Digital in Vietnam 2021

DIGITAL 2021
VIETNAM
ALL THE DATA, TRENDS, AND INSIGHTS YOU NEED TO HELP YOU UNDERSTAND
HOW PEOPLE USE THE INTERNET, MOBILE, SOCIAL MEDIA, AND ECOMMERCE
!
IMPORTANT NOTES ON CHANGES TO DATA
Findings published in this report use the latest available data at the time of production. In order to provide the most accurate
and up-to-date information, we have changed the sources we use to inform some of the numbers, and we have also changed
the ways in which we calculate certain values. Consequently, various figures in this report will not be comparable with
similar figures that we published in previous Global Digital Reports. Wherever such changes affect data in this report, we
have included a  COMPARABILITY ADVISORY in the footnotes of each relevant slide, and in some cases we’ve also
added an alert beneath the chart’s headline. In particular, please note that we no longer include data sourced from
social media platforms in our internet user figures. As a result, the internet user numbers in this year’s reports may appear
lower than those in previous reports, but this does not necessarily imply an actual drop in internet users. We have recalculated
historical internet user figures in order to provide accurate growth figures in this year’s reports, but overall values will not
be comparable with data published in previous reports in this series. Please also note that social media user numbers
may not represent unique individuals, because some people may manage multiple social media accounts, and because
some active social media accounts may represent ‘non-human’ entities such as animals, groups and organisations, locations,
and more. As a result, the figures we publish for social media users may exceed the figures we publish for internet users. This
may seem counter-intuitive, but the numbers in such instances are not incorrect. Separating social media user numbers from
internet user numbers in this way allows readers to make more informed choices, and enables them to use the data that has
the greatest relevance to their needs. Please see the complete list of data sources at the end of this report for further details.
DIGITAL 2021 DIGITAL 2021
GLOBAL OVERVIEW REPORT LOCAL COUNTRY HEADLINES
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
CLICK HERE TO READ OUR DIGITAL 2021 CLICK HERE TO READ OUR DIGITAL 2021
GLOBAL OVERVIEW REPORT, WITH CLOSE LOCAL COUNTRY HEADLINES REPORT,
TO 300 PAGES OF ESSENTIAL CHARTS AND WITH ESSENTIAL DIGITAL OVERVIEWS
INSIGHTS FROM AROUND THE WORLD FOR EVERY COUNTRY IN THE WORLD
CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE
GLOBAL HEADLINES
JAN GLOBAL DIGITAL HEADLINES OB
AL DA
GL
TA
2021 ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE AROUND THE WORLD
EA
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS D LI N E
S
H
TOTAL UNIQUE MOBILE INTERNET ACTIVE SOCIAL
POPULATION PHONE USERS USERS* MEDIA USERS*
7.83 5.22 4.66 4.20

BILLION BILLION BILLION BILLION
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
56.4% 66.6% 59.5% 53.6%

SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
7 EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN GLOBAL DIGITAL GROWTH OB
AL DA
GL
TA
2021 THE YEAR-ON-YEAR CHANGE IN GLOBAL DIGITAL ADOPTION
EA
INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS D LI N E
S
H
TOTAL UNIQUE MOBILE INTERNET ACTIVE SOCIAL
POPULATION PHONE USERS USERS* MEDIA USERS*
+1.0% +1.8% +7.3% +13.2%

JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020
+81 MILLION +93 MILLION +316 MILLION +490 MILLION
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
8 EARNINGS REPORTS; MEDIASCOPE. *ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE
TO DATA PUBLISHED IN PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
JAN INTERNET USERS vs. TOTAL POPULATION OB
AL DA
GL
TA
2021 NUMBER OF INTERNET USERS IN EACH REGION COMPARED TO TOTAL POPULATION
EA
! INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS D LI N E
S
H
NORTHERN
EUROPE EASTERN
EUROPE
96%
NORTHERN
AMERICA
82%
90% WESTERN
EUROPE 93% 86% 57% CENTRAL
ASIA
SOUTHERN
EUROPE 68% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 56% 74%
67% 62% MIDDLE
WESTERN
ASIA
42%
AFRICA SOUTHERN
CENTRAL
AMERICA 42% ASIA
WESTERN 26% 69% SOUTH-EASTERN

ASIA
AFRICA
72% 24% EASTERN

AFRICA
SOUTHERN
AMERICA
62% 71%
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE U.N.
9 ADVISORIES: INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS
REPORTS. NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL POPULATION. REGIONS BASED ON THE UNITED NATIONS GEOSCHEME.
JAN SOCIAL MEDIA USERS vs. TOTAL POPULATION OB
AL DA
GL
TA
2021 NUMBER OF ACTIVE SOCIAL MEDIA USERS* IN EACH REGION COMPARED TO TOTAL POPULATION
EA
! THIS CHART INCLUDES DATA FROM NEW SOURCES, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS D LI N E
S
H
NORTHERN
EUROPE EASTERN
EUROPE
79%
NORTHERN
AMERICA
65%
74% WESTERN
ASIA
SOUTHERN
EUROPE 66% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 45% 60%
71% 51% MIDDLE
WESTERN
ASIA
31%
AFRICA SOUTHERN
CENTRAL
AMERICA 16% ASIA

ASIA
AFRICA
72% 10% EASTERN

AFRICA
SOUTHERN
AMERICA
41% 64%
SOUTHERN OCEANIA
AFRICA
SOURCES: KEPIOS (JAN 2021), BASED ON DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; CNNIC; CAFEBAZAAR; OCDH.
10 *ADVISORY: “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO FIGURES MAY EXCEED INTERNET PENETRATION VALUES. NOTES: DIFFERENCES IN DATA AVAILABILITY MEAN REGIONAL
FIGURES MAY NOT CORRELATE WITH GLOBAL TOTALS. REGIONS AS PER THE U.N. GEOSCHEME.  COMPARABILITY ADVISORY: DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN THE WORLD’S MOST-USED SOCIAL PLATFORMS OB
AL DA
GL
TA
2021 THE LATEST GLOBAL ACTIVE USER FIGURES (IN MILLIONS) FOR A SELECTION OF THE WORLD’S TOP SOCIAL MEDIA PLATFORMS*
EA
D LI N E
S
H
FACEBOOK1 2,740
YOUTUBE2 2,291
WHATSAPP1 2,000
FB MESSENGER1* 1,300
INSTAGRAM2 1,221
WEIXIN / WECHAT1 1,213
TIKTOK1 689
QQ1 617
DOUYIN1** 600
SINA WEIBO1 511
TELEGRAM1 500
SNAPCHAT2 498
DATA UPDATED TO:
KUAISHOU1 481 25 JANUARY 2021
PINTEREST1 442
REDDIT1* 430
TWITTER2 353
QUORA1* 300
SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN: (1) COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; (2) PLATFORMS’ SELF-SERVICE AD TOOLS.
11 *NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. (**) FIGURE FOR DOUYIN USES THE
REPORTED DAILY ACTIVE USER FIGURE, SO MONTHLY ACTIVE USER FIGURE IS LIKELY HIGHER.
JAN MOBILE CONNECTIONS vs. TOTAL POPULATION OB
AL DA
GL
TA
2021 NUMBER OF MOBILE CONNECTIONS IN EACH REGION COMPARED TO TOTAL POPULATION
EA
D LI N E
S
H
NORTHERN
EUROPE EASTERN
EUROPE
113%
NORTHERN
AMERICA
146%
106% WESTERN
ASIA
SOUTHERN
EUROPE 115% EASTERN
ASIA
CARIBBEAN NORTHERN
AFRICA 100% 98%
97% 77% MIDDLE
WESTERN
ASIA
85%
AFRICA SOUTHERN
CENTRAL
AMERICA 96% ASIA

ASIA
AFRICA
103% 62% EASTERN

AFRICA
SOUTHERN
AMERICA
163% 106%
SOUTHERN OCEANIA
AFRICA
SOURCES: GSMA INTELLIGENCE (JAN 2021); POPULATION DATA FROM THE UNITED NATIONS AND U.S. CENSUS BUREAU (ACCESSED JAN 2021).
12  COMPARABILITY ADVISORY: BASE CHANGES. DATA MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN MOBILE APP RANKINGS: ACTIVE USERS OB
AL DA
GL
TA
2021 GLOBAL (EX. CHINA) RANKINGS OF TOP MOBILE APPS AND GAMES BY MONTHLY ACTIVE USERS IN 2020
EA
D LI N E
S
H
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS
# APP NAME COMPANY # GAME NAME COMPANY
01 FACEBOOK FACEBOOK 01 PUBG MOBILE TENCENT
02 WHATSAPP FACEBOOK 02 CANDY CRUSH SAGA ACTIVISION BLIZZARD
03 FACEBOOK MESSENGER FACEBOOK 03 LUDO KING GAMETION
04 INSTAGRAM FACEBOOK 04 AMONG US! INNER SLOTH
05 AMAZON AMAZON 05 FREE FIRE SEA
06 TWITTER TWITTER 06 ROBLOX ROBLOX
07 NETFLIX NETFLIX 07 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD
08 TIKTOK BYTEDANCE 08 SUBWAY SURFERS KILOO
09 SPOTIFY SPOTIFY 09 MINECRAFT POCKET EDITION MOJANG
10 SNAPCHAT SNAP 10 POKÉMON GO NIANTIC
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON ACTIVE INSTALLS ACROSS IPHONE AND ANDROID PHONE DEVICES,
13 EXCLUDING CHINA.
JAN GLOBAL ECOMMERCE ACTIVITY OVERVIEW OB
AL DA
GL
TA
2021 PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 THAT REPORTS PERFORMING EACH ACTIVITY IN THE PAST MONTH
EA
D LI N E
S
H
SEARCHED ONLINE FOR VISITED AN ONLINE USED A SHOPPING PURCHASED A PURCHASED A
A PRODUCT OR SERVICE RETAIL SITE OR STORE APP ON A MOBILE PRODUCT ONLINE PRODUCT ONLINE
TO BUY (ANY DEVICE) (ANY DEVICE) PHONE OR ON A TABLET (ANY DEVICE) VIA A MOBILE PHONE
81.5% 90.4% 69.4% 76.8% 55.4%
14 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
JAN SOURCES OF NEW BRAND DISCOVERY OB
AL DA
GL
TA
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT DISCOVERS NEW BRANDS AND PRODUCTS THROUGH EACH CHANNEL
EA
D LI N E
S
H
SEARCH ENGINES 33.9%
ADS ON TELEVISION 32.6%
WORD-OF-MOUTH RECOMMENDATIONS 29.4%
ADS ON SOCIAL MEDIA 28.2%
BRAND OR PRODUCT WEBSITES 27.6%
ONLINE RETAIL WEBSITES 26.0%
ADS ON WEBSITES 25.3%
RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA 24.4%
TV SHOWS OR FILMS 24.2%
CONSUMER REVIEW WEBSITES 24.0%
15 SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
VIETNAM
JAN VIETNAM
2021 ESSENTIAL HEADLINES FOR MOBILE, INTERNET, AND SOCIAL MEDIA USE
CHANGES TO DATA SOURCES FOR INTERNET USERS AND SOCIAL MEDIA USERS MEAN THAT VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS VIETNAM
!
TOTAL MOBILE INTERNET ACTIVE SOCIAL

POPULATION CONNECTIONS USERS MEDIA USERS
97.75 154.4 68.72 72.00

MILLION MILLION MILLION MILLION
URBANISATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
37.7% 157.9% 70.3% 73.7%

SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
17 EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.  COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA
PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.
JAN ANNUAL DIGITAL GROWTH
2021 THE YEAR-ON-YEAR CHANGE IN KEY INDICATORS OF DIGITAL ADOPTION
CHANGES TO DATA SOURCES FOR INTERNET USERS AND SOCIAL MEDIA USERS MEAN THAT VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS VIETNAM
!
TOTAL MOBILE INTERNET ACTIVE SOCIAL

