The Connected Consumer Q2 2025 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 Q2 2025, all three generations converged on an average of three must-have social platforms for the first time - even as their content preferences kept diverging. It gives brands an evidence-based view of where consumer attention is moving. The report is written for brand and marketing leaders responsible forconnecting with Vietnamese consumers effectively.
Key highlight points:
- The generation gap narrows to content, not adoption. Facebook (93%), Zalo (90%) and YouTube (89%) lead across every cohort, with TikTok (77%) now in Gen Z's must-have set - age groups use a similar platform mix and differ mainly in content style and format.
- AI has become an everyday tool. Around 85% of online consumers now use AI, led by ChatGPT (60%) and Gemini (39%). Gen Z averages three tools to older cohorts' two - rapid uptake up top, selective adoption below.
- Livestreaming is splitting by generation. Facebook (62%) and TikTok (59%) lead overall, but Shopee's climb to 32% marks a shopping-led shift - Gen Z drives commerce streams while Gen X and Y stay with social-first Facebook andYouTube.