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 use and selection of food delivery and e-wallet apps are concentrated on the leading apps (Grab & MoMo). This poses a challenge for other apps, especially Shopee, as it records a decline in usage and selection across the tracked categories.

Source: decisionlab