The mobile phone and TV really are the primary channels for media consumption for Internet users in Thailand, who only spend 13 minutes per day listening to radio and just five minutes reading newspapers or magazines.
Bangkok: 25 September 2014 – Research consultancy, Kantar TNS today released results from its global Connected Life study, highlighting the extent to which the mobile phone has become the gateway to the Internet for people in Thailand. The study shows that Internet users in Thailand spend 3.1 hours per day with the phone in their hand and are online for 2.6 hours of this.
In this new mobile environment, the TV is the only other media that commands a significant amount of attention for Internet users in Thailand, who watch over two and a half hours of TV every day. 36% switch the box on first thing in the morning, whilst TV commands the attention of 57% of Internet users in the late evening.
The mobile phone and TV really are the primary channels for media consumption for Internet users in Thailand, who only spend 13 minutes per day listening to radio and just five minutes reading newspapers or magazines. And when it comes to devices, the mobile phone is the clear favourite, with just 43 minutes per day spent on tablets and an hour and a half using a PC for leisure.
“For many people in Thailand, the mobile phone is the primary way to access the Internet,” says Joe Webb, Head of Digital, APAC for TNS. He continues, “Low levels of PC ownership historically has meant that people have embraced everything the mobile Internet has to offer and we are seeing high levels of engagement with diverse services via mobile. In this environment, it’s essential for brands to understand how to build a mobile-centric marketing strategy in order to succeed in the longer term.”
The mobile phone fulfils a range of needs for Internet users in Thailand, from shopping and watching video, to gaming and online banking. However, the key benefit that Internet users in Thailand derive from being online is staying connected to friends and family, with three fifths (61%) accessing social networks daily, compared to just 42% globally. Instant messaging is also incredibly popular in Thailand, with 62% using a messaging service every week.
When it comes to their top social platforms, those in Thailand are far more engaged than their global counterparts, with 87% of Thai Internet users accessing Facebook every week, compared to 47% globally. Just one in ten people globally use Line every week, whilst it is the preferred messaging network for two thirds in Thailand. Watching video online via YouTube is also vastly more popular in Thailand, with three quarters of all Internet users in Thailand tuning in every week, compared to just 35% globally.
“Whilst we’re seeing significant media fragmentation across much of the world, Internet users in Thailand are bucking this trend,” Joe commented. He continues, “There’s real commitment to fewer platforms – each of which fulfils a distinct need for people. This loyalty presents a strong opportunity to marketers who understand how to engage in these spaces.”
One area of the connected world that is yet to really take hold in Thailand is shopping online; whilst Thai Internet users are happy to research products online, it is really only software, apps and movies that they actually purchase online.
Joe concludes, “People in Thailand are keen to see and touch a product before they buy it. They are also concerned about the security of online payments and product quality. If online retailers can reassure them on these elements, it will build trust and encourage more online purchases.”
Do view the infographic on the lives of connected Thais.
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Notes to editors
About Connected Life
Connected Life is a leading global study of the digital attitudes and behaviours of over 55,000 internet users across 50 countries, exploring how technology is transforming the lives of consumers across the world. It offers essential insight into the impact of the growing digital ecosystem on the media landscape.
Connected Life also uncovers new and exciting opportunities for marketers to connect with their consumers in this increasingly complex environment; it is a powerful tool that helps brands make better digital decisions.
The fieldwork was undertaken in all markets between March and June 2014.
For further information, visit the Connected Life page.
About Kantar TNS
Kantar TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer and employee relationships, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, Kantar TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.
Kantar TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups.
Please visit Kantar TNS for more information.
Kantar is the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 27,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at Kantar.