The Connected Consumer Q1 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:

• AI goes mainstream: Vietnamese consumers now integrate AI tools like ChatGPT, Gemini, and Meta AI into daily life, with strong demand for conversational features and virtual assistants.
  
• Beyond follower apps: Millennials join Gen Z in shifting toward more dynamic, video-driven platforms, accelerating the move away from traditional “follower” channels.
  
• Attention fragments: Casual browsing spreads across more platforms, increasing competition for consumer attention and challenging brands to stay relevant.