Zalo surpasses Facebook, Messenger in terms of users in Vietnam

MMA Vietnam and Decision Lab recently published a report titled “The Connected Consumer Q4 2022”.

The report focuses on consumers’ online habits, including social media usage, entertainment (music, movies, online videos) as well as online shopping. The data in this report was collected using Decision Lab’s online dashboard.

The Connected Consumer is a quarterly study conducted by Decision Lab starting in 2019. In the report, Decision Lab divides generations including Gen Z (those born between 1997 – 2006), Gen Y or Millenials (those born between 1981-1996) and Gen X (those born between 1960-1980).

The Connected Consumer Q4 2022 report is also based on people in these three age groups. According to the report, after a dismal third quarter of 2022, social media usage spiked in the last quarter of 2022.

Facebook and YouTube recorded significant increases in usage overall and across many other categories. However, the TikTok platform recorded a decline in the fourth quarter of 2022. However, TikTok still recorded growth in the e-commerce segment, user usage increased by 5%.

According to the report, in the list of leading messaging platforms in Vietnam, by the end of 2022, Zalo continues to become the most popular messaging application with a usage rate of 87%.

Ranked 2nd in terms of popularity is Facebook with 72%, ranked 3rd is Messenger with 58% and finally Instagram accounts for 15%.

According to the report, Zalo grew at a rate of 6% in popularity compared to the previous quarter, which is a faster increase than both the YouTube and Facebook apps over the past year. Most of this growth is in Gen X (42 to 62 years old) and Gen Z (16 to 25 years old) users.

The popularity of Zalo among GenZ groups has increased by 8%, which is reportedly an important source of growth for the app, making Zalo the most popular messaging app in Vietnam.

This is the second year, Zalo continues to be the most popular and popular messaging application in Vietnam from 2020. Specifically, from 2020, Zalo (76.5%) has “usurped” Facebook Messenger ( 75.8%).