%
Coupon and deal websites and apps 22%
Magazine and newspaper websites and apps 21%
Magazines and newspapers 17%
Blogs and podcasts 16%
None of the above 1%

14 Notes: "How do you search for specific information on a product that you want to buy?"; Multi Pick; Base: n=1,049 all respondents (split sample: Marketing & social media, Services & eServices)

Sources: Statista Consumer Insights Global, as of September 2023

 Almost all consumers use social media, with social networks being the most
popular
Internet & social media: social media

Share of social media users Most regularly used kinds of social media
1%
Social networks 85%

Instant messengers 75%

Media sharing 69%

(Micro-)blogging 34%

Discussion forums 23%

Business networks 22%

99%
Consumer review networks 22%
Social media user Non-user

15 Notes: Recode based on "Social media usage by platform type (incl. instant messaging)“; Single Pick; Base: n=2,096 all respondents (split sample: Marketing & social media, Services & eServices); "What kinds of social media do you
use regularly?"; Multi Pick; Base: n=2,096 all respondents (split sample: Marketing & social media, Services & eServices)
Sources: Statista Consumer Insights Global, as of September 2023
 96% of social network users use Facebook
Internet & social media: social network brands

Most popular social networks in Vietnam

Facebook 96%

YouTube 85%

TikTok 70%

Instagram 53%

Twitter 28%

Pinterest 15%

LinkedIn 13%

Reddit 9%

Snapchat 8%

WeChat 8%

16 Notes: "What social media platforms do you use regularly? This does not include instant messengers such as WhatsApp."; Multi Pick; Base: n=2,058 respondents who use any kind of social media (except instant messengers)
regularly
Sources: Statista Consumer Insights Global, as of September 2023
CHAPTER 03

E-commerce & retail

• Attitudes

• Product categories

• Offline purchase channels

 Consumers usually look for special offers when shopping
e-commerce & retail: attitudes (1/2)

Selected attitudes towards shopping in general in Vietnam

Apparel and footwear have to be,

74%
above all, comfortable and practical

Dressing well is very important for me 61%

When shopping, I look out for special offers 57%

I always shop at the same stores 42%

When strolling through stores,

29%
I tend to buy items spontaneously

I do not buy fast fashion 14%

18 Notes: "Which of these statements about shopping do you agree with?"; Multi Pick; Base: n=1,049 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 54% of consumers find customer reviews very helpful
e-commerce & retail: attitudes (2/2)

Selected attitudes towards online shopping in Vietnam

Customer reviews on the internet are very helpful 54%

When I plan a major purchase, I always do some

53%
research on the internet first

I usually make major new purchases directly

39%
via my smartphone or tablet

When I order an item, I prefer express shipping 38%

I usually manage habitual / recurrent orders directly

37%
via my smartphone or tablet

I prefer to purchase goods from various sellers

36%
through the same online market place (e.g., Amazon)

I am excited about using Augmented & Virtual Reality

33%
while shopping

I want to see and touch an item before I buy it 30%

When I buy an item, I want to hold it in my hand

27%
the same day

19 Notes: "Which of these statements about online shopping do you agree with?"; Multi Pick; Base: n=1,049 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 The product category that interests consumers the most is clothing
e-commerce & retail: product categories

Level of consumer interest in products and/or services in Vietnam

Clothing 73%
Food & beverages 65%
Shoes 58%
Bags & accessories 57%
Consumer electronics (e.g., TV, smartphones) 56%
Cosmetics & body care 55%
Household appliances 49%
Cars 48%
Travel products 48%
Accessories 44%
Books, movies, music & games 41%
Furniture & household goods 41%
Drugstore & health products 41%
Detergents & cleaning products 41%
Bags & luggage 37%
Stationery & hobby supplies 36%
Motorcycles 35%
Sports & outdoor products 34%
Toys & baby products 31%
DIY & garden products 24%

20 Notes: "Which of these products and services are you interested in?"; Multi Pick; Base: n=1,049 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 Clothing / apparel / shoe stores are the most popular offline purchase
location
e-commerce & retail: offline purchase channels

