fb vs zalo : messaging popularity in vietnam

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Facebook vs Zalo In Vietnam

Objective

Facebook Messenger and Zalo are the two messaging applications that are most commonly used in Vietnam. But how are they used differently? The survey was conducted to 460 persons 18-39 years old in Ha Noi & Ho Chi Minh.

Messaging apps in use

FB Messenger and Zalo are the two most apps that are used by Vietnamese

Q. What messaging apps do you use?

94% 89%

59%

37% 33%

14% 8% 6% 3% 2% 0%

Facebook Messenger

Zalo SMS Skype Viber Line WhatsApp WeChat KakaoTalk Snapchat Others

Messaging apps used for communication (detail)

Facebook and Zalo are popular regardless of the ages. Youth have less ratio of using SMS, Skype and Viber.

Q. What messaging apps do you use?

Facebook Messenger Zalo SMS Skype Viber Line WhatsApp WeChat KakaoTalk Snapchat Others

Total 94% 89% 59% 37% 33% 14% 8% 6% 3% 2% 0% Male 92% 87% 57% 39% 34% 12% 9% 5% 1% 3% 1% Female 96% 92% 60% 35% 31% 16% 8% 7% 4% 1% 0% 18-23 95% 90% 54% 29% 14% 10% 4% 4% 4% 1% 1% 24-29 94% 86% 59% 36% 35% 15% 10% 6% 1% 1% 0% 30-39 93% 91% 63% 45% 47% 16% 11% 7% 3% 3% 1%

Popular messaging apps in variety of occasions

Zalo is used more for work and close communications, while FB is commonly used among friends

Q. What are the messaging apps that you use to communicate with your friends?

FB Messenger

Zalo SMS Skype Viber Line WhatsApp

WeChat

KakaoTalk Others Snapc

hat

Friends 84% 68% 51% 16% 14% 3% 3% 2% 2% 1% 0% Boyfriends / girlfriends / partners 60% 55% 44% 5% 7% 2% 1% 1% 0% 3% 0% Work 37% 45% 47% 24% 11% 2% 2% 1% 1% 5% 0%

Messaging apps that is not used anymore 43%

38%

29%

21% 16% 14% 13%

10% 9% 7% 9%

Viber, Line & Skype loses its popularity

Q. What are the messaging apps that you used to use before, but not anymore?

Facebook vs Zalo: Usage

FB Messenger dominates Zalo all aspects except ‘Sending photos’ & ‘Voice SMS’.

Q. Please choose which apps are more applicable to your usage.

Have more

friends

Spend more time

Video call

More fun

Share feeling

s, status

Many feature

s

Use for the closer circle

Information

source

Good for

group chat

Know new

people Easy to use

Send photos

Online shoppi

ng Voice SMS

Neither 3% 5% 8% 7% 6% 7% 3% 10% 8% 9% 1% 1% 32% 11% Zalo 28% 30% 32% 33% 36% 35% 41% 34% 38% 37% 47% 53% 22% 46% Facebook 69% 64% 60% 60% 58% 57% 56% 55% 54% 54% 52% 47% 46% 43%

Facebook vs Zalo: Access environment

Facebook is used by smartphone and PC while Zalo are mainly from smartphone only

5% 12%

40%

30%

13%

Facebook

Only from PC Mainly from PC

PC and smartphone equally Mainly from smartphone

From smartphone

Q. What is applicable to your usage of Facebook Messenger? / What is applicable to your usage of Zalo? (users only)

1% 4% 14%

26% 56%

Zalo

Only from PC Mainly from PC

PC and smartphone equally Mainly from smartphone

From smartphone

Facebook vs Zalo: Features in use (other than messaging)

Facebook most usage is news while Zalo is more for communications

Q. What of the following services have you used for Facebook (Zalo)? (users only)

73%

59%

54%

52%

32%

24%

2%

Update news

Calling

Buying items

Voice SMS

Play games

Selling items

Others

61%

58%

40%

31%

20%

15%

12%

3%

Calling

Voice SMS

Update news

Chat room

Buying online

Game

Selling online

Others

Facebook vs Zalo: Preferred app

About 2/3 respondents like FB Messenger while just 1/3 like Zalo.

36% 36% 30% 33% 45%

59% 60% 67% 63% 50%

5% 3% 3% 5% 6%

Male Female 18-23 24-29 30-39

By Profile

Zalo Facebook Messenger Do not know

Q. Which applications do you like better, Zalo or Facebook?

Facebook, 60%

Zalo, 36%

Do not know, 4%

Total

Reason for preference

Facebook is more for bigger circle (friends, news source) while Zalo is chosen more for usability

Q. What are your reasons for your answer?

80%

42% 41% 41% 36% 34% 29% 26% 25%

5% 3% 0%

49%

30% 25%

62%

29% 35% 33%

23%

61%

26%

8% 3%

Facebook Messenger

Zalo

Summary: Zalo vs Facebook Messenger

In Use 94% 89%

Environment Smartphone and computer Smartphone

Communication for Bigger circle Closer circle

Why they like More friends Goog news update

Better messaging feature Nice photo sharing

Customer Profile

Respondent profile (N=460)

City

Ha Noi, 54% Ho Chi Minh, 46%

Age

Male, 53% Female, 47%

Gender

18-23, 31%

24-29, 35%

30-39, 34%

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0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6% 4% 3% 3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of Feb, 2017

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

27%

25%

18%

8%

8%

6%

15%

18%

Apple

Samsung

Nokia

LG

Asus

Sony

Others

Do not own

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