Insights on Vietnam

In the last decade alone, the number of internet users in Vietnam has tripled to 49M (just over half of the total population). Fuelled by a rapidly expanding economy and a young population, 74% of Vietnamese access the internet daily mainly to chat, shop, watch video and connect on social media. Like many Southeast Asian countries, Vietnam skipped the desktop era and went straight to mobile: around 72% of Vietnamese adults now use a smartphone.

To inspire, educate, and facilitate digital advancement, BCG, Google, and Mindshare conducted an assessment of more than 100 companies across SEA.
To connect with Vietnam’s online users, knowing when, where, and what they search for is key. See our search trend predictions for the summer of 2017.
Tet 2017 ad campaigns are biggest ever with Vietnamese advertisers ringing in the Year of the Rooster with festive music, heart-wrenching reunion stories and joyous laughters.
2016 has been the year for music in Vietnam. With 5 out of the 10 most watched ads embracing the singing-and-dancing theme, the nation's most popular ads have ranged from full music videos to music parodies.
If your Vietnamese brand can understand what consumers are looking for in their Tet micro-moments, you’ll have many opportunities to connect and engage.

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