Stores where Vietnamese consumers have visited/purchased items

Clothing / apparel / shoe store 72%

Department store 62%

Pharmacy 54%

Electronics store 51%

Sports store 42%

Jewelry store / jeweler 39%

Book store 38%

Interior design / home decoration store 35%

Furniture store 32%

Wholesale store 27%

Drugstore / perfumery 24%

DIY / garden store 19%

None of the above 0%

21 Notes: "Which of these types of physical stores have you bought something from in the past 12 months?"; Multi Pick; Base: n=1,049 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 04

Food & nutrition

• Attitudes

• Diets

• Product categories

• Purchase criteria
 79% of consumers state that they actively try to eat healthy
Food & nutrition: attitudes

Attitudes towards food and nutrition in Vietnam

I actively try to eat healthy 79%

I avoid artificial flavors and preservatives 52%

I try to avoid plastic packaging when buying food 48%

Food must be convenient and fast 39%

I try to eat less meat 34%

I am open to eating meat that was grown in a lab

18%
(cultured meat)

I have one or more food intolerances 11%

I can’t afford to eat healthily 9%

I do not enjoy cooking 9%

23 Notes: "Which of these statements about food do you agree with?"; Multi Pick; Base: n=1,049 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 39% of consumers do not follow any nutrition rules, flexitarian is the most
popular
Food & nutrition: diet

Nutrition rules that Vietnamese consumers follow

39%

34%

21%

12%
10%
7%

3% 3% 4%

Flexitarian Low-carb Gluten-free Lactose-free Pescatarian Vegan Vegetarian Other I don’t follow
/ no carb any
nutrition rules

24 Notes: "Do you follow one or more of the following nutrition rules?"; Multi Pick; Base: n=1,049 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 Fruit and vegetables are the most regularly consumed items among
consumers
Food & nutrition: product categories

Items consumed regularly by Vietnamese consumers

Fruit and vegetables 71%
Eggs 65%
Rice 59%
Fish and seafood 59%
Dairy products 53%
Bread and bakery products 52%
Meat and sausages 51%
Potatoes 44%
Breakfast cereals 43%
Ice cream 39%
Snacks and potato chips 36%
Candy and chocolate 31%
Dairy substitute products 31%
Pasta 31%
Meat substitute products 24%
Ready-made meals 24%
Jam and chocolate spreads 21%
Frozen ready-made meals 21%

25 Notes: "Which of these groceries do you consume regularly"; Multi Pick; Base: n=1,049 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

 Fresh is the primary food purchase criteria for consumers
Food & nutrition: purchase criteria

Most important aspects for Vietnamese consumers when choosing food products

Fresh 68%
High quality 66%
Good taste / flavor 59%
Natural ingredients 52%
Easy to prepare 47%
Organic 41%
Brand 36%
Environmentally friendly packaging 34%
Seasonal products 31%
Available in the normal supermarket 27%
Low in calories 26%
Long storage time and durability 26%
Low price 25%
Animal welfare 24%
Regional products 17%

26 Notes: "Out of the following, which are the most important aspects when choosing your food?"; Multi Pick; Base: n=1,049 all respondents (split sample: eCommerce & retail, Food & nutrition)

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 05

Media & digital media

• Attitudes

• Media usage

• Digital video purchases

• Digital music purchases

• Print media & ePublishing

• Print media purchases

• ePublishing purchases
 16% of consumers find it too expensive to access all the content they want
Media & digital media: attitudes

Selected attitudes towards media and digital media in Vietnam

I want to access my music / movies on

60%
all my devices (TV, smartphone, tablet, etc.)

