Share of Tiktok users among internet consumers in Vietnam Q3 2023, by generation

Based on a survey conducted among consumers in Vietnam, in the third quarter of 2023, over 81 percent of Gen Z respondents confirmed using TikTok. Meanwhile, about 46 percent of Gen X respondents said they were using the platform. TikTok is an integrated social media app for creating and watching short videos that has recently become one of the most popular social media platforms in Vietnam. 

TikTok widely used by Gen Z in Vietnam

First launched in 2017, TikTok has generated millions of active viewers worldwide. The platform uses algorithms that select the content which users frequently interact with, and continuously suggests similar content matching the needs of viewers. In Vietnam, together with other social media apps, TikTok is well-received by the majority of Gen Z, not only for entertainment purposes but also for online shopping activities.

Social media usage - personal information and safety concerns

TikTok’s For You Page feature delivers aggregated content and modifies it in accordance with users' comment-like-share behaviors. In order to get access to some trending filters, users provide their data in exchange for a personalized experience. As a result, concerns regarding personal data and children’s safety have been a topic of discussion among social media users, especially Gen Z, with some considering quitting the apps due to privacy reasons. According to Tiktok, users below 18 years old will not have access to content assigned to a limited audience, which would help restrict the visibility of content that may not be appropriate for everyone.