CONSUMER BEHAVIOR IN THE DIGITAL AGE
Nowadays, word-of-mouth and bite-size videos are by far the most influential ad-creatives that help Thai millennials justify spending habits. Le t ’s f a c e i t , t ra d i t i o n a l advertisement just doesn’t cut it! Everyone with a mobile device is just one click away from instant access to an endless supply of information and peer reviews. In fact, 83% of Thais select YouTube as their first choice of access to content broadcasted on TV. Noticeably, proper branding styles help create consumer loyalty and to stay relevant, companies will want to offer flexibility to the consumers. Recent reports
show that 85% of Thais are persuaded to think positively about a brands after watching a related commercial online. In addition, alert advertisers will take note that 62% of Thais spend more time on digital platforms as opposed to watching traditional TV. Evidently, marketers should adapt their approaches to Thai consumers via digital media streams such as; YouTube, Drama Series, TV Programs, LINE TV and JOOX accordingly. (TNS and YouTube, 2017)
THAILAND DIGITAL PLAYBOOK 2017
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