The WeAreSocial’s Vietnam Digital Report 2022 provides insights into the changing landscape of internet usage, social media trends, and the prevalence of smart devices in Vietnam. This report highlights the increased awareness among internet users regarding data privacy and social media, along with the challenges and opportunities businesses may encounter. Let’s delve into the details of how these digital changes impact the lives of Vietnamese people and the implications for businesses in the near future.
- Vietnam Overview:
As of January 2021, Vietnam’s total population reached 98.56 million, with a growth of 808 thousand (+0.8%) between 2021 and 2022. Urban areas accounted for 38.7% of the population, while rural areas constituted 61.3%.
The number of internet users in Vietnam reached 72.10 million, representing 73.2% of the population, with a 4.9% increase compared to the previous year. Active social media users also grew by 6.9%, reaching a total of 76.95 million users.
- Internet Users:
According to Kepios analysis, Vietnam experienced a growth of 3.4 million (+4.9%) internet users between 2021 and 2022. This implies that 26.46 million people in Vietnam did not use the internet at the beginning of 2022, accounting for 26.8% of the country’s population. However, actual internet user counts might be higher due to the impact of ongoing COVID-19-related issues on research into internet adoption.
On average, users spend 6 hours and 38 minutes per day on the internet across all devices, with over half of that time being spent on mobile phones. Other popular devices include laptops, tablets, and connected televisions.
- Social Media Statistics:
Vietnam had 76.95 million social media users in January 2022, with more than half of them being female. The average daily time spent on social media increased by 7 minutes (approximately 5%) compared to the previous year, reaching 2 hours and 28 minutes. Furthermore, 85.2% of users actively engaged with social media platforms.
- Facebook Users:
At the beginning of 2022, Facebook’s ad reach in Vietnam covered 71.4% of the country’s total population. The gender distribution of Facebook users in Vietnam was split almost evenly, with 50.7% female and 49.3% male. Video posts were the most popular form, facilitating user engagement with fan pages.
According to Statista, the number of Facebook users in Vietnam is projected to decrease by a total of 1.8 million users (approximately 2.86%) between 2022 and 2028. This decline can be attributed to the growing popularity of TikTok, especially among the youth.
- YouTube Users:
As of early 2022, YouTube had 62.50 million users in Vietnam, reflecting a growth of 6.8 million users (12.2%) compared to the previous year. However, more than half of YouTube users were male, accounting for 50.5% of the user base. Music-related content remained the most searched category on the platform.
- Instagram Users:
Meta’s advertising tools reported 11.65 million Instagram users in Vietnam at the beginning of 2022. The largest user group consisted of individuals aged 18 to 24, totaling approximately 5.9 million users. Instagram’s ad reach in Vietnam accounted for 16.2% of the country’s internet population, regardless of age. Additionally, 54% of Instagram users were daily users, marking a 3% increase compared to the previous year.
- TikTok Users:
According to ByteDance’s marketing materials, there were 39.91 million TikTok users in Vietnam aged 18 or older at the beginning of 2022. TikTok’s social video platform indicated that uplifting, funny, and personalized messages appeared to be the most effective for engaging users. Brands can enhance the entertainment value of their video content by utilizing editing techniques such as text overlays and sound synchronization.
- Facebook Messenger Users:
Meta’s advertising tools revealed that Facebook Messenger ads reached 54.00 million users in Vietnam at the beginning of 2022. The ad reach of Facebook Messenger corresponded to 74.9% of the country’s internet population, regardless of age. However, some users reported receiving repetitive messages from unknown users, which might impact the continued or regular usage of Messenger in the future.
- Mobile Connections:
GSMA Intelligence data indicated 156 million cellular mobile connections in Vietnam at the beginning of 2022, surpassing the total population by 158.3%. Additionally, the annual consumer spending on mobile apps and in-app purchases reached $416 million, signifying a 44% increase compared to the previous year.
- E-Commerce:
In 2022, the number of online consumer goods purchasers in Vietnam reached 51.78 million, reflecting a 13.5% year-on-year change. This led to a total annual spend of $12.42 billion on online consumer goods, with a year-on-year change of 35.4%. The most popular categories for online purchases included electronics, fashion, furniture, and personal care.
In conclusion, the Digital Landscape Report for Vietnam in 2022 highlights the significant growth and influence of digital platforms in the country.
Key Takeaways:
- Facebook remains the dominant social media platform, but TikTok is gaining popularity, especially among the younger generation.
- E-commerce in Vietnam is thriving, driven by the increasing adoption of mobile devices and e-wallets.
- TikTok Shop is emerging as a potential game-changer in the e-commerce space, offering new opportunities for businesses.
- Marketers should consider diversifying their strategies to include both Facebook and TikTok to reach a broader audience.
- Mobile commerce is on the rise, and businesses should leverage this trend to optimize their online sales.
To navigate the dynamic digital landscape in Vietnam and capitalize on the growing opportunities, it is crucial to have the support of a knowledgeable team. Contact our Vietnam team today to receive guidance to maximize your business’s digital marketing efforts. Stay ahead of the competition and unlock the full potential of the Vietnamese market!