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Survey information
• Subject: Social media usage and popularity in Vietnam
• Conducted on Sept 18-20, 2014
• Method: Internet Survey
• Respondents: Male / Female in Vietnam
• Number of respondents: 500
Executive Summary
• Facebook Messenger is by far the most commonly used
messenger, followed by Yahoo! and Zalo. Facebook
Messenger is used by 87% of the respondents
• 77% use Facebook Messenger daily which is high
compared with other services
• 46% use SNS messaging service 3 hours a day, 82%
use more than 1 hours a day
• Most apps are installed by themselves and a few ask for
store / friends for installation
Which SNS messenger service do you use?
Facebook Messenger is by far the most commonly used messenger, followed by
Yahoo! and Zalo
87%
22%
35%
49%
61%
17%15%
12%9%
14%
56%
19%
84%
17%
25%
34%
55%
13% 12%8%
5%10%
42%
23%
88%
23%
38%
55%
66%
18%16%
13%11%
15%
58%
18%
86%
27%
47%
58%
53%
24%
15%
20%
12%
17%
80%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TTL 10-19 20-29 30-
Which SNS messenger service do you use?
For Male/Female differences, Zalo is used more by male, while Yahoo! is used
more by female
87%
22%
35%
49%
61%
17%15%
12%9%
14%
56%
19%
87%
21%
36%
50%
64%
15% 14% 12%9%
13%
53%
19%
86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TTL Male Female
How often do you use messaging application?
Facebook messenger is used much more than any other applications in
Vietnam. 77% of the respondents have replied that they use the service daily,
while 89% use it more than a couple of times weekly.
77%
17%
24%
27%
43%
11%
10%
10%
9%
11%
31%
12%
14%
14%
17%
13%
8%
9%
9%
6%
8%
16%
3%
11%
10%
11%
9%
8%
9%
8%
7%
6%
16%
3%
13%
15%
20%
11%
18%
15%
13%
11%
15%
18%
5%
45%
37%
25%
23%
55%
57%
60%
67%
61%
19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Facebook Msg
Line
Viber
Skype
Zalo
Kakao Talk
Snap Chat
Tango
Yahoo! Msg
Daily 2-3 times / week Once / week Installed but not used never
How often do you use messaging application?
(Detail by service 1)
Facebook LINE
Viber Skype
Zalo WeChat
Kakao Talk WhatsAPP
Snapchat Tango
Yahoo!Messenger BeeTalk
How often do you use messaging application?
(Detail by service 2)
Who do you use messenger service with?
Zalo / LINE are the two applications which is commonly used for
boyfriend/girlfriend communications. Skype as well as WeChat is popular for
business use
50%
49%
48%
44%
49%
48%
49%
45%
48%
48%
48%
19%
24%
16%
15%
22%
14%
15%
18%
11%
19%
19%
17%
13%
24%
19%
16%
16%
21%
18%
24%
18%
18%
13%
15%
12%
22%
12%
21%
16%
19%
17%
16%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
FB Messenger
Line
Viber
Skype
Zalo
Kakao Talk
Snap Chat
Tango
Yahoo Messenger
Friends Boyfriend / Girlfriend Family Business
Who installs the applications?
Apps are installed by themselves most cases, while the retio who asks store to
do it is higher among 30s.
89% 89% 88% 87%90%
85%
7% 8%6% 9%
6%12%
4% 3%6% 4% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TTL Male Female 10-19 20-29 30-
Friends
Store
Self
Which smartphone do you own?
20%
30%
7%
3%
4%
14%
1%
1% 3%
17%
Apple SamSung LG Asus Sony Nokia Oppo Huawei HTC Others
Samsung has the top share followed by Apple. Nokia ranks at no.3 which is
unique in Vietnam.
Which smartphone do you own? (Detail)
20% 21%17% 17%
21% 20%
25%28% 33%
27%
32%25%
7%6%
9%
5%
8%
7%
5%4%
2%
4%
3%
5%
9% 4% 2%
1%
4%9%
19%
13% 17%
15%
13% 19%
3%
1%
1%
1%
1%3%
0%
3%
2%
2%
3%0%
12%19%
15%
27%
14% 12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TTL Male Female 10-19 20-29 30-
Apple SamSung LG Asus Sony Nokia Oppo Huawei HTC Other
Female has more ownership of Samsung and Nokia, while iPhone ownership is
higher among male
How long do you use SNS messaging in average?
46%
23%
13%
9%
6%3%
More than 3 hours / day
2-3 hours / day
1-2 hours / day
30 min - 1 hour / day
2-3 times / week
less than the above
46% use SNS messaging service 3 hours a day, 82% use more than 1 hours a
day
How long do you use SNS messaging in average?
(Detail)
Female is more addicted and spend long hours for SNS messaging. Nearly half
of teenagers spend more than 3 hours a day
46% 45%49% 49%
45% 46%
23% 23%
24% 24%24%
17%
13% 14%12% 12%
13%17%
9% 9%8% 8%
8%10%
6% 6% 5% 5% 6% 10%3% 3% 2% 2% 3% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TTL Male Female 10-19 20-29 30-
More than 3 hours / 1 day 2-3 hours / 1 day 1-2 hours / 1 day
30 minutes-1 hour / day 2-3 times / 1 week I do not use
Contact: [email protected]