DoubleVerify, a leading software platform for verifying media quality, optimizing advertising performance and measuring campaign results, has just published a report on Global Insights 2025: How consumers and marketers use Walled gardens platforms.
The report provides a comprehensive view of how consumers and marketers around the world, including Vietnam, interact with closed-end platform ecosystems, as well as the increasing influence of social networks on advertising, news andcommerce.
Through analysis of the data, experts have made key findings in Vietnam, including:
Social networks play a key role in the journey to discover products: Nearly half of Vietnamese consumers surveyed (48%) refer to online reviews before making a purchase decision, while 42% use social networks to search and authenticate product information.
Notably, video content is particularly influential, with 39% of users regularly watching review or review videos on platforms such as YouTube, TikTok and Facebook.
Strong influence ( influenceencer) and shopping behavior in large numbers: Vietnam stands out as one of the markets most strongly affected by social networks in Southeast Asia. 48% of surveyed consumers said they bought the product based on positive feedback from the online community, while 44% bought after reading positive comments under influencer posts.
In addition, 37% of consumers trust community recommendations more than influenced by influenced, showing the growing role of groups with similar interests in promoting shopping and conversion behavior.
Social networks account for a large proportion of usage time: Vietnam is among the most dynamic social networking markets in Southeast Asia, with the level of use far exceeding the regional average. YouTube and Facebook lead with 81% of weekly usage, followed by Zalo with 76%. TikTok continues to record strong growth with 67%, especially among young users.
