December Insights: The season of reflection

Hello there ??,

Welcome to Insights @ the Lab - a monthly newsletter where we gather all key discoveries from the past month at Decision Lab.

As December ushers in a season of reflection, it's the ideal moment to look back and celebrate the year's achievements.

In this edition, we:

• Highlight the exceptional efforts of brands in improving their brand health over the past year;
• Revisit the top insights from 2023, capturing the essence of consumer trends and market dynamics;
• Delve into the digital behaviours of Vietnamese consumers;

You can click on the photos or "click here to learn more" to read the blog.

Now, let's dive into these discoveries!

Local brands are doing very well

In December, we released our biggest rankings of the year, Decision Lab Best Brand Rankings 2023. The rankings are based on 33,000 interviews among Vietnamese consumers, making it the most comprehensive continuous brand survey in Vietnam.?

The rankings recognised brands' efforts to improve their brand health over the past year, as well as reflected changes in consumer preferences and among industries.

Insights for your decision:

• Local brands dominate the improvers;
• F&B brands perform strongly;
• Vietnamese consumers show strong brand loyalty.

Click here to learn more.

Top 5 insights into Vietnamese consumers

2023 has been a busy year! We released 15+ public reports, diving deep into everything from offline habits to online trends across multiple industries like finance, F&B, and media.?

This blog distils our findings throughout the year into the top five insights into Vietnamese consumers. These insights not only reveal current consumer preferences but also guide brands towards future strategies in the vibrant Vietnamese market.

Click here to learn more.

76% of Gen Z want to quit at least one social media platform

Yes. 76% of Gen Zers want to quit at least one social media platform despite being the most connected generation. The Connected Consumer has always been our most awaited quarterly report. In Q3 2023, we discovered intriguing findings about Gen Z's digital behaviour in Vietnam.

Moreover, we also explored new users’ digital activities, such as mindless browsing - browsing the internet without a specific purpose or goal. Platforms benefit from increased engagement, while brands can reach a large audience for marketing campaigns. Do you know the top 3 mindless browsing platforms? Find out in the report.

Insights for your decision:

• On average, a person cannot live without at least 2 social media apps;
• Threads, Meta's new social media platform, has recorded a penetration rate of 2.5%;
• Be become the second most popular choice for ride-hailing services;

Click here to learn more.

And that's the wrap for 2023. See you in 2024.

Merry Christmas and Happy New Year!

- Decision Lab Team