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Thailand Consumer and Media Outlook 2011-2012 by OMD
 

Thailand Consumer and Media Outlook 2011-2012 by OMD

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A study on consumer and media in Thailand. Observe on the population trends, consumer behaviour, media market update, digital media adoption, etc.

A study on consumer and media in Thailand. Observe on the population trends, consumer behaviour, media market update, digital media adoption, etc.

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  • Silver Surfers are living longer and living the lives of a younger person
  • Most likely to 2-3 credit cardsThis group rate Real Estate & Travel as the top 2 most interested categories
  • มีผลสำรวจจากศูนย์วิจัยความสุขชุมชน มหาวิทยาลัยอัสสัมชัญ ได้สำรวจถึงของขวัญ และพรปีใหม่ที่เด็กไทยต้องการมากที่สุด ผลสำรวจออกมาว่า อันดับ 1 คือ คอมพิวเตอร์, อินเตอร์เน็ต, iPad และ iPod เป็นจำนวนถึง 30.8%อันดับ 2 คือ มือถือ 15.9%อันดับ 3 ทุนการศึกษา 15.2%ส่วนอันดับอื่นๆรองลงไปคือ ความรัก, ความอบอุ่นของครอบครัว, เกม, ของเล่น, เพื่อนที่ดี, อุปกรณ์กีฬา และอื่นๆ ครับที่มา มติชนออนไลน์TAGS: Abac Poll, Apple, iPad, iPod, Thailand
  • เปิดผลวิจัยวัยรุ่นไทยกวาดแชมป์ใช้มือถือสูงสุดในเอเชีย 56%ฟังเพลง 51%ค้นข้อมูล 49%เล่นเกมBy Nuttaputch on September 3, 2010 เปิดผลวิจัย ชี้วัยรุ่นไทยมีมือถือ-ใช้มือถืออันดับหนึ่งของเอเชีย ทั้งทำสถิติพูดคุยผ่านโทรศัพท์มือถืออันดับหนึ่ง แถมวัยรุ่นไทยมีเพื่อนในเครือข่ายสังคมออนไลน์อันดับหนึ่ง สถิติการมีคอมพิวเตอร์ตั้งโต๊ะของเด็กไทยยังสูงที่สุดในเอเชียอีกด้วย ร้อยละ 23 ของวัยรุ่นไทยบอกอยู่ไม่ได้ถ้าไม่มีมือถือนางสาวรัตตยา กุลประดิษฐ์ ผู้อำนวยการฝ่ายวิจัย บริษัท ซินโนเวต ประเทศไทย เปิดเผยว่า จากผลสำรวจการวิจัยพฤติกรรมการใช้มือถือของวัยรุ่นเอเชียอายุตั้งแต่ 8-24 ปี โดยใช้การสัมภาษณ์ตรงกับกลุ่มเป้าหมายอายุระหว่าง 8-14 ปี และสัมภาษณ์ผ่านออนไลน์ กลุ่มอายุ 15-24 ปี ครอบคลุมกลุ่มเป้าหมาย 12,302 คน ใน 11 ประเทศ ได้แก่ จีน ฮ่องกง อินเดีย อินโดนีเซีย เกาหลี มาเลเซีย ฟิลิปปินส์ สิงคโปร์ ไต้หวัน เวียดนาม และไทย ในช่วงไตรมาสสองที่ผ่านมา โดยในไทยจะเน้นกลุ่มเป้าหมายในกรุงเทพฯ ครอบคลุมกลุ่มตัวอย่าง 919 คนนั้น พบว่าวัยรุ่นไทยมีมือถือใช้สูงสุดในเอเชีย ถึงร้อยละ 72 สูงกว่าค่าเฉลี่ยในเอเชียที่มีมือถือร้อยละ 64 