Facebook top popular social media, Zalo top messaging app in Vietnam

Facebook was the most popular social media platform in Vietnam, while Zalo, developed by local tech giant VNG Corporation, was the most used messaging app in the fourth quarter of 2022, according to Decision Lab.

It its latest The Connected Consumer Q4 2022 report featuring 1,584 respondents, the Vietnamese market researcher said Facebook was the leading social media platform with a penetration rate of 96%, followed by Zalo with 93%, and YouTube with 90%. Other popular sites were TikTok with 63%, Instagram with 50%, Twitter with 30%, Pinterest with 18%, and LinkedIn with 11%.

Decision Lab noted the social media usage increased for platforms from Q3 to Q4 last year. However, TikTok’s usage decreased by 9% among Gen Z people, or the generation of teenagers and young adults between 16 and 25 years old.

For messaging, Zalo remained the most popular app with a penetration rate of 87%, followed by Facebook with 72%, Messenger with 58%, and Instagram with 15%.

Zalo also topped the list as the most often used app with 52% of the respondents, up by six percentage points after a quarter, while Facebook fell two percentage points to 23%.

The market researcher emphasized that the favorability for Zalo jumped by eight percentage points among Gen Z people, indicating an important source of growth.

In the e-commerce market, Shopee and Lazada were the top platforms with penetration rates of 81% and 62%, respectively, in Q4/2022. Other top brands were Facebook with 36%, Tiki with 39%, and Sendo with 27%.

Notably, TikTok was the only platform with continuous growth throughout 2022.

Regarding the food delivery market, GrabFood and ShopeeFood continued their domination with penetration rates of 47% and 45%, respectively, followed by Baemin with 26%, and GoFood with 25%.

Grab remained the biggest player in the ride-hailing sector with a penetration rate of 70%, followed by Mai Linh Taxi with 28%, GoJek with 27%, and Be with 21%.