In a recent survey, Vietnam has demonstrated a remarkable embrace of internet messaging, with an adoption rate of 95.8% among users aged 16 and above, surpassing the global average of 94.5%. This finding comes from the Digital 2025 Global Overview Report, a collaborative effort by We Are Social and Meltwater, which delves into the digital landscape as it stood in 2024.
Regional Insights on Messaging Trends
Within Southeast Asia, the Philippines and Indonesia lead the charge with even higher online messaging adoption rates, clocking in at 98.9% and 98.4%, respectively. The survey highlights that the younger demographic, particularly those aged 16-24, is the most engaged, with 96.7% of males and 96.3% of females utilizing chat and messenger services. Conversely, the adoption rates dip among older users, with only 76.5% of men and 68.5% of women aged 65 and above participating in these digital conversations.
In addition to messaging, Vietnam has also outperformed the global average in mobile video call usage, achieving a rate of 41.1% compared to the global figure of 35.5% in the third quarter of 2024. This places Vietnam sixth among the countries surveyed, following Nigeria, South Africa, the Philippines, the UAE, and New Zealand.
Dominance of Local Platforms
According to the Connected Consumer Q3 2024 report by Decision Lab, Zalo has solidified its position as Vietnam’s leading messaging platform, boasting an impressive penetration rate of 85%. It is followed by Facebook at 59% and Messenger at 52%. This trend underscores the growing preference for local platforms in the face of global competition.
At a conference held in November, Deputy Minister of Information and Communications Pham Duc Long revealed that as of June 30, 2024, Vietnam had amassed 110 million social media accounts, further illustrating the country’s vibrant digital ecosystem.