It is important to me to get
48%
the best image and sound quality

Digital services allow me to

47%
discover new and exciting content

I use alternative websites and

44%
apps to watch paid content for free

I prefer digital content as

42%
it is easier to manage

I prefer to own hard copies of films,

24%
books or music (e.g., DVD, CD, vinyl)

I don’t trust the mainstream media in my

19%
country of residence (e.g., news channels)

It is too expensive to afford

16%
all the streaming services that I want

28 Notes: "Which of these statements about music, movies, and games do you agree with?"; Multi Pick; Base: n=1,049 all respondents (split sample: Media & digital media, Video games)

Sources: Statista Consumer Insights Global, as of September 2023

 Digital video content is the most popular media service among consumers
Media & digital media: media usage

Types of media Vietnamese consumers used in the past 12 months

96%

84%

69%

33% 32%
27%
24% 23%

Digital video Digital music TV Podcasts Audiobooks Radio Video on Music on

content content hard copies hard copies

29 Notes: "Which of the following media services have you used in the past 12 months?"; Multi Pick; Base: n=1,049 all respondents (split sample: Media & digital media, Video games)

Sources: Statista Consumer Insights Global, as of September 2023

 54% of consumers subscribe to digital video streaming services
Media & digital media: digital video purchases

Purchases of digital video content in the past 12 months in Vietnam

54%

45%

25% 24%

4%

Yes, on a subscription Yes, on downloads Yes, on rentals No, I don’t watch videos No, I only use free-of-
on the internet charge /
advertising-based offers

30 Notes: "Have you spent money on digital video content in the past 12 months?"; Multi Pick; Base: n=1,049 all respondents (split sample: Media & digital media, Video games)

Sources: Statista Consumer Insights Global, as of September 2023

 54% of consumers subscribe to music streaming services
Media & digital media: digital music purchases

Purchases of digital music content in the past 12 months in Vietnam

54%

39%

29%

4%

Yes, as part of a subscription Yes, on downloads No, I don’t listen to No, I only use free-of-charge /
music / podcasts advertising-based options
via the internet

31 Notes: "Have you spent money on digital music content in the past 12 months?"; Multi Pick; Base: n=1,049 all respondents (split sample: Media & digital media, Video games)

Sources: Statista Consumer Insights Global, as of September 2023

 Online news websites / ePaper and emagazines / online magazine websites
are the most used forms of published media by consumers
Media & digital media: print media & ePublishing

Print and ePublishing media most used in the past 12 months in Vietnam

Online news websites / ePaper 72%

eMagazines / online magazine websites 59%

eBooks 47%

Books (print) 37%

Podcasts 33%

Audiobooks (download / streaming) 32%

Magazines (print) 27%

32 Notes: "Which of the following media services have you used in the past 12 months?"; Multi Pick; Base: n=1,049 all respondents (split sample: Media & digital media, Video games)

Sources: Statista Consumer Insights Global, as of September 2023

 58% of consumers have bought books in the past 12 months
Media & digital media: print media purchases

Purchases of print media in the past 12 months in Vietnam

58%

48%

26% 26%

20%

Books Magazines Daily newspapers Weekly newspapers None of the above

33 Notes: "Which of these print media products have you spent money on in the past 12 months?"; Multi Pick; Base: n=1,049 all respondents (split sample: Media & digital media, Video games)

Sources: Statista Consumer Insights Global, as of September 2023

 Online news websites / ePaper and emagazines / online magazine websites
are the most purchased ePublishing products
Media & digital media: ePublishing purchases

Vietnamese consumers’ purchases of ePublishing products in the past 12 months

72%
67%

47%

36%
33%

Online news eMagazines / online eBooks Audiobooks Podcasts

websites / ePaper magazine websites

34 Notes: "Which of these digital media products have you spent money on in the past 12 months?"; Multi Pick; Base: n=1,049 all respondents (split sample: Media & digital media, Video games)

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 06

Mobility

• Attitudes

• Vehicle ownership

• Car propulsion systems

• Car features

• Car makes
 According to 29% of consumers, the public transportation system in their
area is good
Mobility: attitudes

Selected attitudes towards mobility in Vietnam

I try to opt for more environmentally-friendly

43%
means of transportation

Owning a car is important to me 41%

I am a car enthusiast 35%

The public transportation system in my area is good 29%

I can imagine using a self-driving taxi 22%

Fuel prices are making me opt for other

21%
forms of transportation (e.g., bike)

