Learn about the local population with our unique set of insights and market data gathered in Vietnam. 

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Main Takeaways

Market Overview Vietnam

In February 2022, Standard Insights surveyed more than one thousand Vietnamese people to learn more about their global consumption, opinion, habits, and perception of different brands and topics. The survey was conducted in the local language, and people responded via social media. You can find more information about the sample and methodology at the end of the report.
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Internet Coverage

73.2% of the total Vietnamese population has access to the internet.

Mobile Ownership

158.3% of the total population has mobile cellular connections - 156.0 million connections.

Median Age

The median age of the Vietnamese population is 33.3 years old.

Social Media

In Vietnam, a total of 78.1% of the population uses social media.

Generic Insights

The most recent findings on general topics such as the Vietnamese people's overall attitude, their view of the economy, new challenges facing the nation, their use of the internet and social media, their primary source of information, and their streaming service subscription.

Covid-19 Impact

The latest insights into the Vietnamese people's primary concerns about the COVID-19 outbreak, including the impact on their family income, employment and education, their family's health, and their perception of how long it will take to resolve the crisis.

Industry Focus

An examination of the Vietnamese people's various outlooks, perceptions, and consumption in different market industries such as the automotive, food & beverage, retail, banking & insurance, and travel & tourism industries.

Brand Preferences

A look at the brand preferences of the Vietnamese population, including their favorite coffee shops, beer brands, banks, insurance companies, and mobile network operators.

Main Takeaways


COVID-19 (41.8%) is seen as the most pressing challenge facing the country, followed by the environmental crisis, and education.


79.4% felt like they spent more time online in the past few months, with 39.6% saying they spend about 1-3 hours online per day.


74.1% answered Facebook as the top platform, with TikTok coming in second at 9.2%, and Messenger trailing far behind at 6.3%.


30.1% pay for a streaming service. Netflix is the most popular, owned by 69.2% who pay for at least one streaming service.


Private motorcycles are the primary mode of transportation for the vast majority of Vietnamese respondents (82.3%).


Coffee was the most popular beverage among Vietnamese respondents, with 39.6% of them drinking it the previous week.


47.9% of Vietnamese shop for supplies at a local market at least once a week, followed by mom-and-pop stores (30.9%).


The trust/reputation of the bank (61.9%) is the most important factor when opening a bank account for Vietnamese.


Methodology Information

To be qualified for the research and ensure the relevance of the data gathered, the respondents needed to have the following characteristics:

  • Live in Vietnam
  • Be over 18 years old

Method of Collection

Quantitative research with an online survey approach. The survey questions start once the respondents click on our ads survey promotion.

Type of Research: Quantitative

The survey can be completed in an average time of 9 minutes. A desktop or mobile device can be used to complete information.

Target & Sample Information

  • Location: Vietnam (Nationwide)
  • Total number of respondents: 1,264 respondents

Quality Certification

  • Removal of fraudulent and inconsistent answers
  • Exclusion of professional survey takers
  • Insertion of “trap questions” into our surveys
  • Human control
  • Removal of respondents answering too fast in the survey

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  • Read The Consumer Report Vietnam 2023