Decision Lab’s latest Connected Consumer Report for Q1 2025 reveals continued acceleration in Vietnam’s digital transformation. This quarter’s findings highlight the mainstream adoption of AI, an evolving social media landscape, and increasingly fragmented browsing behaviours — all of which are reshaping how consumers interact with technology and digital content.
AI becomes mainstream: Vietnamese now use AI tools in daily life
AI-powered tools have firmly embedded themselves in the daily digital habits of Vietnamese consumers. By Q1 2025, most users have adopted at least one AI tool, with ChatGPT leading adoption across all generations, marking a clear shift from trial to integration.
Download the full Connected Consumer Q1 2025 report.
Consumers have shown a clear preference for open-ended conversational capabilities and integrated virtual assistants, prioritising tools that support productivity, exploration, and daily decision-making. On average, Gen Z has used more tools than any other group, positioning them as early adopters and key drivers of mainstream AI acceptance, while Gen Y and Gen X have followed closely behind.
Mr. Thue Quist Thomasen, CEO of Decision Lab, advises brands to:
“The way Vietnamese consumers interact with technology is changing rapidly, and AI is at the heart of that transformation. This opens a whole new layer of brand interaction, where discoverability and usefulness within AI environments will define relevance.”
Momentum builds as users move beyond follower apps
Vietnam’s social media landscape is entering a new phase of fragmentation. While legacy platforms like Facebook and Zalo continue to anchor daily habits, the rising influence of TikTok—particularly among Gen Z and increasingly Gen Y—signals a reshuffling of the platform hierarchy in 2025.
Download the full Connected Consumer Q1 2025 report.
While these remain essential, Q1 2025 signals a steady acceleration in the use of more dynamic, video-driven platforms such as YouTube and TikTok. This generational movement, previously seen among Gen Z, is now increasingly mirrored by Gen Y, who are becoming more versatile and open to cross-platform interaction.
Consumers divide their attention across more browsing platforms
Mindless browsing has made a clear comeback in Q1 2025, with Vietnamese consumers increasingly turning to familiar platforms for casual, unstructured digital moments.
Download the full Connected Consumer Q1 2025 report.
Facebook remains the top platform for aimless scrolling, but the most notable growth has been observed on TikTok, Zalo, and Instagram. This resurgence suggests a growing appetite for light, low-effort content and underlines the importance of platforms that blend entertainment with social connection.
Mr. Thue Quist Thomasen, CEO of Decision Lab, shares:
“Platforms like TikTok, Zalo and Instagram are becoming the go-to spaces for spontaneous digital downtime. This shift opens a window for brands to be discovered from potential audiences when they are in moments of low intent—so long as they create content that’s native, snackable, and emotionally in tune with how people scroll today.”