Overview of Vietnam's "State of Digital" 2025
According to the Vietnam Digital Insight Report 2025:
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127 million active mobile subscriptions, equivalent to 126% of the population.
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79.8 million Internet users (penetration rate of 78.8% of the population).
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76.2 million active social media accounts (accounting for 75.2% of the population).
These figures reflect the rapid growth of digital infrastructure and online behavior in Vietnam, opening significant opportunities for marketers to leverage data and execute campaigns effectively.
Additionally, a standout trend is the sharp rise of AI platforms and applications in Vietnamese digital life. Data from SimilarWeb indicates that ChatGPT ranks among the top 10 most visited websites, with an average monthly traffic of around 101 million visits, including approximately 10 million unique users. ChatGPT's app also ranks in the top 10 for downloads and usage time.
>>> Download the free PDF report on digital behavior by We Are Social and Meltwater here.
Vietnam Population & Demographics in the 2025 Digital Report
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Total population: 101 million.
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Population increased by 625 thousand compared to 2024 (+0.6%).
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40.5% live in urban areas, 59.5% in rural areas.
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Gender distribution: 51% female, 49% male.
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Median age: 33.4 years.
This indicates that Vietnam is in the “golden population” phase, with a young workforce driving growth in digital adoption and e-commerce.
⚠️ Note: Data is approximate at the time of the report.
Mobile Insight 2025: Strengthening the Mobile-First Trend
According to GSMA Intelligence, by early 2025, Vietnam had approximately 127 million active mobile connections. This exceeds the total population (126%) as many users hold 2–3 SIMs simultaneously or use eSIMs. For example, one SIM may be for personal use and another for work.
Compared to 2024, the number of mobile connections increased by 2.2 million (+1.8%).
Notably, 100% of current mobile connections are broadband (3G/4G/5G), reinforcing Vietnam's mobile-first behavior, as most online activities—from entertainment to shopping—occur on smartphones. However, not all broadband-enabled devices use mobile data, as some plans support voice and SMS only.
Internet Usage Behavior: Latest 2025 Updates
As of January 2025, Vietnam had approximately 79.8 million Internet users, reaching a penetration rate of 78.8%. Compared to the same period in 2024, Internet users increased by 223 thousand (+0.3%).
However, analysis from Kepios shows a slight 0.3% decrease in Internet penetration compared to last year, mainly due to population growth outpacing online adoption. This implies that around 21.5 million Vietnamese (21.2% of the population) had not yet accessed the Internet by early 2025.
Internet speed in Vietnam is improving significantly:
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Mobile Internet: median download speed reached 75.72 Mbps, up +60.9% from 2024.
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Fixed Broadband: median download speed reached 153.99 Mbps, up +46.6% from the previous year.
This improvement highlights the rapid upgrade of Vietnam's telecom infrastructure, enhancing online experiences across video streaming, gaming, e-commerce, and social media. (According to the 2025 Vietnam Digital Insight Report by We Are Social)
Social Media Insight 2025: Facebook Remains the Leading Platform
Overall, social media penetration in Vietnam is high in the region, underlining social platforms’ importance in online behavior. Key stats include:
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76.2 million social media accounts (75.2% of the population).
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Growth 2024–2025: +3.5 million (+4.8%).
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95.4% of Internet users in Vietnam use at least one social media platform.
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Gender distribution: 51.2% female, 48.8% male.
#1. Facebook User Behavior in Vietnam 2025
According to Meta Ads data, Facebook had 76.2 million users in Vietnam by early 2025, representing around 75.2% of the total population. It remains the most widely used social platform, almost default for reaching online users in Vietnam.
User Growth
Between 01/2024–01/2025, Facebook gained 3.5 million users (+4.8%). In Q4 2024, potential ad reach increased by 2.5 million (+3.4%), showing sustainable user attraction and retention.
However, Meta notes that ad reach does not equal monthly active users (MAU). These numbers reflect the audience advertisers can access and may differ from company financial reports.
Penetration & Demographics:
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93.5% of the eligible audience (13+) in Vietnam use Facebook.
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For 18+, penetration exceeds 103.5% due to users owning multiple accounts.
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Compared to all Internet users, Facebook covers 95.4%, proving its dominant position in Vietnam’s digital ecosystem.
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Gender balance on Facebook: Female 51.2%, Male 48.8%.
⚠️ Note: Percentages over 100% in some demographics result from multiple accounts or platform data adjustments. Meta publishes these “as-is” for self-assessment.
#2. YouTube User Behavior in Vietnam 2025
According to Google Ads data, YouTube had 62.3 million users in Vietnam by early 2025, accounting for 61.5% of the population. As a video-first platform, YouTube serves not only as a top entertainment channel but also as an alternative search tool for younger users.
