This is a data report presenting detailed information and the latest trends on Digital Vietnam 2024, based on research by Datareportal and We Are Social. Jiker summarizes the key figures on Vietnam’s digital landscape in 2024.
The current state of Vietnam’s digital landscape in 2024
Below are the key findings from Datareportal on the adoption and usage of digital technology in Vietnam at the beginning of 2024:
- As of early 2024, there were 78.44 million internet users in Vietnam, with an internet penetration rate of 79.1%.
- Vietnam had 72.70 million social media users in January 2024, equivalent to 73.3% of the total population.
- In total, there were 168.5 million mobile connections in Vietnam at the beginning of 2024, equivalent to 169.8% of the total population.
These key figures provide an excellent overview of the digital landscape in Vietnam. With the development of the digital era, digital trends and digital behaviors in Vietnam are evolving.
Vietnam’s population in 2024
Vietnam’s population reached 99.19 million people in January 2024. The data shows that Vietnam’s population increased by 655,000 people (+0.7%) between the beginning of 2023 and the beginning of 2024. Of this total, 50.6% of the population in Vietnam is female, while 49.4% is male. At the beginning of 2024, 39.8% of Vietnam’s population lived in urban areas, while 60.2% lived in rural areas.
Note: Gender data is currently only available for “female” and “male.”
When examining Vietnam’s population by age, the median age of the population is 33.0. Below is how Vietnam’s total population is distributed across age groups:
- 7.2% are aged 0 to 4.
- 12.0% are aged 5 to 12.
- 7.1% are aged 13 to 17.
- 9.7% are aged 18 to 24.
- 15.7% are aged 25 to 34.
- 15.6% are aged 35 to 44.
- 13.1% are aged 45 to 54.
- 9.9% are aged 55 to 64.
- 9.8% are aged 65 and above.
Note: The total percentages may not add up to 100% due to rounding.
Internet usage in Vietnam in 2024
In January 2024, there were 78.44 million internet users in Vietnam. The country’s internet usage rate reached 79.1% of the total population at the beginning of 2024. Kepios analysis shows that the number of internet users in Vietnam increased by 502,000 people (+0.6%) between January 2023 and January 2024.
Data published by Ookla shows that internet users in Vietnam could expect the following connection speeds at the beginning of 2024:
- Average mobile internet connection speed: 47.06 Mbps.
- Average fixed internet connection speed: 105.04 Mbps.
Ookla data shows that the average mobile internet connection speed in Vietnam increased by 7.47 Mbps (+18.9%) over the twelve months leading up to early 2024. Meanwhile, Ookla data also shows that fixed internet connection speeds in Vietnam increased by 24.74 Mbps (+30.8%) over the same period.
Social media statistics for Vietnam in 2024
According to DataReportal, as of January 2024, there were 72.7 million active social media user accounts in Vietnam. More specifically, Kepios analysis shows that the number of social media users in Vietnam increased by 6.5 million (+9.8%) between early 2023 and early 2024.
The number of social media users in Vietnam at the beginning of 2024 is equivalent to 73.3% of the total population. However, it is important to note that social media user figures may not represent unique individuals (see our data notes for further details).
Meanwhile, data published in the advertising tools of major social media platforms indicates that there were 72.55 million social media users aged 18 and above in Vietnam at the beginning of 2024, equivalent to 99.2% of the total population aged 18 and above at that time. Overall, 92.7% of Vietnam’s total internet users (regardless of age) used at least one social media platform in January 2024. At that time, 51.0% of social media users in Vietnam were female, while 49.0% were male.
Note: Gender data is currently only available for “female” and “male.”
Facebook usage situation in Vietnam in 2024
Data published in Meta’s advertising resources indicates that Facebook had 72.7 million users in Vietnam at the beginning of 2024. However, Meta has made significant changes to how its advertising tools report audience data in recent months—including substantial revisions to Facebook’s baseline audience figures—so the numbers shown here may not be directly comparable with those published in our previous reports.
Facebook user growth report in Vietnam
The figures published in Meta’s advertising tools show that Instagram had 10.90 million users in Vietnam at the beginning of 2024. Regularly updated data from the company indicates that Instagram’s advertising reach in Vietnam was equivalent to 11.0% of the total population at the start of the year. However, Meta only allows users aged 13 and above to use Instagram, so it is notable that 13.6% of the eligible audience in Vietnam used Instagram in 2024. It is also worth noting that Instagram’s advertising reach in Vietnam at the beginning of 2024 was equivalent to 13.9% of the total local internet users (regardless of age).
At the beginning of 2024, 60.1% of Instagram’s advertising audience in Vietnam was female, while 39.9% was male.
Note: Meta’s advertising resources only publish gender data for “female” and “male” users.
Data published in Meta’s planning tools shows that Instagram’s advertising reach in Vietnam increased by 550 thousand (+5.3%) between January 2023 and January 2024. On a quarterly basis, the company’s data also shows that Instagram’s advertising audience size in Vietnam decreased by 650 thousand (-5.6%) between October 2023 and January 2024.
TikTok usage in Vietnam in 2024
The figures published in ByteDance’s advertising resources show that TikTok had 67.72 million users aged 18 and above in Vietnam at the beginning of 2024.
It should be noted that ByteDance allows advertisers to target TikTok ads to users aged 13 and above through its advertising tools, but these tools only display audience data for users aged 18 and above.
