Bangkok--10 Nov--Nielsen
TIME SPENT ONLINE SET TO RISE AS THAI CONSUMERS GET MOBILE: NIELSEN Thai digital consumers average 17 hours per week online Access to internet capable mobile devices to surge in 2012
Rapid technological developments, including high-speed internet access and WiFi, and increasing ownership of mobile connected devices such as smartphones and tablets are revolutionizing digital media usage in Thailand, with internet usage surpassing time spent on traditional media such as television, radio or print, according to a new study released by leading global information and measurement company, Nielsen.
The inaugural Nielsen Southeast Asia Digital Consumer Report, which examined the digital media habits and attitudes of Southeast Asian consumers, revealed that Thailand digital consumers spend more time accessing the internet than any other media at an average of 17 hours per week, and almost three quarters (72%), engage in multi-media usage, simultaneously watching TV and using the internet. Of those Thais who are media ?multi-tasking?, close to have (49%)
According to the Nielsen report, mobile ownership in Thailand is approaching saturation with only seven percent of local digital consumers not having a mobile phone. An increasing number of Thai consumers are getting online via internet capable mobile devices with close to eight in ten Thai digital consumers (77%) having used their mobile phone to access the internet. Ownership of internet-capable devices, particularly smartphones is expected to increase in the year ahead, and 22 percent of the digital population who don?t currently use a smartphone indicate they intend to acquire one in the next twelve months.
“The increasing availability and up-take of internet-capable devices is driving usage of digital media in Thailand and bringing about considerable changes in the way media is consumed, in particular fuelling media multi tasking behaviours in consumers,” notes Melanie Ingrey, Nielsen?s APMEA Region Research Director. “More and more we are seeing consumers accessing multiple media platforms simultaneously, especially accessing the internet whilst watching television which many Thailand consumers are doing several times per week.”
The devices expected to experience the largest increase in ownership during the next 12 months include 3DTVs and tablet computers, with 42 percent of digital consumers in Thailand planning to purchase a 3DTV within the next year and 41 percent considering purchasing a tablet computer. Social media platforms are becoming increasingly popular amongst Thai digital consumers, with more than half of all digital consumers in Thailand (56%) actively maintaining a Facebook profile. Eighty five percent of all digital consumers in Thailand now connect with brands and organisations via social media whilst nine in ten digital (90%) read other peoples? opinions about brands and products online and 78% have posted their own comments or reviews.
“Social media platforms offer myriad opportunities for organisations to engage with consumers, and social media is becoming an increasingly critical means of influencing consumer decision making,” emphasises Ingrey. “As Thai digital consumers are becoming more familiar and comfortable using social media, their level of participation is also increasing. A significant proportion of consumers visit online discussion forums at least monthly and many are now beginning to take an active role in these online discussions, voicing their opinions and sharing their experiences about brands, products or services.”