User Growth
Between 01/2024–01/2025, YouTube lost 700 thousand users (-1.1%). Q4 2024 data showed no significant change in ad reach.
Google notes that ad reach does not fully align with MAU. Part of the decline may be due to the platform cleaning duplicate or fake accounts rather than actual user behavior changes.
Penetration & Demographics
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YouTube reaches 78% of Internet users, confirming its position as the most popular video platform in Vietnam.
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Gender distribution is balanced: Male 51.5%, Female 48.5%.
⚠️ Note: Data reflects ad reach and may not represent total active users. Declines may result from internal data adjustments rather than actual behavior changes.
#3. TikTok User Behavior in Vietnam 2025
According to TikTok Ads data in the 2025 Digital Insight report, the platform had 40.9 million users (18+) in Vietnam, representing 55.6% of the adult population and 51.2% of all Internet users. TikTok remains the leading short-video platform among the youth.
User Growth
Between 01/2024–01/2025, TikTok saw a sharp decline of -26.9 million users (-39.7%). In Q4 2024 alone, there was a further drop of 28.3 million (-40.9%).
The decline is not solely due to user behavior but may relate to TikTok’s adjustments in ad data, removing ineligible or inactive accounts. Therefore, the ad reach drop may not accurately reflect actual usage trends.
Penetration & Demographics
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TikTok covers over half of Vietnam’s Internet users, highlighting its central role in digital entertainment habits.
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Gender distribution is slightly balanced: Male 51.3%, Female 48.7%.
⚠️ Note: TikTok only reports ad data for users 18+, so actual figures including 13–17-year-olds may be higher.
#4. LinkedIn, Instagram, Messenger & X User Behavior in Vietnam 2025
Alongside popular platforms like Facebook and TikTok, LinkedIn, Instagram, Messenger, and X play important roles in expanding Vietnam's digital media ecosystem, supporting entertainment, communication, and professional networking.
LinkedIn – Professional Networking Platform
According to LinkedIn Ads data, the platform had 8.9 million members in Vietnam by early 2025, accounting for 8.8% of the population and 12.1% of adults (18+). Compared to the previous year, LinkedIn grew by +1.4 million (+18.7%), with 300 thousand new users in Q4 2024 (+3.5%).
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Internet coverage: 11.1% of Vietnam’s Internet users have a LinkedIn account.
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Gender distribution: perfectly balanced 50% male – 50% female.
LinkedIn continues to strengthen its role as a professional platform, especially in services, technology, and talent recruitment.
Instagram – Visual & Lifestyle Platform
Instagram had 10.6 million users in early 2025, equivalent to 10.4% of the population and 13.2% of Internet users.
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In 2024, Instagram lost 350 thousand users (-3.2%) but slightly recovered in Q4 (+2.4%).
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18+ users: 14.2% of adults use Instagram.
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Gender: predominantly female 57.8%, male 42.2%.
Instagram remains strong in fashion, beauty, F&B, and travel sectors, where visual content and lifestyle appeal are crucial.
Messenger – Popular Communication Tool
Messenger retains a key role in digital communication with 55.9 million users, representing 55.2% of the population and 70% of Internet users according to the 2025 Vietnam Digital Report.
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In 2024, Messenger grew steadily +1.4 million (+2.6%), with Q4 adding +1.05 million (+1.9%).
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18+ users: 76% of adults use Messenger.
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Gender: Female 51.8%, Male 48.2%.
Messenger is considered an “indispensable component” of the Meta ecosystem, maintaining key roles in personal messaging and commerce via chatbot and fanpages.
X (Twitter) – Small but Volatile Growth
According to We Are Social’s Digital Vietnam 2025 report, X had 6.29 million users in early 2025, representing 6.2% of the population and 7.9% of Internet users.
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Compared to early 2024, users increased by +706 thousand (+12.6%), but Q4 saw a sharp drop of -1.2 million (-16.1%).
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Gender: platform data shows skewed distribution with 66% male, 34% female, partly due to estimation methods and non-personal accounts.
X remains a niche platform favored by communities interested in news, finance, technology, and current affairs discussions.
Applying the 2025 Digital Insight Report in Vietnam: What Businesses Should Prepare
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Prioritize Mobile-First: Most interactions and conversions occur on mobile devices; improving mobile speed and experience directly boosts conversion rates and reduces bounce, optimizing ad spend. Recommended actions: mobile speed testing (PageSpeed/Lighthouse), DOM optimization, image compression/WebP, lazy-loading, simplified forms (1–2 step mobile checkout), responsive design and mobile UX testing with real users.
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Implement Data-Driven Personalization: Businesses can leverage a CDP (Customer Data Platform) to avoid duplication from multiple SIMs/accounts, reduce wasted reach, and increase conversion and customer lifetime value (LTV). A CDP aggregates first-party data (CRM, app, web) and segments behavior for dynamic personalized creative messaging.
