Abstract
The project was conducted using a variety of methods to comprehend the digital landscape in Vietnam. Firstly, secondary research was conducted through relevant statistics from industry reports and market research databases. Secondly, primary research was employed using mixed methods. In this study, the investigators collected responses from 959 Vietnamese respondents aged 18 and above. Data was collected using an online questionnaire that was distributed through the Adtima Audience Pulse platform in February 2023. To support the findings, qualitative data from interviews with industry experts and Internet users across different demographics were interviewed for supplementary insights.