Vietnam’s digital generation

Richard Burrage
Feb 09, 2022

Vietnam’s digital generation report. In May 2021, Cimigo conducted a nationwide (urban and rural) survey amongst the Vietnam digital generation with 1,500 Vietnamese aged 16-29 years old who have grown up in a digital-savvy world.

Author: Bing Dong, Research Director, Cimigo

4 minute read.

The results explore the characteristics of Vietnam’s young generation, aged 16-29 years old and who comprise 21% of Vietnam’s population with 20,225,046 people.

  • Why are young people aged 16-29 called the digital generation?
  • What are their views on families and society?
  • How do they expect and prepare for their future careers?
  • What do they do in their spare time for the purpose of entertainment?
  • What do they spend money for and what are their payment methods?

Who is the digital generation in Vietnam?

 

Born and raised in the explosive era of the Internet, the 16-29 age group has different characteristics compared to previous generations. Cimigo has labeled this age group of people as the digital generation in Vietnam.

With the development trend of the internet and the utilities that come with it, they tend to be more familiar with mobile phones, smartphones and online interactive platforms. This young demographic can be broken down into 3 subgroups:

  • Age group 25-29: Experienced Yahoo, multi-feature phones, online music sites, online games and the early days of social networking platforms.
  • Age group 20-24: Experienced using smartphones and surfing the internet via mobile devices, familiar with social networking applications.
  • Age group 16-19: Experienced the development of “Livestream”, of e-commerce, social commerce and non-cash payments when shopping.

Vietnam digital generation

The Vietnamese digital generation has grown up experiencing the rise of the internet and e-commerce activities. They are the leading generational group in maximising the conveniences that the internet and smartphones provide. As a generation, they are more globally aware and sensitive to social issues and their own desires for economic progress.   Understanding the Vietnamese digital generation can help businesses leverage their desires and resonate more strongly in communications.   The Vietnamese digital generation will be the driving force behind the rapid development of the Vietnamese economy and society in the decade ahead.

Download Vietnam’s Digital Generation report here

The urban versus rural digital disparity in Vietnam is minimal

The attitudes and desires between the urban and rural digital generation in Vietnam are remarkedly similar. The disparity of the digital lives of urban and rural Vietnamese in the digital generation in Vietnam is far less than the reader may expect. Leading social platforms are similar across urban and rural Vietnam, with nearly identical penetration rates for the top platforms.  Whilst urban Vietnamese use 4.6 platforms on average, rural Vietnamese use 4.5 on average.

The prevalence of online gaming in the past one month in urban areas is 54% and in rural areas is 41%, online shopping prevalence in the past one month in urban areas is 54% and in rural areas is 43%, cashless payments prevalence for online shopping is Vietnam in urban areas is 42% and in rural areas is 31%.  E-wallet use in the past one month for any purpose, including online shopping, in urban areas, is 67% and in rural areas is 66% in the past one month.

The top channels for news are Facebook (85%), YouTube (49%), Zalo (36%) and TikTok (30%), rural residents are very slightly more reliant on these platforms than urban residents. Vietnam’s digital generation in rural Vietnam is slightly less likely to use news and TV apps for news than their urban counterparts.

Vietnam’s digital society and media is bringing the worldview of this digital generation across urban and rural society even closer.

An optimistic Vietnamese digital generation

What does the Vietnam digital generation desire

The Vietnamese digital generation is optimistic about starting a family of their own and owning a home.  Small families living independently of their parents are desired more, but traditional mores in connecting over dinner with the extended family remain appreciated.

Career, income, family and educational background are the main factors that shape the digital generation’s perspectives. Perceived gender roles are more equitable in achieving financial independence.

Vietnam families equitable roles

Download Vietnam’s Digital Generation report here

Social media networks in particular shape their worldview.   The digital generation seeks financial independence, career progression and to be loved by their family.

70% aspire to become a leader at work and to start their own business. Women show more anxiety than men, especially towards social division and income stability.

