Effective Measure - Thailand Social Commerce Study

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Key Findings : Users Opinions and Behavior toward Social Commerce in Thailand – November 2010

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Effective Measure - Thailand Social Commerce Study

  1. 1. Dubai | Hong Kong | London | Melbourne | New York | Sydney Key Findings Users Opinions and Behavior toward Social Commerce in Thailand – November 2010
  2. 2. Dubai | Bangkok | Melbourne Defining Social Commerce: “Social commerce is the use of social media in the context of e-commerce” - Wikipedia “The social graph has the power to redefine the shopping experience allowing companies to anticipate, personalize and energize the shopping experience in new ways” - Lora Cecere, Author of “Supply Chain Shaman” “The use of Social Technologies to connect, listen, understand and engage to improve the shopping experience..” - Altimeter Group, Rise of Social Commerce Conferece
  3. 3. Dubai | Bangkok | Melbourne Background : What is Social Commerce? the use of social media in the context of e-commerce - User Rating - Reviews - User Recommendations and Referrals - Social Shopping (sharing the act of online shopping together) - User Forums and Communities - SMO : Social Media Optimization (for e-commerce) - Social Applications and Social Ads linked to e-commerce. Confidential & Proprietary - Copyright © 2010 Effective Measure Think Ecommerce sites: Ensogo.com, Yopi, Siamphone, Gmember Product Review sites with social media tools: Oknation, Moohin, Thaiware, Lisaguru,
  4. 4. Dubai | Bangkok | Melbourne E-commerce sites with social media tools: Confidential & Proprietary - Copyright © 2010 Effective Measure Ensogo.com Gmember.comSiamphone.com Yopi.co.th
  5. 5. Dubai | Bangkok | Melbourne Review sites with social Media tools: Confidential & Proprietary - Copyright © 2010 Effective Measure Thaiware.com Moohin.comOknation.net Lisaguru.com
  6. 6. Dubai | Bangkok | Melbourne Website Analysis Over 3000 Sample surveys were completed from the following websites: The research project sample size came from a diverse range of content, which assures for a more representative sample of internet population in the market. Please note that Effective Measure Survey served to around 1 in every 10 visitors who have visited the sites at least 2 pages. They do not receive the survey invitation more than once. Confidential & Proprietary - Copyright © 2010 Effective Measure
  7. 7. Dubai | Bangkok | Melbourne Demographic and Response Summary Confidential & Proprietary - Copyright © 2010 Effective Measure Gender Male 60.34% Female 39.66% Monthly Household Income ($US) $0 - $500 26.95% $501 - $1,000 15.97% $1,001 - $1,500 13.62% $1,501 - $2,000 4.54% $2,001 - $3,000 5.25% $3,001 - $4,000 1.96% $4,001 - $5,000 2% $5,001 - $7,500 1% $7,501 - $10,000 1.06% $10,001 - $15,000 1.38% $15,000 + 1.64% Prefer not to say 15.94% Dependent - No income - Don't work 8.79% Occupation Manager or Senior Official 9% Professional 17.02% Associate Professional and Technical 16.53% Administrative and Secretarial 10.49% Skilled Trade 3.80% Personal Service 0.94% Sales and Customer Service 3.70% Process Plant and Machine Operative 0.81% Elementary 0.84% Full time student 22.70% Retired 0.55% Housewife/husband 1.79% Unemployed 2.27% Don't know 9.65% Age 15-17 17.21% 18-20 13.39% 21-24 17.31% 25-30 18.97% 31-34 10.35% 35-40 8.95% 41-44 4.21% 45-50 4.08% 51-54 1.80% 55-60 1.24% >60 1.11% Prefer not to say 1.47% Are able to make purchases online? Yes 60.40% No 39.64% Residential Location Rural / Countryside 35.63% Large City 29.04% Capital City 35.37% Access Internet from Mobile phone? Yes 32.81% No 67.19%
  8. 8. Dubai | Bangkok | Melbourne Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3) Findings: • 71.86% of people trust friends and family members when they don't have personal experience about product/service. • 41.20% think that opinions published through social media is reliable. • 45.54% accepted that Ads can influence their purchasing decisions. Confidential & Proprietary - Copyright © 2010 Effective Measure 71.86% 41.20% 37.22% 42.73% 26.90% 45.54% 0% 10% 20% 30% 40% 50% 60% 70% 80% Reviews from family members or friends Opinions published through social media Reviews in personal blog or web board, forum Reviews in newspapers, magazine or website article Reviews and rating in the shopping website Advertising
  9. 9. Dubai | Bangkok | Melbourne Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3) Findings: • No significant difference between male and female. Confidential & Proprietary - Copyright © 2010 Effective Measure 69.06% 39.71% 37.47% 44.34% 28.43% 47.28% 75.39% 42.92% 35.63% 40.35% 24.36% 43.41% 0% 10% 20% 30% 40% 50% 60% 70% 80% Reviews from family members or friends Opinions published through social media Reviews in personal blog or web board, forum Reviews in newspapers, magazine or website article Reviews and rating in the shopping website Advertising Female Male Gender
  10. 10. Dubai | Bangkok | Melbourne Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3) Confidential & Proprietary - Copyright © 2010 Effective Measure 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 15-17 18-20 21-24 25-30 31-34 35-40 41-44 45-50 51-54 55-60 >60 Prefer not to say Reviews from family members or friends Opinions published through social media Reviews in personal blog or web board, forum Reviews in newspapers, magazine or website article Reviews and rating in the shopping website Advertising Findings: • Family members and friends most influential across all age groups • Younger audiences rely on opinions published through social media tools. • Older audiences trust traditional media reviews . Age
