Digital Mum Survey 2021 Vietnam

Take a look at how Vietnamese mothers are consuming digital services in 2021.


What’s Inside

Executive Summary


Because of the COVID-19 pandemic, digital growth in Vietnam has immensely accelerated. This has brought lasting changes to Vietnamese mothers’ digital behaviours. These changes include how they make daily decisions, such as choosing where to shop or when to browse Facebook.

Although these changes seem little for others, this affects the marketing of many brands. Especially those who have products and services that cater to young families.

Our team here at theAsianparent Insight conducted a survey in the country to find out how Vietnamese mums are behaving digitally in the year 2021.

Below are the highlights of this report:

Majority of mums in VN use food delivery, transport, and healthcare apps

only 36% of mothers don’t use food delivery apps and 22% do not use transport apps. While 37% of Thai mums are still not using healthcare apps!

Mums will continue to shop online even after the pandemic

After the pandemic, Vietnamese mothers are expecting to still continue online shopping regularly. 75% are firm about this. 10% will reduce online shopping and 13% are not yet sure. Only 2% of moms in Vietnam are going to stop online shopping post-COVID.

The majority of mums use Shopee for online shopping

87% of Vietnamese mothers are online shopping. Many of these mums prefer to use Shopee for online shopping. 68% of them do! While their second favourite is Lazada at 15%.

Mums like checking product reviews and compare prices before buying online

When buying online, mums in Vietnam do a lot of research before checking out their carts. These mums like checking product reviews on the e-commerce pages of what they’re thinking of buying and other reviews on social media platforms.`

Vietnamese mothers also like comparing the prices of products in retail stores and other platforms.

Think that’s interesting? Download the full report and continue reading!


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