1.
Navigating the Evolving
Social Media Landscape
P R E P A R E D B Y D E C IS IO N L A B
M A R C H 2020

2.
Content
Introduction
T R A C K I N G T H E C O N N E C T E D C O N S U M E R S
T H E C O N N E C T E D C O N S U M E R S ’ P R O F I L E
T H E T R U E / F A L S E G A M E
The Statements
Key take-aways
Contact us

3.
Introduction

4.
Tracking the
Connected
Consumers
Q3 2019
Decision Lab asked
consumers to share their
social media habits
August 2019
The 1st issue of The
Connected Consumer
Report released
Q4 2019 – Q1 2020
2nd round of survey sent
out to consumers
March 2020
Navigating the Evolving
Social Media Landscape
More to come
Turning the Connected
Consumers into a tracker, with
periodic reports issued

5.
The Connected Consumers’ Profiles
GEN X
BORN BETWEEN 1955 – 1980
AGE 40 - 65
GEN Y (MILLENIALS)
BORN BETWEEN 1981 – 1996
AGE 24 - 39
GEN Z
BORN BETWEEN 1997 – 2005
AGE 15 - 23

6.
2149
TOTAL SAMPLE SIZE
15 DE C 2 0 19 – 2 7 F E B 2 0 2 0
SAMPLE COLLECTION PERIOD
Online quantitative
survey using
Decision Lab’s
online panel
NORTHEAST
SOUTH CENTRAL
NORTHWEST
RED RIVER DELTA
NORTH CENTRAL
WESTERN HIGHLANDS
MEKONG DELTA
SOUTHEASTNAT I ONW I DE
MALE & FEMALE 15 - 65

7.
The
True/False
Game
1
We show a statement regarding the
social media behavior of Vietnamese
consumers age 16 - 55
2 Guess whether the statement is
True or False
3 We reveal the answer and the figures
behind each statement

8.
The Statements

9.
YouTube has become the most
popular social media platform
False

10.
Facebook is still the no. 1 platform in terms of popularity,
followed by YouTube and Zalo
96%
82% 80%
44%
20%
16% 15%
6%
3% 4%
Facebook YouTube Zalo Instagram TikTok Pinterest Twitter LinkedIn Gapo Lotus
Most used socialmedia platforms
n=2149Q: Which of the following social media platforms are you using? (Choose all that apply)

11.
Instagram surpassed Zalo to be
the 3rd most popular social
media app for GenZ
rd
True

12.
• Top 5 social media plat f or mby generat ion
TikTok, and Pinterest are competing for Gen Z’s attention,
while Zalo fell behind YouTube and Instagram
Q: Which of the following apps do
you use? (Choose all that apply)
Gen X
n=266
Q: Which of the following apps do
you use? (Choose all that apply)
Gen Y
n=937
Q: Which of the following apps do
you use? (Choose all that apply)
Gen Z
n=914
95%
84%
72%
21%
9%
97%
90%
85%
42%
22%
97% 90%
68%
65%
32% 32%

13.
GenX is twice more likely
than GenZ to stop using at
least 1 social media platformx
False

14.
• Likely t o st op
On average, Gen Z use more social media apps than Gen X,
but are much more likely to quit at least one of those
Q: Which of the following apps have you intended to stop using? (Choose all
that apply)
Wanting toquit at least 1 app - % population
n=2149
68%
59%
33%
Gen Z Gen Y Gen X
GEN Z
GEN Y
GEN X
4.32
3.82
3.07
Number of apps used

15.
Local music streaming sites
are the 2nd most popular
platform for watching music
video
nd
True

16.
YouTube dominates when it comes to music videos. For
streaming music, local sites and Spotify are the next most
popular choices among Gen Z
• Local music st r eaming sit es
Which platform do you go on to listen to music?
Top Platform for listening to music – Gen Z vs Overall
Overall n=2149
Gen Z n=914
Top Platformsfor Music Video
Which platform do you go on to watch music
videos? n=2149
52%
22%
14%
55%
20%
6%
YouTube Local sites (ZingMP3,
Nhaccuatui, etc)
Spotify
Gen Z Overall
75%
9% 8%
YouTube Local sites
(ZingMP3,
Nhaccuatui, etc)
Facebook

