Thailand Micro-moments research

Thailand Micro-moments research

Bangkok, September 30, 2016. Today Google Thailand and IPSOS have released new research that gives a fascinating snapshot of just how large a role the internet plays in Thai consumers’ lives in 2016.

For decades, Asia Pacific marketers looked to the U.S. to shape how we think of the online world — but we’re on the cusp of a seismic shift.

  • India recently surpassed the U.S. to become the second largest online population behind China, (Source: Mary Meeker, 2016)
  • Asia Pacific is becoming the world leader in digital ad spend at 34% (eMarketer, 2016) this region has now become the epicenter of all things digital. The driving force behind this change is mobile.
  • Asia Pacific’s consumers are leading the way especially when it comes to mobile and the region’s marketers are predicted to take the #1 mobile ad spend spot globally by 2017 (eMarketer, 2016).

We partnered with IPSOS to learn more about Asia Pacific and Thai consumers’ micro-moments, the intent-rich moments when people turn to their smartphones to learn, discover, or buy something.

Key findings:
Asia Pacific has four of the world’s top 10 markets for smartphone adoption with Singapore and South Korea are tied for fourth at 91%. And nine countries in Asia already have the same or a higher smartphone ownership rate than the U.S. (72%) Thailand is catch up fast at 70% (up from 64% last year).

Here are four insights we’ve gleaned from the research:

Insight #1: Asia’s consumers know what they want, and they want it now
Asian consumers make decisions quickly. In Thailand and Vietnam 97% of smartphone users say that online research has contributed to making purchase decisions more quickly now than they did a few years ago.

Insight #2: In Asia, brand loyalty is built moment-by-moment
Asia Pacific’s mobile-first consumers are open to new brands, which is exciting news for marketers. 89% of Thai smartphone users said they aren’t absolutely certain of the specific brand they want to buy when they begin looking for information online.
Insight #3: Helpful brands come out on top
Whether it’s a YouTube channel filled with helpful mobile video or a mobile app with localized content, it’s clear that consumers in Asia prefer helpful brands. In fact, 85% of smartphone users in Thailand —  the highest rate in Asia-Pacific — are more likely to buy from companies that provide instructional video content, compared to just 48% of their American counterparts.

Insight #4: Mobile boosts e-commerce and in-store sales
Mobile allows consumers to take valuable actions like looking up directions and placing phone calls to a business they’d like to patronize. This is especially true in Thailand where 91% of smartphone users — again, the highest rate in the Asia-Pacific region — have used a store locator. Mobile doesn’t just bring customers to the store; it also guides their experience right up through the checkout queue. 43% of Thai smartphone users visit a store after seeing a relevant message from the company on their smartphone, and then a whopping 91% of them continue to consult their phones while in stores.

This is just a sample of the findings of the research, for even more insights, please check out Think with Google.

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