The Connected

Consumer Q1 2020
PREPARED BY DECISION LAB

MAY 2020
Content

Introduction
TRACKING THE CONNECTED CONSUMERS

THE CONNECTED CONSUMERS’ PROFILE

Overview
Platforms by function
Key findings & What it means for Advertisers
Our solutions
Contact us
Introduction
Background

The Connected Consumer is a quarterly study conducted by

Decision Lab starting in 2019. The study focuses on
consumers’ online habits, including social media usage,
entertainment (music, movies, online videos), as well as online
shopping. Data in this report is collected using Decision Lab’s
online panel.

Disclaimer: This report has been prepared solely for information purposes over a limited time period to provide a perspective on the market.
Information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance
or results. Decision Lab shall not be liable for any loss arising from the use of this report.
Online quantitative
survey using
Decision Lab’s
NORTHEAST

NORTHWEST

online panel RED RIVER DELTA

NORTH CENTRAL

DEC 2019 – FEB 2020 2149

SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE

SOUTH CENTRAL

AUG 2019 - SEP 2019 457 WESTERN HIGHLANDS

SAMP LE C OLL EC TION P ERIOD TOTAL SAMP LE SIZE

NATIONWIDE SOUTHEAST
MEKONG DELTA
MALE & FEMAL E 15 - 60
The Connected Consumers’ Profiles

GEN Z GEN Y (MILLENIALS) GEN X

BORN BETWEEN 1997 – 2005 BORN BETWEEN 1981 – 1996 BORN BETWEEN 1960 – 1980
AGE 15 - 23 AGE 24 - 39 AGE 40 - 60
The Top platforms
Facebook is still the no. 1 platform in terms of popularity,
followed by YouTube and Zalo. TikTok sees a significant
rise in popularity in the 1st quarter of 2020

Most used social media platforms

96% 97%

82% 83%
79% 80% 2020 2019

46%
44%

20% 17%
15% 16% 16% 15% 12%
6% 4% 3%

2020 n=2149
Q: Which of the following social media platforms are you using? (Choose all that apply) 2019 n=457
Zalo is losing Gen Z’s interest, while TikTok and Pinterest
are competing to expand their popularity among this
generation
• Top 5 social media platform by generation

Gen X Gen Y Gen Z

99% 99% 100%

95% 86% 97% 90% 97% 90%
90% 85% 87%
84% 82%
72% 68% 67%
66% 66% 65%
44%
42%
30% 32%
22% 32%
21% 25%
6% 16%
5%
N/A

2020 2019 2020 2019 2020 2019

Q: Which of the following apps do Q: Which of the following apps do Q: Which of the following apps do
you use? (Choose all that apply) 2020 n=266 you use? (Choose all that apply) 2020 n=937 you use? (Choose all that apply) 2020 n=914
2019 saw the entrance of 2 new local social media platforms,
Gapo and Lotus. However, these 2 platforms are still in the
phase of building content and gaining followers
As more social media platforms enter the market, consumers
feel less dependent on one single platform

Facebook YouTube Zalo Instagram

55% 44% 36% 13%

2020 2020 2020 2020

63 % 46 % 43 % 11 %

2019 2019 2019 2019

Q: Which of the following social media platforms are you unable to live without? (Choose all that apply) 2020 n=2149
2019 n=457
Changes signIficant at 95%
While Gen Y and Gen X can do without Instagram, Gen Z are
more likely to go without Zalo

Gen X Gen Y Gen Z

63%
52% 52%
49%
49% 42% 41%
41%

23%
15%
9%
6%

Q: Which of the following social Q: Which of the following social Q: Which of the following social
media platforms are you unable to 2020 n=266 2020 n=937 media platforms are you unable to 2020 n=914
media platforms are you unable to
live without? (Choose all that apply) live without? (Choose all that apply) live without? (Choose all that apply)
• Most used social media platforms

What is consumers’ primary app?

