The Connected Consumer Q1 2023

The Rise of
Shoppertainment

PREPARED BY DECISION LAB

MAY 2023
Content

Introduction

Overview
Tracing the connected consumers

The connected consumers’ profile

Platforms by functions

Key findings & what it means for advertisers

Our solutions

Contact us

2
Introduction

3
Background

The Connected Consumer is a quarterly report conducted by Decision Lab

since 2019. The study aims to provide the latest updates about Vietnamese
digital consumption to support brands connect with consumers most
effectively. Information in the report is analyzed by Decision Lab’s expert
consultants and focuses on consumers’ online habits, including social media
usage, entertainment (music, movies, online videos), and online shopping.

Disclaimer: This report has been prepared solely for information purposes over a limited time period to provide a perspective on the market. Information,
analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance or results. Decision Lab shall
not be liable for any loss arising from the use of this report.
4
Key highlights

1.
TikTok’s dominance in the short
2.
Despite TikTok’s slight drop in
3.
Usage and preference within the
videos category continued to be usage in Q1 2023, that of TikTok food delivery and e-wallet
challenged in Q1 2023. Shop rose fast. This signals the categories were concentrated on
Meanwhile, Reels and Shorts development of shoppertainment leading incumbents (Grab &
maintain a similar usage level in Vietnam, where e-commerce MoMo). This poses challenges to
from the previous quarter. activities occur on entertainment other apps, especially Shopee,
Instagram, too, is getting more platforms. which saw declines in usage &
recognised as a platform for preference across tracked
short videos. categories.
Online quantitative survey using online panel

QUARTER SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE

NORTHEAST

Q1 2023 Jan 2023 – Mar 2023 1741 NORTHWEST

Q4 2022 Oct 2022 – Dec 2022 1584 RED RIVER DELTA

Q3 2022 Jul 2022 – Sep 2022 1507

NORTH CENTRAL
Q2 2022 Apr 2022 – Jun 2022 1644

Q1 2022 Jan 2022 – Mar 2022 1455

Q4 2021 Oct 2021 – Dec 2021 881

SOUTH CENTRAL
Q3 2021 Jul 2021 – Sep 2021 1440
WESTERN HIGHLANDS
Q2 2021 Apr 2021 – Jun 2021 1833

Q1 2021 Jan 2021 – Mar 2021 2028

Q4 2020 Oct 2020 – Dec 2020 884

Q3 2020 July 2020 – Sep 2020 1655 SOUTHEAST

MEKONG DELTA
Q2 2020 Apr 2020 – Jun 2020 1099

Q1 2020 Dec 2019 – Feb 2020 2149

2019 Aug 2019 – Sep 2019 457

6
The Connected Consumers’ profiles

GEN Z GEN Y (MILLENNIALS) GEN X

BORN BETWEEN 1997 – 2006 BORN BETWEEN 1981 – 1996 BORN BETWEEN 1960 – 1980
AGE 16 - 25 AGE 26 - 41 AGE 42 - 62

7
Social Media
Platforms

8
Top 3 social media platforms—Penetration rates (%)

100% Top social

96% 95%
Facebook
media
95%
93% 93% Zalo platforms
90% YouTube
90% 90%
maintained
85% the previous
quarter’s
usage rates.
80%

75%

70%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2019 2020 2021 2022 2023

Q: Which of the following social media platforms are you using? (Choose all that apply) Q1 2023 n=1741
Instagram Top social media platforms—Penetration rates (%)
saw a slight 70%

decrease in 60%
63%
TikTok

usage in 50% 48%

Q1 2023. Instagram

40%

Twitter and LinkedIn were the

30% 26%
other two platforms with Twitter
19%
lower usage in Q1 2023. 20% Pinterest
8%
10%
LinkedIn

0%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1

2019 2020 2021 2022 2023

Q: Which of the following social media platforms are you using? (Choose all that apply) Q1 2023 n=1741
The decline in Instagram usage only
occurred among Gen X & Gen Y.
Gen X Gen Y Gen Z

Gen X Gen Y Gen Z

93% Facebook 95% 96%

Zalo Facebook

93% 94% 94%

Facebook Zalo YouTube

87% 89% 92%

YouTube YouTube Zalo

50% 62% 77%

TikTok TikTok TikTok

33% 42% 69%

Instagram Instagram Instagram

24% 24% 30%

Twitter Twitter Twitter

13% 13% 33%

Pinterest Pinterest Pinterest

Q: Which of the following social media platforms are you using?

