Digital consumption trend report in Vietnam Q1 2023 conducted by Decision Lab

The Connected Consumer is a quarterly report conducted by Decision Lab to provide the latest updates on digital consumption behavior of Vietnamese people, helping brands connect effectively with consumers. Information in the report is analyzed by Decision Lab's consulting experts, focusing on consumers' online habits, including social media usage, entertainment (music, movies, online videos), and online shopping.

TikTok's dominance in the short video field continued to be challenged in Q1/2023. Meanwhile, Reels and Shorts maintained similar usage levels compared to the previous quarter. Instagram is also increasingly recognized as a platform for short videos.

Although TikTok usage slightly decreased in Q1/2023, TikTok Shop usage increased strongly. This shows the development of shoppertainment in Vietnam, where e-commerce activities take place on entertainment platforms.

The usage and selection of food delivery and e-wallet applications focus on top applications (Grab & MoMo). This poses challenges for other applications, especially Shopee, when recording a decrease in usage and selection in the monitored categories.

Source: decisionlab