และเด็กอายุ 8-14 ปี สูงถึงร้อยละ 30 ก็มีมือถือใช้ได้แล้วนอกจากผลสำรวจในครั้งนี้ยังพบว่าวัยรุ่นไทยไม่ห่างจากมือถือวิถีชีวิตตั้งแต่พระอาทิตย์ขึ้นไปจนถึงพระอาทิตย์ตก จนติดอันดับ 1 ของการพูดคุยผ่านโทรศัพท์มือถือ ใช้เวลาถึง 1 ชั่วโมง 7 นาทีต่อวัน ตามด้วยวัยรุ่นฮ่องกงใช้เวลา 57 นาที ในขณะที่ค่าเฉลี่ยของภูมิภาคอยู่ที่ 49 นาที พฤติกรรมการใช้เพื่อติดต่อกับครอบครัวพ่อแม่ถึงร้อยละ 70 ตามด้วยการติดต่อกับเพื่อน แสดงให้เห็นว่าครอบครัวเป็นสิ่งที่วัยรุ่นไทยให้ความสำคัญมากสุดนางสาวรัตตยากล่าวว่า นอกจากนี้ผลสำรวจยังพบว่าวัยรุ่นไทยยังเป็นผู้ใช้บริการต่างๆ บนมือถือสูงที่สุดในเอเชีย โดยใช้มือถือส่วนใหญ่เพื่อความบันเทิง ร้อยละ 67 ใช้เพื่อการฟังเพลง สูงกว่าค่าเฉลี่ยภูมิภาคอยู่ที่ร้อยละ 51 ตามด้วยใช้มือถือถ่ายรูปร้อยละ 65 สูงกว่าค่าเฉลี่ยภูมิภาคที่ร้อยละ 47 และร้อยละ 32 ใช้มือถือในการบันทึกวิดีโอ สูงกว่าค่าเฉลี่ยร้อยละ 21 ในภูมิภาคนางสาวรัตตยากล่าวว่า ร้อยละ 23 ของวัยรุ่นไทยได้แสดงความเห็นว่าไม่สามารถอยู่ได้โดยปราศจากมือถือ และร้อยละ 26 ก็ไม่สามารถอยู่ได้โดยปราศจากโทรทัศน์ และร้อยละ 27 ของวัยรุ่นไทยต้องการได้รับหรือการตอบรับการโฆษณาผ่านมือถือเพื่อที่จะได้ของสมนาคุณ ยังพบว่าเด็กไทยมีเพื่อนในเครือข่ายสังคมออนไลน์ เช่น เฟซบุ๊ก ไฮไฟว์ อันดับหนึ่งของเอเชีย ด้วยจำนวนค่าเฉลี่ยเพื่อนอยู่ที่ 211 คน สูงกว่าค่าเฉลี่ยวัยรุ่นเอเชียที่มีเพื่อน 140 คน ส่วนกิจกรรมหลักในโลกออนไลน์ของเด็กไทยร้อยละ 56 คือ การฟังเพลง ค้นหาข้อมูลร้อยละ 51 และเล่นเกมออนไลน์ ร้อยละ 49 นอกจากนี้วัยรุ่นไทยยังติดอันดับครอบครองคอมพิวเตอร์แบบตั้งโต๊ะสูงสุดในเอเชีย ในอัตราร้อยละ 42 สูงกว่าค่าเฉลี่ยภูมิภาคที่อยู่ที่ร้อยละ 32ที่มาของข่าว: ประชาชาติธุรกิจออนไลน์
  • http://www.manager.co.th/daily/ViewNews.aspx?NewsID=9530000136534การเมือง-บาทแข็ง ไทยเผ่นเที่ยวนอกพุ่ง30%              ส่วนนักท่องเที่ยวคนไทยพบว่า ครึ่งปีแรก เที่ยวต่างประเทศเพิ่มขึ้น ได้แก่ จีน เกาหลีใต้ เพิ่มขึ้น 30% เดินทางไปยุโรปเพิ่มขึ้น 27% รวมคนไทยเดินทางออกต่างประเทศครึ่งปีแรกกว่า 2.7 ล้านคน สาเหตุเพราะหนีพื้นที่ความวุ่นวายจากการเมือง และค่าเงินบาทที่แข็งขึ้นลดค่าใช้จ่ายในการชอปปิ้งของคนไทยเฉลี่ยต่อคนต่อวัน เพิ่มขึ้น 29.6%       
  • Factors that encourage advertising spending on satellite TVRatings available from NielsenHigher clutter on terrestrial channels resulted by the laws that allow 10 mins ad time per hour Very low ad cost – a hundred times cheaper !
