Social
With its growing Internet infrastructure, Vietnam has become a potential market for media platforms. The widespread use of smart devices plays an important role in the popularity of social networking sites. As a firstcomer in this playground, Facebook has gained a significant advantage over its competitors. Look at Facebook statistics Vietnam below to understand its profound influence.
Facebook Statistics Vietnam – General Stats
Vietnam Maintains In The Top 10 Countries With The Most Facebook Users
According to the latest report of Statista in January, 2023, Vietnam ranks 7th worldwide regarding the number of Facebook users. In detail, the coverage in all 63 provinces accounts for 66.2 million of the total global users. Moreover, Ho Chi Minh City also occupies a spot in the Top 10 cities with the most Facebookers – estimated at 14 million users.
Leading the ranking is the most populous Asian country, India, with 314.6 million users. The remaining slots in the Top 5 belong to the United States, Indonesia, Brazil, and Mexico. The two Asian fellows of Vietnam – the Philippines and Thailand – occupy the 6th and 8th positions, respectively.
As you can see, the majority of users come from Asia, and Vietnam, with only nearly 50 years of development after decades of war, miraculously manages to seize the 7th rank.
Vietnamese “Love” Facebook
Vietnamese’s interest in Facebook is without a doubt because approximately 93% of Internet surfers in Vietnam use Facebook monthly.
According to statistics published by Data Reportal, the number of social media users in Vietnam hits 70.00 million in January 2023. Note that this figure cannot represent unique individuals due to duplicate identities or “not-human-entity” accounts (profiles owned by businesses or animals).
Removing irrelevant variables, 64.4 million Internet netizens aged 18+ have signed up for an account on Facebook as of January, 2023. The Top 5 most-used social media platforms to name are:
- Zalo
- Facebook Messenger
- TikTok
The Number Of Facebook Users Is Forecast To Decrease
Facebook has been past its heyday due to the dog-eat-dog competition from other platforms, especially the powerful entry and boom of TikTok in recent years. At the end of 2021, the parent company, Meta, recorded the first-ever user loss in the US market during its 18-year history.
Unfortunately, this tendency may not stop there but spread to many regions. Some reports for the Vietnam market have predicted a continuous user decline since 2023. For instance, Statista predicted that the user base in Vietnam would lose 1.3 million people, equivalent to 1.97 percent by the end of 2027. At that time, the remaining database is estimated to have 64.62 million valid profiles only.
Facebook Is The Third Most-Visited Website In Vietnam
All three rankings of Alexa, SimilarWeb, and SEMrush agree that Facebook ranks third among the most visited websites in Vietnam. The winner and the first runner-up belong to two giants, Google and Youtube.
The full-year web traffic statistics of SimilarWeb indicate that the total visits on the platform reached 6.63 billion. The duration of each stay lasts 16 minutes and 52 seconds. Notably, the average number of pages per visit is 12.81- more than the two leading sites.
Facebook Users Also Engage With Other Meta Apps
As you can see above, other applications of the Meta ecosystem also receive enthusiastic support from Vietnamese people. Reports have suggested that FB Messenger would reach 54 million users by early 2022. Instagram also shows steady growth at 1% to build a community of 11.65 million people.
Facebook Is The Mobile App With The Most Downloads
According to App Annie’s rankings, Facebook took the throne among the most downloaded mobile apps in 2021. The remaining positions in the Top 5 include TikTok, Electronic Health Book, Capcut, and Facebook Messenger.
Mark’s app also stood second to none in the category of active users. The runners-up, however, belong to Zalo, Facebook Messenger, Shopee, and Lazada.
But the table turned in 2022, when TikTok overshadowed Facebook and “stole” its first place with nearly 38 million downloads (Statista), followed by Zalo.
Facebook Statistics Vietnam – User Stats
Facebook Vietnam Has 77.09 Million Users In First Months Of 2023
Despite negative forecasts about user growth, the actual performance of Facebook in Vietnam still recorded positive signs in the first months of the year. The average surge rate of 0.96% brings the user base from 70.4 million in 2021 to 77.09 million in the same period of2023.
