Brands looking to reach consumers in Vietnam face a unique challenge. Without reliable, up-to-date data on how people think, feel, and behave locally, you're building strategies on assumptions and outdated benchmarks. What worked last year might be irrelevant today. What resonates in neighboring markets might fall flat here.
That's where real human insights make all the difference. Our latest Vietnam market report delivers the certainty you need to connect authentically with Vietnamese consumers. Based on surveys with 6,330 consumers aged 16-64, this comprehensive analysis reveals exactly how digital behaviors, social preferences, and purchase decisions are evolving right now.
The data speaks volumes about this dynamic market. Vietnamese consumers are embracing AI at unprecedented rates – 91% use it monthly, with 53% turning to AI to find information. Social media dominates their media consumption at 7 hours 38 minutes weekly, more than any other media type. And platform preferences are shifting rapidly, with TikTok claiming 42% of Gen Z as their favorite social platform, nearly double Facebook's 24%.
Discover key behaviors shaping Vietnamese consumers today
Understand digital platform and social media engagement patterns
See what drives purchase decisions and brand loyalty
Access population profiles and demographic breakdowns