  • Type: Any daily newspaper (Sep 2008 Vs Sep 2010)
  • A.12+ Bkk = 8.425 persons
  • Universe of A12+ => 56.9 mil persons
  • Universe of A12+ => 56.9 mil persons
  • Social commerce[1] is a subset of electronic commerce that involves using social media, online media that supports social interaction and user contributions, to assist in the online buying and selling of products and services.More succinctly, social commerce is the use of social network(s) in the context of e-commerce.
  • Free to air TV is still the most in demand medium in the Country – by both consumers and advertisersNumber one choice for all major FMCG and Telecom advertisers. 2 Channels dominate - It is a seller’s market

Thailand Consumer and Media Outlook 2011-2012 by OMD Thailand Consumer and Media Outlook 2011-2012 by OMD Presentation Transcript

  • 2011trendsThai Consumers and Media Landscape
  • 2011•How is thefabric of Thaisocietychanging•How do they feel about things•How is the medialandscape adapting•What next looks likeCover
  • 2011Faces of Thailand
  • 2011Demographics Are Changing,So Are AttitudesSource: Office of National Economic and Social Development Board1980 2000 2010 2020
  • 2011Our eyes on…the 3 key generationsand changes
  • 2011„Booming Boomers‟ofThai Populationare in their 50+1/4Source: Manger 360 Weekly, Jan 24-30, 2011
  • 2011LongerlifespanMore to adapt
  • 2011They are adapting to“new technology”Source: Manger 360 Weekly, Jan 24-30, 2011Y2005 Y201013% 25%21% 29%36% 58%
  • 2011Y2008Y201015.3%16.3%Source: Video Research International on Viewership in Prachachart Business, Jan 31- Feb 2, 2011TV doesnot getold!
  • 2011…80% don‟t think ads wastedtheir timeSource: NMR MEDIA INDEX 10,A 50-64 NA (10,632,000) & A 50-64 UM BU (2,286,000)
  • 2011„Invest on Me‟generation
  • 2011Children Turn intoImportant AssetsY1990Y203015.95 mil (29.23%)9.54 mil (13.5%)Source: Office of National Economic and Social Development Board 2010
  • 2011Due to the declining trend of children, theywill be a center of attention of the family1mouth6 wallets+
  • 2011Need high value giftto please themABAC Poll, Matichon Online, 1 Jan 2011Most wanted gift for 2011#1 Computer, Internet, iPad, iPod#2 Mobile Phone#3 Scholarship
  • 2011Life is about connectedness viatechnology and gadgetsSynovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)Bangkok teenagers are ranked # 1 inAsia Pacific in terms of …own & use mobile phonelongest chat time over mobile phonehighest no. of online friendsown desktop/laptop
  • 2011Born to bewired• Activities online• 56% listen to music• 51% information search• 49% game online(APAC average: 51%, 47%, 21%)• 49% own desktop/laptopSpend 1.45hrs per day onlineIMS, Nielsen Q2 2009 Vs 2010 (A 12-24 NW)Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)
  • 2011friends on Social Network(APAC average: 140)FriendShip. FriendShift!!!Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)211
  • 2011• 72% of age 8-24 own a mobile phone(APAC average: 64%)• 30% of age 8-14 own a mobile phone• Spend 1.07 hrs talk over their mobile(APAC average: 49mins)• Use functions more than APAC average• 67% listen to music• 65% take photo• 32% video recorder(APAC average: 51%, 47%, 21%)Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)can’t live withoutmobile phone1/4Third screen as theLife Line
  • 2011Youngprofessionals,making it all possible
  • 2011MassComm/EntmentFashion Art/Design Mktng Biz Admin Politician/GovtofficerBangkokUpcountryNew &PopularLifestyle Career%Source: Krungthepturakij Supplement, November 2010
  • 2011Reflection ofUrbansocietyMoney 73%Modernity 51%Convenience 39%Source: Krungthepturakij Supplement, November 2010
  • 2011WorkforceBaht rich but time poor
  • 2011Self Pampering0.8mil – as approx. no.of Spa visit* (Siam Turakij, 25 Aug 2007)12Billion – annual investment on fitness and spa* (Manager, 2 Sep 2010)*Figure includes male population
