The Connected Consumer Q1 2025 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 Q1 2025, around 80% of Vietnamese consumers reported using AI-powered tools - the quarter AI shifted from novelty to everyday utility, prompting the report's first dedicated AI section. It gives brands an evidence-based view of where consumer attention is moving. The report is written for brand and marketing leaders responsible for connecting with Vietnamese consumers effectively.
Key highlight points:
- AI has gone mainstream. ChatGPT (57%) leads adoption, ahead of Gemini (36%) and Meta AI (29%), as consumers lean on AI for both open-ended chat and virtual-assistant tasks. Brands must make content machine-readable, not just SEO-friendly, to surface in AI-driven discovery.
- Attention moves beyond follower apps. TikTok (77%) and Threads keep climbing, and Gen Y raised their must-have set from two apps to three — matching Gen Z and accelerating the shift to video-first platforms. The move away from traditional follower channels is no longer a Gen Z story.
- Attention is fragmenting. Facebook still leads casual browsing (72%), but TikTok (55%) and YouTube (50%) now crowd in close behind. More channels competing for the same scroll raises the bar for staying relevant.