Vietnam: share of digitally engaged consumers by income class 2018

In a survey on Southeast Asia's affluent consumers, 45 percent of affluent respondents from Vietnam stated that they used digital channels, compared to 31 percent of respondents from the established middle class and 21 percent of respondents from the emerging middle class. In this survey, middle-class and affluent consumers (MACs) in Vietnam were classified as households with a monthly income exceeding 660 U.S. dollars.

Share of digitally engaged consumers in Vietnam in 2018, by income class

Characteristic	Share of respondents
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Release date

November 2018

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Region

Vietnam

Survey time period

2018

Supplementary notes

The amount of household income was determined by the reported monthly household income, consumption patterns, and purchasing power for basket of goods.

Digitally engaged consumers are those who used digital retail channels for any purchase made in the past year. Digital activities include pre-purchase activities, such as searching for product information; purchasing a product online; and post-purchase activities, such as posting feedback.

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