Share of TikTok users among Gen Z Vietnam Q1 2020-Q2 2023

According to a survey conducted among internet users in Vietnam by Decision Lab in the second quarter of 2023, the share of TikTok users among Generation Z reached 81 percent, indicating a slight increase from the last quarter. By comparison, around 77 percent of internet users in this age group used TikTok in the first quarter of 2023.

TikTok on the rise in Vietnam

Introduced to Vietnamese internet users in 2019, TikTok quickly scaled up to be one of the most used social media platforms across the country and has been especially popular among Generation Z. As of January 2023, Vietnam had the second-largest TikTok audience in the Asia Pacific region, with almost 50 million users engaging with the social video platform. More than just a short video-sharing channel, TikTok has recently extended its functionality to become a social commerce platform in Vietnam, which was easy, convenient, and entertaining to use according to online shoppers in the country.

Social media in Vietnam

While TikTok has seen significant growth in usage in Vietnam in recent years, Facebook remained the leading social media app in the country. Apart from globally known platforms such as Facebook, Instagram, and YouTube, the made-in-Vietnam app Zalo has consistently been the second most used social networking channel among Vietnamese internet users of all generations. In general, the popularity of social media platforms varies slightly among different age groups across the country. For instance, TikTok and Instagram were used much more by Gen Z, while Gen X internet users had the highest usage rate for Zalo.