Vietnam entrepreneurial spirit

The Vietnamese digital generation and social issues

The Vietnamese digital generation and social issues

The Vietnamese digital generation has a heightened interest in social issues.  The Vietnamese digital generation pays attention to pollution, environmental protection and food safety. Females are especially interested in gender equality whilst the 25-29 age group is acutely interested in Vietnam’s sovereignty over the East Sea.

Two-thirds of the digital generation are interested in positive social impact.  6 in 10 want to have a positive impact on the lives of those less fortunate and 8 in 10 wish to contribute positively to the development of Vietnamese society.

Download Vietnam’s Digital Generation report here

Entertainment, social networking and video games in Vietnam

Entertainment, social networking and video games in Vietnam

Entertainment is an integral part of life for the digital generation in Vietnam. The rise of smartphones offers many development opportunities for game developers to serve the needs of more than half of the Vietnamese digital generation every week.

Smartphones (49%) and computers (30%) are two of the most used devices for the digital community to enjoy games, while multiplayer online battle arena (MOBA), shooting games and battle royale are most popular among the Vietnamese digital generation today.

Online shopping in Vietnam

Online shopping in Vietnam

47% of the digital generation in Vietnam shop online, with an average frequency of 3.5 times per month. This prevalence rate is higher among women (55%) and urban areas (54%).  The top 3 popular online shopping categories in Vietnam are fashion (57%), cosmetics and personal care (24%) and electronic accessories (21%).  Shopee (69%), Facebook (32%), Lazada (32%) and Tiki (16%) are the most popular e-commerce platforms in Vietnam amongst the Vietnamese digital generation.

Download Vietnam’s Digital Generation report here

Online shopping and the rise of digital payments in Vietnam

Online shopping and the rise of digital payments in Vietnam

64% of online shoppers in Vietnam use cash-on-delivery (COD).  22% of online shoppers in Vietnam use bank transfers and 13% use e-wallets.  The e-wallet Momo has a 51% market share of e-wallets used for online shopping in Vietnam, followed by Shopee pay (15%) and ZaloPay (11%). The remaining market share is evenly distributed among more than 40 other providers such as Moca/GrabPay, BankPlus, ViettelPay, etc.

E-wallet use in the past one month for any purpose, including online shopping, is 66% amongst Vietnam’s digital generation nationally.

Social networks in Vietnam are becoming more diverse

Facebook (85%), YouTube (72%) and Zalo (65%) are the 3 most used social platforms in Vietnam. TikTok (52%) is used by more than half of the digital generation in Vietnam.  On average, each individual uses 4-5 social networking platforms as a means for entertainment, to connect with friends and a place to express themselves.

 

Vietnam social media use

 

Download Vietnam’s Digital Generation report here

End.

 

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Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.

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The research provided by Cimigo provided our clients with very specific insights into consumer behaviour in Viet Nam. What I liked was the way Cimigo interpreted these insights to develop a clear call to action for our clients, which they are responding to with confidence.

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Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.

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I've had the pleasure to work with Richard and Cimigo over many years and across multiple markets. Cimigo was a key partner in our business decision making process including market entry strategy, brand positioning development, shopper insights, brand equity tracking, and consumer need state segmentation development. The Cimigo team are local market experts who understand consumer culture like no other. I would highly recommend them.

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Cimigo is our go-to agency in Indonesia. They're great collaborators, work hard to meet our deliverables, and are a joy to work with.

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Cimigo is the research agency that I appreciate for their expertise and customer service. Cimigo understand well the business context for each of project hence they can design the research to best fit with the objectives. The optimization on methodologies, sample size and questionnaire bring the value to the projects I have worked with them. Cimigo can go beyond data and give me valuable insights for each of research projects based on their knowledge and experience with the industry. All of these support me well to navigate the brand strategy in short term and long term.

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We partnered with Cimigo on assessing TET campaign launch focusing on improving booking through our platform. Cimigo, provided its customized campaign evaluation technique based on Cimigo Online Communities that fully meets our requirement in terms of type of respondents and expected timelines. The report provided insightful findings with benchmarks to identify the next course of action for launching the campaign. We will recommend Cimigo team and its Online communities for its quality reporting and scale of coverage.