  • 2011 Source: manager.co.th, 28 Sep 20102.7 Mil Thais travelledoverseas in the first half of 2010China & S.Korea +30%Europe +27%
  • 2011“Lipstick Effect”continuesSource: Omnicom Media Group Evolution of the Consumer, Dec 2010Average China India Australia Thailand Japan S.KoreaI like to indulge in “small treats” regardless of my financial situationConsumers have learned to enjoy small indulgences during the downturn. The “lipstickeffect” continues, even though economic optimism has increasedThe importance of small treats
  • 2011ShoppingGoing out to eatGoing to concerts/live theater/sporting…Things I am doing more in 2010 than 2009 - APACConsumers are slowlyde-cocooningSource: Omnicom Media Group Evolution of the Consumer, Dec 2010
  • 2011CurrentSocialTrends
  • 2011ModernDigitalLifestyleInternet Penetration: 34.7% (22.9 Million)Internet through mobile phone 18 MillionMobile Penetration: 69 Million(Population 66 Million)Smartphone Penetration: 10.5%iPads since its first launch 100K units est. (by 2011)
  • 2011SMARTPHONEFunction ’n Fashion!SMART ONE
  • 2011Smartphone penetration is increasing!Smartphone sales are growing with the launch of more affordable devices such asthe Samsung Candy and LG Pop ranges. The average cost of Smartphone is expectedto drop to 12,500Bht down from 15,000Bht in 2009 and 20,000Bht in 2008
  • 2011MOBILE and ONLINEMOBILE & ONLINE: THE PHONE I CANAFFORDMobiles are an even more cherished personalaccessory worldwide, with many emergingmarket consumers going to great lengths to owna mobile with the features they need.Consumers are using mobiles that connect tothe internet to engage in outdoor cocooningand using Apps to personalize their mobiles.
  • 2011ShootShareNumber of photos on Facebookis exploding
  • 2011Older users uploadas much asyounger users,but they are tagged less
  • 2011Women feel moreconfident & powerful inthe workplaceThailand boasts the greatest percentageof women in senior managementAcross the world, Thailand boasts thegreatest percentage of women in seniormanagement (45%), followed by Georgia(40%), Russia (36%), Hong Kong and the Philippines (both35%).Source: Grant Thornton International Business Report (IBR), 2011
  • 2011…Thais are waiting longerto get marriedAgeSource: nso.go.th, 2000
  • 2011Less freedom, childas a burdenCreate financialresponsibilityCurrentenvironment &circumstance areinappropriate forchildrenAfraid to getdisappointed from achildLimitation fromworkReasons of does not wish to have a childdo not wantto have kidSource: Krungthemturakij Supplement, November 201032%
  • 2011You + Me = ?Shrinking HH sizeNumber of members in HH1990 5.02000 3.7Source: NMR Media Index2010 3.0
  • 2011…growing DINKs segmentSource: Euromonitor Consumer Lifestyle Thailand
  • 2011…DINKs will be 22.5%of total HHin 20152persons in HH200717.4%1995 15.0%Source: Euromonitor Consumer Lifestyle Thailand
  • 2011divorce rates are on the riseNo. of divorced couples („000)109Y200891Y200571Y2000Source: Department of Provincial Administration5.6mil persons is the expectednumber of widowed female in 2020(positioning, Jun 2010)
  • 2011more smallhouseholdsmeans smallerhouses in demand
  • 2011growing demandfor smaller unitsCumulative Condominium Units Soldin BKK24,26013,154347H1‟03 H1‟07 H4‟09Source: Raimond Land Condominium Focus
  • 2011Especially in themid-low segmentPrice of Units Sold in House & Condo Show 201076% <3 MB24% 3+ MBSource : Post Today “House & condo show”
  • 2011trendsHow do they feel about things
  • 2011Top Five Concerns of Thai Consumer in 20102) Health, 64%3) Personal Safety, 59%4) Consumer’s own financial status, 57%5) Weight, 50%1) Global warming & environment , 74%Source: TNS Survey 2010
  • 2011102Overall, Thai consumers in 2010 werestill skeptical!
