Social media becomes the information hub for Vietnamese and they spend hours on Facebook, Zalo and the other services daily. This survey was made to understand the latest trend and usage of social media service in Vietnam. The survey was made in Sept 2018, to 620 people in HCM and Hanoi.

1. Q&Me is online market research provided by Asia Plus Inc.
Vietnam social network popularity 2018
Asia Plus Inc.

2. Overview
Social media becomes the information hub for
Vietnamese and they spend hours on
Facebook, Zalo and the other services daily.
This survey was made to understand the latest
trend and usage of social media service in
Vietnam.
The survey was made in Sept 2018, to 620
people in HCM and Hanoi.

3. Internet usage is more than the total of the other media
Q. How long do you access to the following media in a day? (excluding the time used for the works)
Daily average media usage (hours)
2.8
2.4
1.5
0.2 0.2 0.2
Internet (Mobile) Internet
(PC/Tablet)
TV Newspaper Magazine Radio

4. Internet usage is longer than TV and people access online from mobile longer
Daily media usage in detail
Q. How long do you access to the following media in a day? (excluding the time used for the works)
16%
21%
17%
20%
11%
5%
10%
0 1 - 30
min
31 - 60
min
1 - 2
hours
2 - 3
hours
3 - 4
hours
More
than 4
hours
TV
2%
7%
14%
19%
15% 14%
30%
0 1 - 30
min
31 - 60
min
1 - 2
hours
2 - 3
hours
3 - 4
hours
More
than 4
hours
Internet (Mobile)
11% 11%
12%
17%
10%
10%
28%
0 1 - 30
min
31 - 60
min
1 - 2
hours
2 - 3
hours
3 - 4
hours
More
than 4
hours
Internet (PC/Tablet)

5. Messaging service popularity

6. Facebook and Zalo are the two dominant messaging service in Vietnam
Q. What are the messaging service that you are in use?
96%
90%
28% 27%
15% 13% 10% 10% 7%
4%
10%
72% 73%
85% 87% 90% 90% 93%
Facebook Zalo Viber Skype LINE Yahoo!
Messenger
WeChat WhatsApp Kakao Talk
In use Not in use
Messaging service popularity

7. Most popular messaging service
Facebook Messenger is slightly popular than Zalo. Messenger is popular among the youth while Zalo
is supported by the elderly.
79%
50%
39%
20%
46%
56%
18-24 25-32 33-39
FB Messenger vs Zalo comparison by age
Facebook messenger Zalo
Q. What are the messaging service that you use the most?
56%
40%
2% 1%
Total
Facebook messenger Zalo Skype Viber

8. Facebook Messenger and Zalo are used regardless of the age. Viber and Skype are
more popular for 30’s
Q. What are the messaging service that you are in use?
96% 98% 92% 98% 98% 94% 96% 95%
Facebook Messenger
Messaging service popularity by profile
90%
83%
91% 95% 89% 91% 92% 89%
Zalo
27%
16%
34% 32% 27% 27%
38%
29%
Skype
28%
14%
33% 36%
27% 28%
43%
24%
Viber
15% 13%
20% 13% 17% 14%
21%
13%
LINE
13% 10% 15% 13% 13% 13% 13% 11%
Yahoo! Messenger

9. Social media popularity

10. Reasons to use social media
Friends / relatives communications is the most important reason for using
social media.
Q. What are the reasons that you use social media?
15%
15%
17%
19%
20%
22%
23%
27%
32%
34%
40%
41%
44%
53%
95%
Know new people from other countries
Extend my business network
Attend campaign / promotion
Sell goods
Receive event information
Receive info from companies / brands
Receive celebrities information
Share my knowledge / opinions
Know new people with same interests
Share my daily lives
Career / business related update
Interests / hobbies update
Buy goods
News / Trend update
Friends / relatives communications

11. Facebook popularity is the top, followed by Zalo & Instagram.
Q. What are the social media service that you are in use?
98%
89%
38%
18% 16%
2%
11%
62%
82% 84%
Facebook Zalo (timeline) Instagram Twitter LINE (timeline)
In Use Not in use
Social media service popularity

12. Zalo is used more at elders while Instagram is used more at youngsters.
Q. What are the social media service that you are in use?
98%100%
95%
100%99%
97% 98% 97%
Facebook
Social network popularity by profile
89%
83%
90%
94%
88% 90% 90% 89%
Zalo
38%
47%
38%
29%
35%
40%
45%
39%
Instagram