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=612; Gen Y n=692; Gen X n=420
(Choose all that apply)
 Facebook’s
C o n su m e r s’ p r im a r y a p p lic a t io n s

Consumers’ Primary Applications

4% 3% 3% 1% 1%
3% 2% 3% 4% 4% 4%
primacy
contracted
3% 4% 5% 5% 5%
4% 5% 4% 4% 2% 2% 3% 2% 2%
7% 5% 3% 3% 1% 1%
5% 6% 3% 3% 3%

by three
19% 17% 19%
21% 27%
23% 23% 24% 25% 28%
23% 33% 27%

18% 20% 18%

15%
18%
16%
TikTok percentage
points (pp).
18% 18% 21%
20% 19% 22% Instagram
20%
Others/Don't care
Zalo

55% 54% 56% YouTube

51% 52% 50% 47% 47%
44%
39%
43% 44%
41% Facebook

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2020 2021 2022 2023

Q: What is your one primary app? Q1 2023 n = 1334

Gen X and Gen Z saw Facebook as less of a primary app in Q1 2023.
Among Gen Z, Zalo’s importance increased sharply by 6pp.
G en X G en Y G en Z

Gen X Gen Y Gen Z

41% 43% 49%

Zalo Facebook Facebook

18%
YouTube
29% 27%
Facebook 7%
Zalo TikTok

17%
Zalo
24% 24%
YouTube YouTube 7%
Instagram

Q: What is your one primary app? Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=491; Gen Y n=530; Gen X n=313
Platforms by
Category

14
Penetration | Preference

Entertainment Videos Top platforms for entertainment videos—Penetration rates (%)

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2022

93%

Facebook and TikTok’s growth as

platforms for entertainment videos 63%

took a small hit in Q1 2023. 50%

24% 23%
18% 17%

YouTube Facebook TikTok Zalo Local Instagram Google

apps/
websites

Q: Which websites/apps do you use to watch music or entertainment Q1 2023 n=1741

videos? Choose all that apply.

15
Penetration | Preference

YouTube remained the go-to platform for

entertainment videos.

YouTube Facebook TikTok

Q1 2023 Q1 2023 Q1 2023

64% 13% 13%

+0% -1% +0%
64%

13% 13%

Q1 Q2 Q3 Q4 Q1 Q2 Q3. Q4. Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4. Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3. Q4 Q1

2021 2022 2023 2021 2022 2023 2021 2022 2023

Q: Which websites/apps do you use most frequently to watch music or entertaining videos? Q1 2023 n=1741 16
Penetration | Preference

That said, among Gen Z, preference for TikTok as

a platform for entertainment video rebounded.
G en X G en Y G en Z

Gen X Gen Y Gen Z

74% 65% 50%

YouTube YouTube YouTube

10%
15% 26%
Facebook
Facebook TikTok

5%
TikTok 12% 15%
TikTok Facebook

0% 50% 100%

n=418 n=692 n=629

Q: Which websites/apps do you use most frequently to watch

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=629; Gen Y n=692; Gen X n=418
music or entertaining videos?
Penetration | Preference

Short Videos Top platforms for short videos—Penetration rates (%)

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2022

61%
TikTok’s penetration rates dropped 59%
55%

for the second quarter in a row.

16%

Facebook TikTok YouTube Instagram

Q: Which websites/apps do you use to watch short videos (<3mins)? Q1 2023 n=1741
Choose all that apply.

18
Penetration | Preference

Yet, preference for TikTok remains unchanged. Preference for

Facebook Reels gained a slight bump of 1pp.

