The Connected Consumer H1 2026 Report - Digital Platforms

Decision Lab’s The Connected Consumer, Digital Platforms H1 2026 tracks how consumers in Vietnam use six everyday digital categories, from online search, ride hailing and food delivery to AI tools, messaging and online shopping. Based on a survey of 1,477 online consumers aged 18 to 66, conducted from April to June 2026 using YouGov Profiles data, it compares how many people use each platform with the platform each generation uses most often. The report shows that Vietnam’s most popular apps reach similar numbers of people, while Gen Z, Gen Y and Gen X each have their own preferred platforms.

Key highlight points

• Vietnamese consumers use popular apps side by side. Grab and Green SM are used by 66% and 64% of online consumers surveyed, and GrabFood and ShopeeFood are each used by 53%.
• Gen Z has its own preferred apps. Gen Z is the only generation that uses ShopeeFood most often (46%, compared with 33% for GrabFood), and Zalo is the messaging app used most often by 71% of Gen X and 34% of Gen Z.
• AI tools are now part of everyday life in Vietnam. Only 8% of online consumers have never used an AI tool, with ChatGPT used by 67% and Gemini by 58%, after a statistically significant increase since Q1 2026.

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