Facebook remains the most popular social media in Vietnam. TikTok is on the rise in Vietnam. There were 77.93 million internet users in Vietnam at the start of 2023. These headline stats offer a great overview of the “state of digital” in Vietnam, but in order to make sense of how digital trends and behaviors.

The state of digital in Vietnam in 2023

Here are the essential headlines for digital adoption and use in Vietnam in early 2023:

• There were 77.93 million internet users in Vietnam at the start of 2023, when internet penetration stood at 79.1 percent.
• Vietnam was home to 70.00 million social media users in January 2023, equating to 71.0 percent of the total population.
• A total of 161.6 million cellular mobile connections were active in Vietnam in early 2023, with this figure equivalent to 164.0 percent of the total population.

These headline stats offer a great overview of the “state of digital” in Vietnam, but in order to make sense of how digital trends and behaviors are evolving.

Social media statistics for Vietnam in 2023

There were 70.00 million social media users in Vietnam in January 2023.

This figure might seem quite different from the values that we published in previous years, but please note that the sources we use to inform and calculate our social media user numbers have made important and wide-ranging revisions to their data over recent months.

These adjustments to source data mean that our latest numbers are not comparable with equivalent figures that we published in previous years, and readers should not regard any differences in these numbers as an actual change in social media use.

Indeed, our analysis of various data points from trusted third parties such as GWI and data.ai shows that there has been no discernible drop in overall social media use, and in almost all countries, social media use continues to increase.

As a result, readers should view any such differences as “corrections” in the data, and not as an indication that social media adoption has declined.

The number of social media users in Vietnam at the start of 2023 was equivalent to 71.0 percent of the total population, but it’s also important to note that social media users may not represent unique individuals (see our detailed notes on data to learn why).

Meanwhile, data published in the ad planning tools of top social media platforms indicates that there were 64.40 million users aged 18 and above using social media in Vietnam at the start of 2023, which was equivalent to 89.0 percent of the total population aged 18 and above at that time.

More broadly, 89.8 percent of Vietnam’s total internet user base (regardless of age) used at least one social media platform in January 2023.

At that time, 50.6 percent of Vietnam’s social media users were female, while 49.4 percent were male.

Facebook users in Vietnam in 2023

Data published in Meta’s advertising resources indicates that Facebook had 66.20 million users in Vietnam in early 2023.

However, Meta has made important changes to the way its advertising resources report audience reach data over recent months – including making significant revisions to its base audience data for Facebook – so the figures shown here may not be directly comparable with figures published in our previous reports.

To learn more about these changes, please see this article, as well as our comprehensive notes on data.

Facebook user growth in Vietnam

Figures published in Meta’s own tools indicate that Facebook’s potential ad reach in Vietnam decreased by 4.2 million (-6.0 percent) between 2022 and 2023.

For more recent context, the same data show that the number of users that marketers could reach with ads on Facebook in Vietnam decreased by 3.5 million (-5.0 percent) between October 2022 and January 2023.

However, it’s important to stress that these advertising reach figures are not the same as the monthly active users figures that Meta reports in its investor earnings announcements, and they should not be interpreted as such.

“Estimated audience size is not a proxy for monthly or daily active users, or engagement. Estimates aren’t designed to match population, census estimates or other sources, and may differ depending on factors such as how many accounts across Meta technologies a person has, how many temporary visitors are in a particular geographic location at a given time, and Meta user-reported demographics.”

As a result, changes in ad reach may not necessarily indicate any change in the platform’s overall user base.

But despite these caveats, Meta’s ad reach data still offers valuable insights into how Facebook use is evolving.

—

Brancher.X is proud to be the fastest-growing media agency in Vietnam, ranked by RECMA in 2022. With an exclusive Big Data system, we are committed to providing specialized Digital and Social services, helping brands create meaningful connections with customers.

Source: Data Reportal