  • 2011Learning more about Thais from…“Navigating Challenges” is our ongoing research identifying the impact of economicfactors on consumers globally, regionally and in ThailandWe cover a huge range of topics from altered spending levels to contemporarypurchase drivers, favored media usage to changing priorities. The research coversboth quantitative and qualitative methodologiesWAVE 3
  • 2011Q. How has the current state of your country’s economy affected the way you spend your money?Attitudes towards spending in 2011 more positive inBrazil, China and India...Thailand not soI spend money much more freely now than I typically wouldI spend money somewhat more freely now than I typically wouldI have not changed the way I spend moneyI spend money somewhat more cautiously now than I typically wouldI spend money much more cautiously now than I typically wouldSource: Omnicom Media Group Evolution of the Consumer, Dec 2010
  • 2011Compared to an average, Thais are still in “Pricesensitive” modeQ. “When shopping, I look at prices more than I used to”I expect to spend money much more freely than I do nowI expect to spend money somewhat more freely than I do nowI don’t expect to change the way I spend nowI expect to spend somewhat more cautiously than I now doI expect to spend much more cautiously than I do nowSource: Omnicom Media Group Evolution of the Consumer, Dec 2010
  • 2011Markets hit hardest by recession are now attuned to buying saleitems --- Almost 70% of Thais agreed they buy items on salesQ. “Nowadays, I buy things on sale…”(1=Always, 7=Never)-NeverSource: Omnicom Media Group Evolution of the Consumer, Dec 2010
  • 2011Bulk buying is an emerging approach to get a good dealamong Thais to cope with the recessionQ. “Nowadays, I buy products in bulk…”(1=Always, 7=Never)-NeverSource: Omnicom Media Group Evolution of the Consumer, Dec 2010
  • 2011Aspirations for luxury brands in emerging markets haveovertaken those in established marketsQ. Which of the following would you buy more of, either for yourself or your family, if you were wealthier thanyou are today? Designer clothes-accessoriesPolandHungaryIrelandFranceRussiaSpainSwedenItalyDenmarkCzechRepNetherlandsGermanyBrazilIndiaChinaArgentinaAustraliaSouthKoreaUSAJapanSource: nVision 2010
  • 201165% of Thais are stillsomewhat cautious abouthow to spend
  • 2011Category open to a high degree ofcompromiseBrand Name FashionThe compromise is to opt outcompletely and make do with whatthey already haveTravel• High attractiveness of alternatives• Short term natureEntertainment• High attractiveness of alternatives• Short term natureGroceries• Low value• Less emotional attachmentSource: Synovate Tipping Point Syndicated Study – June 2009 (8 FGDs)
  • 2011Technology is the category less opento compromise• Long term purchase - drives the need for it to beup to date now.• Risk of change is high - a poor choice in longterm.• Highly techno-centric - a compromise will be outof date as soon as it‟s bought.• High emotional attachment to the category -product is a reflection of the individual• Sense of status… “I‟m still stable and isunaffected by the recession”Source: Synovate Tipping Point Syndicated Study – June 2009 (8 FGDs)
  • 2011trendsHow is the media landscape adapting
  • 2011As private consumption increasesmedia expenditure rises…101Billion BahtSource : NMR AdQuest (Jan-Dec10)
  • 2011Dramatic growth lastyear and 90% still camefrom traditional media,especially TV. It meansonly 10% came fromnew mediaDemand for mass media stronger than ever
  • 2011Inflation pressure
  • 2011TV Media Expenditure 2010 vs. 2009Source: AGB Nielsen, Fusion (Excluded Classified & House Ad)Highest record growth in the past5 years hitting over …60 Billion BahtDouble-digit growth every month
  • 2011A thirsty nation!Non-alcoholic beveragestook the first place withexpenditure hitting 7.6billion or 30% growth
  • 2011Congested TV ad demand#mins#minsMins advertised by month Mins advertised by quarterSource: AGB Arianna : All individual 4+JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJulAugSepOctNovDec
  • 2011„Allocation System‟ : Peak time inventoryunder „quota‟Government ownershipStations are restricted to 240 mins/dayContent Producers lease airtime for programproduction and sell to OMDTV Market DuopolyBreathing life into TV duopoly
  • 2011Station PerformanceSource: AGB Arianna : All individual 4+TVR TVRTVR TVRAdults4+NationwideAdults4+Bkk/UrWEEKDAY WEEKEND
  • 2011The Drama Queen Channel 720102009Adults 15+ Nationwide Adults 15+ Bkk/UrThe highest rating program of2010 was Sao Chai Hi Tech ofChannel 7 with 16.6 ratingpoints.