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Community-First Nurturing: Structured community-building strategies create sustainable owned media, reduce reliance on paid media, and increase advocacy. Effective for high-trust sectors like F&B, services, and real estate. Steps: content calendar for groups/channels, ambassador programs, exclusive offers (coupons/early access), monthly Q&A/live events, track engagement and retention.
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Boost Social Commerce – Focus on TikTok & Facebook Shop: Shoppertainment shortens the path from discovery to purchase and increases conversion when trust is built via UGC or creators. Optimize the journey from ads to livestreams and checkout, including channel-specific discount codes for a seamless experience.
Content Strategy – Short Video Focus: Short videos drive reach and engagement, supporting awareness and conversion while saving creative costs through reusable content. Build a vertical video pipeline under 30s for TikTok/Reels, with 3–5 templates including hook, product demo```html
Vietnam Digital Landscape 2025: "State of Digital"
According to the Vietnam Digital Insight Report 2025:
These figures highlight the rapid growth of digital infrastructure and online behaviors in Vietnam, while opening numerous opportunities for marketers to leverage data and implement targeted campaigns.
Additionally, a notable trend is the strong rise of AI platforms and applications in Vietnamese digital life. Data from SimilarWeb shows that ChatGPT ranks among the top 10 most visited websites, with an average of 101 million monthly visits, including around 10 million unique users. ChatGPT apps also appear in the top 10 for downloads and usage time.
>>> Download the free PDF of the We Are Social & Meltwater digital behavior report here.
Vietnam Population & Demographics in the Digital 2025 Report
This indicates that Vietnam is in a "demographic dividend" phase, with a young workforce driving growth in digital adoption and e-commerce.
⚠️ Note: Data is relative at the time of reporting.
Mobile Insight 2025: Strengthening the Mobile-First Trend
According to GSMA Intelligence, as of early 2025, Vietnam had approximately 127 million active mobile connections. This exceeds the total population (126%) due to multiple SIM usage (2–3 per person) or combined eSIM. For instance, an individual may use one SIM for personal purposes and another for work.
Compared to 2024, mobile connections increased by 2.2 million, marking +1.8% growth.
Notably, 100% of mobile connections are broadband (3G/4G/5G), reinforcing Vietnam's mobile-first environment, where most online activities—from entertainment to shopping—occur on smartphones. However, not all broadband devices use mobile data, as some packages support only calls and SMS.
Internet Usage Behavior: Latest Updates 2025
As of January 2025, Vietnam had around 79.8 million Internet users, representing 78.8% of the population. Compared to January 2024, the number of Internet users increased by 223 thousand (+0.3%).
However, Kepios analysis shows a slight decline in penetration (-0.3%) compared to last year, mainly because population growth outpaced online growth. This means approximately 21.5 million Vietnamese (21.2% of the population) were still offline at the beginning of 2025.
Internet speed in Vietnam is improving significantly:
These improvements indicate rapid upgrades in Vietnam's telecom infrastructure, enhancing online experiences for streaming, gaming, e-commerce, and social media (According to Vietnam Digital Insight Report 2025 by Wearesocial).
Social Media Insight 2025: Facebook Remains Dominant
Overall, social media penetration in Vietnam is among the highest in the region, highlighting the critical role of social platforms in Vietnamese online behavior. Specifically:
#1. Facebook User Behavior in Vietnam 2025
According to Meta Ads data, Facebook reached 76.2 million users in early 2025, representing 75.2% of the population. It continues to be the largest social platform, almost serving as the default channel to reach Vietnamese Internet users.
User Growth
Between 01/2024 and 01/2025, Facebook saw an increase of 3.5 million users (+4.8%). In Q4 2024, potential ad reach grew by 2.5 million (+3.4%), showing sustainable user engagement and retention.
However, Meta emphasizes that ad reach does not equate to monthly active users; these numbers reflect the audience advertisers can reach, which may differ from official company reports.
Reach & Demographics:
⚠️ Note: Percentages over 100% result from duplicate accounts or platform data adjustments. Meta publishes this "as-is" for reference.
#2. YouTube User Behavior in Vietnam 2025
Google Ads data shows YouTube reached 62.3 million users in early 2025, equivalent to 61.5% of the population. As a video-first platform, YouTube serves both entertainment and as an alternative search engine for young users.
User Growth
From 01/2024 to 01/2025, YouTube lost 700 thousand users (-1.1%). Q4 2024 data showed no significant change in ad-reachable audience.
Google notes ad reach differs from monthly active users. Some decline may stem from duplicate or fake account removal rather than actual usage drop.
Reach & Demographics
⚠️ Note: Data reflects ad reach, not total active users. Some decline may result from internal adjustments rather than actual behavior change.