The current scope of users accounts for nearly 80% of Vietnam’s population – an impressive number compared to other countries. This rate only reaches 45.7% in Japan and 77.4% in the United States’s domestic market.
Female Users Outweigh Male Users
The average percentage of female users on Facebook accounts for about 50.84%, while male users make up approximately 49.16%. The biggest disparity by sexes occurs with the 18-24 age group, where women lead by around 9.8 million. The same scenario also occurs among people aged 13 to 17 and 25 to 34, with a difference of about 1%.
In comparison, the inequality tends to be the opposite for the middle age category (35-44) and elderly users from age 65 upwards. In other words, men account for a larger proportion, but the gap is micro.
Meanwhile, the two remaining age groups, 45-64 and 55-64, show an incredible balance between the two genders.
Young Internet Surfers Still Hold A Big Percentage Of Facebook User Base
The largest age category of the Facebook base is in their twenties and thirties. Millennials account for 30% of total users, while Gen Z stays in the second spot with 25.3%. Part of Gen X (people aged 35 to 44) is also a dense community with a population ratio of 18.2%.
The remaining age groups do not exceed 10% with specific data as follows:
- 45-54: 9.9%
- 13-17: 9.1%
- 55-64: 5.2%
- 65+: 2.2%
Not All Accounts Are “Eligible”
Only 89.5% of Facebook accounts are considered “eligible,” which means they comply with the Terms of Condition at the sign-up stage. It is no surprise since the platform imposes restrictions on certain targets, for example, children under 13. However, prohibition measures are insufficient to prevent those visitors from cheating to join the community.
42M People Are Active On Daily
Mr. Noudhy Valdryno – a representative of the Asia – Pacific division announced that 42 million Vietnamese people stay online on the platform every day. This number grows to 65.7 million when it comes to monthly usage.
Up to now, Facebook has expanded by nearly 7% compared to the same period in 2021. However, the local rival Zalo has shown the upper hand with a monthly user count of 75 million – an increase of 15% year-on-year.
Mums Are Highly Engaged On Facebook
Besides youngsters, moms stay connected on Facebook regularly. They tend to share and post content that is close to daily life. Their profiles are home to important personal milestones and everyday moments.
This demographic is a potential segmentation for eCommerce since their time budget can only afford online shopping.
Facebook Statistics Vietnam – Usage Stats
50.2% Of Vietnamese Follow The Social Accounts Of Friends And Family
Datareportal has surveyed and statisticized the behavior of Vietnamese people on social media accounts. The Digital 2022 report shows that 50.2% of Internet users in Vietnam click “follow” their friends and family. Their second concern is celebrities (e.g., actors, performers, and comedians), with a percentage of 34.2. The remaining rankings are:
- Meme and entertainment profiles: 33.5%
- Publications: 18.5%
- Influencers: 24%
- Sports teams and athletes: 21.9%
- Beauty specialist: 22.6%
Keeping In Contact With Friends And Family Was The Main Driver Behind Using Social Media
From the above, it is no wonder that 63.2% of people use social media to stay in touch with their acquaintances. The demand for news updates is another important reason people stick to media platforms. Up to 57.1% of survey respondents with Datareportal agreed with this.
Internet surfers are also interested in what’s happening around them, including hot threads and live streams. Beyond expectations, using social media to while away their free time is the least motive.
Facebook Is The Primary Screen
A study by Qandme showed that Vietnamese people would spend 6.1 hours a day on mobile apps by 2021. This pastime even consumes young users under 26 more than 7 hours per day.
In particular, Facebook surfing accounts for the majority of this period with about 2.5 hours daily. This figure is double the time spent on TV and at least an hour longer than on other platforms.
Multi-Screening Manner Is Common
An interesting finding shows that Facebook users are even distracted from their main activity for new updates on the platform. For example, they spend 16 minutes out of an hour with the TV on to glue their eyes on the phone screen.
This behavior is defined as “multi-screening,” which is forecasted to become the new normal. According to survey respondents, they cannot take their eyes off Facebook since they need to stay in the loop or check out their favorite brands.