  • 2011The Drama Queen Channel 720102009Adults 15+ Nationwide Adults 15+ Bkk/Ur
  • 2011Thai Drama – Fighting over ratingsSource: AGB Arianna : All individual 4+TVRAdults 4+ Nationwide Adults 4+ Bkk/UrCH7CH7CH3CH3
  • 2011Look at TV from adifferent angle
  • 2011Free to air viewers, esp. daytimeare disappearing over years…All Channel Quarter Hour (Jan-Sep)All 4+, NationwideWeekday WeekendTimeSource: AGB Arianna : All individual 4+Rating Rating
  • 2011More daytime viewersLocal cab/sat andday time viewingFrom other screen angle
  • 2011TNN24 stretches its wingson October 16From #1 channel on True Visionsto cover 12.3 mil householdnationwide
  • 2011More ad spendwill go toSatellitePost Today, 7 Feb 2011, p. B1Year #Household(Million)%HouseholdCoverage2008 3 6%2010 10 50%2012 18 90%Year Ad Spend onSatellite TV(Million)%Ad Spendcompared toTV2010 1,200 2%2011 3,000 5%2012 6,000 10%Ad budget goes to satellite TVSatellite installment
  • 2011Options other than Free TV3.5 Mil Households~14 Mil viewers2.5 Mil Households~10 Mil viewers2.1 Mil Households~7.5 Mil viewers(was 0.5 Mil Households in 2005)1 Mil Households~4 Mil viewersTrue Visions (May 2010), GMMB (Feb 2010)Based on Adults 12+ Nationwide21.5 mil also subscribed other TV format12.7mil satellite4.9mil local cable3.9mil True VisionsNielsen, IMS (Sep 2010)
  • 2011…What else is goodin other channels (30%)Channels perspective!
  • 2011Managing your ROIPrime Non-prime Prime Non-prime Prime Non-prime Prime Non-prime+18%+3%+10%+9%+14%+7%+5%+11%Source: OMD Buying Intelligence
  • 2011 Source: NMR Media Index (Sep 2008 Vs 2010)Consumers find newways to get contentdecliningReadership is
  • 2011SMS news subscribershas grown year on year20092008 3.0m2007 2.0m2010 4.2m3.7mSource : IMS
  • 2011Over 2.0 mil Thais readnewspaper online yesterdaySource: NMR Media Index (Sep 2010)1.1 Mil persons0.7Mil persons0.2 Mil persons
  • 2011as NEWS becomes personalizedSource : www.businessinsider.com
  • 2011News is not dying-Nick Bilton, NY Times technologist-Source : O‟Reilly Emerging Technology conference San Jose, California Mar 2009“ …paper is dying, but it‟sjust a device. Replacing itwith pixels is a betterexperience”
  • 2011Being innovative will helpsave the dayThe first 3D newspaper„Bangkok Post‟ and „Post Today‟ had an innovative way tocelebrate their 64th anniversary on August 6, 2010Integration acrossdifferent platforms
  • 2011Can an on-line read this?
