The Connected Consumer Q2 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:

• Generation gap narrows: Social media habits are aligning across ages, as all groups now use a similar mix of key platforms, differing mainly in content style and format.
• AI becomes everyday: Tools like ChatGPT continue to be embedded into daily routines. Gen Z explores broadly, while older users adopt selectively, showing both rapid uptake and distinct usage patterns.
• Livestreaming diversifies: Gen Z drives shopping-led streams on Shopee, while Gen X and Y favour social-first formats on Facebook and YouTube, marking livestreaming’s shift beyond pure entertainment.