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Cido have worked with Cimigo in Vietnam for more than 10 years. All our projects, both qualitative and quantitative, have been delivered in a timely manner with a high standard of quality throughout. Cimigo’s client service team has provided great support over the years which has ensured smooth project execution and helped us to deliver work on time and exceed our client’s expectations.

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I have partnered with Cimigo over the past 15 years. Most recently Cimigo engaged us to collaborate on an unusually tough new product development project, which was akin to selling ice to Eskimos. Cimigo bought alive the consumer, her shopping journey, her cooking rituals and potential brand promises. Cimigo inspired our creative team to build alternate brand propositions and accompanying package designs. Cimigo then went back to consumers to evaluate, iterate and optimise these in focus groups. The Doodle team were able to observe this process and subtly adjust the expression of the brand between focus groups. The result of this great collaboration was a winning brand proposition and packaging design that hit consumer needs head on whilst appealing to their hearts.

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We have worked together with Cimigo many times. The findings from Cimigo are factual, accurate & reliable. They deliver value from the voice of our customer so we can easily determine the next step. Working with Cimigo feels like not only building a partnership but a sense of family. Very amazing to work with Cimigo, they always go beyond our expectations.

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Our relationship with Cimigo goes back many years. We engaged Cimigo to provide an independent view on what our customers and potential customers think of our company. The insights from Cimigo were very helpful for us to better understand the Vietnam market and also in developing our brand manifesto.

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As a creative director I have used the services of Cimigo for the past 15 years when developing communications, so I know their style, innovations and resources well. Most recently we tested copy for print, out of home and digital communications to put an Australian colloquialism into a Vietnamese context. A job and budget so small I felt it was highly likely to fall through the cracks. I was astounded at their incredible response. From their advice and style of how we should present the stimulus material, to their cross-reference manoeuvres used in the testing. Their over-delivering response, was to an embarrassing level. We walked away with a clear winner and could present back to our client with confidence and clarity. Cimigo made us look great. Plus they even threw in a few extra insights on the awareness and perception of the product in Vietnam.

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I want to thank you again for your help and the great job the Cimigo team did in the home appliance project! The moderation was super and organisation upfront was also perfect.

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Cimigo have built and managed both our employee and customer experience programme since 2012. We have a complex suite of services with in-patient, out-patient, surgical, diagnostic, consultative and facilities to account for, all amongst patients who are naturally sensitive regarding their privacy and experience. Yet Cimigo have designed a system to measure customer experience across multiple languages and cultures and direct us in improving this experience. Our net promoter score (NPS) has grown as a direct result of changes implemented based on this direction and continuously listening to patient feedback. The NPS growth correlates directly to new patient numbers and improved profitability, as happier customers drives our business growth.

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We have worked with Cimigo recently and highly recommend them. Cimigo have made great recommendations on the price elasticity.

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Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.

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Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.
Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.

Kelly Vo - Founder & Host

I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!
I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!

Thanyachat Auttanukune - Board of Management

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Cimigo consistently carries out researches with international standards and consistently bring about truly mind opening local insights.

Hamish Glendinning - Business Lead

Cimigo not only delivered an exceptional piece of qualitative research for us, but provided hugely valuable direction when it came to product development and market positioning which we have since implemented. We can’t wait to work with the team again.
Cimigo not only delivered an exceptional piece of qualitative research for us, but provided hugely valuable direction when it came to product development and market positioning which we have since implemented. We can’t wait to work with the team again.

Thuy Le - Consumer Insight Manager

Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.
Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.

Richard Willis - Director

When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.
When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.

Ha Dinh - Project Lead

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I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.

Geert Heestermans - Marketing Director

Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that.
Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that.

Louise Knox - Consumer Technical Insights

Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground.
Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground.

Aimee Shear - Senior Research Executive

We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.
We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

Dennis Kurnia - Head of Consumer Insights

Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.
Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

Tania Desela - Senior Product Manager

It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.
It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.

Thu Phung - CTI Manager

Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."
Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."

Linda Yeoh - CMI Manager

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We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.