POPULATION CONNECTIONS USERS MEDIA USERS
+0.9% +0.9% +0.8% +10.8%

JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020 JAN 2021 vs. JAN 2020
+852 THOUSAND +1.3 MILLION +551 THOUSAND +7.0 MILLION
SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY
18 EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.  COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA
PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.
JAN POPULATION ESSENTIALS
2021 POPULATION DEMOGRAPHICS AND OTHER KEY INDICATORS
VIETNAM
TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN

POPULATION POPULATION POPULATION IN TOTAL POPULATION AGE
97.75 50.1% 49.9% +0.9% 32.7

MILLION
URBANISATION POPULATION DENSITY OVERALL LITERACY FEMALE LITERACY MALE LITERACY

OF POPULATION (PEOPLE PER KM2) (ADULTS AGED 15+) (ADULTS AGED 15+) (ADULTS AGED 15+)
37.7% 315.3 95.0% 93.6% 96.5%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY: THE UNITED NATIONS; THE U.S. CENSUS BUREAU; THE WORLD BANK; UNESCO; UNICEF; THE CIA WORLD FACTBOOK; PEW RESEARCH;
19 INDEXMUNDI; PHRASEBASE; ETHNOLOGUE (ALL ACCESSED JAN 2021). NOTE: THE UNITED NATIONS DOES NOT PUBLISH POPULATION DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’.
JAN POPULATION BY AGE GROUP
2021 THE TOTAL NUMBER OF PEOPLE WITHIN EACH AGE GROUP
VIETNAM
TOTAL POPULATION AGED POPULATION AGED POPULATION

POPULATION 13 AND ABOVE 18 AND ABOVE AGED 16 TO 64
13+ 18+
97.75 79.7% 72.8% 67.4%

MILLION 77.9 MILLION 71.1 MILLION 65.9 MILLION
20 SOURCES: THE UNITED NATIONS; THE U.S. CENSUS BUREAU (LATEST DATA AVAILABLE IN JAN 2021).
JAN DEVICE OWNERSHIP
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT OWNS EACH KIND OF DEVICE
VIETNAM
MOBILE PHONE SMART NON-SMARTPHONE LAPTOP OR DESKTOP TABLET

(ANY TYPE) PHONE MOBILE PHONE COMPUTER DEVICE
97.0% 96.9% 19.0% 66.1% 31.9%

TV STREAMING GAMES SMART HOME SMART WATCH VIRTUAL
STICK OR DEVICE CONSOLE DEVICE OR WRISTBAND REALITY DEVICE
12.2% 9.2% 14.2% 25.1% 4.2%

JAN DAILY TIME SPENT ON MEDIA
2021 THE AVERAGE DAILY TIME* THAT INTERNET USERS AGED 16 TO 64 SPEND ON DIFFERENT KINDS OF MEDIA AND DEVICES
VIETNAM
TIME SPENT USING THE TIME SPENT WATCHING TELEVISION TIME SPENT USING TIME SPENT READING PRESS MEDIA
INTERNET (ALL DEVICES) (BROADCAST AND STREAMING) SOCIAL MEDIA (ONLINE AND PHYSICAL PRINT)
6H 47M 2H 40M 2H 21M 1H 57M

TIME SPENT LISTENING TO TIME SPENT LISTENING TIME SPENT LISTENING TIME SPENT PLAYING VIDEO
MUSIC STREAMING SERVICES TO BROADCAST RADIO TO PODCASTS GAMES ON A GAMES CONSOLE
1H 09M 0H 41M 0H 44M 1H 14M

SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
22 *NOTES: CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. TELEVISION INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING
AND VIDEO-ON-DEMAND SERVICES. PRESS INCLUDES ONLINE AS WELL AS PHYSICAL PRINT MEDIA. BROADCAST RADIO DOES NOT INCLUDE INTERNET RADIO.
INTERNET USE
JAN OVERVIEW OF INTERNET USE
2021 KEY INDICATORS OF INTERNET ADOPTION AND USE
USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS VIETNAM
!
TOTAL NUMBER INTERNET USERS AS ANNUAL CHANGE AVERAGE DAILY TIME USERS PERCENTAGE OF USERS
OF INTERNET USERS A PERCENTAGE OF IN THE NUMBER AGED 16 TO 64 SPEND ACCESSING THE INTERNET
(ANY DEVICE) TOTAL POPULATION OF INTERNET USERS USING THE INTERNET VIA MOBILE DEVICES
68.72 70.3% +0.8% 6H 47M 94.7%

MILLION +551 THOUSAND
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED
24 NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
JAN DIFFERENT PERSPECTIVES: INTERNET ADOPTION
2021 INDICATORS OF INTERNET ADOPTION PUBLISHED BY DIFFERENT SOURCES, OFFERED FOR REFERENCE AND PERSPECTIVE
OUR HEADLINE VALUE FOR INTERNET USERS INCLUDES ADDITIONAL DATA SOURCES, AND MAY NOT MATCH ANY OF THE VALUES SHOWN ON THIS CHART VIETNAM
!
ITU: INDIVIDUALS CIA WORLD INTERNET WORLD BANK:

USING THE FACTBOOK: WORLD STATS: INDIVIDUALS USING
INTERNET INTERNET USERS* INTERNET USERS THE INTERNET
67.16 68.77 68.54 67.16

vs. POPULATION: vs. POPULATION: vs. POPULATION: vs. POPULATION:
68.7% 70.4% 70.1% 68.7%

SOURCES: AS STATED ABOVE EACH ICON (ALL ACCESSED JAN 2021); POPULATION DATA VIA THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES. *NOTE: THE FIGURE FOR CIA
25 WORLD FACTBOOK COMPARES THE PUBLISHED INTERNET PENETRATION RATE WITH THE LATEST POPULATION DATA FROM THE U.N.  COMPARABILITY ADVISORY: THE HEADLINE FIGURE FOR
INTERNET USERS CITED ELSEWHERE IN THIS REPORT INCLUDES DATA FROM SOURCES NOT FEATURED ON THIS SLIDE, AND MAY NOT MATCH ANY OF THE VALUES SHOWN HERE.
JAN MOBILE INTERNET USE
2021 USERS WHO ACCESS THE INTERNET VIA MOBILE PHONES
USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS VIETNAM
!
TOTAL NUMBER OF MOBILE INTERNET USERS SMARTPHONE INTERNET FEATURE PHONE INTERNET AVERAGE DAILY TIME USERS
MOBILE INTERNET USERS AS A PERCENTAGE OF USERS AS A PERCENTAGE USERS AS A PERCENTAGE AGED 16 TO 64 SPEND
(CELLULAR AND / OR WIFI) TOTAL INTERNET USERS OF TOTAL INTERNET USERS OF TOTAL INTERNET USERS USING MOBILE INTERNET
65.08 94.7% 94.3% 2.9% 3H 18M

MILLION
SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED
26 NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.  COMPARABILITY ADVISORY: SOURCE AND BASE
CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.
JAN INTERNET CONNECTION SPEEDS: OVERVIEW
2021 AVERAGE DOWNLOAD SPEEDS FOR MOBILE AND FIXED INTERNET CONNECTIONS, WITH YEAR-ON-YEAR COMPARISONS
VIETNAM
AVERAGE DOWNLOAD YEAR-ON-YEAR CHANGE IN AVERAGE DOWNLOAD YEAR-ON-YEAR CHANGE IN

SPEED OF MOBILE AVERAGE SPEED OF MOBILE SPEED OF FIXED AVERAGE SPEED OF FIXED
INTERNET CONNECTIONS INTERNET CONNECTIONS INTERNET CONNECTIONS INTERNET CONNECTIONS
34.51 +13.6% 60.88 +40.7%

MBPS MBPS
SOURCE: OOKLA (JAN 2021). FIGURES REPRESENT AVERAGE DOWNLOAD SPEEDS (IN MEGABITS PER SECOND) IN DECEMBER 2020, WITH COMPARISONS TO AVERAGE DOWNLOAD SPEEDS IN
27 DECEMBER 2019.
JAN SHARE OF WEB TRAFFIC BY DEVICE
2021 EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS
THE FIGURES ON THIS CHART ARE BASED ON WEB TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE DATA FOR OTHER ICT-RELATED ACTIVITIES VIETNAM
!
MOBILE LAPTOPS & TABLET OTHER

PHONES DESKTOPS COMPUTERS DEVICES
40.1% 58.0% 1.9% [N/A]

DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019:
+147% -30% +67% [N/A]

+2,390 BPS -2,466 BPS +76 BPS [N/A]
SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR
28 DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E.
AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
JAN SHARE OF WEB TRAFFIC BY BROWSER
2021 BASED ON WEB PAGES SERVED TO WEB BROWSERS RUNNING ON ANY DEVICE
VIETNAM
CHROME SAFARI FIREFOX SAMSUNG INTERNET
63.7% 14.5% 2.8% 2.6%