Facebook YouTube TikTok

Q1 2023 Q1 2023 Q1 2023

28% 25% 41%

+1% -1% +0%
41%
28% 25%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4. Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021 2022 2023 2021 2022 2023 2021 2022 2023

Q: Which websites/apps do you use most frequently to watch short videos (<3mins)? Q1 2023 n=1741 19
Penetration | Preference

Preference for Facebook Reels was on an upward trajectory for Gen X

& Y. Among Gen Z, favorability for TikTok improved to Q2 2022 level.
G en Y G en Z

Gen X Gen Y Gen Z

56%
38% 39%
TikTok
YouTube TikTok

23%
Facebook
29% 32%

TikTok Facebook
15%
YouTube

27% 21%
3%
Facebook YouTube
Instagram

n=408 n=678 n=617

Q: Which websites/apps do you use most frequently to watch

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=617; Gen Y n=678; Gen X n=408
short videos (<3mins)?
Penetration | Preference

Movie Streaming Top platforms for movies streaming—Penetration rates (%)

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2022

75%

Netflix was on a steady rise in Q1

2023, matching the usage of FPT
Play and VTV Go. 32%
29% 29% 29%

17% 16%
14% 14% 14%
7%

y
y
ok
e

e
K+

TV
et
o
fli

a
la

O
G

gl
ub

Pl
bo

et

el
TP

oo
V
uT

V
Vi

tt

xy
VT
N
ce

yT
FP

G
Yo

a
Vi
M
Fa

al
G
+/
m
Fi
Q: Which website/apps do you use to watch movies/TV shows? Q1 2023 n=1741
Choose all that apply.

21
Penetration | Preference

Netflix garnered 3pp in consumer preferences, indicating

the platform’s growth in Vietnam.

YouTube Local platforms* Netflix

Q1 2023 Q1 2023 Q1 2023

42% 29% 12%

-5% +0% +3%

42%
29%
12%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021 2022 2023 2021 2022 2023
2021 2022 2023

Q: Which of the following apps do you use most often to watch movies? Q1 2023 n=1741 22
*Local platforms include: FPT Play, VTV Go, K+, Keeng, MyTV Net, Viettel TV, Fim+/Galaxy Play, & VieON
Penetration | Preference

Netflix’s growth in consumer favorability can be seen

across generations.
G en Y G en Z

Gen X Gen Y Gen Z

46% 39%
42%
YouTube YouTube
YouTube

31% 19%
Local movie 39% Local movie sites / Local movie sites /
sites / apps apps apps

10% 18%
6%
Google Netflix Netflix
search
7% 8% 13%
Netflix Facebook Facebook

3% 6% 9%
Facebook Google search Google search

n=415 n=681 n=620

Q: Which of the following apps do you use most often to watch

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=620; Gen Y n=681; Gen X n=415
movies?
Penetration | Preference

E-Commerce Platforms Top platforms for E-commerce—Penetration rates (%)

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2022

79%
Q1 2023 saw the continued rise of
TikTok Shop, growing 5pp QoQ. 59%

38%
33%
26% 25%

15%

Shopee Lazada Facebook Tiki Sendo TikTok Zalo

Q: Which of the following platforms/apps do you use for online Q1 2023 n=1741
shopping? Choose all that apply.

24
Penetration | Preference

Shopee suffered from a continued loss of consumer

favorability among the top platforms.

Shopee Lazada Facebook

Q1 2023 Q1 2023 Q1 2023

54% 22% 9%
-3% +0% +1%
52%

22%
9%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021 2022 2023 2021 2022 2023 2021 2022 2023

Q: Which of the following platforms/apps do you use most often for online shopping? Q1 2023 n=1741 25
Penetration | Preference

Consumer favorability of Gen Y and Z consumers dropped

for Shopee but increased for TikTok Shop.
G en Y G en Z

Gen X Gen Y Gen Z

43% 49% 67%

Shopee Shopee Shopee

30% 24% 11%

Lazada Lazada Lazada

10% 9% 7%
Facebook Facebook TikTok

5% 5% 6%
Tiki Tiki Tiki

3% 5% 2%
Sendo TikTok Facebook

n=414 n=686 n=622

Q: Which of the following platforms/apps do you use most

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=622; Gen Y n=686; Gen X n=414
often for online shopping?
Penetration | Preference

News Top platforms for news—Penetration rates (%)

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2022

Despite a surge in usage in Q4’22, 67%

Facebook saw a slight decline in

43%
the number of people using the 35%
31%
29%
platform to read news. 18%
11%

Facebook I read Local YouTube Zalo TikTok Instagram

news from news
Google website or
app

Q: Which websites/apps do you use to read news? Q1 2023 n=1741

Choose all that apply.

