The Connected Consumer Q3 2025 Report

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.

Key highlight points:

• Platform loyalty declines: Social media use stays high, but users are less loyal to single platforms. Video-centric apps grow, with older users favouring familiar spaces and younger audiences shifting to faster, dynamic formats.

• Digital habits become more intentional: Consumers now choose platforms that offer clear value. Gen Z leads AI experimentation, while older generations rely on trusted, utility-focused services.
• Engagement slows: Major platforms remain important, but user attention is spreading across more formats. Gen Z prefers quick, visual content, while older users stick to familiar, information-based feeds.