The Connected Consumer Q4 2024 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 shifts: TikTok continues to grow across generations while Threads gains traction with Gen Z, signaling a need for brands to diversify platform strategies.
  
• Live commerce heats up: Facebook rebounds in livestreaming preference, especially among Gen Z, following the launch of its new Live Shopping feature.
  
• Digital finance shift: Bank-owned apps are gaining momentum across generations, while digital financial platforms like MoMo and ZaloPay show signs of stagnation.