Zalo leads with a usage rate of 87% of the top messaging platforms in Vietnam

DNHN - The most recent report on digital users has been released by Decision Lab and Mobile Marketing Association Vietnam. After a dismal third quarter, social media usage increased dramatically in the final quarter of 2022.

This report examines the online habits of consumers, including their use of social media, entertainment (music, movies, online videos), and online shopping. This report's data was collected using the online dashboard provided by Decision Lab.

In Vietnam, the usage of popular social networks such as Facebook and YouTube has increased significantly across a variety of categories.

In contrast, TikTok usage decreased in the fourth quarter of 2022, despite the platform's consistent growth since its inception.

It appears that TikTok is no longer Gen Z's preferred platform for short videos. The popularity of ByteDance's "golden goose" among this generation has steadily declined over the past two quarters. Generation Y is also beginning to exhibit this trend.

YouTube remained the most popular social media application for entertainment purposes in the fourth quarter of 2022, with a 93% market share. Facebook (65%), TikTok (55%), and Zalo (24%) are next in line, followed by...

Shopee leads the e-commerce category with an 81% user popularity rating. Lazada (62%), Facebook (36%), Tiki (39%), Sendo (27%), Zalo (14%), and TikTok (22%) round out the top five.

Meanwhile, by the end of the fourth quarter of 2022, Zalo will have the highest usage rate among the most popular messaging platforms in Vietnam, at 87%, followed by Facebook at 72%, Messenger at 58%, and Instagram at 15%.

The report concludes that Zalo surpassed the invisible barrier, achieving a favored growth rate of 6% over the previous quarter. In the past year, this is a greater increase than both YouTube and Facebook. Generation X (42 - 62 years old) and Generation Z (16 - 25 years old) account for the majority of this growth.

This impressive number has helped Zalo maintain its position as the most popular and widely used messaging application in Vietnam since 2020.

In 2020, Facebook Messenger reached 75.8% market share, while Zalo reached 76.5%. This year also marks Zalo's "usurpation" as the messaging application with the highest user penetration in Vietnam.

With the advantage of a technology platform created by Vietnamese people based on their living habits, Zalo demonstrates its serious and methodical investment by continuously upgrading safety and security features, including the launch of E2EE end-to-end encryption in May 2022.

In addition, this application enables users to send large, high-quality files up to 1GB in size via Zalo PC and Zalo Web. Despite the ever-growing user base, the application also ensures smooth and consistent communication quality. This is one of Zalo's benefits that will help this application maintain its dominant position for many years.

Before 2021, Adsota's report titled "Vietnam Digital Advertising Market 2021: A Breakthrough and Pioneering Strategy" stated that Zalo is the most popular messaging application in Vietnam.

This application is also ranked among the top 20 most popular apps on the Apple Store for two consecutive years (2021 and 2022). This ranking is determined by the global App Store editorial team based on downloads, quality, technology, design, and positive cultural and community impact.

Lam Nghi t/h