Our research conducted with a sample of Vietnamese users aged 18–64 shows that social media continues to play a strong and influential role across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

Daily active usage and general reach often differ significantly across platforms. Some platforms exhibit moderate overall adoption but very strong daily engagement — and vice versa. Full datasets, sample bases, and the complete Vietnam report can be obtained from Datambar. The insights below are shared in limited scope for market researchers, advertisers, academics, and decision‑makers.

• Facebook leads daily engagement: Daily usage reaches 87%, with strong performance among ages 25–34 (91.2%) and 35–44 (88.9%). Usage is balanced across genders (87% men vs. 87.6% women).
• YouTube provides broad visibility and consistent engagement: Daily usage reaches 81%, peaking at 82.4% among ages 35–44 and 91.3% among 45–54‑year‑olds.
• TikTok remains strong among young and mid‑age audiences: Daily usage stands at 85%, reaching 88.6% in the 25–34 segment and 86.7% among users aged 35–44.
• Instagram stands out for visual content: Daily usage reaches 64%, with notable performance among ages 18–24 (71.6%) and 25–34 (69%).
• X (Twitter) is preferred for news‑driven content: Daily usage stands at 44%, slightly higher among women (46.8%) than men (42%). Engagement peaks at 49.4% in the 25–34 group.
• Telegram shows strong adoption among mature users: Daily usage reaches 47%, with high engagement among ages 45–54 (58.3%).
• Pinterest presents opportunities for lifestyle‑oriented campaigns: Daily usage is 33%, especially high among ages 35–44 (42.1%).
• Snapchat shows youth appeal: Daily usage reaches 32%, with noticeable engagement among ages 18–24 (35.7%) and users aged 45–54 (50%).
• Reddit and Twitch attract niche, tech‑ and gaming‑oriented communities: Daily usage is 31% for Reddit and 43% for Twitch.

🎯 Strategic Recommendations

• Broad reach and high daily engagement: Facebook + YouTube
• Youth targeting: TikTok + Instagram + Snapchat
• Female‑focused strategies: Pinterest + Instagram
• Male‑skewed & news‑driven content: X (Twitter) + Reddit
• Mature audiences: Facebook + YouTube + Telegram