The Connected Consumer Q4 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 Q4 2024, TikTok climbed to 72% penetration, closing in on long-dominant YouTube and signalling how quickly consumer attention is shifting. 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:

• Platforms are shifting across generations. TikTok keeps growing across age groups - now at 72% penetration - while Threads gains traction with Gen Z, a signal for brands to diversify platform strategies.
  
• Live commerce is heating up. Facebook rebounded to become the most preferred livestreaming platform at 35% (+3 pts), overtaking TikTok, following the launch of its Live Shopping feature - a shift driven especially by Gen Z.
  
• Digital finance is realigning. Bank-owned apps climbed to 26% preference (+3 pts) across generations, while digital platforms like MoMo and ZaloPay show signs of stagnation.