Y-O-Y: -5.1% Y-O-Y: +70% Y-O-Y: -25% Y-O-Y: +136%
MICROSOFT EDGE* OPERA INTERNET EXPLORER OTHER
2.9% 1.5% 1.7% 10.4%

Y-O-Y: +256% Y-O-Y: -26% Y-O-Y: +207% Y-O-Y: -36%
SOURCE: STATCOUNTER (ACCESSED JANUARY 2021), BASED ON VALUES FOR DECEMBER 2020. *NOTES: VALUES FOR MICROSOFT EDGE INCLUDE EDGE LEGACY. “Y-O-Y” FIGURES REPRESENT
29 YEAR-ON-YEAR CHANGE, AND COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. Y-O-Y CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20%
FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%).
JAN TOP WEBSITES BY TRAFFIC (SEMRUSH)
2021 RANKING OF TOP WEBSITES BASED ON TOTAL TRAFFIC VOLUME IN DECEMBER 2020, ACCORDING TO SEMRUSH
VIETNAM
TOTAL UNIQUE TIME PER PAGES TOTAL UNIQUE TIME PER PAGES
# WEBSITE # WEBSITE
VISITS VISITS VISIT PER VISIT VISITS VISITS VISIT PER VISIT
01 GOOGLE.COM 1.08B 54.2M 19M 53S 6.84 11 TUOITRE.VN 136M 22.7M 12M 17S 2.90
02 VNEXPRESS.NET 475M 32.3M 16M 46S 4.41 12 BAOMOI.COM 126M 20.7M 15M 56S 5.90
03 24H.COM.VN 313M 31.3M 15M 47S 4.82 13 XOSO.COM.VN 125M 20.2M 13M 06S 1.73
04 YOUTUBE.COM 266M 37.4M 32M 02S 4.63 14 THANHNIEN.VN 123M 25.4M 8M 32S 3.22
05 KENH14.VN 263M 32.8M 11M 09S 4.27 15 WIKIPEDIA.ORG 104M 26.5M 8M 58S 2.05
06 FACEBOOK.COM 254M 32.6M 25M 58S 5.50 16 SOHA.VN 98.5M 19.4M 13M 13S 4.26
07 XOSODAIPHAT.COM 220M 29.3M 18M 03S 2.23 17 TRUYENFULL.VN 93.4M 6.18M 1M 45S 12.23
08 GOOGLE.COM.VN 177M 19.9M 14M 25S 7.53 18 ZING.VN 90.0M 12.5M 12M 02S 4.75
09 DANTRI.COM.VN 164M 18.1M 14M 08S 4.27 19 NETTRUYEN.COM 88.7M 9.08M 34M 12S 11.92
10 VIETNAMNET.VN 142M 28.0M 11M 21S 3.38 20 SHOPEE.VN 87.8M 32.9M 13M 51S 5.36
SOURCE: SEMRUSH (JAN 2021). FIGURES REPRESENT TRAFFIC FOR DECEMBER 2020. NOTES: “UNIQUE VISITS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT
30 MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT
CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES.
JAN TRAFFIC SHARE BY DEVICE, AGE, AND GENDER
2021 SHARE OF TOTAL WEBSITE TRAFFIC BY DEVICE, AND SHARE OF UNIQUE VISITORS AGED 18+ BY AGE AND GENDER (DECEMBER 2020)
VIETNAM
MOBILE COMPUTER FEMALE MALE AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+
# WEBSITE
SHARE SHARE SHARE SHARE SHARE SHARE SHARE SHARE SHARE SHARE
01 GOOGLE.COM 77.4% 22.6% 42.6% 57.4% 17.4% 32.0% 17.0% 12.9% 11.6% 9.1%
02 VNEXPRESS.NET 92.4% 7.6% 45.4% 54.6% 45.3% 33.5% 7.1% 8.7% 4.2% 1.2%
03 24H.COM.VN 92.5% 7.5% 43.4% 56.6% 45.6% 33.4% 7.0% 8.9% 3.9% 1.2%
04 YOUTUBE.COM 37.1% 62.9% 41.4% 58.6% 19.3% 34.8% 16.7% 11.5% 9.4% 8.3%
05 KENH14.VN 91.2% 8.8% 47.9% 52.1% 45.3% 34.2% 7.3% 7.8% 3.9% 1.5%
06 FACEBOOK.COM 53.6% 46.4% 47.5% 52.5% 15.2% 28.6% 17.8% 14.5% 12.8% 11.1%
07 XOSODAIPHAT.COM 98.6% 1.4% 36.1% 63.9% 46.9% 31.8% 7.2% 9.1% 3.6% 1.5%
08 GOOGLE.COM.VN 68.9% 31.1% 40.2% 59.8% 35.1% 33.7% 11.4% 9.7% 6.6% 3.4%
09 DANTRI.COM.VN 92.2% 7.8% 45.0% 55.0% 45.2% 33.1% 7.0% 9.1% 4.4% 1.3%
10 VIETNAMNET.VN 90.3% 9.7% 43.7% 56.3% 45.9% 33.1% 6.8% 8.9% 4.1% 1.1%
SOURCE: SEMRUSH (JAN 2021). NOTES: FIGURES REPRESENT WEBSITE TRAFFIC ONLY, AND DO NOT INCLUDE USE OF NATIVE MOBILE APPS. DEVICE SHARE BASED ON TOTAL WEBSITE TRAFFIC IN
31 DECEMBER 2020. AGE AND GENDER SHARES BASED ON UNIQUE VISITORS AGED 18+ IN DECEMBER 2020. GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ VISITORS, SO FIGURES
SHOWN HERE REPRESENT SHARE OF THOSE GENDERS. ADVISORY: SOME WEBSITES IN THIS LIST MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES.
JAN WEBSITE TRAFFIC FROM SOCIAL REFERRALS
2021 PERCENTAGE OF TOTAL WEBSITE VISITS RESULTING FROM REFERRALS FROM EACH SOCIAL PLATFORM IN DECEMBER 2020
VIETNAM
TRAFFIC FROM TRAFFIC FROM TRAFFIC FROM TRAFFIC FROM TRAFFIC FROM TRAFFIC FROM TRAFFIC FROM
# WEBSITE FACEBOOK YOUTUBE INSTAGRAM TWITTER LINKEDIN PINTEREST REDDIT
REFERRALS REFERRALS REFERRALS REFERRALS REFERRALS REFERRALS REFERRALS
01 GOOGLE.COM 2.28% 0.70% 0.09% 0.03% 0.02% 0.04% 0.06%
02 VNEXPRESS.NET 2.01% 0.09% 0.07% 0.005% 0.03% 0.008% 0.006%
03 24H.COM.VN 0.87% 0.14% 0.003% 0.003% 0.003% 0.006% [N/A]
04 YOUTUBE.COM 4.03% 0.47% 0.07% 0.12% [N/A] 0.04% 0.13%
05 KENH14.VN 2.82% 0.18% 0.58% 0.005% 0.01% 0.02% [N/A]
06 FACEBOOK.COM 0.004% 1.61% 0.34% 0.09% 0.02% 0.06% 0.009%
07 XOSODAIPHAT.COM 0.16% 0.20% 0.03% [N/A] [N/A] 0.01% 0.03%
08 GOOGLE.COM.VN 1.10% 0.32% 0.02% 0.04% 0.008% 0.04% 0.008%
09 DANTRI.COM.VN 1.24% 0.14% 0.20% [N/A] [N/A] [N/A] [N/A]
10 VIETNAMNET.VN 0.87% 0.06% 0.04% [N/A] 0.01% 0.01% [N/A]
SOURCE: SEMRUSH (JAN 2021). NOTES: PERCENTAGES REPRESENT THE SHARE OF TOTAL WEBSITE TRAFFIC IN DECEMBER 2020 THAT RESULTED FROM CLICKS ON LINKS POSTED TO EACH SOCIAL
32 MEDIA PLATFORM. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES.
JAN TOP WEBSITES BY TRAFFIC (SIMILARWEB)
2021 RANKING OF TOP WEBSITES BASED ON TOTAL TRAFFIC VOLUME IN DECEMBER 2020, ACCORDING TO SIMILARWEB
VIETNAM
TOTAL UNIQUE TIME PER PAGES TOTAL UNIQUE TIME PER PAGES
# WEBSITE # WEBSITE
VISITS VISITS VISIT PER VISIT VISITS VISITS VISIT PER VISIT
01 GOOGLE.COM 1.15B 55.8M 10M 58S 8.9 11 ZINGNEWS.VN 71.6M 16.2M 6M 25S 3.8
02 YOUTUBE.COM 590M 31.5M 23M 32S 11.6 12 SHOPEE.VN 68.2M 17.0M 8M 36S 9.8
03 FACEBOOK.COM 555M 38.6M 16M 18S 12.9 13 XOSO.COM.VN 66.7M 9.41M 0M 14S 1.7
04 XOSODAIPHAT.COM 124M 14.7M 0M 11S 1.4 14 TUOITRE.VN 55.8M 13.0M 3M 42S 2.3
05 VLXX.XYZ 117M 17.1M 0M 29S 3.5 15 BAOMOI.COM 46.2M 8.87M 6M 20S 4.0
06 VNEXPRESS.NET 99.4M 9.54M 6M 08S 3.9 16 MINHNGOC.NET.VN 45.4M 6.43M 1M 38S 2.1
07 ZALO.ME 87.0M 21.8M 2M 56S 2.1 17 THANHNIEN.VN 44.8M 12.6M 3M 05S 2.7
08 GOOGLE.COM.VN 85.1M 10.4M 7M 51S 10.4 18 DANTRI.COM.VN 43.8M 7.16M 15M 57S 6.1
09 KENH14.VN 81.2M 11.7M 5M 43S 3.8 19 WIKIPEDIA.ORG 39.9M 12.3M 3M 49S 2.7
10 24H.COM.VN 77.7M 9.73M 13M 02S 5.5 20 VIETNAMNET.VN 38.1M 10.2M 3M 32S 2.9
SOURCE: SIMILARWEB (JAN 2021). FIGURES REPRESENT TRAFFIC FOR DECEMBER 2020. NOTE: “UNIQUE VISITS” REPRESENTS THE NUMBER OF DISTINCT ‘IDENTITIES’ ACCESSING EACH SITE, BUT
33 MAY NOT REPRESENT UNIQUE INDIVIDUALS, AS SOME PEOPLE MAY USE MULTIPLE DEVICES OR BROWSERS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT
CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN SITES.
JAN TOP WEBSITES BY TRAFFIC (ALEXA)
2021 RANKING OF TOP WEBSITES BASED ON TOTAL TRAFFIC VOLUME IN DECEMBER 2020, ACCORDING TO ALEXA*
VIETNAM
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
01 GOOGLE.COM 15M 41S 17.02 11 ZINGNEWS.VN 8M 02S 6.93
02 YOUTUBE.COM 17M 23S 9.86 12 KENH14.VN 7M 33S 4.64
03 FACEBOOK.COM 18M 47S 8.82 13 ANIMEVNN.COM 1M 57S 1.00
04 GOOGLE.COM.VN 5M 02S 6.77 14 WIKIPEDIA.ORG 3M 48S 3.10
05 SHOPEE.VN 15M 09S 10.10 15 DANTRI.COM.VN 7M 12S 3.94
06 VNEXPRESS.NET 9M 05S 4.81 16 TIKI.VN 6M 39S 7.01
07 LAODONG.VN 3M 09S 1.93 17 ZALO.ME 5M 04S 2.10
08 THETHAO247.VN 2M 59S 2.04 18 LAZADA.VN 9M 15S 7.38
09 VTV.VN 2M 14S 1.73 19 YAHOO.COM 5M 08S 4.74
10 24H.COM.VN 7M 14S 6.37 20 STACKOVERFLOW.COM 6M 10S 3.92
SOURCE: ALEXA (JAN 2021). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE PLATFORMS. VALUES
34 FOR “TIME / DAY” AND “PAGES / DAY” REPRESENT ALEXA’S ESTIMATES OF AVERAGES FOR GLOBAL VISITORS, NOT JUST LOCAL MARKET VISITORS. “TIME / DAY” VALUES REPORTED IN MINUTES
AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
JAN GOOGLE SEARCH: TOP QUERIES IN 2020
2021 THE MOST COMMON QUERIES THAT PEOPLE ENTERED INTO GOOGLE SEARCH BETWEEN 01 JANUARY AND 31 DECEMBER 2020
VIETNAM
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
01 PHIM 100 11 XỔ SỐ MIỀN NAM 22
02 XSMB 59 12 FACEBOOK 20
03 DỊCH 45 13 XO SO 20
04 XSMN 45 14 GOOGLE DỊCH 17
05 BAO 40 15 24H 16
06 GOOGLE 35 16 SXMB 16
07 THỜI TIẾT 24 17 BONG DA 15
08 SỐ MIỀN NAM 22 18 XS 13
09 YOUTUBE 22 19 KẾT QUẢ XỔ SỐ 11
10 XỔ SỐ MIỀN BẮC 22 20 VN 11
SOURCE: GOOGLE TRENDS (ACCESSED JAN 2021). NOTE: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE “INDEX” COLUMN SHOWS RELATIVE VOLUMES FOR EACH QUERY
35 COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
JAN ONLINE SEARCH BEHAVIOURS
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH KIND OF TOOL OR PLATFORM* FOR ONLINE SEARCHES
VIETNAM
USED A CONVENTIONAL USED VOICE SEARCH OR USE SOCIAL MEDIA AS A MAIN USED IMAGE RECOGNITION
SEARCH ENGINE IN THE VOICE COMMANDS IN THE SOURCE WHEN RESEARCHING TOOLS IN THE PAST MONTH
PAST MONTH (ANY DEVICE) PAST MONTH (ANY DEVICE) BRANDS (ANY DEVICE) (MOBILE DEVICES ONLY)
98.8% 44.4% 62.6% 44.4%
36 *NOTE: THE QUESTIONS INFORMING THESE DATA POINTS APPEAR IN DIFFERENT PARTS OF GWI’S SURVEY, SO FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH ONE ANOTHER.
JAN ONLINE CONTENT ACTIVITIES
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT CONSUMES EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH
VIETNAM
WATCH WATCH LISTEN TO MUSIC LISTEN TO ONLINE LISTEN TO OR

ONLINE VIDEOS VLOGS STREAMING SERVICES RADIO STATIONS WATCH PODCASTS
97.6% 61.2% 73.2% 44.4% 37.9%
JAN PLAYING VIDEO GAMES: DEVICE PERSPECTIVE
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT PLAYS VIDEO GAMES ON EACH KIND OF DEVICE
VIETNAM
ANY DEVICE SMARTPHONE LAPTOP OR DESKTOP GAMES CONSOLE
92.1% 85.0% 44.4% 8.6%
TABLET DEVICE HANDHELD GAMING DEVICE MEDIA STREAMING DEVICE VIRTUAL REALITY HEADSET
22.6% 12.4% 3.3% 4.6%

JAN OVERVIEW OF THE SMART HOME DEVICE MARKET
2021 VALUE OF THE MARKET FOR SMART HOME DEVICES, INCLUDING VALUES FOR DEVICE SUB-CATEGORIES (IN U.S. DOLLARS)
REVISIONS TO HISTORICAL FIGURES MEAN VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS VIETNAM
!
NUMBER OF HOMES WITH TOTAL ANNUAL VALUE OF VALUE OF SMART HOME CONTROL VALUE OF SMART HOME
SMART HOME DEVICES SMART HOME DEVICES MARKET & CONNECTIVITY DEVICE MARKET* APPLIANCES MARKET
2.05 $123.0 $13.61 $63.64

VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME VALUE OF SMART HOME
SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET
$18.32 $16.53 $5.16 $5.74

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUES FOR 2020, IN U.S. DOLLARS.
39 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: THE “CONTROL AND CONNECTIVITY” SEGMENT INCLUDES HUBS AND INTERFACES FOR “INTELLIGENT HOME
NETWORKS” (E.G. SMART SPEAKERS, CENTRAL CONTROL UNITS, SMART PLUGS, ETC.).  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN AVERAGE ANNUAL REVENUE PER SMART HOME
2021 AVERAGE ANNUAL SPEND ON SMART HOME DEVICES PER SMART HOME (IN U.S. DOLLARS)
!
PENETRATION OF ARPU*: COMBINED SPEND ON ARPU*: SMART HOME CONTROL ARPU*: SMART
SMART HOME DEVICES* ALL SMART HOME DEVICES & CONNECTIVITY DEVICES HOME APPLIANCES
9.2% $60 $22 $79

ARPU*: SMART HOME ARPU*: SMART HOME ARPU*: SMART HOME ARPU*: SMART HOME
SECURITY DEVICES ENTERTAINMENT DEVICES COMFORT & LIGHTING ENERGY MANAGEMENT
$18 $16 $5 $8
SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). FIGURES REPRESENT ESTIMATES OF FULL-YEAR REVENUE FOR 2020, IN U.S. DOLLARS.
40 SEE STATISTA.COM FOR MORE DETAILS. *NOTES: “PENETRATION” REFERS TO THE NUMBER OF HOMES WITH SMART HOME DEVICES; “ARPU” REFERS TO AVERAGE REVENUE PER HOME WITH
EACH KIND OF DEVICE. ARPU FOR SUB-CATEGORIES MAY EXCEED COMBINED ARPU DUE TO DIFFERENCES IN THE NUMBER OF HOMES.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN SMART HOME MARKET: ANNUAL VALUE GROWTH
2021 YEAR-ON-YEAR CHANGE IN THE SIZE AND VALUE OF THE SMART HOME MARKET, WITH DETAIL FOR SUB-CATEGORIES
!
ANNUAL CHANGE IN Y-O-Y VALUE CHANGE: OVERALL Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART
SMART HOME PENETRATION* SMART HOME DEVICES MARKET CONTROL & CONNECTIVITY MARKET HOME APPLIANCES MARKET
+13.6% +54.4% +71.8% +52.1%

Y-O-Y VALUE CHANGE: SMART Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART HOME Y-O-Y VALUE CHANGE: SMART HOME
HOME SECURITY DEVICE MARKET ENTERTAINMENT DEVICE MARKET COMFORT & LIGHTING MARKET ENERGY MANAGEMENT MARKET
+54.2% +46.8% +55.4% +67.2%

SOURCE: STATISTA MARKET OUTLOOK FOR THE SMART HOME CATEGORY (ACCESSED JAN 2021). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR DETAILS. *NOTES: “PENETRATION”
41 REFERS TO THE NUMBER OF HOMES WITH SMART HOME DEVICES. PENETRATION CHANGE FIGURES REPRESENT RELATIVE CHANGE IN PENETRATION VERSUS PREVIOUS YEAR’S FIGURES. “Y-O-Y
VALUE CHANGE” FIGURES REPRESENT THE YEAR-ON-YEAR CHANGE IN ESTIMATES OF FULL-YEAR REVENUE FOR 2020 COMPARED WITH 2019.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN ONLINE PRIVACY AND WELLBEING
2021 EXTENT TO WHICH ADULT INTERNET USERS* WORRY ABOUT THEIR DIGITAL PRIVACY AND ONLINE WELLBEING
SOME SURVEY QUESTIONS THAT INFORM THIS CHART HAVE CHANGED, SO VALUES ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS VIETNAM
!
TRACKED SCREEN TIME OR EXPRESSED CONCERN EXPRESSED CONCERN USED SOME FORM OF DELETED COOKIES
SET TIME LIMITS FOR SOME ABOUT WHAT IS REAL OR ABOUT HOW COMPANIES AD-BLOCKING TOOL FROM A WEB BROWSER
APPS IN THE PAST MONTH FAKE ON THE INTERNET* USE PERSONAL DATA IN THE PAST MONTH IN THE PAST MONTH
36.6% [N/A] 31.8% 34.7% 49.4%
SOURCES: GWI (Q3 2020), EXCEPT (*) REUTERS INSTITUTE DIGITAL NEWS REPORT (2020 EDITION). GWI FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO
42 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. REUTERS INSTITUTE DIGITAL NEWS REPORT FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF ADULTS AGED 18+.
SOCIAL MEDIA USE
JAN SOCIAL MEDIA USE
2021 USE OF SOCIAL NETWORKS AND MESSENGER SERVICES, WITH DETAIL FOR MOBILE SOCIAL MEDIA USE
DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS DUE TO CHANGES IN DATA SOURCES. USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS. VIETNAM
!
TOTAL NUMBER OF SOCIAL MEDIA USERS ANNUAL CHANGE NUMBER OF SOCIAL PERCENTAGE OF TOTAL
ACTIVE SOCIAL AS A PERCENTAGE OF IN THE NUMBER OF MEDIA USERS ACCESSING SOCIAL MEDIA USERS
MEDIA USERS* THE TOTAL POPULATION SOCIAL MEDIA USERS VIA MOBILE PHONES ACCESSING VIA MOBILE
72.00 73.7% +10.8% 71.14 98.8%

MILLION +7.0 MILLION MILLION
SOURCES: KEPIOS (JAN 2021), BASED ON EXTRAPOLATIONS OF DATA FROM: COMPANY EARNINGS ANNOUNCEMENTS AND MEDIA STATEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING
44 TOOLS; CNNIC; MEDIASCOPE; CAFEBAZAAR; OCDH. *ADVISORY: SOCIAL MEDIA USERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY EXCEED INTERNET USER NUMBERS.
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES AND HISTORICAL REVISIONS. DATA MAY NOT CORRELATE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN SOCIAL MEDIA: ADVERTISING AUDIENCE PROFILE
2021 SHARE OF THE AUDIENCE THAT MARKETERS CAN REACH WITH ADVERTS ON SOCIAL MEDIA BY AGE GROUP AND GENDER*
VIETNAM
16.3% 16.3%
12.5% 12.4%
9.2%
8.6%
4.9% 4.5% 4.6%

4.3%
2.2% 2.4%
0.7% 1.1%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD
SOURCE: EXTRAPOLATIONS OF DATA FROM SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: MOST SOCIAL MEDIA PLATFORMS DO NOT PUBLISH AUDIENCE
45 DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORIES: USERS MAY IDENTIFY BY DIFFERENT GENDERS AND / OR MISREPRESENT THEIR AGE ON SOCIAL MEDIA, WHICH MAY
AFFECT THE COMPARABILITY OF SOCIAL MEDIA DATA vs. DEMOGRAPHIC DATA FROM OTHER SOURCES. “USERS” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
JAN SOCIAL MEDIA BEHAVIOURS
2021 PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA
VIETNAM
VISITED OR USED A SOCIAL ACTIVELY ENGAGED WITH AVERAGE AMOUNT AVERAGE NUMBER OF PERCENTAGE OF INTERNET
NETWORK OR A MESSAGING OR CONTRIBUTED TO SOCIAL OF TIME PER DAY SPENT SOCIAL MEDIA ACCOUNTS USERS THAT USES SOCIAL
SERVICE IN THE PAST MONTH MEDIA IN THE PAST MONTH USING SOCIAL MEDIA PER INTERNET USER* MEDIA FOR WORK PURPOSES*
99.8% 88.0% 2H 21M 9.9 55.9%
SOURCE: GLOBALWEBINDEX (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
46 *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. IN THIS CONTEXT, USING SOCIAL MEDIA FOR WORK PURPOSES INCLUDES
PEOPLE WHO USE SOCIAL MEDIA TO NETWORK FOR WORK, AND / OR TO FOLLOW WORK CONTACTS, ENTREPRENEURS AND / OR BUSINESS PEOPLE.
JAN MOST-USED SOCIAL MEDIA PLATFORMS
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS USED EACH PLATFORM IN THE PAST MONTH
VIETNAM
YOUTUBE 92.0%
FACEBOOK 91.7%
ZALO 76.5%
FACEBOOK MESSENGER 75.8%
INSTAGRAM 53.5%
TIKTOK 47.6%
TWITTER 38.5%
SKYPE 27.6%
PINTEREST 24.1%
LINKEDIN 22.9%
VIBER 22.2%
WHATSAPP 21.2%
WECHAT 19.9%
LINE 18.3%
TWITCH 17.4%
SNAPCHAT 16.7%
47 NOTE: FIGURES ON THIS CHART REPRESENT INTERNET USERS’ SELF-REPORTED SOCIAL MEDIA BEHAVIOURS, AND MAY NOT CORRELATE WITH THE FIGURES CITED ELSEWHERE IN THIS REPORT FOR
EACH PLATFORM’S ADVERTISING AUDIENCE REACH, OR THE ACTIVE USER FIGURES PUBLISHED BY INDIVIDUAL SOCIAL MEDIA PLATFORMS.
JAN FACEBOOK: AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK
VIETNAM
POTENTIAL AUDIENCE* FACEBOOK’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT FACEBOOK REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED USING COMPARED TO THE TOTAL IN FACEBOOK’S THAT FACEBOOK THAT FACEBOOK
ADVERTS ON FACEBOOK POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
68.00 87.3% +4.6% 49.3% 50.7%

MILLION +3.0 MILLION
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
48 *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK ACCESS BY DEVICE
2021 THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM
VIETNAM
PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK PERCENTAGE OF FACEBOOK

USERS ACCESSING VIA ANY USERS ACCESSING VIA LAPTOP USERS ACCESSING VIA BOTH USERS ACCESSING VIA
KIND OF MOBILE PHONE OR DESKTOP COMPUTERS ONLY PHONES AND COMPUTERS MOBILE PHONES ONLY
98.8% 1.2% 17.7% 81.1%
49 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). BASED ON FACEBOOK USERS AGED 18 AND ABOVE.
JAN FACEBOOK ACTIVITY FREQUENCY
2021 THE NUMBER OF TIMES A ‘TYPICAL’ USER AGED 18+ PERFORMS EACH ACTIVITY ON FACEBOOK
VIETNAM
NUMBER OF POSTS LIKED IN COMMENTS MADE IN FACEBOOK POSTS FACEBOOK ADVERTS

FACEBOOK PAGES THE PAST 30 DAYS THE PAST 30 DAYS SHARED IN THE PAST 30 CLICKED IN THE PAST 30
LIKED (LIFETIME) (ALL POST TYPES) (ALL POST TYPES) DAYS (ALL POST TYPES) DAYS (ANY CLICK TYPE)
1 8 7 1 15
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
1 1 9 7 10 6 2 1 19 14
50 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
JAN FACEBOOK POST ENGAGEMENT BENCHMARKS
2021 FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) COMPARED TO FACEBOOK PAGE FANS
CHANGES IN FACEBOOK’S POLICIES MEAN THE DATA ON THIS CHART MAY NOT BE COMPARABLE WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS VIETNAM
!
AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST
ENGAGEMENTS* vs. PAGE ENGAGEMENTS* vs. PAGE ENGAGEMENTS* vs. PAGE ENGAGEMENTS* vs. PAGE ENGAGEMENTS* vs. PAGE
FANS: ALL POST TYPES FANS: PHOTO POSTS FANS: VIDEO POSTS FANS: LINK POSTS FANS: STATUS POSTS
0.08% 0.12% 0.10% 0.05% 0.08%
SOURCE: LOCOWISE (JAN 2021). FIGURES REPRESENT AVERAGES FOR Q4 2020. *NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE
51 TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES.  COMPARABILITY ADVISORY: NEW
DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN YOUTUBE: AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON YOUTUBE
VIETNAM
POTENTIAL AUDIENCE* YOUTUBE’S ADVERTISING PERCENTAGE OF PERCENTAGE OF

