Mobile Messaging Users in Vietnam Choose Homegrown Zalo – eMarketer

Facebook is No. 2

About eight in 10 smartphone users in Vietnam have the Vietnamese-created messaging app Zalo installed on their phone, according to June 2016 DI Marketing research. Users under 35 were especially likely to use the app.

The homegrown messaging app was ahead of Facebook Messenger among all age groups studied, and twice as popular overall as third-place Viber. Zalo and Facebook Messenger were the only chat apps installed by a majority of respondents.

While apps like Zalo and Facebook Messenger skewed toward younger users—Facebook, for example, is used by 78% of 18 to 25 year olds but 55% of those 35 and older—other apps, like Viber and Yahoo, skew older.

Leading Messaging App Activities Conducted by Smartphone Messaging App Users in Vietnam, by Age, June 2016 (% of respondents in each group)

While text messaging is the most common use of messaging apps in Vietnam—unsurprisingly—and while text messaging is popular among smartphone users of all ages, there are some distinct differences when it comes to ages and other types of messaging app usage.

Only 19% of 18- to 25-year-olds use messaging apps to read the news, whereas 27% of those over 35 do the same. And though between 15% and 20% of those under 35 use messaging apps for chat room purposes, just 6% of those ages 35 and older do the same.

A January 2016 report by We Are Social estimates that 29% of the population in Vietnam uses Facebook while a quarter of the population uses Zalo. It’s worth noting that in their projections, We Are Social breaks out Facebook Messenger from Facebook itself.

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