The electric infrastructure prevents me

20%
from getting an electric car

I spend too much time commuting 19%

36 Notes: "Which of these statements about cars and mobility do you agree with?"; Multi Pick; Base: n=1,047 all respondents (split sample: Mobility, Travel)

Sources: Statista Consumer Insights Global, as of September 2023

 78% of consumers own a car whereas 41% own a bicycle
Mobility: vehicle ownership

Ownership of selected vehicles in Vietnam

78%

66%

54%

41%

24%

17%

Car Motor scooter Motorcycle Bicycle Electric bicycle (e-bike) E-scooter (stand-
(e.g., Vespa) up scooter)

37 Notes: "Which of these items do you permanently have available in your household?"; Multi Pick; Base: n=1,047 all respondents (split sample: Mobility, Travel)

Sources: Statista Consumer Insights Global, as of September 2023

 5% of car owners drive hybrids, while gasoline is by far more common
Mobility: car propulsion systems

Distribution of car propulsion systems in Vietnam

73%

13%
8%
5%
0%
Gasoline Diesel Electric Hybrid (combination of Other
combustion and
electric drive)

38 Notes: "Which of these propulsion types does your primarily used car use?"; Single Pick; Base: n=812 respondents who have a car available in their household

Sources: Statista Consumer Insights Global, as of September 2023

 56% of consumers have wireless smartphone connections in their vehicles
Mobility: car features

Availability of car features in Vietnam

Wireless smartphone connection 56%

Wired smartphone connection 47%

Adaptive cruise control system 41%

Permanently installed display

40%
(cockpit or center console)

Lane departure warning system (passive) 38%

Active lane assist 37%

Parking assistant 36%

Permanently installed internet connection 34%

39 Notes: "Which of these features does your primarily used car provide?"; Multi Pick; Base: n=812 respondents who have a car available in their household

Sources: Statista Consumer Insights Global, as of September 2023

 Toyota and Ford constitute 37% of cars driven
Mobility: car makes

Top car makes in Vietnam

Toyota 21%

Ford 16%

Honda 14%

Hyundai 9%

Audi 9%

BMW 7%

Mazda 7%

Kia 5%

Mercedes-Benz 1%

Suzuki 1%

40 Notes: "What brand is your primarily used car?"; Single Pick; Base: n=812 respondents who have a car available in their household

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 07

Finance & insurances

• Financial attitudes

• Financial products

• Online payments

• Insurance attitudes

• Insurance ownership

• Insurance purchase
 47% of consumers state that they are well informed about their personal
finances
Finance & insurance: financial attitudes

Selected attitudes towards personal finances in Vietnam

I’m well informed about my personal financial situation 47%

If the service is good, I’m happy to pay for account

45%
administration and transactions

I could imagine dealing with my financial transactions

43%
exclusively via my smartphone

I could imagine dealing with my financial transactions

41%
exclusively online

Online financial services have made me confident

34%
about handling my own finances

New financial topics, such as crypto and NFTs,

31%
fascinate me

I’m worried about my financial future 27%

I could save a lot of money if I took advice from

26%
a finance expert

42 Notes: "Which of these statements about finance apply to you?"; Multi Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance)

Sources: Statista Consumer Insights Global, as of September 2023

 Savings accounts are the most frequently used financial products among
consumers
Finance & insurance: financial products

Financial products currently owned by Vietnamese consumers

Savings accounts 65%

Credit cards 62%

Real estate 43%

Insurance with an investment element 40%

Cryptocurrency (e.g., Bitcoin) 39%

Precious metals (e.g., gold) 34%

Equity investment (stocks / investment funds) 25%

Loans 16%

Mortgages 9%

Other capital investments 8%

Construction loan 7%

Checking accounts 7%

43 Notes: "Which of these financial products and investments do you currently use/own?"; Multi Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance)

