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The Connected Consumer Q3 2024 report

The Connected Consumer Q3 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 Q3 2024, TikTok overtook Facebook to become Vietnam's most preferred livestreaming platform at 33%, while also passing Lazada in online shopping - a clear sign of how fast live commerce is reshaping consumer attention. 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:

  • TikTok now leads beyond livestreaming. TikTok's livestreaming penetration reached 53% this quarter, and it overtook Lazada to become the second mostpopular online shopping platform - proof its live-commerce play is working.

  • Coc Coc holds its own against global giants. The local browser sits second on PC at 59% usage and holds the highest mobile NPS in the market, competing directly with Chrome and Safari on user advocacy.

  • Bank-owned apps are gaining ground. Bank-owned apps jumped 10 points in usage this quarter, with Gen Z the biggest driver of growth.

Download the report