Facebook Messenger and Zalo are the two most commonly used messaging application in Vietnam. How are they used differently, then? Take a look at our full report to compare the best two apps in Vietnam

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Facebook vs Zalo In Vietnam

2. 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.

3. 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

4. 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%

5. 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
Messe
nger
Zalo SMS Skype Viber Line
Whats
App
WeCh
at
Kakao
Talk
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%

6. 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?

7. 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
Inform
ation
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%

8. 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

9. 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

10. 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

11. 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

12. 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

13. Customer Profile

14. 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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17. 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
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

18. 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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