The Average Engagement Rate Is 0.08%
A video easily attracts the most attention, with an engagement rate of 0.14%. Both photo and status posts also perform well as they receive higher than average standards (0.10%). However, affiliate posts performed the worst at 0.03% – much lower than expected.
Women Often Hit the “Like” Button
A “typical” user aged 18+ tends to use the “like” button 8 times and leave 7 comments within 30 days. Women are more likely to interact with these built-in features than men. For instance, an average female user comments 9 times a month, while a man only does the same thing 5 times.
Both genders have a low frequency of following pages and sharing posts. They often do so about once in the previous 30 days.
Facebook Statistics Vietnam – Ads Stats
Facebook’s Ad Reach Is Equivalent To 97.6% Of Vietnam Internet Users
As reported by Meta, Facebook ads can reach 70.4 million local people. Concerning the population, the coverage of this function is up to 71.4% in the early months of 2022. If only users over 13 years old are counted, the rate jumps to 89.5%
There Are More Female Ad Audience Than Male
Women bump into Facebook ads more often than men. The percentage of the female audience is 50.7, while the male audience only accounts for 49.3. This contrasts with a global trend where men make up a significant share of 56.6%.
Facebook Users In Vietnam Tap 17 Advertisements Every 30 Days
Facebook users in Vietnam click on 17 ads every 30 days. 24% of people admit they tapped on ads by accident.
Influenced by the disparity in audience proportions between the sexes, the frequency of ads display is greater among women than men. A typical female user over 18 years old spends time on 21 ads in a month, while men only glance at 15.
Vietnamese Find Their Favorite Product Through FB Ads
Despite allegations of in-app experience hindrance, Facebook ads still receive rave reviews. A recent Statista report found that up to 45% of local users found products that match their interests through ads.
40% of people click on an ad because its impressive graphics and content attract them. About 30% see the advertisement due to its entertainment or their love for the brand.
Advertising also gives 27% of survey respondents good promotions. On the downside, 28% of Vietnamese users feel annoyed by the time wasted on ads to continue their favorite videos.
Most Audiences Accesses Facebook Ads With Mobile Phone
98.9% of Facebook’s advertising audience head to the platform through a mobile phone. This country favors handheld devices since only 1.1% of locals use computers for this purpose. Also, a paltry 17.6% of users use two types of electronic equipment.
Facebook Statistics Vietnam – Shopping Stats
Facebook Drives Discovery
Besides the communication function, Vietnamese use Facebook to explore. The most relevant aspects include fashion and beauty, dining, and travel. 2 out of 5 users find a new brand or product on the platform.
Fashion Industry Record Highest Conversion Rate
After discovery on Facebook, potential consumers in the fashion industry are more likely to buy than other industries. Half of the shoppers place an order if they are interested in an outfit.
Skincare products and electronics are also two categories that record good conversion rates. Brands have a 30% success rate if customers search for their items.
70% Of Online Shoppers Use Facebook Messenger To Communicate With Buyers
The market research company QandMe report has proven that Messenger is the most popular communication app in Vietnam. 94% of respondents confessed they had installed it, and 70% used it to reach out to shops.
The usage rate of Messenger for shopping purposes has increased significantly by 23% from 2016 to 2018. However, 57% of users feel dissatisfied with how businesses take advantage of Messenger. They think the responses are too slow or do not even receive a reply when they need further customer support.
Shops And Restaurants Are The Two Most Frequently Contacted
Facebook surfers in Vietnam frequently contact shops and restaurants. 61% and 48% of respondents, respectively, refer to instant connection via Messengers when they want to learn about these two types of businesses. 57% of them revealed that their conversations mainly focus on product descriptions.
Facebook Statistics Vietnam – Business Stats
Most Businesses Join In Facebook
An overview report on digital marketing shows that Vietnamese businesses appreciate the effectiveness of social networking sites when 84% of brands are willing to spend money on this platform. In particular, Facebook is considered the most famous media platform, followed by Zalo, Youtube, and Instagram.