17.
Facebook is the most popular
platform to get news for all
three generations
False

18.
• Popular plat f or m t o get news
Facebook is a prominent source to get news, especially for
Gen Z. However, for Gen Y, local news sites are their go-to
place
Q: Which platform do you use when
you want to get news?
Gen X
32%
27%
14% 14%
n=266
Q: Which platform do you use when
you want to get news?
Gen Y
n = 937
Q: Which platform do you use when
you want to get news?
Gen Z
n=914
37%
31%
14%
9%
45%
21%
19%
3%

19.
Zalo is the most popular platform
to connect with friends and
family for all three generations
False

20.
• Popular plat f or m t o connect wit h fr iends and family f or all gener ations
While Gen X and Gen Y prefer Zalo to connect with friends
and family, Gen Z prefers Facebook and Messenger
Q: Which of the following platforms
do you use to connect with friends
and family?
Gen X
43%
37%
15%
Zalo Facebook Messenger
n=266
Q: Which of the following platforms
do you use to connect with friends
and family?
Gen Y
n=937
Q: Which of the following platforms
do you use to connect with friends
and family?
Gen Z
n=914
41%
38%
16%
Zalo Facebook Messenger
43%
33%
16%
Facebook Messenger Zalo

21.
TikTok is now the 3rd most
popular platform for short
videosrd
True

22.
Facebook is the top platform for short videos except for
Gen X, who prefers YouTube. TikTok’s popularity mostly
come from Gen Z users
43%
47%
45%
35%36%
26%
36%
45%
8%
13%
8%
2%2%
0%
2%
5%4%
7%
3%
1%
Overall Gen Z Gen Y Gen X
Facebook YouTube TikTok Zalo Instagram
Popular platform for short videos
n=2149Q: Which of the following apps do you use when watching short videos?

23.
GenZ is 1.5x more likely to
use e-commerce sites for
shopping than GenX,
meanwhile GenX still prefers
Facebook.
x
True

24.
• E-commer ce sit es
For shopping, Facebook is only popular among Gen X. For
Gen Z and Gen Y, they most likely go to an e-commerce site
Q: Which of the following apps do
you use when you want to shop
online?
Gen X
37%
35%
7% 6%
1%
n=266
Q: Which of the following apps do
you use when you want to shop
online?
Gen Y
n=937
Q: Which of the following apps do
you use when you want to shop
online?
Gen Z
n=914
51%
24%
6%
2%
54%
13%
9%
1%

25.
GenZ is 3 times more likely to
use local streaming services to
watch movie than GenXx
True

26.
• Local st r eaming ser vices
YouTube dominates when it comes to watching movies.
However, Gen Y and Gen Z also frequent local movies
streaming services
Q: Which of the following apps do
you use to watch movies?
Gen X
60%
11% 11%
YouTube Facebook Local movie
sites / apps
n=266
Q: Which of the following apps do
you use to watch movies?
Gen Y
n=937
Q: Which of the following apps do
you use to watch movies?
Gen Z
n=914
53%
27%
9%
YouTube Local movie
sites / apps
Google
search
45%
31%
YouTube Local movie sites /
apps

27.
SmartTV is the most common
device to watch movie
False

28.
Mobile is King, meanwhile, smartTV and tablet are more
popular among Gen X
79%
84% 83%
69% 67%
54%
24%
27%
40%
12%
16%
21%
Gen Z Gen Y Gen X
Mobile Laptop SmartTV Tablet
Device for watching movie
N=2149Q: On which device do you use these platforms to watch movie?

29.
Key Take-aways
• Facebook is the most popular platform among all three generations.
• Apart from Zalo, local social media platforms do not have any significantshare in consumers’
attention. However, among Gen Z, Zalo is facingincreasingcompetition from YouTube,
Instagram, TikTok and Pinterest.
• On average, Gen Z uses more social media platforms, but is also more ready to quit at least 1 of
them.
• Gen Z is the generation most dependent on Facebook to get their news.
• Most online activities can be covered by YouTube and Facebook. Notable competitors of these
two are not other social media platforms, but local music streamingsites and Spotify, movies
streamingsites, local news publishers and e-commerce websites.

30.
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