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While Facebook’s popularity has declined in some countries like the United States, it continues to thrive in Vietnam. The platform remains one of the most widely used social media networks in the country, playing a central role in communication and entertainment. We explore the reasons behind Facebook’s strong presence in Vietnam.
One key reason for Facebook’s sustained popularity in Vietnam is the country’s strong emphasis on maintaining social connections. Vietnamese users tend to have extensive social circles, including friends, colleagues, and extended family members.
According to the survey, 36% of respondents have more than 500 friends on Facebook, while 31% follow more than 100 people. This highlights the platform’s importance as a space for interaction and relationship-building. The trend is particularly noticeable among female users, who tend to have more connections compared to their male counterparts. With such large networks, Facebook remains a crucial tool for keeping in touch with both close friends and distant acquaintances.
Facebook serves multiple purposes beyond social networking. The survey reveals that the most common reason for using the platform is to connect with friends, with 66% of respondents stating that this is their primary motivation. Additionally, another 66% use Facebook to stay updated, as it provides easy access to news, trends, and community discussions. Many users also turn to Facebook for entertainment, with 58% engaging in content such as videos, memes, and livestreams. Meanwhile, 37% of users appreciate the platform for allowing them to follow and engage with shared interests, from hobbies to professional communities. These findings indicate that Facebook is not just a messaging tool but an all-in-one digital space where users can socialize, stay informed, and entertain themselves. This level of versatility makes it an essential platform in the daily lives of Vietnamese users.
One unique aspect of Facebook usage in Vietnam is its role in family communication. Family connections are deeply valued in Vietnamese culture, and this extends to online interactions. Facebook is not only a way to keep in touch with friends but also a platform for family bonding.
The survey found that 86% of respondents’ parents (respondents aged 20s and 30s) use Facebook, indicating that the platform is widely adopted across generations. Additionally, while some young users might be concerned about their parents monitoring their online activity, the survey shows that 51% of respondents feel positive about their parents checking their Facebook, whereas only 29% have concerns about it. Notably, female users are more open to parental engagement on the platform.
This strong acceptance of family presence on Facebook sets Vietnam apart from other countries where younger users may prefer to keep their social media activity private. The ability to share updates, photos, and daily moments with parents and relatives strengthens emotional connections, making Facebook an essential family tool.
Facebook’s enduring popularity in Vietnam can be attributed to the country’s strong social culture, its role as a multi-purpose platform, and its unique function as a family communication tool. Unlike in other regions where younger generations are moving away from Facebook, Vietnamese users continue to embrace it as an integral part of their digital lives. With a high number of connections, diverse content, and cross-generational usage, Facebook remains deeply embedded in Vietnam’s social fabric.
300 samples. 20-39 Male, Female from 20-39 years old in HCM, Hanoi
Asia Plus Inc.
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