When those
who claimed to
have apps they
can’t live
without are
asked to
55% 19% 18% 4% 4%
choose only
one as their
primary app,
Zalo, YouTube
and Instagram
Facebook Zalo YouTube Instagram Others/Don't care
became
dispensable

Q: What is your one primary app? 2020 n=1439

Facebook remains the primary app for all generations, while
Zalo is holding onto their share among older generations

Gen X Gen Y Gen Z

58% 55%
53%

27% 25%
22%
14% 17%
10%
3% 4%

Q: What is your one primary app? 2020 n=194 Q: What is your one primary app? 2020 n=610 Q: What is your one primary app? 2020 n=581
On average, Gen Z use more social media apps than Gen X,
but are much more likely to quit at least one of those
• Likely to stop

Number of apps used

Wanting to quit at least 1 app - % population

68%

4.32
59%

33%
GEN Z

Gen Z Gen Y Gen X

GEN Y 3.82
Q: Which of the following apps have you intended to stop using? (Choose all
that apply) n=2149 GEN X 3.07
Platforms by function
There is not much changes in consumers’ preference when it
comes to music platforms. Local platforms are still stagnant
at a 20% share of popularity

YouTube Local platforms Spotify

55% 20% 6%
2020 2020 2020

57 % 21 % 7 %

2019 2019 2019

2020 n=2149
Q: Which platform do you go on to listen to music?
2019 n=457
While Gen X still search for music on Google, Gen Y and Gen Z
have moved on to local streaming platforms and Spotify

Gen X Gen Y Gen Z

58% 59%
55% 55% 55%
52%

23% 21% 22% 23%

17% 19%
15% 14% 14%
6% 5% 5%
N/A N/A

2020 2019 2020 2019 2020 2019

Which platform do you go on to 2020 n=266 Which platform do you go on to 2020 n=937 Which platform do you go on to 2020 n=914
listen to music? listen to music? listen to music?
• Top Platforms for Music Video

Platforms for music videos

Gen X still go
81% 80%
Total Gen X Gen Y Gen Z
onto local
75%
streaming
62% platforms and
Facebook to
watch music
videos, while
Gen Y and Gen
13% 14% Z mostly go on
9% 9%
5%
8%
4%
7% YouTube

Q: Which platform do you go on when you want to watch music videos? 2020 n=2149
TikTok has an overall penetration of 20%, however,
consumers have not yet thought of it as a platform designated
for short videos

Facebook YouTube TikTok

42% 36% 8%
2020 2020 2020

41 % 40 % 8 %

2019 2019 2019

2020 n=2149
• Q: Which of the following apps do you use when watching short videos?
2019 n=457
TikTok and Instagram have established their presence among
Gen Z and Gen Y when it comes to short videos
• Popular platform to get news

Gen X Gen Y Gen Z

2020 2019 2020 2019 2020 2019

57% 47%
47%
45%
41% 40%
45%
36%
36%
35%
32% 26%

13%
8% 7%
5% 4% 3%
N/A N/A N/A
N/A N/A N/A

Q: Which of the following apps do Q: Which of the following apps do Q: Which of the following apps do
you use when watching short you use when watching short you use when watching short
videos? 2020 n=266
2020 n=266 videos? 2020 n = 937 videos?
2020 n=914
Despite the amount of local movie streaming services,
consumers still use YouTube as a movie site

YouTube Local platforms Google Search

52% 23% 10%

2020 2020 2020

55 % 28 % 6 %

2019 2019 2019

2020 n=2149
Q: Which of the following apps do you use when watching movies?
2019 n=457
While Gen X primarily uses YouTube for movies watching,
Gen Z’s choices are more diverse

• Local streaming services

Gen X Gen Y Gen Z

60%
53%

45%

31%
27%

11% 11% 9%
10%

Q: Which of the following apps do Q: Which of the following apps do Q: Which of the following apps do
you use to watch movies? n=266 you use to watch movies? n=937 you use to watch movies? n=914
Facebook is still the most popular platform to get news,
followed by local publishers

Facebook Local publishers Google Search

35% 29% 16%

2020 2020 2020

36 % 33 % 13 %

2019 2019 2019

2020 n=2149
Q: Which platform do you use when you want to get news?
2019 n=457
Local publishers constitute a major news source for all
generations, especially Gen Y. However, GenZ is relying more
on Facebook for their news
• Popular platform to get news