95% of respondents agree that Facebook is the top choice for digital marketing activities. While only 72% of brands advertise on YouTube and 39% on search engines, 99% of marketers have already launched their promotional strategies on Facebook.
Vietnamese Look For Their Favorite Product When Visiting A Facebook Page
When a local user visits a business’s Facebook page, 57% want to know about the products. Another good news is that 55% of visitors intend to make a purchase.
Of course, the users may also inquire about promotions or service availability with rates of 47% and 37%, respectively. A small group of people reach fan pages since they look for technical support or store location.
Audiences Follow Brands On Facebook To Receive Promotion Or Campaign Information
Consumer insight changes when it comes to the user intent behind following brands. The majority of Vietnamese people (72%) follow a business page to always access new campaigns or promotional information.
A large percentage of about 66% also want to catch up with new product or service updates. 50% tap on the “Follow” button simply because of their interest in the brand.
In addition, there are some other motivations as below:
- The account provides useful information: 38%
- The brand publishes good posts: 36%
- Content comes with nice photos: 26%
- The published content is related to their favorite celebrities: 19%
Facebook Statistics Vietnam – Video Stats
Vietnamese Enjoy Short Videos
Data analytics company WARC has discovered a fourfold growth in online video consumption since the COVID-19 era. 71% of Internet browsers in Vietnam watch videos daily, and only 2% have never enjoyed this visual format. 42% of respondents also said they could spend up to 2 hours on video streaming.
Additionally, the report points out that recordings under-3-minute videos are favored by Vietnamese users. Each day, on average, each local views long footage (more than 10 minutes) 1.5 times, medium-length clips (3-10 minutes) 1.7 times, and short videos 2.1 times.
Facebook Still Leads In Short And Medium-Length Videos
Despite the fierce competition with TikTok, Facebook is relentless in keeping users on their Facebook Watch and Reels (Instagram) functions. 87% of audiences use Facebook to enjoy short and medium displays during their social media time.
However, the preference for video duration varies with the time of day. Users prioritize clips of medium length in the morning and evening, while they often play short videos in the afternoon.
According to WARC, users’ loyalty to Facebook Watch boils down to whether the recommended content matches their personal preferences. They found it 1.3 times easier to interact with videos on Facebook than on other platforms.
Most audiences appreciate the development team’s efforts when the proposed algorithm creates an invisible connection. 75% of people noticed the displayed videos on their accounts were shared, interacted with, or commented on by their friends and family.
So, Is Vietnam A Promising Land For Facebook?
YES. Vietnam is still a large and potential market for Facebook to exploit. It can be said that the platform is leading without competition as the Vietnamese have become familiar with the available features. Although young people gradually divert their attention to new social networks like Instagram or TikTok, they remain loyal.
Have you ever wondered why Twitter cannot succeed in Vietnam as Facebook, though both are giants in the social networking industry? The right operating strategy based on popular social tradition facilitated the first steps of Facebook in Vietnam.
With Twitter, users often bond over their similar favorite topics or interests. However, this insight goes against the local communication culture, where people strive to strengthen their close relationships.
That is what Facebook has satisfied. Its users update in limited circles. Although access to content is ever-expanding, users are empowered to determine the extent of information dissemination.
The well-thought-out culture-based strategy has helped Facebook find its way into Vietnamese life deeply. Despite the fierce competition of emerging platforms, the quick response to the times and the first-mover advantage could consolidate the position of Facebook in the Vietnam market for a few more years.
Conclusion
Facebook statistics Vietnam are sufficient to prove the leading position of this platform. Though the number of users is predicted to decrease, its features, such as video display and ads, still achieve a superior reach due to the great pool of users.
However, this factor is equally distributed across all brands. Your marketing strategy determines success, which should make the most of available resources.
Fortunately, businesses can always outsource to collaborate with the best experts in the field. If you don’t know about a specific partner, the Leading Digital Marketing Agency has come to the rescue! Our professional service will skyrocket your sales with highly-targeted Facebook ads.
