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With a population of 96 million, Vietnam is the third largest country in South East Asia. According to We Are Social/Hootsuite, this youthful population has a median age of just 31, an average monthly income of $235, is highly connected and spends, on average, nearly seven hours each day online.

In Vietnam 72% of people use smartphones and 52% say that they are active mobile social users, an increase of 22% since January 2017. Facebook and YouTube are their social platforms of choice, the former enjoying 55 million active users a month with an average video engagement rate of nearly 10%.