Gen X Gen Y Gen Z

32% 37% 45%

27% 31%

14% 21%
14%
14% 19%
9%

3%

Q: Which platform do you use when Q: Which platform do you use when Q: Which platform do you use when
you want to get news? 2020 n=266 you want to get news? 2020 n = 937 you want to get news? 2020 n=914
When it comes to connecting with friends and family, it’s
either Zalo or Facebook and its Messenger

Facebook Zalo Messenger

39% 34% 21%

2020 2020 2020

41 % 32 % 22 %

2019 2019 2019

2020 n=2149
Q: Which of the following platforms do you use to connect with friends and family?
2019 n=457
While Messenger is popular among Gen Z, Zalo is popular
among Gen X and Gen Y

• Popular platform to connect with friends and family for all generations

Gen X Gen Y Gen Z

47%
43% 42% 43%
41%
39% 38% 38%
37%

31% 33%
30%
24%
20%
16% 16%
15%
12%

Q: Which of the following platforms Q: Which of the following platforms Q: Which of the following platforms
2020 n=266 do you use to connect with friends 2020 n=937 do you use to connect with friends 2020 n=914
do you use to connect with friends
and family? and family? and family?
• Popular platform for short videos

Platforms for mindless browsing

Despite the
61% 2020 2019 drop,
Facebook is
50% still the top
platform for
mindless
browsing
18% 17%

6% 8%
6% 5%
N/A N/A

2020 n=2149
Q: Which of the following apps do you use when you want to browse mindlessly? 2019 n=457
The 3rd most popular platform shows the difference between
generations. Gen X prefers Zalo, Gen Y prefers local news
publishers while Gen Z goes on Instagram
• Local streaming services

Gen X Gen Y Gen Z

50% 51%
45%

19% 17% 18%

12% 10%
8%

Q: Which of the following apps do you use Q: Which of the following apps do you use Q: Which of the following apps do you
when you want to browse mindlessly? n=266 when you want to browse mindlessly? n=937 use when you want to browse mindlessly? n=914
• Top Platforms for Music Video

Platforms for online shopping

Gen Z and Gen Y do
54% most of their
51% Total Gen X Gen Y Gen Z online shopping on
47%
E-commerce sites.
Meanwhile,
37%
35% Facebook is still a
major source for
25% 24% Gen X

13% Consumers across

9% age groups rarely
6% 7% 6% 5%
4% consider brands’
1% 2%
official sites for
their online
shopping need

Q: Which of the following apps do you use when you want to shop online? 2020 n=2149
KEY FINDINGS WHAT IT MEANS FOR ADVERTISERS

• Facebook is the primary app for all generations. Zalo is • Advertisers also need to turn to other platforms
popular only among Gen Y and Gen X, Instagram when reaching Gen Z: Instagram, TikTok, Spotify,
surpassed Zalo as the 3rd most popular platforms for Pinterest as well as local movie streaming sites
Gen Z.

• YouTube leads all categories related to visuals and • Together with diversification in platforms, there
music, except for short videos, where Facebook is the should also be diversification in videos formats, as
most popular platforms, and TikTok is ganing popularity each platform is preferred for a different
among Gen Z. experience.

• Local publishers are still a major source to get news for • Local publishers can still add incremental reach to
all ages, especially for Gen Y. advertising campaigns, especially ones that target
Gen Y

• E-commerce sites are the main online shopping platform

• Facebook are still needed to reach out to Gen X

for Gen Z and Gen Y, while Facebook is still a major with online shopping offers, however, building a

source for Gen X. Brands’ official sites are not in presence on e-commerce sites is crucial for brands.

consumers’ consideration when shopping online.

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Channel Mix
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Optimization
Validation
▪ Touchpoints Study ▪ Ad Format
▪ Optimal Frequency
▪ Brand Tracking Hypotheses
▪ Media Habits
▪ Media Performance
▪ Digital Reach ▪ Creative Testing
▪ Devices Usage Benchmark
Measurement
▪ Cross-Channel
▪ Digital Consumer ▪ Brand Lift
▪ Cross-Media Synergies
Segmentation Benchmark
Measurement
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