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Vietnamese are mobile first on Facebook

Out of 20 million Vietnamese who use Facebook every day, around 17 million access the platform daily on mobile, according to a TNS study.

The study also highlighted that Vietnamese Facebook users spend more time on the social network than on any other website every month.

In terms of daily social network usage, the Southeast Asian nation sits 13 per cent above the global average highlighting how Vietnamese are hyper connected.

According to the study, Facebook is the primary network of choice across all age groups, with Vietnamese between the ages of 18–34 accounting for 75 per cent of Facebook users in the country.

Vietnamese spend about 2.5 hours on Facebook every day, twice the amount of time they spend on TV and at least one hour more than activities on other media.

For the Vietnamese, multi-screening behaviour is the new normal. About 16 minutes of an hour spent on TV are simultaneously spent on Facebook.

The study also highlighted that about two in five Vietnamese discover a new brand or product on the social network. The top categories of brands discovered include fashion, beauty, dining and travel.

The study found that Vietnamese mums are heavy users of Facebook. Compared to an average Vietnamese Facebook user, they have a higher tendency to share life milestones and everyday moments on the platform.

Vietnamese on facebook infographic

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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