27
Penetration | Preference

Facebook was also less preferred as a news source (-3pp).

Facebook
Shopee Google Search Local publishers

Q1
Q12023
2023 Q1 2023 Q1 2023

36
54%% 23% 21%
-3%
-3% +1% -2%
52%
36%
23% 21%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021
Q1 Q2 Q3 Q4 2022
Q1 Q2 Q3 Q4 2023
Q1 2021 2022 2023 2021 2022 2023
2021 2022 2023

Q: Which websites/apps do you use most often to read news? Q1 2023 n=1741 28
Penetration | Preference

In Q1 2023, Gen Y (+3pp) and Z (+1pp) increased their habits of Googling

for news, while Gen X resumed news reading using local websites.
G en Y G en Z

Gen X Gen Y Gen Z

30% 35% 49%

Local sites Facebook Facebook

25% 20% 20%

Google
Facebook Local sites
search

24% 23% 12%

Local
Google Google
sites

8% 6% 5%
Zalo Zalo YouTube

n=416 n=688 n=619

Q: Which websites/apps do you use most often to read news? Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=619; Gen Y n=688; Gen X n=416
Penetration | Preference

Messaging Top platforms for messaging—Penetration rates (%)

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2022

86%
Zalo remained Vietnam’s most
used platform for connecting with
71%

57%
close ones, despite a slight
decrease in usage.

14%

Zalo Facebook Messenger Instagram

Q: Which websites/apps do you use to connect with friends and Q1 2023 n=1741
family? Choose all that apply.

30
Penetration | Preference

Indeed, Zalo gained an additional 3pp as Vietnam’s

favourite messaging app.

Facebook
Shopee Zalo Messenger

Q1
Q12023
Q1 2023
2023 Q1 2023 Q1 2023

36
54%%%
20 55% 20%
-3%
-3%
-1% +3% +1%
52% 55%
36%
20% 20%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021
Q1 2022 2023
2021 Q2 Q3 Q4 2022
Q1 Q2 Q3 Q4 2023
Q1 2021 2022 2023 2021 2022 2023
2021 2022 2023

Q: Which of the following platforms do you use most often to connect with friends and family? Q1 2023 n=1741 31
Penetration | Preference

While Messenger received a 2% boost in messaging preferences from

younger generations, Zalo jumped by 5% among the older generation.
G en Y G en Z

Gen X Gen Y Gen Z

73% 58% 36%

Zalo Zalo Zalo

14% 21% 36%

Facebook Facebook Messenger

9% 16% 22%

Messenger Messenger Facebook

n=420 n=689 n=626

Q: Which of the following platforms do you use most often to

Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=626; Gen Y n=689; Gen X n=420
connect with friends and family?
Penetration | Preference

Food Delivery Apps Top food delivery apps—Penetration rates (%)

Q1 2023 Q4 2022 Q3 2022 Q2 2022

48%

Grab’s usage maintained in Q1 42%

2023, while slight decreases were

observed across platforms.
24% 23%
21%

10%

Grab Food ShopeeFood GoFood Brand Baemin Loship

websites

Q: Which food delivery apps do you use? Choose all that apply. Q1 2023 n=1741

33
Penetration | Preference

GrabFood’s favorability rose steadily (+4pp), while

ShopeeFood was on a downward trajectory in Q1 2023.

Grab Food
Facebook
Shopee ShopeeFood
Zalo Brand Websites
Messenger

Q12023
Q1
Q1 2023
2023 Q1 2023 Q1 2023
Q1 2023 Q1 2023 Q1 2023

39%%%%
36
54
20 27
55%% 15
20%%
+4%
-3%
-3% -3% +1%
-1% +3% +1%
52% 55%
36%
32% 35% 39%20% 32% 30% 27% 20%
12% 9% 15%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021
Q1 2022 2023
Q3 Q2
2021 Q3 Q4
2022 Q1 Q2
Q42022
2022 Q3 Q4 2023
Q1 2023Q1 Q3 2022
2021 Q42022
2022 Q1 2023
2023 Q3 2022
2021 Q4 2022
2022 Q1 20232023
2021 2022 2023