  • 2011The 3-inch or 4-inch smart-phone screen will notprovide the reading experience that tablet can.That’s why tablet can make it and it will remainamong the hottest IT items in 2011. The tablet willmake E-Book/ Digital Magazine more enjoyable.Migration toe-reading
  • 2011iPadon pace to become one of the most popular mobile devices in historyInteresting Fact: Most users are 30-54 age range (peaking in the 35-44 age group)Males outnumber females 2:1 (among current iPad users on Yahoo’s network)Source : Morgan Stanley Analyst
  • 2011 Nielsen Media Index, 2010 and Radio Advisor102.5 Gets Diva68,000 listeners 94.0 Gai Kui Tui Kia56,000 listeners94.0 Chae Tae Chao86,000 listenersRadio doesn’t mean only“Music” any more!…Emerging of popularityon „Gossip content‟48% MusicPopular THEN200640% MusicPopular NOW2010
  • 2011Higher MOBILITYon the rise2009 5.7 Billion2010 6.1 Billion2009 1.8 Bill.Bht2010 2.3 Bill.Bht+ 28%Transit2009 4.0 Bill.Bht2010 3.8 Bill.Bht- 3%Non-TransitAGB Nielsen, Fusion (Excluded Classified & House Ad) – Outdoor & Transit Media Spending 2010OOH
  • 2011Movement57%Non-movement43%Some Transit media donot moveAGB Nielsen, Fusion (Excluded Classified & House Ad) – Transit Media Spending 2010
  • 2011DIGITALintegrationMore FlexibilityDigital Billboard Fly over at ExpresswayAllowingExperienceSunsilk Salon @ Central WorldEXCITE to drive Non-Transit
  • 2011 Nielsen Media Index, 2008-2010 (A.12+ Nationwide)Thai movie goersstill show interest?Remark: Number of movie goers watch movie past week („000 persons)2008 2009 2010660807895340/275/280262/356/190217/307/135
  • 2011 Nielsen Media Index, 2008-2010 (A.12+ Nationwide)Thai movie goersstill show interest?Remark: Number of movie goers watch movie past month (mil persons)2.292.372.592008 2009 2010
  • 2011 OMD Buying Intelligence, 2006-20102006 2008 2010405375392284259309BangkokUpcountryDemand boosted inUpcountryChanging Number of Outlet
  • 20112009: 10 moviesnumber of 3D movies 2008-20102010: 24 movies2008: 3 moviesComing Attraction3D
  • 2011Digital Highlight
  • 2011Key Statistics:Total Population: 67.7 MillionInternet Population: 22.9 MillionInternet Penetration: 34%Mobile Penetration: 104.5%Source: ADMA Digital Marketing Yearbook 2010, Effective Measure Dec 2010
  • 2011Broadband Subscribers:1.9 Million
  • 2011Source: http://socialcommercetoday.com/wp-content/uploads/2010/12/MegaTrendsWordle.png
  • 2011Growth of Internet Users In Thailand200220116,200,00022,900,00020048,500,00020062008 14,900,00010,700,00034%PenetrationRateSource: Effective Measure
  • 201135.9% Access the Internet via Mobile-- - - - - - - - - -Thailand Internet AudienceEffective Measure Dec 2010TotalSource: Effective Measure
  • 2011Explosive Growth of Mobile Search
  • 2011Tremendous Growth of Mobile InternetBrowsing in ThailandSource: Google
  • 2011Source: Google
  • 2011Source: Google
  • 2011Source: Google
  • 2011Today, Thais surf over 600 websites a month per person
  • 2011People Trust Their Social Network Contacts
  • 2011Facebook 2010 in Review*Source http://www.socialbakers.com/blog/109-facebook-in-2010-7-9-new-account-registrations-per-second/
  • 2011*Source http://www.socialbakers.com/blog/109-facebook-in-2010-7-9-new-account-registrations-per-second/Facebook 2010 in Review
  • 2011Facebook as of Jan 24th, 2011
  • 2011Facebook as of Feb 6th, 2011
  • 2011Facebook as of Feb 23rd, 2011
  • 2011Facebook as of Mar 9th, 2011North AmericaEuropeAsiaSouth AmericaAfricaAustralia & OceaniaFacebook Continents
  • 2011Facebook Thailand – 7.8M Users on Feb. 6th
  • 2011Facebook Thailand – 8.3 M Users on Feb. 23rd
  • 2011Facebook Thailand – 8.42 M Users on Mar. 9th
