RMIT & Adtima release “Digital landscape 2023” white paper
Dr. Nguyen Van Thang Long, Lead Author and Senior Lecturer at the RMIT School of Communication & Design, shares key insights from the recently-released white paper on chat and social networks.
Vietnam boasts a rapidly-growing digital landscape, with an internet penetration rate ranked 39th globally, reaching 79 per cent of the population, or over 77 million people online, according to the “Digital landscape 2023” white paper, released by RMIT and Adtima.
The report noted that users in Vietnam are not only increasing in number but also in the frequency of their online activities, with 97 per cent of users going online multiple times a day, spending an average of 6.4 hours, ranking it 26th globally.
It underscores that online chat and social communities have become a way of life in Vietnam, particularly among its young population. These platforms are reshaping how people interact and presenting businesses with opportunities to enhance customer relations and overall performance.
Among digital platforms, Facebook and Zalo dominate the landscape, with 83 per cent of users engaged in social networks and 74 per cent in chat platforms. Both serve not only personal but also work and study purposes due to their convenience, speed, and file-sharing capabilities. Interestingly, Zalo is favored by Gen Y and Gen X users, while Facebook is preferred among Gen Z users. TikTok and Instagram lag behind in terms of social network usage.
Vietnamese internet users frequently use multiple social networks to access various features and connections. Functionality is the primary driver for platform selection, with factors like user-friendly interfaces, connections with friends and relatives, useful information, high security, and suitability being crucial. Emotional factors like popularity, reliability, modernity, and trendiness are less significant.
In the realm of messaging platforms, Zalo and Facebook Messenger lead the way, with nearly three-quarters of Vietnamese users using them regularly. Users’ preference for functional benefits over emotional benefits persists, with more mature users leaning toward Zalo for chatting.
Regarding advertising, while its popularity may have peaked, it can still engage users through informative content, compelling storytelling, and visual appeal. The best times to reach consumers with advertisements are when they seek interesting online content, acquire new knowledge, or search for information. Millennials and Gen Z have distinct preferences, with the latter desiring more interactive and personalized ad experiences.
Users’ online activities on social networks and chat platforms tend to align with specific time frames during the day, depending on their location, such as at home or during lunch breaks at work or school. The ideal advertising time frames for Vietnamese users are 8pm to 10pm, 6pm to 8pm, 12pm to 2pm, and 4pm to 6pm.
The report also highlights two types of motivation driving online interactions: functional needs like connecting, updating, and filling free time, and emotional needs related to positive feelings and social engagement.
The “Digital landscape 2023” white paper illuminates Vietnam’s thriving digital ecosystem, where chat and social networks play a central role in daily life. This information provides valuable insights for businesses seeking to optimize their online presence and advertising strategies in Vietnam’s dynamic digital landscape.
