Internet usage in Vietnam - statistics & facts

Popular online activities among Vietnamese internet users

On average, most internet users in Vietnam spent at least three hours using the internet per day. In recent years, social media has become one of the most popular internet activities among Vietnamese people. In 2021, the average daily time spent using social media in the country reached over two hours per day. Among many other functions of these platforms, over half of Vietnamese internet users reported using them for work purposes.

Online entertainment, such as video and music streaming and gaming, was another activity that has been gaining momentum among internet users across Vietnam. In rural areas, video and movie streaming was one of the leading daily online activities in recent years. In general, YouTube was the most used platform for movie streaming. As surveyed in 2021, most adult viewers streamed content on YouTube for at least one hour daily. Meanwhile, Netflix and other paid local streaming services have been gaining popularity recently. Streaming was also a well-liked activity among online gamers, who accounted for around 74 percent of internet users in the country in 2022. Besides the time spent gaming, many Vietnamese gamers also streamed sports and video game content, such as esports tournaments at least twice per week on average.  

Emerging e-commerce market in Vietnam

With highly-connect consumers, Vietnam also has an emerging e-commerce sector with fast-growing market value. Sales from e-commerce have been accounting for an increasing share of the total retail revenue in the country. During the COVID-19 pandemic, Vietnamese consumers have shopped online more than ever, reinforcing the strong growth of the e-commerce sector. In addition, consumers also shopped differently during this time. Before the pandemic, travel, mobility, and accommodation were the e-commerce category with the highest consumer spending. Since the first outbreak of COVID-19 in Vietnam, consumers have been more willing to shop for basic necessities and fresh products online, making food and personal care the e-commerce category with the highest growth in 2021. These new shopping habits were expected to stay even after the pandemic.

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