THAT GOOGLE REPORTS AUDIENCE AGED 18+ ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED USING COMPARED TO THE TOTAL THAT YOUTUBE THAT YOUTUBE
ADVERTS ON YOUTUBE POPULATION AGED 18+ REPORTS IS FEMALE* REPORTS IS MALE*
55.70 61.6% 49.8% 50.2%

MILLION
SOURCES: KEPIOS ANALYSIS (JAN 2021), BASED ON DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: GOOGLE’S TOOLS ONLY ALLOW ADVERTISERS TO TARGET ADS
52 BY AGE FOR USERS AGED 18+, BUT THE FIGURES FOR “POTENTIAL AUDIENCE” INCLUDE USERS ACROSS ALL AGE GROUPS. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
OTHER THAN ‘FEMALE’ OR ‘MALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
JAN TOP YOUTUBE SEARCH QUERIES
2021 USERS’ TOP SEARCH QUERIES ON YOUTUBE IN 2020
VIETNAM
01 PHIM 100 11 FREE FIRE 16
02 NHẠC 81 12 GAY TV 15
03 REMIX 71 13 THIEU NHI 15
04 KARAOKE 68 14 SIÊU NHÂN 14
05 TIK TOK 37 15 GAY TV MEDIA 14
06 MA 30 16 HÀI 12
07 DORAEMON 28 17 ONE PIECE 12
08 TONY TV 22 18 NHAC TRE 12
09 DI DI 18 19 CONAN 12
10 GAY 18 20 NHAC THIEU NHI 12
JAN INSTAGRAM: AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
VIETNAM
POTENTIAL AUDIENCE* INSTAGRAM’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT FACEBOOK REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED USING COMPARED TO THE TOTAL IN INSTAGRAM’S THAT INSTAGRAM THAT INSTAGRAM
ADVERTS ON INSTAGRAM POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
9.50 12.2% +4.4% 62.1% 37.9%

SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
54 *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN FACEBOOK MESSENGER: AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK MESSENGER
VIETNAM
POTENTIAL AUDIENCE* MESSENGER’S POTENTIAL PERCENTAGE OF PERCENTAGE OF

THAT FACEBOOK REPORTS ADVERTISING AUDIENCE MESSENGER’S AD MESSENGER’S AD
CAN BE REACHED USING COMPARED TO THE TOTAL AUDIENCE THAT FACEBOOK AUDIENCE THAT FACEBOOK
ADVERTS ON MESSENGER POPULATION AGED 13+ REPORTS IS FEMALE* REPORTS IS MALE*
53.00 68.1% 49.1% 50.9%

MILLION
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’.
55 *ADVISORIES: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE. SOME FACEBOOK MESSENGER ADVERTISING OPTIONS ARE CURRENTLY
UNAVAILABLE IN SOME COUNTRIES, SO “POTENTIAL AUDIENCE” FIGURES MAY BE MUCH LOWER THAN TOTAL MONTHLY ACTIVE USERS.
JAN LINKEDIN: AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN
VIETNAM
POTENTIAL AUDIENCE* LINKEDIN’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT LINKEDIN REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL IN LINKEDIN’S THAT LINKEDIN THAT LINKEDIN
ADVERTS ON LINKEDIN POPULATION AGED 18+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
3.70 5.2% +2.8% 52.2% 47.8%

SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021). *NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO DATA ON THIS CHART ARE NOT
56 COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE BASED
ON AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN TWITTER: AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER
VIETNAM
POTENTIAL AUDIENCE* TWITTER’S POTENTIAL QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

THAT TWITTER REPORTS ADVERTISING AUDIENCE QUARTER CHANGE ITS AD AUDIENCE ITS AD AUDIENCE
CAN BE REACHED WITH COMPARED TO THE TOTAL IN TWITTER’S THAT TWITTER THAT TWITTER
ADVERTS ON TWITTER POPULATION AGED 13+ ADVERTISING REACH REPORTS IS FEMALE* REPORTS IS MALE*
1.25 1.6% +4.2% 17.9% 82.1%

SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JAN 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR
57 GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS,
OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT FLUCTUATION.
MOBILE USE
JAN MOBILE CONNECTIONS BY TYPE
2021 OVERVIEW OF MOBILE CONNECTIONS WITH SHARE BY PAYMENT TYPE AND CONNECTION BANDWIDTH
VIETNAM
NUMBER OF MOBILE MOBILE CONNECTIONS PRE-PAID CONNECTIONS POST-PAID CONNECTIONS BROADBAND CONNECTIONS
CONNECTIONS AS A PERCENTAGE OF AS A PERCENTAGE OF ALL AS A PERCENTAGE OF ALL (3G-5G) AS A PERCENTAGE OF
(EXCLUDING IOT) TOTAL POPULATION MOBILE CONNECTIONS MOBILE CONNECTIONS ALL MOBILE CONNECTIONS
154.4 157.9% 89.0% 11.0% 64.0%

MILLION
SOURCE: GSMA INTELLIGENCE (JAN 2021). NOTE: PERCENTAGES vs. POPULATION MAY EXCEED 100% DUE TO INDIVIDUAL USE OF MULTIPLE CONNECTIONS. TOTAL GLOBAL CONNECTIONS
59 FIGURE QUOTED HERE DOES NOT INCLUDE IOT CELLULAR CONNECTIONS.  COMPARABILITY ADVISORY: BASE CHANGES. SOME FIGURES MAY NOT BE DIRECTLY COMPARABLE WITH DATA
IN OUR PREVIOUS REPORTS.
JAN MOBILE CONNECTIVITY INDEX
2021 GSMA INTELLIGENCE’S ASSESSMENT OF KEY ENABLERS AND DRIVERS OF MOBILE CONNECTIVITY
VIETNAM
OVERALL COUNTRY MOBILE NETWORK AFFORDABILITY OF CONSUMER AVAILABILITY OF RELEVANT

INDEX SCORE INFRASTRUCTURE DEVICES AND SERVICES READINESS CONTENT AND SERVICES
64.60 59.99 58.52 75.36 65.85
SOURCE: GSMA INTELLIGENCE MOBILE CONNECTIVITY INDEX (ACCESSED JAN 2021). THE MOBILE CONNECTIVITY INDEX MEASURES THE PERFORMANCE OF DIFFERENT COUNTRIES AGAINST
60 KEY ENABLERS OF MOBILE INTERNET ADOPTION. COUNTRIES ARE SCORED WITHIN A RANGE OF 0 TO 100 ACROSS A NUMBER OF INDICATORS, WITH A HIGHER SCORE REPRESENTING
STRONGER PERFORMANCE IN DELIVERING MOBILE INTERNET CONNECTIVITY. FOR MORE INFORMATION, VISIT WWW.MOBILECONNECTIVITYINDEX.COM
JAN SHARE OF WEB TRAFFIC BY MOBILE OS
2021 PERCENTAGE OF WEB PAGE REQUESTS ORIGINATING FROM MOBILE HANDSETS RUNNING DIFFERENT OPERATING SYSTEMS
VIETNAM
SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC SHARE OF WEB TRAFFIC
ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM ORIGINATING FROM
ANDROID DEVICES APPLE IOS DEVICES KAI OS DEVICES SAMSUNG OS DEVICES* OTHER OS DEVICES
64.6% 34.5% 0% 0.4% 0.6%

DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019: DEC 2020 vs. DEC 2019:
+5.5% -6.8% [N/A] +40% -63%

SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH OPERATING SYSTEM’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. SHARE FIGURES ARE FOR DECEMBER
61 2020. ANNUAL CHANGE VALUES ARE RELATIVE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). *NOTE: FIGURES FOR SAMSUNG OS REFER ONLY
TO THOSE DEVICES RUNNING OPERATING SYSTEMS DEVELOPED BY SAMSUNG (E.G. BADA AND TIZEN), AND DO NOT INCLUDE SAMSUNG DEVICES RUNNING ANDROID.
JAN MARKET INSIGHTS: MOBILE ACTIVITY
2021 TOTAL TIME SPENT USING ANDROID PHONES, TOTAL NUMBER OF APP DOWNLOADS, AND TOTAL CONSUMER SPEND IN 2020
VIETNAM
TOTAL CUMULATIVE HOURS SPENT ANNUAL CHANGE IN THE TOTAL TOTAL NUMBER OF MOBILE TOTAL CONSUMER
USING MOBILE PHONES IN 2020 AMOUNT OF TIME SPENT USING APPS DOWNLOADED SPEND ON MOBILE APPS
(ANDROID PHONE DEVICES ONLY) ANDROID MOBILE PHONES THROUGHOUT 2020 FOR FULL-YEAR 2020
62.83 +30% 2.78 $290.0

BILLION BILLION MILLION
SOURCE: APP ANNIE (JAN 2021). *NOTES: DATA FOR TIME SPENT REPRESENTS COMBINED ACTIVITY ACROSS ALL ANDROID PHONE DEVICES ONLY FOR FULL-YEAR 2020. DATA FOR DOWNLOADS
62 AND CONSUMER SPEND REPRESENTS COMBINED ACTIVITY ACROSS THE IOS AND GOOGLE PLAY STORES FOR FULL-YEAR 2020. CONSUMER SPEND ONLY INCLUDES SPEND THROUGH APP
STORES, AND DOES NOT INCLUDE REVENUES FROM MOBILE COMMERCE OR MOBILE ADVERTISING. FIGURES FOR YEAR-ON-YEAR GROWTH HAVE BEEN ROUNDED TO THE NEAREST 5%.
JAN USE OF MOBILE APPS BY CATEGORY
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH TYPE OF MOBILE APP EACH MONTH
VIETNAM
CHAT APPS SOCIAL ENTERTAINMENT MUSIC GAME

(MESSENGERS) NETWORKING APPS AND VIDEO APPS APPS APPS
94.7% 94.5% 83.4% 58.0% 57.2%

SHOPPING MAP BANKING AND HEALTH, FITNESS, DATING AND
APPS APPS FINANCIAL SERVICES APPS AND NUTRITION APPS FRIENDSHIP APPS
68.5% 72.4% 40.1% 24.4% 10.7%

JAN MOBILE ACTIONS
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT PERFORMS EACH ACTION USING THEIR MOBILE PHONE EACH MONTH
VIETNAM
MAKE VIDEO CALLS WATCH CONTENT USE OR USE A MOBILE PAYMENT USE A MOBILE
OR USE SERVICES ON A TV BY CASTING IT SCAN SERVICE (E.G. APPLE PHONE AS A TICKET
LIKE FACETIME FROM A MOBILE PHONE* QR CODES PAY, SAMSUNG PAY) OR BOARDING PASS
56.2% 37.2% 45.6% 33.0% 16.4%
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
64 *NOTE: “CASTING” INCLUDES SCREEN MIRRORING.
JAN MOBILE APP RANKINGS: ACTIVE USERS
2021 RANKINGS OF TOP MOBILE APPS AND GAMES BY MONTHLY ACTIVE USERS IN 2020
VIETNAM
RANKING OF MOBILE APPS BY MONTHLY ACTIVE USERS RANKING OF MOBILE GAMES BY MONTHLY ACTIVE USERS
# APP NAME PARENT COMPANY # GAME NAME PARENT COMPANY
01 FACEBOOK FACEBOOK 01 ARENA OF VALOR TENCENT; SEA; NETMARBLE
02 FACEBOOK MESSENGER FACEBOOK 02 LEAGUE OF LEGENDS: WILD RIFT TENCENT; VNG; TAIWAN MOBILE
03 ZALO VNG 03 HAGO JOYY INC.
04 ZING MP3 VNG 04 AMONG US! INNERSLOTH
05 GRAB GRAB 05 FREE FIRE SEA
06 SHOPEE SEA 06 PUBG MOBILE TENCENT; VNG; REKOO; KRAFTON
07 VIBER RAKUTEN 07 CANDY CRUSH SAGA TENCENT; ACTIVISION BLIZZARD
08 LAZADA ALIBABA GROUP 08 BRAIN OUT EYEWIND
09 TIKTOK BYTEDANCE 09 ADORABLE HOME HYPERBEARD
10 INSTAGRAM FACEBOOK 10 CALL OF DUTY: MOBILE TENCENT; SEA; VNG;

