WELCOMING THE NEW INTERNET USERS
Š 2015 mInteraction
mInteraction\\ Strategy, Insights & Corporate Communications
Milestone of internet in Thailand 93.1M 55.5M 84M Total Mobile subscribers
77.5M
3G subscribers
77M 71M
3G 2009
96M
2010
2011
2012
Inexpensive mobile device
2013
2014
Automobile Category Search from computer
55%
45%
Search from mobile
Thai Internet Penetration by device
100% 80%
79% 76%
By Mobile
60% 49%
40%
30%
38%
38%
2%
6%
2011
2012
39%
40%
42%
43%
2015
2016
20% 1%
14%
0% 2010
2013
2014
Source: (1) Google Thailand, 2014 (2) NECTEC, GSMA Intelligence – Thailand 2014
By Computer
2014 Users that spend 5 hour or more on Internet
2014 2013 2012 2011 0
Users that spend 5 hours or more on TV
Source: AC Nielsen IMS | June 2014
2014 2013 2012 2011 0
+52.2%
+33.4%
+5.1% +14.8%
5
10
15
20
25
30%
-5.0% -4.5%
-16.2% 5
10
15
-7.6% 20
25
30%
mInteraction
INTELLIGENCE
Š
a propriety research
Strategic | Insights | Trends
IN-DEPTH INTERVIEW
BEHAVIOR TRACKING
TOUCHPOINT EXPLORATION
GEOGRAPHIC Chiang Mai Lampang Lamphun Phrae Bangkok GENDER
Khon Kaen Udon Thani Mahasarakam Chantaburi Trad
M
45% 55%
F
AGE
20-55 Years old
Buy smartphone for the first time in 12 months
WHO ARE THEY?
01 MOBILE FIRST THE REAL
USERS
First-time internet experience is through mobile device
02
LATE ADOPTER,
SMART SPENDER
Spend money
WISELY.
Always buy things in Smartphone is
CASH.
NOT luxury item.
The BIGGER screen is the
BETTER.
Influenced by family, colleagues and peers.
03 MULTISCREENERS
Early stage of multi-screen behavior
WHY SMARTPHONE?
LIFE IMPROVEMENT It makes my life better
IMPROVING
CAREER “My boss told me to send her picture of account book everyday.”
IMPROVING
BUSINESS
“I upsell my fish by posting pictures on Facebook.”
IMPROVING
BUSINESS “My customers place order through LINE before they arrive.”
IMPROVING
SKILLS
“I learn how to play new songs from YouTube.”
LIFE IMPROVEMENT It makes my life better
EXTENDING ACCESS TO INFORMATION I can access information anywhere, anytime like I never did before
ACCESS WHEN I WANT I buy daily 3G package only on the day I need it
ACCESS WHERE I WANT
I always look for free Wi-Fi spot
ACCESS WHAT I WANT
I have a whole medicine book in my phone
LIFE IMPROVEMENT It makes my life better
EXTENDING ACCESS TO INFORMATION I can access information anywhere, anytime like I never did before
MY NEW ADDICTION I cannot survive my day without it
“If I forget my phone at home, I’ll be willing to go back and get it. I can’t go a whole day without it”
I’ll have to admit that I use it all the time. Even when I was waiting at the traffic light on my motorcycle.�
“I can spend the whole day with my phone. It’s my boredom killer.”
WHAT DO THEY DO?
CONSUME CONNECT COMMERCE
CONSUME Paradigm shift of media consumption
FACEBOOK is the new Thairath
“I see it on Facebook newsfeed before the morning news.”
RADIO is an item of history “Why listen to the radio when I can search for any song I want on YouTube.”
YOUTUBE is my personal TV
“I don’t need a TV at the market anymore because I can watch Lakorn on YouTube as much as I want.”
GOOGLE is a magic word
“It’s really easy to get information instantly by just typing what I want to know”
CONNECT Way to save my money & reunite old friends
LINE CALL is more personal
“My daughter doesn’t call me on the phone anymore.”
“We save cost of photocopying document after using LINE group chat.”
LINE for professional
“I use LINE because all my friends use it.”
Group Chat Bring back long lost friends
COMMERCE Platform to earn and spend money
Business runs smoother
“It’s convenient for me to send photos to my customers via LINE.”
My little start-ups
“I receive fried banana order from other towns, promote my new coffee recipe and sell puppies, on my smart device�
Security is still an issue
“I would not order any products that cost more than 500 Baht… and I prefer ATM transaction”
CONSUME Digital content is free, convenient and easy to access Ask for more: YouTube, LINE TV YouLike News Entertainment Fashion/Beauty (Cream) Free stickers Brand stickers but block
CONNECT Prefer to use popular app. Influenced by family member and friends
Drama, Variety show, Game show, Music, Movie Follow Dara (Only among younger group)
COMMERCE Promote, find new customers and provide information not yet online transaction
HOW CAN BRAND
TAPPED IN?
RELAVANCY Content: Facebook, LINE official account Language: Facebook, LINE sticker Location: Geo Targeting
ADAPTIVE
AUTHENTIC
Dynamic Responsive Real time marketing
Be original Be creative User Generated content
BRAND
CONNECTIVITY Personal: family, peers, colleagues Commercial: e-commerce Brand space
mInteraction | Strategy, Insights & Corp. Communications NEIL MAVICHAK Head of Digital Strategy
WORAWIN SONCHAROEN Associate Director, Digital Strategy
Chingcharn Kaweevuth Associate Director, Digital Strategy
Payungsak Kiatrungkit Manager, Digital Strategy
PAN JROONGTANAPIBARN Manager, Strategic Resource & Insights
NATALIE SARAO Executive, Strategic Resource & Insights
Š 2015 mInteraction