The Connected Consumer Q4 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:

• Platform leadership holds, but competition sharpens: Facebook, Zalo, and YouTube remain dominant, while TikTok and Instagram rebound and Threads gains traction, reinforcing stable relevance alongside growing fragmentation.
• Consolidated market reveals distinct strength: Vietnam’s ride-hailing market narrows to two leaders as traditional taxis continue to decline. Grab remains the most widely used platform overall, while Xanh SM recorded a strong growth versus Q4 last year, marking its first lead over Grab in car ride-hailing.
• Purpose-driven platforms outperform: Shopee maintains clear leadership in online shopping. Outside TikTok Shop’s rebound, most platforms decline, highlighting a growing divide between transaction-focused platforms and entertainment-led browsing.