ACTIVISION BLIZZARD
65 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON ACTIVE APP INSTALLS ACROSS IPHONE AND ANDROID PHONE DEVICES.
JAN MOBILE APP RANKINGS: DOWNLOADS
2021 RANKINGS OF TOP MOBILE APPS AND GAMES BY TOTAL DOWNLOADS IN 2020
VIETNAM
RANKING OF MOBILE APPS BY TOTAL NUMBER OF DOWNLOADS RANKING OF MOBILE GAMES BY TOTAL NUMBER OF DOWNLOADS
01 TIKTOK BYTEDANCE 01 FREE FIRE SEA
02 FACEBOOK FACEBOOK 02 ARENA OF VALOR NETMARBLE; TENCENT; SEA
03 FACEBOOK MESSENGER FACEBOOK 03 BRAIN OUT EYEWIND
04 ZALO VNG 04 WORMSZONE.IO AZUR INTERACTIVE GAMES
05 SHOPEE SEA 05 HAGO JOYY INC.
06 ZING MP3 VNG 06 PUBG MOBILE KRAFTON; VNG; TENCENT; REKOO
07 INSTAGRAM FACEBOOK 07 RESCUE CUT MARKAPP
08 LAZADA ALIBABA GROUP 08 SONIC CAT BADSNOWBALL
09 ULIKE BYTEDANCE 09 TILES HOP: EDM RUSH AMANOTES; ZPLAY
10 VÍ MOMO M_SERVICE 10 JOIN CLASH 3D IRONSOURCE
66 SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. NOTE: RANKINGS BASED ON COMBINED DOWNLOADS ACROSS THE IOS AND GOOGLE PLAY STORES.
JAN MOBILE APP RANKINGS: CONSUMER SPEND
2021 RANKINGS OF TOP MOBILE APPS AND GAMES BY CONSUMER SPEND* IN 2020
VIETNAM
RANKING OF MOBILE APPS BY CONSUMER SPEND* RANKING OF MOBILE GAMES BY CONSUMER SPEND*
01 BIGO LIVE JOYY INC. 01 RISE OF KINGDOMS LILITH; ORIGINAL ENTERTAINMENT
02 GOOGLE ONE GOOGLE 02 ARCHANGEL SWORD H5 37GAMES; WEBZEN
03 TINDER MATCH GROUP 03 BE THE KING CHUANG COOL
04 FACEBOOK FACEBOOK 04 YONG HEROES 4399
05 VIVAVIDEO QUVIDEO 05 ARENA OF VALOR NETMARBLE; TENCENT; SEA
06 WESING TENCENT 06 COIN MASTER MOON ACTIVE
07 PICSART PHOTO & VIDEO EDITOR PICSART 07 LORDS MOBILE FANTASY PLUS; IGG
08 CHO TOT.VN CAROUSELL 08 PUBG MOBILE KRAFTON; VNG; TENCENT; REKOO
09 ELSA SPEAK ELSA CORP 09 FREE FIRE SEA
10 NOVELTOK-GIẤC MƠ CỦA BẠN [N/A] 10 RISE OF THE KINGS ONEMT
SOURCE: APP ANNIE (JAN 2021). SEE STATEOFMOBILE2021.COM FOR MORE DETAILS. *NOTES: RANKINGS BASED ON COMBINED CONSUMER SPEND ON MOBILE APPS AND GAMES ACROSS
67 THE IOS AND GOOGLE PLAY STORES. “CONSUMER SPEND” ONLY INCLUDES SPEND ON GAMES AND APPS THROUGH APP STORES, AND DOES NOT INCLUDE MOBILE COMMERCE REVENUES, OR
REVENUES FROM MOBILE ADVERTISING.
ECOMMERCE USE
JAN FINANCIAL INCLUSION FACTORS
2021 PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
VIETNAM
HAS AN ACCOUNT WITH HAS A HAS A MOBILE MAKES ONLINE PURCHASES

A FINANCIAL INSTITUTION CREDIT CARD MONEY ACCOUNT* AND / OR PAYS BILLS ONLINE
30.8% 4.1% 3.5% 20.5%

PERCENTAGE OF WOMEN PERCENTAGE OF MEN PERCENTAGE OF WOMEN PERCENTAGE OF MEN
WITH A CREDIT CARD WITH A CREDIT CARD MAKING ONLINE TRANSACTIONS MAKING ONLINE TRANSACTIONS
3.7% 4.6% 21.2% 19.8%

SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST DATA AVAILABLE IN JAN 2021). *NOTES: PERCENTAGES ARE OF ADULTS AGED 15 AND ABOVE, NOT OF TOTAL
69 POPULATION. MOBILE MONEY ACCOUNTS ONLY REFER TO SERVICES THAT STORE FUNDS IN AN ELECTRONIC WALLET LINKED DIRECTLY TO A PHONE NUMBER, SUCH AS MPESA, GCASH, AND
TIGO PESA. FIGURES FOR MOBILE MONEY ACCOUNTS DO NOT INCLUDE PEOPLE WHO USE ‘OVER-THE-TOP’ MOBILE PAYMENT SERVICES SUCH AS APPLE PAY, GOOGLE PAY, OR SAMSUNG PAY.
JAN ECOMMERCE ACTIVITY OVERVIEW
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS PERFORMED EACH ACTIVITY IN THE PAST MONTH
VIETNAM
SEARCHED ONLINE FOR VISITED AN ONLINE USED A SHOPPING PURCHASED A PURCHASED A

A PRODUCT OR SERVICE RETAIL SITE OR STORE APP ON A MOBILE PRODUCT ONLINE PRODUCT ONLINE
TO BUY (ANY DEVICE) (ANY DEVICE) PHONE OR ON A TABLET (ANY DEVICE) VIA A MOBILE PHONE
85.5% 77.3% 68.5% 78.7% 61.4%
JAN ECOMMERCE PURCHASES BY AGE GROUP
2021 PERCENTAGE OF INTERNET USERS IN EACH AGE GROUP THAT MADE AN ONLINE PURCHASE IN THE PAST MONTH VIA ANY DEVICE
VIETNAM
PURCHASED A PRODUCT PURCHASED A PRODUCT PURCHASED A PRODUCT PURCHASED A PRODUCT PURCHASED A PRODUCT
ONLINE IN THE PAST ONLINE IN THE PAST ONLINE IN THE PAST ONLINE IN THE PAST ONLINE IN THE PAST
MONTH: 16-24 YEARS OLD MONTH: 25-34 YEARS OLD MONTH: 35-44 YEARS OLD MONTH: 45-54 YEARS OLD MONTH: 55-64 YEARS OLD
16-24 25-34 35-44 45-54 55-64
70.6% 81.8% 85.3% 83.5% 75.3%
JAN ECOMMERCE SPEND BY CATEGORY
2021 THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2020, IN U.S. DOLLARS
CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL DATA MEAN VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS VIETNAM
!
TRAVEL, MOBILITY, & FASHION ELECTRONICS & FOOD &

ACCOMMODATION* & BEAUTY PHYSICAL MEDIA PERSONAL CARE
$3.18 $1.44 $1.57 $1.02

BILLION BILLION BILLION BILLION
FURNITURE & TOYS, DIY DIGITAL VIDEO

APPLIANCES & HOBBIES MUSIC GAMES
$1.09 $917.1 $16.15 $215.0

BILLION MILLION MILLION MILLION
SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR ONLINE CONSUMER
72 SPEND FOR 2020, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING.
 COMPARABILITY ADVISORY: BASE CHANGES. DEFINITIONS FOR CATEGORIES DENOTED BY (*) HAVE ALSO CHANGED. DATA MAY NOT BE DIRECTLY COMPARABLE WITH PREVIOUS REPORTS.
JAN ECOMMERCE GROWTH BY CATEGORY
2021 YEAR-ON-YEAR CHANGE IN THE TOTAL AMOUNT SPENT IN CONSUMER ECOMMERCE CATEGORIES IN 2020 vs. 2019
CHANGES TO CATEGORY DEFINITIONS AND REVISIONS TO HISTORICAL DATA MEAN VALUES ARE NOT COMPARABLE WITH PREVIOUS REPORTS VIETNAM
!
TRAVEL, MOBILITY, & FASHION ELECTRONICS & FOOD &

ACCOMMODATION* & BEAUTY PHYSICAL MEDIA PERSONAL CARE
-40.5% +37.2% +32.6% +45.9%

FURNITURE & TOYS, DIY DIGITAL VIDEO
APPLIANCES & HOBBIES MUSIC GAMES
+33.6% +34.9% +33.2% +35.3%

SOURCES: STATISTA MARKET OUTLOOKS FOR E-COMMERCE, TRAVEL, MOBILITY, AND DIGITAL MEDIA (ACCESSED JAN 2021). FIGURES BASED ON COMPARISONS OF ESTIMATES OF FULL-YEAR
73 ONLINE CONSUMER SPEND IN 2020 AND 2019, EXCLUDING B2B SPEND. SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. NOTES: DATA FOR DIGITAL MUSIC AND VIDEO
GAMES INCLUDE STREAMING.  COMPARABILITY ADVISORY: SOME BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
JAN GOOGLE SHOPPING: TOP QUERIES IN 2020
2021 THE MOST COMMON SHOPPING QUERIES THAT PEOPLE ENTERED INTO GOOGLE BETWEEN 01 JANUARY AND 31 DECEMBER 2020
VIETNAM
01 IPHONE 100 11 MÁY TÍNH 29
02 SAMSUNG 93 12 NIKE 29
03 ĐIỆN THOẠI 84 13 LEGO 28
04 OPPO 67 14 LAZADA 28
05 DỊCH 55 15 GOOGLE 27
06 XE ĐẠP 36 16 THỜI TIẾT 26
07 SHOPEE 35 17 TIKI 24
08 ĐIỆN MÁY XANH 34 18 ADIDAS 23
09 SHOES 31 19 TỦ LẠNH 23
10 LAPTOP 30 20 MINECRAFT 20
JAN OVERVIEW: CONSUMER GOODS ECOMMERCE
2021 SIZE AND GROWTH OF THE B2C CONSUMER GOODS* ECOMMERCE MARKET (IN U.S. DOLLARS)
VIETNAM
NUMBER OF PEOPLE TOTAL VALUE OF THE ANNUAL GROWTH IN THE TOTAL ONLINE CONSUMER GOODS
PURCHASING CONSUMER CONSUMER GOODS VALUE OF THE CONSUMER PURCHASES: AVERAGE
GOODS VIA THE INTERNET* ECOMMERCE MARKET GOODS ECOMMERCE MARKET ANNUAL SPEND PER USER
45.60 $6.03 +36.3% $132

MILLION BILLION
SOURCE: STATISTA MARKET OUTLOOK FOR E-COMMERCE (ACCESSED JAN 2021). FIGURES BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR 2020 AND 2019, EXCLUDING B2B SPEND.
75 SEE STATISTA.COM FOR DETAILS. NOTES: IN THIS CONTEXT, “CONSUMER GOODS” INCLUDE FASHION & BEAUTY PRODUCTS, ELECTRONICS & PHYSICAL MEDIA, FOOD & PERSONAL CARE
PRODUCTS, FURNITURE & APPLIANCES, AND TOYS, HOBBY & DIY PRODUCTS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN INTERNET-FACILITATED PURCHASES
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES OR PAYS FOR EACH KIND OF DIGITAL SERVICE EACH MONTH
VIETNAM
MOBILE PAYMENT PAID DIGITAL CONTENT* ONLINE RIDE- ONLINE FOOD

