In today’s fast-paced world, ride-hailing applications have transformed mobility in cities and provinces across Vietnam. A recent study conducted with Rakuten Insight Global’s exclusive Vietnamese panel explored the habits and preferences of Vietnamese consumers regarding these platforms. Notably, a significant proportion of respondents indicated that they had booked either a car (66%) or a motorbike (67%) via ride-hailing apps, underscoring the increasing reliance on these services for daily transportation needs.        

Analyzing Usage Patterns: How Frequently Do Vietnamese Utilize Ride-Hailing Apps?

A significant majority of Vietnamese ride-hailing app users rely on these services frequently, with 77% booking a car or bike ride at least three times a month (no significant difference between key cities and other cities). This data indicates widespread popularity of ride-hailing across Vietnam, reflecting a growing demand for convenient transportation solutions and the evolving landscape of urban mobility.

Beyond Transportation: Diverse Applications of Ride-Hailing Services

Vietnamese consumers are leveraging ride-hailing services for a multitude of purposes, with leisure and social activities taking precedence. A substantial 42% of respondents indicated using these platforms for social gatherings, 37% for dining excursions, 36% for trips to shopping centers and 33% for attending events/parties. Commuting also represents a key application, with 32% utilizing ride-hailing to travel to the office and 30% for their return journey home. This highlights the versatility of ride-hailing in meeting various consumer needs, from daily commutes to occasional outings.

Brand Landscape: Key Players in the Vietnamese Ride-Hailing Market

In Vietnam’s ride-hailing market, Grab is the most often used brand, with 55% of users in major cities and 54% in other regions reporting using it, underscoring its strong penetration and widespread appeal of its brand across the country. Meanwhile, Xanh SM is used by 32% of respondents overall, with a slightly higher usage in key cities (33%) compared to other regions (30%). Be accounts for 9%, followed by smaller players such as Mai Linh (2%), Vinasun (1%), and Maxim (1%).

Drivers of Brand Preference: What Matters Most to Vietnamese Consumers?

In this dynamic ride-hailing market, each brand has carved out a unique strength. Grab, known for its reliability, stands out with its wide driver network and user-friendly app, ensuring quick availability (26%) and a simple booking process (17%), especially during peak hours, rains, and odd times. Xanh SM is highly rated for driver services and hygiene, offering clean, new vehicles, making it the top choice for passengers who prioritize comfort and cleanliness (16%). Meanwhile, Be depends heavily on deep discounts to stay price competitive as they are seen with the best promotional deals (23%) and competitive pricing (24%), making it the preferred option for cost-conscious users seeking the best value.

Spending Habits: Average Expenditure on Ride-Hailing Services

Data on ride-hailing expenditures in Vietnam shows a significant gap between key cities and other urban areas. In key cities, users spend a monthly average of VND 252,101 for car rides and VND 104,907 for bike rides, compared to VND 219,518 and VND 94,880 in cities like Da Nang, Hai Phong, and Can Tho. This 14.8% difference in car spending highlights the premium urban consumers place on convenience despite traffic and parking challenges, while other cities emphasize affordability.

In 2025, ride-hailing apps have transformed urban transportation in Vietnam, reflecting changing consumer habits. A significant portion of the population uses these services for commuting, social activities, and dining, underscoring their importance in daily life. Among the ride-hailing apps, Grab is the most often used brand by respondents, followed by Xanh SM and Be. Users prioritize availability during peak times and affordability, influencing their brand choices. Spending patterns show that urban consumers are willing to pay a premium for the convenience of ride-hailing, especially in densely populated cities, indicating a robust market with potential for further expansion.

If you are interested in acquiring deeper insights into the preferences and behaviors of Vietnamese consumers, we encourage you to reach out to us!

Survey Details
Target: 16+ years old in Vietnam
Sample Size: 7,436 respondents within Hanoi, Ho Chi Minh city, Da Nang, Hai Phong, Can Tho
Methodology: Online Survey among Rakuten Insight proprietary panel in Vietnam.

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