According to a survey among internet users conducted in Vietnam by Decision Lab in the third quarter of 2023, Facebook was the leading social media platform among all generations. Meanwhile, the Vietnamese platform Zalo was the second most-used channel among the surveyed respondents. TikTok was most popular among Gen Z, with over 80 percent of respondents from this generation confirmed using this platform.
Social media platforms in Vietnam
Vietnam was among the countries with the highest number of social media users worldwide. The tech giant Meta dominated the social media landscape in the country, especially among Gen Y. Being the only Vietnamese brand among the top five, messaging app Zalo was the second most-used social media platform, just behind Facebook. Meanwhile, TikTok has recently emerged as one of the networks with the highest growth in user numbers in Vietnam, slowly gaining its spot among the leading platforms.
The rise of TikTok among Gen Z in Vietnam
TikTok is particularly popular among Gen Z globally, and Vietnamese members of this generation were no different. The share of TikTok users among Gen Z in Vietnam has been growing fast, reaching over 80 percent of the internet users within this age group. Although this platform has yet to surpass Facebook as the number one social media app, it ranked first among the leading social media apps for watching short videos among Vietnamese Gen Z as of the second quarter of 2023.
Penetration rate of leading social media apps among internet users in Vietnam as of 3rd quarter of 2023, by generation
Original question: “Which of the following social media platforms are you using? (Choose all that apply)”
According to the source, Generation X are people born between 1960 and 1980, Generation Y are those born between 1981 and 1996, and Generation Z are those born between 1997 and 2006.
Number of respondents: Gen X = 387 Gen Y = 677 Gen Z = 529
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Decision Lab. (December 7, 2023). Penetration rate of leading social media apps among internet users in Vietnam as of 3rd quarter of 2023, by generation [Graph]. In Statista. Retrieved September 18, 2024, from https://www.statista.com/statistics/1229529/vietnam-leading-social-media-platforms-by-generation/
Decision Lab. "Penetration rate of leading social media apps among internet users in Vietnam as of 3rd quarter of 2023, by generation." Chart. December 7, 2023. Statista. Accessed September 18, 2024. https://www.statista.com/statistics/1229529/vietnam-leading-social-media-platforms-by-generation/
Decision Lab. (2023). Penetration rate of leading social media apps among internet users in Vietnam as of 3rd quarter of 2023, by generation. Statista. Statista Inc.. Accessed: September 18, 2024. https://www.statista.com/statistics/1229529/vietnam-leading-social-media-platforms-by-generation/
Decision Lab. "Penetration Rate of Leading Social Media Apps among Internet Users in Vietnam as of 3rd Quarter of 2023, by Generation." Statista, Statista Inc., 7 Dec 2023, https://www.statista.com/statistics/1229529/vietnam-leading-social-media-platforms-by-generation/
Decision Lab, Penetration rate of leading social media apps among internet users in Vietnam as of 3rd quarter of 2023, by generation Statista, https://www.statista.com/statistics/1229529/vietnam-leading-social-media-platforms-by-generation/ (last visited September 18, 2024)
Penetration rate of leading social media apps among internet users in Vietnam as of 3rd quarter of 2023, by generation [Graph], Decision Lab, December 7, 2023. [Online]. Available: https://www.statista.com/statistics/1229529/vietnam-leading-social-media-platforms-by-generation/