SERVICE (E.G. APPLE (E.G. TV STREAMING, MUSIC HAILING SERVICE (E.G. DELIVERY SERVICE (E.G.
PAY, SAMSUNG PAY) DOWNLOADS, EPUBLISHING) UBER, DIDI CHUXING) DOORDASH, DELIVEROO)
33.0% 82.4% 38.8% 56.0%
SOURCE: GWI (Q3 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: “DIGITAL
76 CONTENT” INCLUDES MEDIA STREAMING AND DOWNLOADS, SOFTWARE, MOBILE APPS AND IN-APP PURCHASES, DATING SERVICES, NEWS, E-BOOKS, E-MAGAZINES, AND VARIOUS OTHER
FORMS OF DIGITAL CONTENT OR SERVICE. FIGURES FOR RIDE-HAILING AND ONLINE FOOD DELIVERY SERVICE ONLY INCLUDE TRANSACTIONS MADE VIA INTERNET-FACILITATED SERVICES.
JAN OVERVIEW: DIGITAL PAYMENTS
2021 SIZE AND GROWTH OF THE DIGITAL PAYMENTS MARKET (IN U.S. DOLLARS)
VIETNAM
NUMBER OF PEOPLE TOTAL ANNUAL VALUE ANNUAL CHANGE IN THE DIGITAL PAYMENTS:
MAKING DIGITALLY ENABLED OF DIGITALLY ENABLED VALUE OF DIGITALLY ENABLED AVERAGE VALUE OF ANNUAL
PAYMENT TRANSACTIONS* CONSUMER PAYMENTS CONSUMER PAYMENTS TRANSACTIONS PER USER
36.23 $8.61 +19.3% $238

MILLION BILLION
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR FINTECH (JAN 2021). FIGURES USE FULL-YEAR VALUES FOR 2020, WITH COMPARISONS TO EQUIVALENT 2019 DATA. SEE STATISTA.COM/
77 OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTE: IN THIS CONTEXT, “DIGITALLY ENABLED PAYMENTS” INCLUDE PAYMENTS FOR PRODUCTS AND SERVICES MADE OVER THE INTERNET,
AND MOBILE PAYMENTS AT POINT-OF-SALE (POS) VIA SMARTPHONE APPS.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
JAN OVERVIEW: ONLINE TAXI AND RIDE-HAILING
2021 SIZE AND GROWTH OF THE INTERNET-FACILITATED RIDE-HAILING AND TAXI BOOKING MARKET (IN U.S. DOLLARS)
VIETNAM
NUMBER OF PEOPLE TOTAL VALUE OF THE ANNUAL CHANGE IN THE DIGITALLY ENABLED RIDE-
USING DIGITALLY ENABLED DIGITALLY ENABLED TOTAL VALUE OF THE DIGITALLY HAILING SERVICES: AVERAGE
RIDE-HAILING SERVICES* RIDE-HAILING MARKET ENABLED RIDE-HAILING MARKET ANNUAL REVENUE PER USER
5.38 $575.8 -30.9% $107

MILLION MILLION
SOURCE: STATISTA MARKET OUTLOOK FOR ONLINE MOBILITY SERVICES (JAN 2021). FIGURES USE FULL-YEAR VALUES FOR 2020, WITH COMPARISONS TO 2019 DATA. SEE STATISTA.COM/
78 OUTLOOK/MOBILITY-MARKETS FOR MORE DETAILS. *NOTE: “DIGITALLY ENABLED RIDE-HAILING SERVICES” INCLUDE TRANSPORTATION NETWORK COMPANIES THAT OFFER RIDES IN PRIVATE
VEHICLES (E.G. UBER, DIDI, GRAB), RIDE-POOLING SERVICES, AND TAXI SERVICES BOOKED ONLINE OR THROUGH A SMARTPHONE APP.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN OVERVIEW: ONLINE FOOD DELIVERY
2021 SIZE AND GROWTH OF THE MARKET FOR ONLINE SERVICES PROVIDING TAKE-AWAY FOOD DELIVERY (IN U.S. DOLLARS)
VIETNAM
NUMBER OF PEOPLE USING TOTAL VALUE OF ANNUAL CHANGE IN THE ONLINE FOOD DELIVERY
ONLINE SERVICES TO ORDER THE ONLINE FOOD TOTAL VALUE OF THE ONLINE SERVICES: AVERAGE
TAKE-AWAY FOOD DELIVERY* DELIVERY MARKET FOOD DELIVERY MARKET ANNUAL REVENUE PER USER
9.53 $302.1 +45.9% $32

MILLION MILLION
SOURCE: STATISTA MARKET OUTLOOK FOR E-SERVICES (JAN 2021). FIGURES USE FULL-YEAR VALUES FOR 2020, WITH COMPARISONS TO EQUIVALENT 2019 DATA. SEE STATISTA.COM/OUTLOOK/
79 DIGITAL-MARKETS FOR MORE DETAILS. *NOTE: “ONLINE FOOD DELIVERY” INCLUDES ORDERS FOR FOOD DELIVERY MADE THROUGH INTERNET-POWERED SERVICES, INCLUDING RESTAURANT-
TO-CONSUMER AND PLATFORM-TO-CONSUMER DELIVERY SERVICES.  COMPARABILITY ADVISORY: BASE CHANGES. DATA NOT COMPARABLE WITH PREVIOUS REPORTS.
DIGITAL MARKETING
JAN SOURCES OF NEW BRAND DISCOVERY
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT DISCOVERS NEW BRANDS OR PRODUCTS THROUGH EACH CHANNEL
VIETNAM
ADS ON TELEVISION 36.2%
RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA 30.1%
CONSUMER REVIEW WEBSITES 29.9%
BRAND OR PRODUCT WEBSITES 29.3%
PRODUCT COMPARISON WEBSITES 28.1%
POSTS ON BRANDS’ SOCIAL MEDIA ACCOUNTS 27.8%
TV SHOWS OR FILMS 27.3%
WORD-OF-MOUTH RECOMMENDATIONS 26.4%
ADS ON WEBSITES 25.6%
JAN PRIMARY CHANNELS FOR BRAND RESEARCH
2021 PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT USES EACH CHANNEL WHEN RESEARCHING BRANDS*
VIETNAM
SOCIAL NETWORKS 62.6%
CONSUMER REVIEWS 40.0%
MOBILE APPS 38.1%
PRICE COMPARISON WEBSITES 34.5%
PRODUCT AND BRAND WEBSITES 33.6%
PRODUCT AND BRAND BLOGS 23.9%
Q&A SERVICES (E.G. QUORA) 23.1%
VIDEO SITES 22.9%
DISCOUNT VOUCHER WEBSITES 22.3%
82 *NOTE: THE QUESTION THAT INFORMS THIS CHART ASKS, “WHICH OF THE FOLLOWING ONLINE SOURCES DO YOU MAINLY USE WHEN YOU ARE ACTIVELY LOOKING FOR MORE
INFORMATION ABOUT BRANDS, PRODUCTS, OR SERVICES?”
JAN VALUE OF THE DIGITAL ADVERTISING MARKET
2021 TOTAL SPEND (IN U.S. DOLLARS) ON DIGITAL ADVERTISING IN 2020 BY AD FORMAT
VIETNAM
TOTAL DIGITAL AD SPEND ON DIGITAL SPEND ON SOCIAL

SPEND IN 2020 SEARCH ADS IN 2020 MEDIA ADS IN 2020
$290.0 $115.3 $58.93

MILLION MILLION MILLION
SPEND ON DIGITAL SPEND ON DIGITAL SPEND ON DIGITAL

BANNER ADS IN 2020 VIDEO ADS IN 2020 CLASSIFIED ADS IN 2020
$45.59 $34.23 $35.92

MILLION MILLION MILLION
SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JAN 2021). FIGURES REPRESENT FULL-YEAR DIGITAL ADVERTISING SPEND FOR 2020. SEE STATISTA.COM/OUTLOOK/
83 DIGITAL-MARKETS FOR DETAILS. NOTES: VALUES ARE IN U.S. DOLLARS. INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES DO NOT INCLUDE SPEND ON E-MAIL MARKETING,
AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS.  COMPARABILITY ADVISORY: BASE CHANGES.
JAN DIGITAL ADVERTISING MARKET: VALUE GROWTH
2021 YEAR-ON-YEAR CHANGE IN THE VALUE OF THE DIGITAL ADVERTISING MARKET BY AD FORMAT BETWEEN 2019 AND 2020
VIETNAM
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN

IN TOTAL DIGITAL AD SPEND DIGITAL SEARCH AD SPEND SOCIAL MEDIA AD SPEND
+9.2% +14.3% +9.1%

YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN YEAR-ON-YEAR CHANGE IN
DIGITAL BANNER AD SPEND DIGITAL VIDEO AD SPEND DIGITAL CLASSIFIED AD SPEND
+7.8% +9.0% -3.2%

SOURCE: STATISTA MARKET OUTLOOK FOR DIGITAL ADVERTISING (ACCESSED JAN 2021). FIGURES COMPARE FULL-YEAR DIGITAL ADVERTISING SPEND IN 2020 TO EQUIVALENT DATA FOR 2019.
84 SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR DETAILS. NOTES: INCLUDES ADVERTISING ON MOBILE AND DESKTOP DEVICES. VALUES DO NOT INCLUDE SPEND ON E-MAIL MARKETING,
AUDIO ADVERTS, INFLUENCER MARKETING, SPONSORSHIPS, PRODUCT PLACEMENT, OR COMMISSION-BASED AFFILIATE SYSTEMS.  COMPARABILITY ADVISORY: BASE CHANGES.
CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE
MORE INFORMATION
CLICK THE LOGOS TO ACCESS ADDITIONAL
CONTENT, INSIGHTS, AND RESOURCES
FROM WE ARE SOCIAL AND HOOTSUITE:
WE ARE SOCIAL HOOTSUITE

SPECIAL THANKS: GWI
GWI (formerly GlobalWebIndex) is a target audience company that provides consumer
insight across 46 countries to the world’s leading brands, communication agencies and media
organizations. The company runs a global survey representing more than 2 billion connected
consumers, which offers up over 40,000 data points on the behaviors and perceptions of internet
users around the world. Using the subscription-based platform, clients can gather in-depth insights
into audience behaviors, attitudes and interests through a combination of survey data and analytics.
90% GLOBAL ONGOING DATA COLLECTION CROSS-DEVICE

COVERAGE ACROSS 46 MARKETS COVERAGE
Learn more at https://www.globalwebindex.com

SPECIAL THANKS: STATISTA
Statista is one of the world’s largest online statistics databases. Its Digital Market
Outlook products provide forecasts, detailed market insights, and key indicators
on over 90 digital markets within verticals including e-commerce, digital media,
advertising, smart home, and fintech for over 150 countries and regions.
96% OF THE GLOBAL OVER 150 COUNTRIES 98% OF WORLDWIDE MORE THAN 30,000
INTERNET POPULATION AND REGIONS ECONOMIC POWER INTERACTIVE STATISTICS
Learn more about Statista at https://www.statista.com

SPECIAL THANKS: GSMA INTELLIGENCE
GSMA Intelligence is the unit within the GSMA that houses the organisation’s extensive
database of mobile operator statistics, forecasts, and industry reports. GSMA Intelligence’s
data covers every operator group, network and MVNO in every country – from Afghanistan
to Zimbabwe. Updated daily, it is the most accurate and complete set of industry metrics
available, comprising tens of millions of individual data points.
Leading operators, vendors, regulators, financial institutions and third-party industry players
rely on GSMA Intelligence to support strategic decision-making and long-term investment
planning. The data is used as an industry reference point and is frequently cited by the
media and by the industry itself. GSMA Intelligence’s team of analysts and experts produce
regular thought-leading research reports across a range of industry topics.
Learn more about GSMA Intelligence at https://www.gsmaintelligence.com

SPECIAL THANKS: SEMRUSH
Semrush is an online visibility management and content marketing SaaS platform
that ensures businesses get measurable results from their online marketing.
7+ MILLION 190 GEOGRAPHICAL DATA FOR MOBILE HISTORICAL DATA

GLOBAL USERS DATABASES AND DESKTOP BACK TO 2012
Learn more at https://www.semrush.com

