Welcome to the second edition of Year in Search: Vietnam’s Search for Tomorrow.
Over the past year, Vietnam welcomed 8 million new digital consumers, with more than half coming from non-metro areas. In our 2020 “Vietnam’s Search for Tomorrow” report, we explored how more people across the country were adopting digital than ever before. 2021's edition shows that these behavioral changes are here to stay.
Understanding consumers is the foundation of every marketer’s role. But how do you begin making sense of the billions of searches that happen every year? Our 2021 Year in Search: Vietnam's Search for Tomorrow report uses Vietnam's anonymized search data to identify the top five consumer trends that will help guide your marketing strategy into the next year.
Explore these trends and insights that stood out:
From shopping to services, Vietnamese people are choosing digital-first lifestyles to benefit from the online world’s speed, convenience, and price.
Given the extended pandemic, Vietnamese people are reevaluating their values and lifestyle choices to seek greater comfort and ease in their lives.
While strict social distancing kept us apart, especially last summer, Vietnamese people sought new ways to express themselves and cultivate deeper, ongoing relationships, both online and offline.
With the rise of information and fake news, Vietnamese people are becoming more proactive about seeking out the truth, checking the facts, and evaluating brands for trustworthiness.
The pandemic has affected us differently. Whether it’s access to finance, information, or basic goods and services, Vietnamese people are turning to the internet to overcome their varying challenges.
On top of these key consumer themes, we also provide a closer look into specific industries in these reports:
Let’s learn from 2021 — because we need to look back in order to move forward.
From marketers to marketers.
From us to you.