Sources: Statista Consumer Insights Global, as of September 2023

 58% of consumers use online payment systems
Finance & insurance: online payments

Conducted payments online How consumers make payments online

Cash on delivery 63%

Credit card 59%

Online payment
58%
(e.g., PayPal, Amazon Pay)
43%
Debit card 35%

58% Cash in advance 32%

By invoice 25%

Prepaid cards / vouchers 24%

Direct debit 16%

Yes No

44 Notes: Recode based on ’’Online payments by type’’; Single Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance); "How have you conducted payments online in the past 12 months?"; Multi Pick; Base:
n=1,047 all respondents (split sample: Health, Finance, Insurance)
Sources: Statista Consumer Insights Global, as of September 2023
 49% of consumers feel well informed about their personal insurance policies
Finance & insurance: insurance attitudes

Selected attitudes towards insurances in Vietnam

I’m well informed about my personal insurance policies 49%

I could imagine managing my insurance exclusively online 44%

I am willing to automatically share information about my

42%
behavior with my insurance in exchange for better rates

I trust my insurance provider to take care of my claims 40%

I could benefit if I took advice by an insurance expert

29%
(e.g., on premiums, coverage)

I could imagine getting all my insurances from

26%
a tech company such as Google or Apple

I could imagine consulting a algorithm-based digital

25%
program (RoboAdvisor) for advice on insurance

I’m worried that I might not have the right kinds of

19%
insurance policies

45 Notes: "Which of these statements about personal finance apply to you?"; Multi Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance)

Sources: Statista Consumer Insights Global, as of September 2023

 44% of consumers currently have car insurance
Finance & insurance: insurance ownership

Types of insurance Vietnamese consumers currently own

Health insurance 98%

Life insurance 67%

Accident insurance 55%

Car insurance 44%

Personal liability insurance 31%

Home / dwelling insurance 20%

Contents / personal property insurance 17%

Legal expenses insurance 10%

Other 4%

Don’t know 0%

I do not have any insurances 1%

46 Notes: "Which of these insurances do you currently have?"; Multi Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance)

Sources: Statista Consumer Insights Global, as of September 2023

 86% of consumers took out insurance policies online
Finance & insurance: insurance purchase

Insurance taken out online Types of insurance consumers took out online

Health insurance 81%

14%
Life insurance 45%

Accident insurance 32%

Car insurance 31%

Personal liability insurance 19%

Home / dwelling insurance 11%

Contents / personal property insurance 11%

Legal expenses insurance 6%

Other 1%

86% Don’t know 1%

I have not taken out

Yes No 13%
any insurances online

47 Notes: Recode based on ’’Insurances taken out online by type’’; Single Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance); "Which of these insurances have you taken out online?"; Multi Pick; Base: n=1,047
all respondents (split sample: Health, Finance, Insurance)
Sources: Statista Consumer Insights Global, as of September 2023
CHAPTER 8

Health

• Attitudes

• Healthcare behaviors

• Medication purchases
 80% of consumers state that they actively do something to preserve their
health
Health: attitudes

Selected attitudes towards health care in Vietnam

I actively do something to preserve my health 80%

I would like to do more for my health 72%

I undergo regular medical check-ups 67%

I like consulting doctors via an app or an online chat 39%

I prefer alternative healing methods

27%
to conventional medicine

Patients must pay too much for medication

24%
and medical treatment

The health system frequently lets patients down 14%

I have little trust in the safety of vaccinations 7%

I can imagine taking medical

6%
cannabis for treatment

49 Notes: "Which of these statements about health do you agree with?"; Multi Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance)

Sources: Statista Consumer Insights Global, as of September 2023

 58% of consumers underwent a medical checkup in the past 12 months
Health: healthcare behaviors

Actions Vietnamese consumers have taken to address their health in the past 12 months

Underwent a medical check-up 58%

Consulted a family doctor 42%

Consulted a specialist 38%

Underwent outpatient treatment in a hospital 29%

Consulted an alternative practitioner 20%

Underwent inpatient treatment in a hospital 19%

Underwent surgery 7%

None of the above 13%

50 Notes: "Which of these things have you done in the past 12 months?"; Multi Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance)

