The Vietnam Digital Report in 2022 published by WeAreSocial records significant changes, revealing the trends of internet users, and active social media users in Vietnam.
The Vietnam Digital Report in 2022 published by WeAreSocial records significant changes, revealing the trends of internet users, and active social media users in Vietnam. This report also shows the prevalence of smart devices, as well as the increased awareness among internet users regarding data privacy and social media. Let's see in detail how digital changes affect Vietnamese people's lives and challenges and opportunities for businesses in the coming time.
The total population in Vietnam reached 98.56 million in January 2021. With an increase of 808 thousand (+0.8 percent) between 2021 and 2022. At the start of 2022, 38.7 percent of Vietnam’s population lived in urban centers, while 61.3 percent lived in rural areas.
Internet users were 72.10 million people, accounting for 73.2% of the population, up 4.9% over the previous year. At the same time, Active social media users also increased by 6.9%, currently having 76.95 million users.
According to Kepios analysis, between 2021 and 2022, there was an increase of 3.4 million (+4.9%) internet users in Vietnam. For perspective, these user figures reveal that 26.46 million people in Vietnam did not use the internet at the start of 2022, or 26.8% of the country's population. Actual internet user counts, however, may be greater than these reported estimates imply because issues relating to COVID-19 continue to impact research into internet adoption.
The daily time spent using the internet across all devices is 6h38m. More than half of this time, users use mobile phones to access the internet. Some other popular devices are also noted such as laptop, tablet device, connected television,...
There were 76.95 million social media users in Vietnam in January 2022, more than half of them were female. The average daily time spent on social media was 2h28m, increased by 7 minutes (about 5 percent) vs the previous year. Additionally, 85,2% users spent time on social media platforms.
At the beginning of 2022, Facebook's ad reach in Vietnam was equal to 71.4% of the country's total population. In Vietnam, the Facebook ad audience was split 50.7% female to 49.3% male. Video posts are the most popular form, making fan pages easier to access and engage with users.
According to Statista, the number of Facebook users in Vietnam was forecast to decrease between 2022 and 2028 by in total 1.8 million users (approximately 2.86 percent). This is because it has lost some share as TikTok has gained its popularity particularly among youth.
Updates to Google’s advertising resources indicate that YouTube had 62.50 million users in Vietnam in early 2022, which increased 6.8 million users (12.2 percent) vs the previous year. Compared to Facebook users, however, more than half of YouTube users were male, with the figure for 50.5%. In addition, the most searched content on this platform is mostly related to music.
According to statistics from Meta's advertising tools, there were 11.65 million Instagram users in Vietnam at the beginning of 2022. People aged 18 to 24 were the largest user group (about 5.9 million). It's also important to note that at the beginning of 2022, Instagram's ad reach in Vietnam amounted to 16.2% of the country's internet population (regardless of age). Additionally, 54% of Instagram users are daily users, which is an increase of 3% compared with last year.
According to statistics found in ByteDance's marketing materials, at the beginning of 2022, TikTok had 39.91 million users in Vietnam who were 18 years of age or older.
For other brands, TikTok’s report indicates that the most effective messages on their social video platform appear to be uplifting, funny, and personalized. And the social video platform says brands can use editing techniques like adding text overlays or syncing sounds to transitions to hold viewers’ attention and build on the entertainment value of their video content.
Statistics from Meta's advertising tools show that in early 2022, Facebook Messenger ads in Vietnam hit 54.00 million users. In addition, the ad reach of Facebook Messenger in Vietnam corresponds to 74,9 percent of the country's internet population (regardless of age).
However, dozens of activists have reported that their Facebook accounts have been spammed by repetitive messages from unknown users. This also affects how many people continue to use or use Messenger regularly in the next few years.
Data from GSMA Intelligence shows that there were 156 million cellular mobile connections in Vietnam at the beginning of 2022, which means 158.3 percent of the total number population in January 2022. Especially, annual consumer spend on mobile apps and in-app purchases reached $416 million, which increased 44% vs the previous year.
The number of people purchasing consumer goods via the internet was 51.78 million in 2022, with year-on-year change being 13.5 percent. This led to $12.42 billion in total annual spend on online consumer goods purchases, with year-on-year change being 35.4 percent. The most purchased items in electronics, fashion, furniture, personal care,...
Through the Digital 2020 Vietnam report, Facebook is still the leading social platform that has the most effect on Vietnamese users. However, TikTok platform will be the challenger of Facebook where marketers should spend more of their time building brands and selling activities. Especially in the future, e-commerce will create more breakthroughs thanks to e-wallets and mobile phones, especially the growth potential of TikTok Shop.
Source: Data Reporter
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