Penetration rate of leading social media apps among consumers in Vietnam Q2 2024

According to a survey conducted among internet users in Vietnam by Decision Lab, as of the second quarter of 2024, around 92 percent of respondents stated that they used Facebook, followed by Zalo, and YouTube. While Facebook and YouTube are known globally, Zalo is Vietnam’s premier chatting platform, which was first introduced to the population in 2012. 

Social media usage in Vietnam

The number of social network users in Vietnam is forecasted to reach nearly 83 million by 2028. While Facebook remains the most popular app to get news, Zalo was primarily used to connect with friends and family, according to a survey conducted among Vietnamese internet users in the fourth quarter of 2023. In addition to providing entertaining videos, YouTube also offers subscription services for celebrity channels. TikTok, the new rising app first launched in 2016, has become the leading social media app to watch short videos in Vietnam, especially among the Vietnamese Gen Z.

Zalo in Vietnam

Zalo was created by Vuong Quang Khai, the current executive vice president of the Vietnamese technology company VNG Corporation, and has reached over 100 million users worldwide. Zalo provides free instant messaging, voice messaging, and individual or in-group calls, allowing users to send high-quality media files as well as calendar functions in private groups. It also has a diary function for users to post emotions and upload photos. On average, people send over one billion messages, deliver around 45 million pictures, and make 50 million minutes of calls through Zalo every day globally.