Sources: Statista Consumer Insights Global, as of September 2023

 44% of consumers purchase online, whereas 93% visit their local pharmacies
or stores
Health: medication purchases

Where Vietnamese consumers have purchased medicine

93%

44%

1% 1%

Local purchaser Online purchaser Non-purchaser Other

51 Notes: Recoded based on "Where have you bought medication in the past 12 month (prescription / over the counter)?“; Multi Pick; Base: n=1,047 all respondents (split sample: Health, Finance, Insurance)

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 9

Consumer electronics & household

appliances
• Attitudes

• Consumer electronics

• Household goods

• Smart home attitudes

 38% of consumers say they could not live without their smartphone
Consumer electronics & household appliances: attitudes

Selected attitudes towards consumer electronics in Vietnam

When choosing electronics, I pay close attention

59%
to their energy efficiency

I want the best audio and cinematic experience

55%
from all my devices

I would love to control my home via smartphone or voice 46%

I could not live without my smartphone 38%

I buy new electronics, even when my old model still works 31%

Electronics are a status symbol for me (e.g., smartphone) 30%

53 Notes: "Which of the following statements about consumer electronics apply to you?"; Multi Pick; Base: n=1,047 all respondents (split sample: Housing & household equipment, Internet & devices)

Sources: Statista Consumer Insights Global, as of September 2023

 Almost every household owns a smartphone and a TV
Consumer electronics & household appliances: consumer electronics

Consumer electronic ownership in Vietnam

Smartphone 91%

TV 80%

Laptop 77%

Headphones 60%

Tablet 52%

Desktop PC 52%

Speakers 44%

Wearables 31%

Digital camera 29%

Printer / copier 26%

eReader 14%

Radio 10%

Music center 9%

54 Notes: "Which of the following electronic devices does your household own?"; Multi Pick; Base: n=1,047 all respondents (split sample: Housing & household equipment, Internet & devices)

Sources: Statista Consumer Insights Global, as of September 2023

 Refrigerators and washing machines are the most common household
appliances
Consumer electronics & household appliances: household goods

Ownership of household appliances in Vietnam

Refrigerator 90%

Washing machine 89%

Microwave 58%

Vacuum cleaner 58%

Cooker / oven 55%

Small kitchen appliances 50%

Toaster 48%

Coffee machine 24%

Freezer (stand-alone) 23%

Dishwashing machine 21%

None of the above 0%

55 Notes: "Which of the following household appliances does your household own?"; Multi Pick; Base: n=1,047 all respondents (split sample: Housing & household equipment, Internet & devices)

Sources: Statista Consumer Insights Global, as of September 2023

 Home safety is an important aspect of smart home technology for 55% of
consumers
Consumer electronics & household appliances: smart home attitudes

Selected attitudes towards smart home in Vietnam

Home safety is especially important to me 55%

I like being able to connect my

52%
home appliances to the internet

I like being able to monitor and control

50%
my home while I am away

Making my home environmentally

44%
friendly is important to me

Smart appliances and devices in my

36%
home can help me save money

I am worried that people can spy

27%
on me through my devices

It’s too expensive to convert my home

25%
into a Smart Home

56 Notes: "Which of the following statements about Smart Homes apply to you?"; Multi Pick; Base: n=1,047 all respondents (split sample: Housing & household equipment, Internet & devices)

Sources: Statista Consumer Insights Global, as of September 2023

CHAPTER 10

Travel

• Attitudes

• Private travel

• Business travel

• Product bookings

• Online bookings
 51% of consumers use their smartphone as a guide on their vacation
Travel: attitudes

