Facebook Is for Friendship in Vietnam - eMarketer
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Facebook Is for Friendship in Vietnam

Socializing with friends and family is the No. 1 social media activity in the country

January 7, 2016

Facebook is all about staying in touch with friends for just over half of users in Vietnam, according to October 2015 polling.

Primary Reason for Using Facebook According to Facebook Users in Vietnam, Oct 2015 (% of respondents)

Break Field Co. found that 51% of Facebook users in the Southeast Asian country said their primary reason for using the site was to communicate with friends. Around a quarter were more interested in gathering information, while 16% just used it to pass the time.

Whatever their purpose, users were most likely to be visiting the site from their mobile phone. Thirty percent said iPhones were their primary access device, while 27% named Android phones, making smartphone-based Facebook usage about twice as popular as usage from a desktop or laptop computer, whether from a home (26%) or work/school (8%) location.

Digital Activities of Young Adult Internet Users in Vietnam, May 2015 (% of respondents)

Facebook is among the most popular digital activities for young adults in Vietnam, according to Epinion and OMD. And according to DI Marketing, users in their mid- to late 20s spend the most daily time on social sites, with 45% spending at least 2 hours each day.

Facebook was by far the most popular such site. The September 2015 DI Marketing research found that 98% of social media users in Vietnam used Facebook. YouTube tied for second, at 61%, with domestic mobile messaging app Zalo.

That research also found that chatting with friends and relatives was the top activity on social media overall—not just Facebook. More than three-quarters of respondents of all ages said they did this, followed by 70% who read updates on friends’ information.

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