The number of social media users in Vietnam was forecast to continuously increase between 2024 and 2029 by in total ** million users (+***** percent). After the ninth consecutive increasing year, the social media user base is estimated to reach ***** million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of social media users in countries like Thailand and Malaysia.

The reach by social network in the 'Total' segment of the digital advertising market in Vietnam was forecast to continuously increase between 2023 and 2028 by in total 8,431,138.6 users (+11.29 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 83,081,345.75 users and therefore a new peak in 2028. Notably, the reach by social network of the 'Total' segment of the digital advertising market was continuously increasing over the past years.Find further information concerning the Philippines and Indonesia. The Statista Market Insights cover a broad range of additional markets.

According to a survey among internet users conducted in Vietnam by Decision Lab in the third quarter of 2023, Facebook was the leading social media platform among all generations. Meanwhile, the Vietnamese platform Zalo was the second most-used channel among the surveyed respondents. TikTok was most popular among Gen Z, with over 80 percent of respondents from this generation confirmed using this platform.

Social media platforms in Vietnam

Vietnam was among the countries with the highest number of social media users worldwide. The tech giant Meta dominated the social media landscape in the country, especially among Gen Y. Being the only Vietnamese brand among the top five, messaging app Zalo was the second most-used social media platform, just behind Facebook. Meanwhile, TikTok has recently emerged as one of the networks with the highest growth in user numbers in Vietnam, slowly gaining its spot among the leading platforms.

The rise of TikTok among Gen Z in Vietnam

TikTok is particularly popular among Gen Z globally, and Vietnamese members of this generation were no different. The share of TikTok users among Gen Z in Vietnam has been growing fast, reaching over 80 percent of the internet users within this age group. Although this platform has yet to surpass Facebook as the number one social media app, it ranked first among the leading social media apps for watching short videos among Vietnamese Gen Z as of the second quarter of 2023.

According to a survey conducted among internet users in Vietnam by Decision Lab, as of the third quarter of 2024, around ** percent of respondents stated that they used Facebook, followed by Zalo, and YouTube. While Facebook and YouTube are known globally, Zalo is Vietnam’s premier chatting platform, which was first introduced to the population in 2012. Social media usage in Vietnam The number of social network users in Vietnam is forecasted to reach nearly ** million by 2028. While Facebook remains the most popular app to get news, Zalo was primarily used to connect with friends and family, according to a survey conducted among Vietnamese internet users in the third quarter of 2024. In addition to providing entertaining videos, YouTube also offers subscription services for celebrity channels. TikTok, the new rising app first launched in 2016, has become the leading social media app to watch short videos in Vietnam, especially among the Vietnamese Gen Z. Zalo in Vietnam Zalo was created by Vuong Quang Khai, the current executive vice president of the Vietnamese technology company VNG Corporation, and has reached over 100 million users worldwide. Zalo provides free instant messaging, voice messaging, and individual or in-group calls, allowing users to send high-quality media files as well as calendar functions in private groups. It also has a diary function for users to post emotions and upload photos. On average, people send over *********** messages, deliver around ** million pictures, and make ** million minutes of calls through Zalo every day globally.

As of January 2024, around 51 percent of social media users in Vietnam were female, and 49 percent of them were male. In total, the country had approximately 72.7 million social media users during that period of time.

The number of Instagram users in Vietnam was forecast to increase between 2024 and 2028 by in total *** million users (+**** percent). This overall increase does not happen continuously, notably not in 2027 and 2028. The Instagram user base is estimated to amount to ***** million users in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Instagram users in countries like Indonesia and Myanmar.

A survey conducted in the third quarter of 2024 in Vietnam revealed that keeping in touch with friends and family was the most popular reason for using social media among Vietnamese internet users, as confirmed by over ** percent of the respondents. At the same time, around **** percent of the surveyed participants used social media to look for things to purchase.

The number of Facebook users in Vietnam was forecast to increase between 2024 and 2028 by in total 5.6 million users (+10.2 percent). This overall increase does not happen continuously, notably not in 2027 and 2028. The Facebook user base is estimated to amount to 60.54 million users in 2028. Notably, the number of Facebook users of was continuously increasing over the past years.User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Facebook users in countries like Indonesia and Malaysia.

The number of LinkedIn users in Vietnam was forecast to increase between 2024 and 2028 by in total *** million users (+**** percent). This overall increase does not happen continuously, notably not in 2027 and 2028. The LinkedIn user base is estimated to amount to **** million users in 2028. User figures, shown here with regards to the platform LinkedIn, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of LinkedIn users in countries like Thailand and Indonesia.

As of January 2024, there were approximately 67.7 million audiences engaging with TikTok in Vietnam based on ads reach, an increase of nearly 18 million users compared to the year before. TikTok has emerged as one of the most used social media apps in Vietnam in recent years.