SPECIAL THANKS: APP ANNIE
App Annie is the industry’s most trusted mobile data and analytics platform. App Annie’s mission is
to help customers create winning mobile experiences and achieve excellence. Founded in 2010, the
company launched the first mobile market data solution. In 2020, App Annie launched App Annie
Ascend, an advertising analytics solution, making it the first company in its space to offer a side-by-side
view of market data and companies’ own data to support mission-critical business decisions. Together,
these solutions comprise the industry’s most complete mobile performance platform. More than 1,100
enterprise clients and 1 million registered users across all geographies and industries rely on App Annie
to drive their mobile business. The company is headquartered in San Francisco with 12 offices worldwide.
1 MILLION BEST-IN-CLASS COVERAGE ACROSS UNPARALLELED

REGISTERED USERS DATA 150 COUNTRIES SERVICE & SUPPORT
Learn more about App Annie at https://www.appannie.com

SPECIAL THANKS: SIMILARWEB
SimilarWeb provides the measure of the digital world. With an international online panel consisting
of hundreds of millions of devices, SimilarWeb provides granular insights about any website or
app across a wide array of industries. Global brands such as Google, eBay, and adidas rely
on SimilarWeb to understand, track and grow their digital market share. The company has 450
employees and offices spanning four continents. SimilarWeb has been named one of Wall
Street’s Secret Weapons, and one of Calcalist’s 2018 List of 50 Most Promising Israeli Startups.
WEB APP GLOBAL GRANULAR

INTELLIGENCE INTELLIGENCE COVERAGE ANALYSIS
Learn more about SimilarWeb at https://www.similarweb.com

SPECIAL THANKS: LOCOWISE
Locowise is a social media performance measurement
platform that helps agencies to manage clients,
produce and prove value, and win new business.
CUSTOM REPORT CAMPAIGN INSIGHTS FROM ALL PREDICTIVE

BUILDER WITH ANALYSIS, TRACKING YOUR NETWORKS METRICS TO DRIVE
OVER 300 METRICS AND REPORTING IN ONE PLACE FUTURE STRATEGY
Learn more about Locowise at https://locowise.com

DATA SOURCES
GLOBAL HEADLINE SLIDES: All slides taken from (monthly average, as reported in mid-January 2021). ECOMMERCE: GDP and financial inclusions data:
Digital 2021 Global Overview Report (click here Share of website traffic by device, age, and gender World Bank DataBank; IMF Data; CIA World
to read the complete report). from Semrush (Jan 2021). Google search insights from Factbook (all accessed Jan 2021). Adoption by device,
Google Trends (accessed Jan 2021). Data for search gender and age: GWI* (Q3 2020); Ecommerce
POPULATION & DEMOGRAPHICS: United behaviours, data misuse fears, and use of ad blockers spend: Statista Digital Market Outlook and Statista
Nations World Population Prospects, 2019 Revision; from GWI* (Q3 2020). Concerns about ‘fake news’ Mobility Services Outlook* (both accessed Jan
U.S. Census Bureau (accessed Jan 2021); United from Reuters Institute Digital News Report 2020. 2021); GWI* (Q3 2020). Consumer goods: Statista
Nations World Urbanization Prospects, 2018 Revision; Digital content insights from GWI* (Q3 2020). Smart Digital Market Outlook* (accessed Jan 2021). Mobile
local government bodies (latest data available in Jan home insights from Statista Digital Market Outlook* payments: Statista Digital Market Outlook* (accessed
2021). Literacy rates: UNESCO Institute for Statistics; (accessed Jan 2021). Jan 2021); GWI* (Q3 2020). Ride-hailing: Statista
UNICEF Data; World Bank DataBank; Pew Research; Mobility Services Outlook* (accessed Jan 2021);
Ethnologue; IndexMundi; CIA World Factbook (all SOCIAL MEDIA: platforms’ self-service advertising GWI* (Q3 2020). Online food delivery: Statista
accessed Jan 2021). Device ownership and time spent tools and websites; company earnings announcements, Digital Market Outlook* (accessed Jan 2021); GWI*
by media: GWI* (Q3 2020). marketing, promotional materials, and press releases; (Q3 2020).
public remarks by senior executives; reports in
INTERNET: ITU Statistics; Eurostat Data Explorer; reputable media; OCDH; CafeBazaar; Mediascope MARKETING: Brand discovery and research
GWI; World Bank Data Bank; CNNIC; APJII; GSMA (all latest data available in January 2021). Platform channels: GWI* (Q3 2020). Market value: Statista
Intelligence; OCDH; local government authorities (all ranking and time spent from GWI* (Q3 2020). Digital Market Outlook* and Statista Advertising &
accessed January 2021). Mobile internet share based Facebook engagement benchmarks from Locowise Media Outlook* (both accessed Jan 2021).
on data from GWI* (Q3 2020); extrapolations of (Jan 2021). YouTube search insights from Google
data reported in Facebook’s self-serve advertising Trends (accessed Jan 2021). Top social media apps NOTE: All data points may include extrapolations.
tools. Internet connection speeds from Ookla Speedtest and video streaming apps: App Annie (Jan 2021).
(accessed Jan 2021). Web traffic by device, web *For more details about GWI including methodology,
browser share, and share of search market from MOBILE: Mobile Connections: GSMA Intelligence visit https://www.globalwebindex.com.
Statcounter (Jan 2021). Time spent on the internet (Jan 2021). Mobile app market overview, time spent,
from GWI* (Q3 2020). World’s top websites from and mobile app rankings: App Annie (Jan 2021). *For more details about Statista’s Market Outlooks,
Semrush (Jan 2021); SimilarWeb (Jan 2021); Alexa Mobile actions and app categories: GWI* (Q3 2020). visit https://www.statista.com/outlook/digital-markets.
NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES
This report uses data from a wide variety of Similarly, reports of internet user numbers internet user numbers in some countries. In such
sources, including market research agencies, vary considerably between different sources. instances, these figures do not represent errors.
internet and social media companies, In part, this is because there are fewer Rather, these differences may indicate delays
governments and public bodies, news media, commercial imperatives for governments and in the reporting of internet user numbers,
journalists, and our own internal analysis. regulators to collect, collate, and publish or they may indicate higher instances of
regular internet user data. individuals managing multiple accounts, and /
Wherever possible, we’ve prioritised data or of ‘non-human’ social media accounts.
sources that provide broader geographical Prior to our Digital 2021 reports, we included
coverage, in order to minimise the potential data sourced from social media platforms’ self- Please also note that we’ve changed the
variations between data points, and offer service advertising tools in our calculations source for a various data points in this year’s
more reliable comparison across countries. of internet user numbers, but we no longer reports, and a number of historical metrics
However, where we believe that an individual include this data in our internet user figures. that we reported in previous Global Digital
metric provides a more reliable reference, reports have been revised by the original
we’ve used such individual numbers to ensure This is because the user numbers reported by data provider. As a result, some figures in this
the most accurate reporting. social media platforms are typically based on year’s reports may appear to have changed
active user accounts, and may not represent in unexpected ways. Wherever we’re aware
Furthermore, due to differing data collection unique individuals. For example, one person of these changes, we’ve included details in the
and treatment methodologies used by these may maintain more than one active presence footnotes of each relevant chart, but please use
organisations, and the different sample periods (account) on the same social media platform. caution when comparing data from different
during which data were collected, there may Similarly, some accounts may represent ‘non- reports, because changes to base data may
be significant differences in the reported human’ entities, including: pets and animals; mean that values are not comparable.
metrics for similar data points throughout this historical figures; businesses, causes, groups,
report. In particular, data collected via surveys and organisations; places of interest; etc. If you have any questions about specific data
often vary from one report to another, even points in these reports, or if you’d like to offer
if those data were collected by the same Because we separate social media user your organisation’s data for consideration in
organisation using the same approach in each numbers and internet user numbers, the figures future reports, please email our reports team:
wave of research. we report for social media users may exceed reports@kepios.com.
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on data from a wide variety of sources, these territories and any associated elements result of any use, action or decision taken by
including but not limited to public and private (including names and flags) does not imply the you or anyone else in any way connected to
companies, market research firms, government expression of any opinion whatsoever on the this report or the information contained herein,
agencies, NGOs, and private individuals. part of Kepios, We Are Social, Hootsuite, or or the result(s) thereof, even if advised of the
any of the featured brands, nor any of those possibility of such loss or damage.
While Kepios, We Are Social, and Hootsuite organisations’ partners, affiliates, employees
strive to ensure that all data and charts or agents, concerning the legal status of This report may contain references to third
contained in this report are, as at the time of any country, territory, city or area or of its parties, however this report does not endorse
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DIGITAL 2021

7.83 5.22 4.66 4.20

56.4% 66.6% 59.5% 53.6%

+1.0% +1.8% +7.3% +13.2%

+81 MILLION +93 MILLION +316 MILLION +490 MILLION

WESTERN 26% 69% SOUTH-EASTERN

72% 24% EASTERN

WESTERN 8% 69% SOUTH-EASTERN

72% 10% EASTERN

WESTERN 55% 132% SOUTH-EASTERN

103% 62% EASTERN

# APP NAME COMPANY # GAME NAME COMPANY

01 FACEBOOK FACEBOOK 01 PUBG MOBILE TENCENT

02 WHATSAPP FACEBOOK 02 CANDY CRUSH SAGA ACTIVISION BLIZZARD

03 FACEBOOK MESSENGER FACEBOOK 03 LUDO KING GAMETION

04 INSTAGRAM FACEBOOK 04 AMONG US! INNER SLOTH

05 AMAZON AMAZON 05 FREE FIRE SEA

06 TWITTER TWITTER 06 ROBLOX ROBLOX

07 NETFLIX NETFLIX 07 CALL OF DUTY: MOBILE ACTIVISION BLIZZARD

08 TIKTOK BYTEDANCE 08 SUBWAY SURFERS KILOO

09 SPOTIFY SPOTIFY 09 MINECRAFT POCKET EDITION MOJANG

10 SNAPCHAT SNAP 10 POKÉMON GO NIANTIC

81.5% 90.4% 69.4% 76.8% 55.4%

ADS ON TELEVISION 32.6%

WORD-OF-MOUTH RECOMMENDATIONS 29.4%

ADS ON SOCIAL MEDIA 28.2%

BRAND OR PRODUCT WEBSITES 27.6%

ONLINE RETAIL WEBSITES 26.0%

ADS ON WEBSITES 25.3%

RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA 24.4%

TV SHOWS OR FILMS 24.2%

CONSUMER REVIEW WEBSITES 24.0%

TOTAL MOBILE INTERNET ACTIVE SOCIAL

97.75 154.4 68.72 72.00

37.7% 157.9% 70.3% 73.7%

TOTAL MOBILE INTERNET ACTIVE SOCIAL

+0.9% +0.9% +0.8% +10.8%

+852 THOUSAND +1.3 MILLION +551 THOUSAND +7.0 MILLION

TOTAL FEMALE MALE ANNUAL CHANGE MEDIAN

97.75 50.1% 49.9% +0.9% 32.7

URBANISATION POPULATION DENSITY OVERALL LITERACY FEMALE LITERACY MALE LITERACY

37.7% 315.3 95.0% 93.6% 96.5%

TOTAL POPULATION AGED POPULATION AGED POPULATION

97.75 79.7% 72.8% 67.4%

MOBILE PHONE SMART NON-SMARTPHONE LAPTOP OR DESKTOP TABLET

97.0% 96.9% 19.0% 66.1% 31.9%

12.2% 9.2% 14.2% 25.1% 4.2%

6H 47M 2H 40M 2H 21M 1H 57M

1H 09M 0H 41M 0H 44M 1H 14M

68.72 70.3% +0.8% 6H 47M 94.7%

ITU: INDIVIDUALS CIA WORLD INTERNET WORLD BANK:

67.16 68.77 68.54 67.16

68.7% 70.4% 70.1% 68.7%

65.08 94.7% 94.3% 2.9% 3H 18M

AVERAGE DOWNLOAD YEAR-ON-YEAR CHANGE IN AVERAGE DOWNLOAD YEAR-ON-YEAR CHANGE IN

34.51 +13.6% 60.88 +40.7%

MOBILE LAPTOPS & TABLET OTHER

40.1% 58.0% 1.9% [N/A]

+147% -30% +67% [N/A]

CHROME SAFARI FIREFOX SAMSUNG INTERNET