The Connected Consumer Q1 2024

The Connected Consumer is a quarterly report by Decision Lab, running since 2019 and established as the benchmark publication on media consumption in Vietnam. In Q1 2024, Xanh SM rose to become the second most-used ride-hailing platform, overtaking long-established players barely a year after launch. It gives brands an evidence-based view of the latest trends in Vietnamese digital consumption and where consumer attention is moving. The report is written for brand and marketing leaders responsible for connecting with Vietnamese consumers effectively.

Key highlight points:

• Xanh SM is disrupting ride-hailing. In car ride-hailing, Xanh SM Taxi reached 15% preference, overtaking long-established Taxi Mai Linh to sit second behind GrabCar - fast traction for a recent entrant.

• Spotify is making a multi-generational comeback. Spotify's music-streaming preference climbed to 12% this quarter, rising across all age groups with Gen Z driving the recovery.
• Text-based social media is starting to grow. X rebounded to 26% penetration, led by Gen Z, while Threads gained steadily across generations - early signs that text-based platforms are taking hold in Vietnam.