Vietnam’s internet economy – the region’s second fastest-growing: Google

This growing trend is is expected to continue, with the government’s drive toward 100 percent smartphone penetration through the support of low-cost smartphone production and one of the cheapest data packages in the region. 

Regarding the rise of digital rural consumers, Google highlights that 77 percent of rural Vietnam, which has 68 million internet users,  has internet access, and 91 percent access the web daily.

The internet has become a bridge to resources, products, and services that these users are accessing for the first time.

The Google’s report also states that YouTube’s relevant and easily accessible content appeals to rural users, with 97 percent using the platform every week and 62 percent viewing content on it daily. 

But when making purchase decisions, Search is the clear leader, with 45 percent of rural consumers using it to find information on products vs. traditional media (24%) and social media (27%).

In term of online shopping, the report stresses the shopping journey has evolved significantly due to increased internet access and Covid-19, and 83 percent of Vietnamese now spend more time researching products online before making a purchase.

Vietnamese consumers’ journeys are also traversing more across online and offline mediums as 75 percent of purchases are being done offline, yet 62 percent of research for these purchases are done online.

Source: VGP