Selected attitudes in Vietnam towards travel

I like to be in nature when traveling 53%

When I’m on vacation, I use my smartphone as a guide 51%

I want to experience something unique

45%
during my travels

When it comes to traveling, sustainability is important to me 38%

When I’m traveling, I book accommodations, car rentals,

36%
etc. spontaneously via my smartphone

When it comes to traveling,

33%
I always look for the cheapest offer

I adjust my travel plans on the basis of

23%
travel requirements and government regulations

58 Notes: "Which of these statements about traveling do you agree with?"; Multi Pick; Base: n=1,047 all respondents

Sources: Statista Consumer Insights Global, as of September 2023

 98% of consumers have undertaken personal travel in the past 12 months
Travel: private travel

Share of Vietnamese consumers who traveled for personal reasons Frequency of traveling for personal reasons in Vietnam

3%
Once 6%

2-3 times 31%

4-5 times 19%

6-10 times 10%

More than
33%
10 times

98% Not at all 3%

Yes No

59 Notes: Recode based on ’’Travel frequency for private purposes’’; Single Pick; Base: n=1,047 all respondents (split sample: Mobility, Travel); "How often have you traveled for private purposes in the past 12 months?"; Single Pick;
Base: n=1,047 all respondents (split sample: Mobility, Travel)
Sources: Statista Consumer Insights Global, as of September 2023
 94% of consumers have traveled for business purposes
Travel: business travel

Share of Vietnamese consumers who traveled for business purposes Frequency of traveling for business purposes in Vietnam

6%
Once 10%

2-3 times 24%

4-5 times 18%

6-10 times 9%

More than 10 times 33%

94%
Not at all 6%
Yes No

60 Notes: Recode based on ’’Travel frequency for business purposes’’; Single Pick; Base: n=1,047 all respondents (split sample: Mobility, Travel); "How often have you traveled for business purposes in the past 12 months?"; Single Pick;
Base: n=1,047 all respondents (split sample: Mobility, Travel)
Sources: Statista Consumer Insights Global, as of September 2023
 62% of consumers booked hotels in the past 12 months
Travel: product bookings

Travel products booked by Vietnamese consumers in the past 12 months

Hotels 62%

Flight tickets 55%

Package holidays 36%

Cruises 33%

Car rentals 27%

Ride sharing / carpooling (long distance travel) 26%

Vacation apartment or house 26%

Camping site 24%

Bus tickets (long distance) 23%

Train tickets (long distance) 22%

61 Notes: "Which of these travel products have you booked in the past 12 months?"; Multi Pick; Base: n=1,047 all respondents (split sample: Mobility, Travel)

Sources: Statista Consumer Insights Global, as of September 2023

 89% used online booking for their travel products
Travel: online bookings

Share of Vietnamese consumers who booked travel products online Travel products booked online by Vietnamese consumers

11% Hotels 52%

Flight tickets 49%

Package holidays 28%

Vacation apartment or house 17%

Car rentals 16%

Ride sharing / carpooling

16%
(long distance travel)

Train tickets (long distance) 15%

Cruises 15%

89% Bus tickets (long distance) 12%

Yes No Camping site 12%

62 Notes: Recode based on ’’Travel product online bookings’’; Single Pick; Base: n=1,047 all respondents (split sample: Mobility, Travel); "Which of these travel products have you booked online (website or app) in the past 12 months?";
Multi Pick; Base: n=1,047 all respondents (split sample: Mobility, Travel)
Sources: Statista Consumer Insights Global, as of September 2023
CHAPTER 11

Services & eServices

• Attitudes

• Service usage

• Online bookings
 60% of consumers will gladly pay for services that make life more convenient
Services & eServices: attitudes

Selected attitudes towards services in Vietnam

I gladly pay for services that

60%
make my life more convenient

I prefer to use services where

45%
I can have a personal contact

I like organizing my life

45%
through my smartphone

I tend to book services online 41%

I am often frustrated by unexpected extra fees

21%
at the end of a service booking

64 Notes: "Which of the following statements about services do you agree with?"; Multi Pick; Base: n=1,049 all respondents (split sample: Marketing & social media, Services & eServices)

Sources: Statista Consumer Insights Global, as of September 2023

 A majority of consumers use grocery delivery services
Services & eServices: service usage

