The Connected Consumer Q1 2024

The Connected Consumer is a quarterly report conducted by Decision Lab since 2019 and is the benchmark publication on media consumption in Vietnam. The study provides the latest trends in Vietnamese digital consumption to support brands connect with consumers most effectively.

Here are three highlights of this quarter:

• Xanh SM is rapidly gaining popularity, outpacing long-established ride-hailing providers
• Spotify makes a multi-generational comeback in music streaming
• Text-based social media shows an initial indication of growth in Vietnam