Search is part of daily life for most Vietnamese internet users, whether for a recipe, a nearby pharmacy, an exchange rate or a half-remembered song lyric. Google has long been the default way to find it, but it is not the only search engine Vietnamese consumers use. Coc Coc, the homegrown search engine, ranks second among search engines used in Vietnam.
These insights come from Decision Lab’s The Connected Consumer H1 2026: Digital Platforms report, which tracks how Vietnamese consumers use digital platforms in their everyday lives. In collaboration with Coc Coc we deep-dived into what makes the platform a strong second.
Firmly in second place in Vietnam's search market
Among Vietnamese consumers, Coc Coc is the second most recognised search engine. Seven in ten PC browser users are aware of it (70%), as do more than half of mobile users (54%). Only Google has higher awareness, recognised by 95% of consumers on both PC and mobile. That familiarity is matched by everyday use: 41% of consumers search with Coc Coc on PC and 31% on mobile. On both devices, that is more than Bing, Yahoo! and DuckDuckGo combined.
Top platforms for online search: penetration rate on PC and mobile
(Source: Decision Lab, The Connected Consumer H1 2026)
Coc Coc is strongest on PC, where around four in ten people who search use it.
Strongest among Gen Z
Across the general population, Coc Coc ranks second only to Google, and its usage rises among younger consumers. On PC, nearly half of Gen Z (48%), aged 18 to 29, use Coc Coc, compared with 40% of Gen Y and 32% of Gen X. Gen Z have grown up with global platforms, yet many still give Coc Coc a regular place in how they search.
Top search engines by generation: penetration rate on PC and mobile
(Source: Decision Lab, The Connected Consumer H1 2026)
Coc Coc also records notable usage among older consumers. Gen Y use it almost equally on PC (40%) and mobile (36%). Among Gen X, Coc Coc reaches 32% on PC and 23% on mobile, ahead of the third place, Bing (17% and 12%).
Rated highly on Vietnamese-language accuracy and interface
More than half of those who know Coc Coc associate it with accurate Vietnamese-language results (52% on PC, 56% on mobile). That puts Coc Coc second only to Google (87% and 88%) and ahead of Bing in third place (25% and 34%). A similar share describes its interface as clean and intuitive (50% and 53%), with only Google, the market leader, rated higher (87% and 86%).
Search engine attributes: accurate Vietnamese-language results and clean interface
(Source: Decision Lab, The Connected Consumer H1 2026)
Privacy is another attribute the survey measures. Vietnam’s Law on Personal Data Protection, in force since 1 January 2026, has raised the profile of how organisations collect, use and share personal data. Around half of respondents who know Coc Coc see it as offering strong privacy and data protection (47% on PC, 50% on mobile). Google still leads on this measure (72% and 73%). The difference between Coc Coc and Google is narrower on this attribute than on the other attributes measured.
A clear second place, strongest on PC and with Gen Z
Google leads on usage in Vietnam, but it is not the only search destination. Coc Coc holds a clear second place on both PC and mobile. It is strongest on PC, especially among Gen Z, and rated highly on Vietnamese-language accuracy and privacy.
Asked what sets Coc Coc apart, Mr Nguyen Vu Anh, CEO of Coc Coc, points to a local-first approach:
“There’s no real secret. We build every product with Vietnamese users in mind, and search is no exception. Rather than starting from a global product, we start from how people here actually search: the language, the local context and what matters in their daily lives. That’s why we’ve built search verticals around local interests. Football is a good example. Live scores, video highlights and news sit in one place, and it has become one of the features our users return to most. Our goal is simple: when someone in Vietnam searches, Coc Coc should give them the most relevant answer.”
The search findings are one chapter of The Connected Consumer H1 2026: Digital Platforms, which also covers ride-hailing, food delivery, AI-powered tools, communication and socialising platforms, and online shopping.
Download the full report to see how Vietnamese consumers search, shop and connect online.