Q: Which food delivery app do you use most often? Q1 2023 n=1741 34
Penetration | Preference

GrabFood’s favorability rose across generations, especially

Gen X (+5pp).
G en Y G en Z

Gen X Gen Y Gen Z

48% 41% 37%

Grab Food Grab Food ShopeeFood

19% 27% 27%

Brand websites ShopeeFood Grab Food

18% 16% 12%

ShopeeFood Brand websites Baemin

5% 7% 10%
Baemin Baemin GoFood

5% 5% 9%
GoFood GoFood Brand websites

2% 3% 3%
Loship Loship Loship

n=317 n=620 n=526

Q: Which food delivery app do you use most often? Q1 2023 Q4 2022 Q3 2022 Q2 2022 Q1 2021 Gen Z n=526; Gen Y n=620; Gen X n=317
Penetration | Preference

E-wallet Top e-wallets—Penetration rates (%)

Q1 2023 Q4 2022

68%

Usage rates decreased for all

53%

e-wallets except MoMo.

27%
25%

16%

7%

MoMo Zalopay Viettelpay ShopeePay VNpay Moca

(Airpay) (Grabpay)

Q: Which E-Wallets do you use? Choose all that apply. Q1 2023 n=1724

36
Penetration | Preference

MoMo also grew in brand favorability with a 2pp increase

in preference for consumers.

MoMo
Grab Food
Facebook
Shopee ZaloPay ViettelPay

Q1
Q12023
Q1 2023
2023 Q1 2023 Q1 2023
Q1 2023

48
39%%%%%
36
54
20 18% 10%
+2% -1% +0%
+4%
-3%
-3%
-1%
52%
36%
32% 35% 39%20%
Q4 2022 Q4 2022 Q4 2022

46 19 10
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021
Q1 2022 2023
Q3 Q2 Q3 Q4
2022 Q1 Q2
Q42022
2022 Q3 Q4 2023
Q1 2023Q1
2021
2021 2022 2023 % % %

Q: Which e-wallets do you use most often? Q1 2023 n=1724 37

Penetration | Preference

This is especially true for Gen Y. Meanwhile, ZaloPay

garnered more love from Gen Z.
G en Y G en Z

Gen X Gen Y Gen Z

37% MoMo 54% MoMo 51%

MoMo 47% 51%
39%

Zalopay 17% Zalopay 18%

Zalopay 20% 19% 17%
21%
11% ShopeePay 14%
Viettelpay 11% 15%
14% (Airpay)
Viettelpay
13% ShopeePay 8% Viettelpay 5%
(Airpay) 9% 5%
ShopeePay 7%
(Airpay) 5% VNpay 2% VNpay 2%
3% 4%

VNpay 3% 2% 1%
3% VNPTpay 2%
VNPTpay 1%

n=420 n=692 n=612

Q: Which e-wallets do you use most often? Q1 2023 Q4 2022 Gen Z n=612; Gen Y n=692; Gen X n=420
Penetration | Preference

Ride-hailing Top ride-hailing apps—Penetration rates (%)

Q1 2023 Q4 2022

70%70%

Grab maintained the previous

quarter’s usage rates, while GoJek
saw a 3pp decrease in Q1 2023.
29%28% 27%
24%
21% 21% 20%21%

Grab Mai Linh Taxi GoJek Traditional Be

taxi-bicycle

Q: Which apps do you use for ride-hailing? Choose all that apply. Q1 2023 n=1741

39
Penetration | Preference

Grab further exerted dominance in the category with a

2pp increase in consumer favorability.

