Vietnam Consumer Behaviour in 2024: Top Platforms by Key Activities
As Vietnam continues its rapid digital transformation, the country has emerged as a prime destination for international brands. With its dynamic consumer market and tech-savvy population, Vietnam is now a strategic entry point for brands looking to capture Southeast Asia’s booming economy. The shift in consumer preferences across various digital platforms reveals key trends that can help brands tailor their marketing strategies.
Below is a breakdown of the top platforms dominating different consumer activities:
Key Consumer Behavior Insights by Activity
- Casual Browsing
- Video Watching
Entertainment consumption saw an uptick in early 2024, with YouTube, TikTok, and Facebook continuing to dominate. Notably, X (formerly known as Twitter) has made a recovery from its decline in late 2023. The stable preference for YouTube and TikTok, especially among younger users, indicates that short-form video remains a strong trend.
- Movie Streaming
YouTube maintains its top position in Vietnam’s movie streaming sector. However, local platforms like FPT Play are seeing growth, especially in Ho Chi Minh City, while Netflix continues to trail with only 28% penetration. Regional players are making headway in providing localized content, appealing to a broader audience.
- News Consumption
The shift towards social media platforms for news continues to grow, with Facebook leading at 61%. TikTok is a standout player in this space, as consumers increasingly prefer short video formats for staying informed. This evolution reflects the changing ways users digest news in a fast-paced digital environment.
- Livestreaming
Facebook dominates the livestreaming scene, but TikTok’s rapid 5% growth this quarter signals a changing landscape, particularly among Gen Z. In contrast, older generations still favor Facebook, demonstrating clear generational differences in platform preferences.
- Online Shopping
E-commerce platforms rebounded modestly after a challenging quarter, with Shopee remaining the favourite at 79%. Lazada follows with 54%, while new entrant Zalo is making waves, gaining 14% of consumer votes. The competition is heating up, and brands must stay agile to capture consumers’ attention.
- Messaging Platforms
Zalo and Facebook Messenger continue to be Vietnam’s top messaging platforms. Zalo leads overall, but among Gen Z, Messenger is fiercely competing for the top spot, indicating shifting dynamics in personal communication habits.
- Digital Finance
E-wallet usage is growing rapidly, with Momo leading the way at 65% penetration. Zalopay follows at 44%, showcasing Vietnam’s increasing comfort with digital financial transactions. From street vendors to large retailers, QR code payments are becoming the norm.
- Food Delivery
Vietnam’s rich street food culture continues to drive demand for food delivery. GrabFood has reclaimed its top position, but ShopeeFood is close behind, particularly among Gen Z users. The competition between these two giants reflects a highly engaged and hungry consumer base.
Is your marketing strategy aligned with these shifting consumer behaviors?
Let Brand Catalyser help you harness the full potential of Vietnam’s digital landscape and turn these insights into action. Reach out to our team today for a personalized consultation and start shaping your brand’s future in one of Southeast Asia’s most dynamic markets.