According to a survey among internet users conducted in Vietnam by Decision Lab in the second quarter of 2024, Facebook was the leading primary social media app, as reported by ** percent of the respondents. Meanwhile, the Vietnamese platform Zalo was the second primary platform nationwide.

In the third quarter of 2024, on average, Vietnamese internet users spent * hours and ** minutes using social media on all devices. In that year, Facebook was the leading active social media apps in the country.

In 2023, the number of monthly active users of Zalo in Vietnam reached 76 million, indicating a gradual increase compared to the previous years. First launched in 2012 by VNG Corporation, Zalo is one of the leading social media platforms in Vietnam, as well as the most used app to connect with friends and family among the population. Zalo – a successful start-up story Developed by VNG Corporation, one of Vietnam’s most successful unicorns, Zalo has played a crucial role in shaping the digital communication landscape in Vietnam. Besides basic functions such as instant messaging, voice messaging, and video calls, Zalo also offers a wide range of extensive features. For instance, users can create and join communities, as well as discover new friends through the Nearby function. Zalo Moments, a feature similar to Facebook’s News Feed, enables users to share daily experiences with friends and followers. In addition, Zalo pays close attention to user privacy and security. The end-to-end encryption ensures that messages and calls remain confidential, protecting users from unauthorized access. The Recall and Hide conversation functions have also contributed to the platform’s trustworthiness and its widespread adoption. As a matter of fact, over ten thousand government organizations have set up Zalo accounts to enhance customer connectivity as well as improve service quality. Zalo – more than just a social network platform Acknowledging the potential of e-commerce, Zalo has integrated various business features to enhance online transactions. The livestream function allows users to sell and purchase products directly within the app. Zalo Pay, the platform’s digital payment system, offers users convenient shopping experiences with secure and seamless transactions. According to a survey conducted by Decision Lab among internet users in Vietnam, more than three-quarters of respondents perceived the app as convenient and easy to use for online shopping, as of the first quarter of 2023. Despite the widespread penetration of other popular social media giants such as Facebook and TikTok, the made-in-Vietnam app Zalo stands out with its user-friendly features, making it more accessible to users of all generations in the country.

According to a survey among internet users conducted in Vietnam by Decision Lab in the second quarter of 2024, the most popular platform for browsing mindlessly among Vietnamese respondents was Facebook, as stated by ** percent of them. Facebook was also the leading platform based on usage that year in Vietnam.

According to a survey among internet users conducted in Vietnam by Decision Lab in the second quarter of 2024, YouTube was the leading social media app for watching videos, as stated by 56 percent of the respondents. Meanwhile, 14 percent of them used TikTok for the same purpose.

According to a survey among Vietnamese internet users conducted by Decision Lab, in the third quarter of 2024, 12 percent of respondents reported using Threads. In the same quarter, Facebook was the most used social network among surveyed respondents in Vietnam, followed by Zalo - a Vietnamese social messaging platform.

According to a survey among Vietnamese internet users conducted by Decision Lab, in the third quarter of 2024, Facebook was the most used platform to watch livestreaming content, as reported by 62 percent of the respondents. In the same quarter, Facebook was the most used social network among surveyed respondents in Vietnam, followed by Zalo - a Vietnamese social messaging platform.

As of third quarter 2019, around ** percent of the respondents in Vietnam used social networking apps at least once per month. In that period, Facebook ranked first among mobile apps.

In 2023, the value of consumer spending on mobile apps in Vietnam amounted to ***** million U.S. dollars, indicating an increase from 2022. In the same year, Vietnamese consumers downloaded approximately *** billion mobile apps in total. Mobile apps usage in Vietnam Vietnam has one of the highest mobile internet and smartphone penetration rates worldwide, providing suitable conditions for a blooming mobile apps market. In 2020, over ** percent of Vietnamese internet users spent at least three hours using mobile apps per day, while the average number of apps used per person in a week reached ***** in 2021. Social media and messaging apps recorded the highest share of mobile application usage among internet users in 2020, with a usage rate of ** percent. On the other hand, games were the most downloaded app category for Android and iOS devices, which are the two main mobile operating systems for smartphones in Vietnam. Zalo Group Zalo Group was the leading Vietnamese app publisher based on total downloads on Google Play as of March 2024. Among its ten released apps, the messaging service Zalo was the most successful one, which has consistently been one of the most popular social media apps in Vietnam. In 2020, this mobile app had ** million monthly active users in the country, making it the social media app with the second-highest number of users after Facebook.

According to a survey among internet users conducted in Vietnam by Decision Lab as of the third quarter of 2024, Facebook was considered the primary social media platform by ** percent of the Millennial respondents. Meanwhile, ** percent of them listed the Vietnamese platform Zalo as their primary app.