#3. TikTok User Behavior in Vietnam 2025
According to TikTok Ads data from the 2025 Digital Insight report, TikTok had 40.9 million users (18+) in early 2025, accounting for 55.6% of the adult population and 51.2% of total Internet users, confirming its leading position in short-form video entertainment among youth.
User Growth
Between 01/2024 and 01/2025, TikTok lost 26.9 million users (-39.7%), with a Q4 decline of 28.3 million (-40.9%).
This drop is likely due not only to user behavior but also TikTok's adjustments to ad data, removing ineligible or inaccurate accounts. Therefore, the decline in ad reach may not reflect actual usage trends.
Reach & Demographics
⚠️ Note: TikTok reports data only for 18+, actual reach including 13–17-year-olds may be higher.
#4. LinkedIn, Instagram, Messenger & X User Behavior in Vietnam 2025
Beyond major platforms like Facebook and TikTok, LinkedIn, Instagram, Messenger, and X play key roles in expanding Vietnam's digital ecosystem, serving diverse purposes from entertainment to professional networking.
LinkedIn – Professional Network
LinkedIn had 8.9 million members in early 2025, representing 8.8% of the population and 12.1% of adults (18+). Compared to the previous year, it grew by +1.4 million (+18.7%), including a Q4 2024 increase of 300 thousand (+3.5%).
LinkedIn increasingly affirms its role as a professional platform, especially in services, tech, and high-quality recruitment.
Instagram – Visual & Lifestyle Platform
Instagram had 10.6 million users in early 2025, representing 10.4% of the population and 13.2% of Internet users.
Instagram remains strong in fashion, beauty, F&B, and travel – sectors closely tied to visual and lifestyle content.
Messenger – Popular Communication Tool
Messenger remains a key communication tool with 55.9 million users, representing 55.2% of the population and 70% of Internet users according to the Vietnam Digital 2025 report.
Messenger is considered an "essential piece" in the Meta ecosystem, supporting messaging and commerce via chatbots and fan pages.
X (Twitter) – Small but Volatile Market Share
According to Wearesocial Digital Vietnam 2025, X had 6.29 million users in early 2025, accounting for 6.2% of the population and 7.9% of Internet users.
X remains a niche platform, favored by communities interested in news, finance, tech, and current affairs discussions.
Applying Digital Insight Reports in Vietnam 2025: How Should Businesses Prepare?
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Prioritize Mobile-First: Most interactions and conversions come from mobile devices. Improving mobile speed and UX directly boosts conversion rates (CR) and reduces bounce rates, optimizing ad spend. Tactics include: mobile speed testing (PageSpeed/Lighthouse), DOM optimization, image/webp compression, lazy-load, simplified forms (1–2 step mobile checkout), responsive design, and mobile UX testing with real users.
-
Implement Customer Data-Driven Personalization: Use CDP (Customer Data Platform) to prevent duplication from multiple SIMs/accounts, reduce wasted reach, increase conversion rates, and improve customer lifetime value (LTV). CDPs aggregate first-party data (CRM, app, web), segment behaviors, and enable dynamic creative personalization based on user segments.
-
Community-First Nurturing: A systematic community strategy builds sustainable owned media, reduces reliance on paid channels, and increases advocacy—especially effective in trust-sensitive sectors like F&B, Services, and Real Estate. Tactics include: content calendars for groups/channels, ambassador programs, exclusive perks (coupons/early access), monthly livestreams/Q&A events, and monitoring engagement & retention.
-
Boost Social Commerce – Focus on TikTok & Facebook Shop: Social commerce, especially shoppertainment, shortens the path from discovery to purchase, enhancing CR if trust comes from UGC or creators. Optimize the journey from ad to livestream to checkout with personalized discounts to streamline purchase paths and build trust.
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Content Strategy – Short-Form Video Focus: Short videos increase reach and engagement quickly, supporting awareness and conversion while saving creative costs via reuse. Build pipelines for vertical videos under 30 seconds for TikTok and Reels, prepare 3–5 templates with hooks, product demos, and CTAs, repurpose long videos into multiple short clips, and continuously A/B test thumbnails and captions for optimization.
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Measurement and standardization: Accurate data determines the right budget reallocation; protects the brand and maintains customer trust. Specifically, businesses need to: standardize UTM, deploy server-side tracking or Conversion API, set up effective analytics dashboards by channel, and continuously update consent and privacy policies (cookie consent, data storage).
>>> See more about setting up UTM and SmartAds Pixel here.
- Automation and AI: AI can help accelerate testing performance, personalize real-time, and reduce operating costs, but requires quality control and policies to avoid risks. Businesses can use AI to automate A/B testing, deploy chatbots in customer care and lead classification, and apply predictive scoring to retargeting campaigns. However, it is necessary to establish control processes with human participation to ensure brand safety and policy compliance.
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