  • 2011
  • 2011Thailand Makes the Foursquare Top Check-ins List
  • 2011From Social MediaTo Social Commerce
  • 2011Social Commerce –The Buzz Word in 2010Source: http://mediatransparent.com/wp-content/uploads/2010/12/Screen-shot-2010-12-21-at-12.54.46-PM.png
  • 2011Deal-of-the-Day / Flash Sales emerge in TH 2010MayAugustOctoberNovemberDecember• Ensogo Launches in May• Offer.us launches and disappears• Sanook Coupon Launches in Aug• Deal Didi Launches in Octoer• TikTokThai launches in November• Launches in December:• U2Deal• DealThailand• DoongChuayDai• BonBonDeals• Coucafe• In Development:• JaJoop• Dealsdee
  • 2011From These Companies…The numbers are by no means exhaustive or fully accurate. These areestimations based on numbers reported from each sites Past DealsStatistics.198 Past Deals Reported26,000,000Baht in Transactions60% The Average Discount Per Deal57,000+ Vouchers Sold123,000,000 Baht Saved by Consumers80% Est. Mkt Share of Ensogo.com
  • 2011Going Social with your brand – Social Business
  • 2011
  • 2011
  • 2011
  • 2011trendsWhat next looks like
  • 2011Trends Shaping Our FutureRedefinition of measurement and analytic – new media currencyDigital is impacting consumers across all generations – socialconnections are leading the evolutionMobile internet usage is sky-rocketinge-Commerce has finally arrived in ThailandMedia owner business model > content distribution across multipleplatforms
  • 2011
  • 2011Digital and technology is aforce for Thai’smodern LifestyleDigital is impacting consumers across allgenerations – social connections are leading theevolution
  • 2011Mobiles are the most cherished personal media device /accessory for Thais (OMD Young Millennial Research).Despite belt-tightening in other consumables they go togreat lengths to own a mobile with the features they need.Consumers are using mobiles that connect to the internet toengage in outdoor cocooning„.Apps personalize this ecosystem.Fueling the boom inmobile internet usage
  • 2011Media owners seek ways tomonetize branded andconsumer generated contentContent isKING
  • 2011Content distribution acrossscreen formats/ platformsopens more of the doors onsubscription / transactionalrevenuePlatformIntegration isQueen
  • 2011Still the firstbut not the last screenHeavy increases in demand for TV spotadvertising plus Govt. restriction onthe daily sale of airtime placespressure on the value of traditional TV
  • 2011Connected platform thinking,joined-up execution: Traditionaland Digital
  • 2011About OMDOMD has been awarded AdWeek’s Global Agency of the Year 2008and 2009OMD Worldwide, www.omd.com, is one of the largest and most innovativemedia marketing specialists in the world, serving many of the most successfuland well-known brands, with more than 140 offices in 80 countries. OMD isrecognized for its global imprint, strategic integration and creativity; beingnamed Most Creative Agency in the World by the Gunn Report for the past fiveyears. OMD is distinguished as the most awarded agency being recognized byAdAge, Campaign and Adweek for both 2008 and 2009. The agency network isa unit of Omnicom Group, Inc.If you have any comments, suggestions about OnMedia or would like to havemore information, please contact :Pittayaphan or Apiradee at + 662 2569890 Or any of your OMD contacts.Kindly note that the views published here are OMD’s. This newsletter is for circulation to OMDclients and associates only. Whilst reasonable care has been taken to ensure the accuracy andobjectivity, we will not be liable for any misadventure as a result of actions taken based on theinformation provided herein.