For further context, ByteDance’s data shows that TikTok advertising reached 92.6% of all adults aged 18 and above in Vietnam at the beginning of 2024. Meanwhile, TikTok’s advertising reach in Vietnam at the start of the year was equivalent to 86.3% of total local internet users, regardless of age. At the beginning of 2024, 49.1% of TikTok’s advertising audience in Vietnam was female, while 50.9% was male.
Note: ByteDance’s advertising resources only publish gender data for “female” and “male” users.
Data published in ByteDance’s own planning tools shows that TikTok’s advertising reach in Vietnam increased by 18 million (+35.8%) between early 2023 and early 2024. Meanwhile, figures indicate that the potential advertising reach of TikTok in Vietnam increased by 5.1 million (+8.2%) between October 2023 and January 2024.
However, advertising audiences typically represent only a portion of a platform’s total user base, and since TikTok’s advertising tools only provide data for users aged 18 and above, it is important to remember that trends in TikTok’s advertising reach may not necessarily reflect changes in the platform’s overall user base.
Facebook Messenger usage in Vietnam in 2024
The data published in Meta’s advertising resources shows that Facebook Messenger advertising reached 54.5 million users in Vietnam at the beginning of 2024. The company’s regularly updated figures indicate that Messenger’s advertising reach in Vietnam is equivalent to 54.9% of the total population at the start of the year.
However, Meta only allows users aged 13 and above to use Facebook Messenger, so it is important to note that 68.0% of the eligible audience in Vietnam used Messenger in 2024. For additional context, Messenger’s advertising reach in Vietnam is equivalent to 69.5% of total local internet users (regardless of age).
At the beginning of 2024, 51.5% of Messenger’s advertising audience in Vietnam was female, while 48.5% was male.
Note: Meta’s advertising resources only publish gender data for “female” and “male” users.
Data from Meta’s planning tools shows that Messenger’s advertising reach in Vietnam increased by 1.9 million (+3.5%) between January 2023 and January 2024. Meanwhile, the data also indicates that Messenger’s advertising audience decreased by 4.5 million (-7.6%) between October 2023 and January 2024.
LinkedIn usage in Vietnam in 2024
The figures published in LinkedIn’s advertising resources indicate that LinkedIn had 7.5 million “members” in Vietnam at the beginning of 2024. However, it is important to note that LinkedIn’s advertising tools report audience reach based on total registered members, rather than monthly active users, which is the basis used by most other social media platforms.
Therefore, LinkedIn’s figures are not directly comparable with those of other social media platforms published on this page or in Digital 2024 reports.
According to the company’s advertising reach data, LinkedIn’s audience in Vietnam is equivalent to 7.6% of the total population at the start of 2024. However, since LinkedIn restricts usage to people aged 18 and above, it is also useful to note that 10.3% of the eligible audience in Vietnam used LinkedIn in 2024.
For additional context, LinkedIn’s advertising reach in Vietnam is equivalent to 9.6% of total local internet users (regardless of age) at the beginning of the year. At the start of 2024, 50.0% of LinkedIn’s advertising audience in Vietnam was female, while 50.0% was male.
Note: LinkedIn’s advertising resources only publish gender data for “female” and “male” users.
Data published in LinkedIn’s planning tools shows that its advertising reach in Vietnam increased by 2.3 million (+44.2%) between early 2023 and early 2024. On a quarterly basis, the company’s data also shows an increase of 400 thousand (+5.6%) between October 2023 and January 2024.
However, since LinkedIn’s audience figures are based on registered members rather than monthly active users, it is unclear whether these trends accurately reflect changes in actual platform usage.
X (Twitter) usage in Vietnam in 2024
The figures published in X (Twitter)’s advertising resources show that X had 5.58 million users in Vietnam at the beginning of 2024. This means X’s advertising reach in Vietnam was equivalent to 5.6% of the total population at that time. For additional context, X’s advertising reach in Vietnam was equivalent to 7.1% of total local internet users (regardless of age) at the beginning of the year.
At the start of 2024, company data indicates that 36.8% of X’s advertising audience in Vietnam was female, while 63.2% was male. However, it is important to note that X infers user gender based on signals such as the name entered in a user’s profile and broader platform activity. This differs from platforms like Facebook, which rely on self-reported gender data in advertising tools.
Data published in X’s advertising planning tools shows that X’s advertising reach in Vietnam increased by 1.5 million (+36.2%) between early 2023 and early 2024. Meanwhile, the same data indicates that the number of users reachable by advertisers on X in Vietnam decreased by 316 thousand (-5.4%) between October 2023 and January 2024.
Mobile connectivity situation in Vietnam in 2024
GSMA Intelligence data shows that there were 168.5 million mobile connections in Vietnam at the beginning of 2024. Figures from GSMA Intelligence indicate that mobile connections in Vietnam were equivalent to 169.8% of the total population in January 2024. The number of mobile connections in Vietnam increased by 5.1 million (+3.2%) between early 2023 and early 2024.
Based on global digital reports for Vietnam over recent years, and especially the Digital Vietnam 2024 statistics, it is easy to see that digital plays a very important role in Vietnamese society. Therefore, digital marketing will become an essential skill in the digital era and an indispensable part of businesses in the digital age. Hence, here are 10 reasons why you need a digital marketing strategy.
