The Connected Consumer Q4 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 Q4 2025, Xanh SM Taxi overtook GrabCar in car ride-hailing usage (65% vs 61%) - a sign that experience, not scale, is reshaping the category. It gives brands an evidence-based view of where consumer attention is moving. The report is written for brand and marketing leaders responsible for connecting withVietnamese consumers effectively.
Key highlight points:
- Platform leadership holds as competition sharpens. Facebook (94%), Zalo (89%) and YouTube (87%) stay dominant, while TikTok (77%) rebounds and Threads reaches 23% on significant growth - stable relevance alongside widening fragmentation.
- A consolidated ride-hailing market reveals distinct strengths. Grab leads overall (69%), but Xanh SM Taxi takes car ride-hailing at 65% vs GrabCar's 61%, backed by the highest NPS (48 vs 43). Traditional taxis fell to 14% as usage shifts to experience-led players.
- Purpose-driven platforms outperform. Shopee holds clear leadership at 83%, and TikTok Shop rebounds to 58%. Lazada (39%) and Facebook (29%) decline - widening the divide between transaction-focused platforms andentertainment-led browsing.