Consumer Barometer with Google in Viet Nam

This is a useful resource that reveals the following information, most of it fairly up-to-date, about Vietnamese online habits. The relevant data graphics are displayed after four (4) key questions.

Keep in mind that Viet Nam currently ranks 7th in the world for Facebook users with about 64 million accounts, a 40% increase (!) this year alone. This in a population of about 96 million. (That’s 3% of the global total.) It’s clear that those are not unique accounts and that many people have more than one, which also applies to mobile phones. Ho Chi Minh City ranks among the top 10 cities globally for having the most Facebookers with 14 million users.

How do Vietnamese connect to the Internet?


Do they use the Internet for personal purposes?

internet use for personal purposes

How often do Vietnamese go online (for personal Internet usage)?

frequency of internet usage

What online activities do they do on their smartphones at least weekly?

weekly smartphone online activities

How digitally savvy are Vietnamese netizens?

digitally savvy





Vietnamese Online: 35% & Rising!

According to the latest Cimigo NetCitizens report, 35% of all Vietnamese are connected to the Internet with robust growth and penetration throughout the country.  This is identical with the statistics released in March 2012 by the Vietnam Internet Network Information Center (VNNIC). 

The report, which is available in English and Vietnamese, shows results of the largest and most comprehensive study on internet usage ever done in Vietnam and sheds light into many areas of internet usage where no well-founded knowledge was available before. It shows who is online, how long, how frequently, what activities do they do, which sites do they visit, how do they think about online shopping and how the internet effects their lives.

Since 2007, Cimigo, an independent team of marketing and brand research specialists, has published studies annually on internet usage. This report covers 12 cities in Vietnam and is based on a representative selection of more than 3,400 internet users.  The report, from which the above images were taken, is a free download on the Cimigo website (after a simple registration). 

The implications of this trend are obvious for those of us who work in education.  Foreign institutions that wish to recruit Vietnamese students must including online marketing and branding as part of their recruitment strategy.

“Younger Generations Drive Latin American and Asian Online Markets”

Check out this “data gem” from comScore’s Data Mine (22.11.11). 

Many of the world’s fastest growing online markets are in Latin America and Asia where younger generations are driving digital adoption. A look at which global markets are driven by young Internet populations showed Venezuela having the highest percentage of its total online population age 15 to 24 at close to half (44.5%). Indonesia followed with 15-24 year olds accounting for 41.8% of its online population, followed closely by Vietnam (40.7%) and Colombia (40.2%).

comScore describes itself as “a global leader in measuring the digital world and the preferred source of digital marketing intelligence. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit from the rapidly evolving worldwide web and mobile arena.”

Internet Use and Top 20 Sites in Vietnam

Back in 1996, I remember going to one of the few Internet cafes in Hanoi, which featured exorbitant fees and very sluggish service.   In 2000, there were an estimated 200,000 Internet users in Vietnam.   As of December 2010,  26,784,035 people were online, according to the Vietnam Internet Network Information Center.  That’s 30% of the  population (!). 

The estimated “reach” of Facebook (FB) in Vietnam is just over 1.8 million users, which is extraordinary given the recent unofficial block of FB by some ISPs. 

According to a 2010 report from Cimigo Vietnam, an independent team of marketing and brand research specialists, “Vietnam has experienced rapid growth in internet penetration, outweighing its neighbors like Thailand or Philippines. Over the last years, Vietnam has been one of the countries with highest internet growth rates in the world. Since 2000, the number of internet users in Vietnam has multiplied by about 100.”  In addition, Hanoi has the highest rate of penetration, where more than 60% of the population has accessed the Internet already.  The estimate for HCMC is 50% and 40% for other cities, including Haiphong, Danang, Nha Trang and Can Tho. 

The report goes on to say that “nearly 90% of internet users access the internet more than once a week and about 70% use it daily. Not only has the internet penetration increased, but users are also spending more and more of their time online. Currently, an average internet is online for more than two hours every day.”  In spite of the proliferation of Internet cafes, home access is becoming the norm (75%). 

The Cimigo report also notes that Internet users are “younger, come from higher social classes and they are slightly more likely to be male. Among the age group 15-24, virtually everybody has been online already.”  (65% of all Vietnamese are under the age of 35 with a median age of 27.4 years.)

So what are Vietnamese doing online (in no particular order)? 

  • Searching for information and knowledge
  • Reading news
  • Checking e-mail
  • Buying & selling
  • Developing professional skills
  • Networking
  • Viewing/uploading videos
  • Playing games
  • Listening to music
  • Seeking entertainment
  • Sharing files
  • Creating and maintaining blogs
  • Discussing issues

Below is an up-to-date list of the top 20 sites in Vietnam, according to  The sites, which reflect the varied interest of the users, are ordered by their 1 month Alexa traffic rank.  The 1 month rank is calculated using a combination of average daily visitors and pageviews over the past month. The site with the highest combination of visitors and pageviews is ranked #1. 

1:  Google Vietnam

2:  Google


4:  VnExpress

5:  Yahoo!

6:  YouTube

7:  Facebook

8:  Bao Khuyen hoc & Dan tri Online


10:  MediaFire




14:  NhacCuaTui.Com



17:  LauXanh Entertainment Network (A sex site registered in Oshawa, Ontario, Canada.)

18:  VN-Zoom (

19:  5 giây

20:  Wikipedia

Cimigo’s Netcitizens Reports can be downloaded in English and Vietnamese.