13. Most popular social media
Facebook is more popular at youngsters while Zalo more popular at elders.
88%
78%
69%
10%
20%
30%
18-24 25-32 33-39
Facebook vs Zalo comparison by age
Facebook Zalo
Q. What are the social media that you use the most?
79%
20%
2%
Total
Facebook messenger Zalo Others

14. Usage comparison - Facebook vs Zalo
Time spend for Facebook is more than Zalo
10%
24%
25%
19%
9%
6%
8%
Less
than 30
minutes
31 - 60
minutes
1 - 2
hours
2 - 3
hours
3 - 4
hours
4 - 5
hours
More
than 5
hours
Facebook
31%
28%
20%
9%
5%
2%
6%
Less
than 30
minutes
31 - 60
minutes
1 - 2
hours
2 - 3
hours
3 - 4
hours
4 - 5
hours
More
than 5
hours
Zalo
Q. How long do you use <Service name> a day?

15. Reasons to use social media by social media
While Facebook has a versatile usage, Zalo is used mainly for friends / family communication.
Instagram is for receiving the information about the favorite celebrities or the latest trend
Q. What are the reasons that you use <media name>?
Friends / Family communication
89%
Friends / Family communication
91%
News / trends update
50%
News / trends update
55%
News / trends update
25%
Update about celebrities
43%
Interests / hobbies update
49%
Interests / hobbies update
21%
Friends / Family communication
47%
Shopping (buy goods)
43%
Post my lifestyle
21%
Post my lifestyle
23%
Receive career / biz information
37%
Find new friends w/ same interests
19%
Interests / hobbies update
45%
Post my lifestyle
35%
Receive career / biz information
21%
Shopping (buy goods)
18%
Facebook Zalo Instagram
No.1
No.2
No.3
No.4
No.5
No.6

16. What you post on social media
Zalo and Instagram are used more for personal-related including selfie, opinions and purchased items,
while Facebook posts are to be shared generally.
Q. What are the things that you post? / * Regular users are those who post more than once / week
Photo with friends
56%
Selfie
46%
Scenery (place visited)
54%
Scenery (place visited)
50%
Scenery (place visited)
41%
Selfie
52%
Photo with family
48%
Photo with friends
44%
Photo with friends
43%
Selfie
42%
Photo with family
40%
Food
37%
Opinions
39%
Opinions
37%
Photo with family
33%
Facebook Zalo Instagram
No.1
No.2
No.3
No.4
No.5
41% 59% 31% 69% 25% 75%Regular users

17. What you post on social media - by age
Selfie and food get less for the elderly group, while photo with family or friends increase
Q. What are the things that you post?
45%
42%
48%
31%
34%
37%
52%
55%
48%
46%
39%
33%
52%
46%
39%
51%
35%
27%
Photo with friends Scenery(place to have
visited)
Selfie Photo with family Opinions Food
18-24 25-32 33-39

18. Social media usage change
The usage of social media increases after 25 years old for Facebook and Zalo. Instagram fans
increase start from more younger ages
Q. Compared with 12 month ago, how does your usage of <Media name> change?
43% 39% 44% 46%
35%
32%
34%
39%
22%
29%
22%
15%
Total 18-24 25-32 33-39
Facebook
More Same Less
40%
29%
45% 46%
43%
45%
39%
44%
17%
25%
16%
10%
Total 18-24 25-32 33-39
Zalo
More Same Less
29% 33% 33%
17%
46% 41% 39%
64%
25% 27% 28%
19%
Total 18-24 25-32 33-39
Instagram
More Same Less

19. Summary
• Facebook and Zalo are the two most popular
messaging as well as social media service in Vietnam
• Instagram is used almost by the half of users
especially among the youth
• Zalo popularity is among the 30’s while Facebook is
more used by the younger generations
• Freinds / family communication is the biggest
motivation for Facebook and Zalo while Instagram is
for the trend update
• Zalo and Instagram are used more for personal-related
including selfie, opinions and purchased items, while
Facebook posts are to be shared generally.

20. AUDIENCE PROFILE

21. Gender
Male, 50%Female, 50%
18-24, 34%
25-32, 34%
33-39, 32%
Age
HCM, 32%
Hanoi, 31%
Others, 37%
City
Household income
34%
36%
30%
Under 10,000,000 VND
10,000,001 VND - 20,000,000 VND
Above 20,000,000 VND
Respondents profile (N=620)

22. Q&Me – About Online Market Research Services

23. Enhanced Service 3: Business survey
Provide the research services driven by the technogies
Our research solutions
Consumer research app
Admin platform
Traditional market research
Collect surveys from online consumers Effective retail audit or data collection
Plan, Manage and Analyze data

24. Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 330,000 members as of March, 2018
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

25. Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI

26. Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

27. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 839 100 043