The Connected Consumer Q2 2024 report
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 Q2 2024, TikTok's penetration climbed to 68%, an all-time high and the only major platform still growing consistently since early 2023. 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:
- Threads is winning over Gen Y. After taking hold with Gen Z, the text-based platform saw its sharpest growth among Gen Y this quarter - a sign its appeal is spreading to older audiences.
- TikTok is now indispensable. TikTok is the only major social platform growing consistently since early 2023, and it overtook YouTube to become Gen Z's most essential app after Facebook.
- YouTube is losing share. YouTube's movie-streaming preference fell 4 points to 40% this quarter, with parallel declines across entertainment video and music - its grip on media consumption is loosening.