Share of consumers using selected services in Vietnam

Grocery delivery 50%

Restaurant delivery 44%

Fitness & health services (e.g., gym

38%
membership, massage, fitness app)

Education & learning services 36%

Beauty treatments (e.g.,

36%
hairdresser, manicure)

Household services (e.g.,

27%
handyman, gardener, cleaner)

Buying event tickets 26%

Tax consultation 13%

Dating / matchmaking 13%

65 Notes: "Have you used any of the following services in the past 12 months?"; Multi Pick; Base: n=1,049 all respondents (split sample: Marketing & social media, Services & eServices)

Sources: Statista Consumer Insights Global, as of September 2023

 89% of consumers booked services online
Services & eServices: online bookings

Share of Vietnamese consumers who booked services online Services booked online in the past 12 months by Vietnamese consumers

11% Grocery delivery 41%

Restaurant delivery 35%

Fitness & health services (e.g., gym

27%
membership, massage, fitness app)

Education & learning services 27%

Beauty treatments (e.g.,

22%
hairdresser, manicure)

Household services (e.g.,

20%
handyman, gardener, cleaner)

Buying event tickets 19%

Tax consultation 7%
89%

Legal consultation 7%
Yes No

66 Notes: Recode based on ’’Service online bookings’’; Single Pick; Base: n=1,049 all respondents (split sample: Marketing & social media, Services & eServices); "Which of the following services have you booked online in the past 12
months?"; Multi Pick; Base: n=1,049 all respondents (split sample: Marketing & social media, Services & eServices)
Sources: Statista Consumer Insights Global, as of September 2023
 STATISTA CONSUMER INSIGHTS

Understand what drives

consumers
Gain a better understanding of consumers, brands, and markets.
With the Statista Consumer Insights, you get access to
streamlined market research tools and all results of the exclusive
Statista surveys. Leverage consumer insights to make data-driven
decisions and unlock new growth opportunities.

• Identify and understand your core audiences

• Track brand KPIs
+
• Analyze competitive landscapes
• Monitor consumer trends globally

2,000,000+ 56 3.5bn+ 15,000+ 500+

Find out more on:
Go to Consumer Insights statista.com/global-consumer-survey
interviews countries & consumers international topics &
territories represented brands industries

67
 Authors
Jack Spearman
Team Lead Consumer Insights
j.spearman@statista.com
Jack Spearman, began market research
career in the UK, at Kantar then Ipsos Mori.
Where he specialized in client and
stakeholder management, survey design
and concepting reports, across a range of
industries, both in consumer and B2B
markets.
After moving to Hamburg and joining
Statista in 2018 he is now the Team Lead for
Consumer Insights and the reporting offer.
68
www.statista.com
Jan Gewiese
Senior Research Manager
j.gewiese@statista.com
Jan Gewiese has degrees in Economics (B.Sc.)
from the University of Hohenheim and
Business Administration (M.Sc.) from the
University of Hamburg. He Interned at the
Hamburg Center for Health Economics and
Mercedes-Benz USA.
For the Statista Consumer Insights team, he
is responsible for concepting reports,
automation design, and is a trusted advisor
to clients and stakeholders for the product.
Stefan Rau
Senior Research Manager
s.rau@statista.com
Stefan Rau studied Economics (B.Sc.) at the
Ludwigs-Maximilian-University in Munich
and Public and Nonprofit Studies (M.Sc.) at
the University of Hamburg. During his
studies, he interned at TNS Infratest.​
Stefan's current role in the Consumer
Insights team focuses on process design and
report automation, specifically QA processes.
Stefan’s expertise also includes Python and
developing the teams AI tools.
Melvin Liesen
Research Manager
m.liesen@statista.com
Melvin Liesen studied Socioeconomics at
the University of Hamburg. During his
studies he worked at FOM University of
Applied Sciences for Economics and
Management. ​
Melvin supports the Consumer Insights
team at Statista with developing new IT
solutions across the department, as well as
the day to day running of the report
automation process.