MoMo
Grab
Grab Food
Facebook
Shopee Mai Linh Taxi GoJek

Q1
Q12022
Q1 2023
2023
2023 Q1 2023 Q1 2023
Q1 2023

48
55
39%%%%%%
36
54
20 11% 8%
+2% +1% -1%
+4%
-3%
-3%
-1%
52%
36%
32% 35% 39%20%
Q4 2022 Q4 2022 Q4 2022

46
53 10 9
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2021
Q1 2022 2023
Q3 Q2 Q3 Q4
2022 Q1 Q2
Q42022
2022 Q3 Q4 2023
Q1 2023Q1
2021
2021 2022 %
2023 % %

Q: Which ride-hailing app do you use most often? Q1 2023 n=1617 40

Penetration | Preference

The source of Grab’s preference growth came from

Gen Y (+3pp) and X (+1pp).
G en Y G en Z

Gen X Gen Y Gen Z

Grab 52% Grab 60% Grab 51%

51% 57% 51%

Mai Linh Taxi 15% Mai Linh Taxi 10% GoJek 15%
14% 10% 15%

7% Traditional taxi- 9% 10%

Vinasun Taxi Be
5% bicycle 10% 12%

Traditional taxi- 6% 6% 7%
GoJek Mai Linh Taxi
bicycle 5% 7% 7%

5% 4% Traditional taxi- 4%
VinaTaxi Be
6% 4% bicycle 4%

n=395 n=666 n=556

Q: Which ride-hailing app do you use most often? Q1 2023 Q4 2022 Gen Z n=556; Gen Y n=666; Gen X n=395
41
Opportunities for brands

Reels & Shorts are rising in usage The line between shopping and Super Apps are increasingly
and preference. entertainment is increasingly established in Vietnam.
blurred.

With the advent of recent years, Brands should leverage Collaboration opportunities &
short videos are undoubtedly here shoppertainment more, using newer advertising channels for
to stay. Brands should diversify platforms like TikTok Shop and brands to commercialise their
short video content distribution to collaborating with influencers or existing user bases.
Meta’s and Google’s platforms in live-streamers as viable
addition to TikTok. e-commerce channels.

42
Measure the Connected Consumer on a daily basis

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43
Marketing Mix
Modeling

The new way to measure in

the connected world

44
How do you measure marketing activities in
a connected and privacy-conscious world?

Marketing Mix Modelling (MMM) is a privacy-friendly, data-driven statistical

analysis that quantifies the incremental sales impact and ROI of marketing and
non-marketing activities.

• MMM doesn’t require individual or log-level information; all analysis is aggregated;

• MMM is remarkably customisable for all businesses, metrics, and individual circumstances;
• MMM is highly scalable and available;
• MMM can be very actionable and used for forward-facing scenarios;

45
Meta & Decision Lab partnered to facilitate
powerful Marketing Mix Modeling to Vietnam

Meta, formerly known as Facebook, and Decision Lab, a

leading research company in Vietnam, announced a
strategic partnership to launch Robyn, a new marketing mix
modelling tool, in Vietnam.

Robyn is an experimental Marketing Mix Modeling (MMM)

package from Meta Marketing Science. It uses machine
learning to measure and optimise media channel Robyn
efficiency and effectivity and explore adstock rates and
saturation curves. Robyn works well with detailed data for
digital and direct-response advertisers.

46
MMM identifies and quantifies
the impact of each marketing activity.

External Marketing
Factors Inputs
• Macro • Paid MMM
factors Search Sales Statistical
• Weather • SEO KPI Regression
• Promotions • SoMe Modeling
and pricing • Email
• Seasonality • TV
• Competition • Etc.
• Etc.

MMM takes historical aggregated data from marketing and non-marketing sources to identify precisely what causes sales.

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What does MMM deliver for your brand?
MMM addresses a wide range of strategic and tactical questions across the organization for marketers.

Supports “what-if”
analysis for future
Approximates the true Measures holistic
budget allocations
ROI of different impact across
across marketing
marketing activities channels channels, products,
and regions

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Why us?

ADVANCED ANALYSTS LIVING CONNECTED DATA POWERFUL PARTNERSHIP

Our international team of We have over 100,000 data We are Meta’s trusted partner in
consultants takes pride in taming points to connect your brand, distributing Robyn - an MMM
data and delivering structured and consumers, and marketing package from Meta Marketing
concise decision support. performance. Science.

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Contact us to learn
more about MMM Nguyen Thanh Cao

and optimise your Associate Director

ntc@decisionlab.co | +84 902 318 613
media spending

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Reach out to us
2nd Floor - Sonatus Building,
15 Le Thanh Ton, District 1,
Ho Chi Minh City, Vietnam

+84 28 7101 0199

decision@decisionlab.co
www.decisionlab.co

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