  11. 11. Dubai | Bangkok | Melbourne Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3) Confidential & Proprietary - Copyright © 2010 Effective Measure 69.39% 46.76% 44.47% 38.19% 28.51% 41.48% 72.83% 38.41% 33.30% 44.94% 26.14% 47.57% 0% 10% 20% 30% 40% 50% 60% 70% 80% Reviews from family members or friends Opinions published through social media Reviews in personal blog or web board, forum Reviews in newspapers, magazine or website article Reviews and rating in the shopping website Advertising No Mobile Browsing Mobile Browsing Mobile Browsing Findings: • People who live life online tend to believe opinions published through social media, online reviews and rating in the shopping website than who don’t. • People who are not internet addict tend to more rely on Ads and advertorials.
  12. 12. Dubai | Bangkok | Melbourne Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3) Analysis: • The result is reflecting the effectiveness of social tools that help to increase revenue for e-commerce in Thailand. People who do shopping online accepted opinions published through social media, online reviews as well as reviews & rating in shopping websites can influence when they make purchasing decisions. Findings: • Online shoppers tend to be more influenced by social tools Confidential & Proprietary - Copyright © 2010 Effective Measure 70.22% 45.15% 43.75% 43.58% 31.19% 41.36% 73.74% 35.05% 26.59% 41.43% 20.55% 51.86% 0% 10% 20% 30% 40% 50% 60% 70% 80% Reviews from family members or friends Opinions published through social media Reviews in personal blog or web board, forum Reviews in newspapers, magazine or website article Reviews and rating in the shopping website Advertising No Yes Purchase Online
  13. 13. Dubai | Bangkok | Melbourne Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3) Findings: • There’s no significant difference towards opinions published through social media among people in different location in Thailand. • However, people in Metro area rather to be engaged in reviews in personal blog or web board, forum than those people in countryside. Confidential & Proprietary - Copyright © 2010 Effective Measure 0% 10% 20% 30% 40% 50% 60% 70% 80% Reviews from family members or friends Opinions published through social media Reviews in personal blog or web board, forum Reviews in newspapers, magazine or website article Reviews and rating in the shopping website Advertising Capital City Large City Rural / Countryside Reside Location
  14. 14. Dubai | Bangkok | Melbourne Q2: What is the main reason when you express your opinion toward product and service in social media? (Chose only one) Findings: • Most of people accepted that they express their opinion toward product and service in social media because they want to influence others! Confidential & Proprietary - Copyright © 2010 Effective Measure 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% I think it can benefit or influence others I think It can reflect my personal character I think It gives others the reason to talk about me. I think It can draw more opinions. other reasons/ not in choices listed above Female Male Audience Share
  15. 15. Dubai | Bangkok | Melbourne Q3: Please select all of the following that apply to how you trust online ratings and reviews? (Chose all that Apply) Findings: • 53.98% trust online rating and reviews when it's from reliable source and well- informed. Confidential & Proprietary - Copyright © 2010 Effective Measure 53.98% 33.17% 25.37% 30.40% 22.08% 0% 10% 20% 30% 40% 50% 60% I trust when it's reliable source and well-informed. I trust when I found the same direction reviews and ratings from several different sources. The more reviews and rating there are for a particular product, the more apt I am to believe them. I trust those reviews where I can look into the background of the reviewers. I don't trust any ratings and reviews. Female Male Audience Share
  16. 16. Dubai | Bangkok | Melbourne Q4: Which of following online activities do you participate in? (Chose all that Apply) Findings: • Over 50% of the audience participate in social commerce activities with the most popular activity being rating products and services. Confidential & Proprietary - Copyright © 2010 Effective Measure 31.20% 24.51% 18.48% 14.63% 47.13% 0% 10% 20% 30% 40% 50% 60% Product/Service Rating Review your experience in website/ blog/ forum Share your pick lists to others Participating referral program - recommend your item to others to get rewards. Non of activities I have done. Female Male Audience Share
  17. 17. Dubai | Bangkok | Melbourne Q4: Which of following online activities do you participate in? (Chose all that Apply) Analysis: • More engaged in Internet, more tend to participate social commerce activities Confidential & Proprietary - Copyright © 2010 Effective Measure 0% 10% 20% 30% 40% 50% 60% Product/Service Rating Review your experience in website/ blog/ forum Share your pick lists to others Participating referral program - recommend your item to others to get rewards. Non of activities I have done. No Mobile Browsing Mobile Browsing Mobile Browsing
  18. 18. Dubai | Bangkok | Melbourne Q4: Which of following online activities do you participate in? (Chose all that Apply) Findings: • People who do online purchasing are far more likely to participate in social commerce activities. Confidential & Proprietary - Copyright © 2010 Effective Measure 0% 10% 20% 30% 40% 50% 60% 70% Product/Service Rating Review your experience in website/ blog/ forum Share your pick lists to others Participating referral program - recommend your item to others to get rewards. Non of activities above I have done. No Yes Purchase Online
  19. 19. Dubai | Bangkok | Melbourne Q5: What kind of products you used to (or are comfortable to) purchase online? (Chose all that apply) Findings: • Thais are comfortable online purchasing clothing and entertaining products : books & magazines, music & videos, toys & games, travel-flight-shows tickets and deal. Confidential & Proprietary - Copyright © 2010 Effective Measure 0% 5% 10% 15% 20% 25% 30% 35% Books & Magazines Clothing Computer Hardware & Software Drugs & Health Aids Electronics Food & Beverage Furniture and Decorations Music & Videos Office Supplies Sporting Goods Toys & Games Travel Package / Flight Ticket / Shows… Gift product Other 28.52% 20.65% 17.59% 5.54% 14.60% 7.04% 5.39% 22.02% 4.33% 7.62% 20.43% 20.75% 10.45% 32.95% Audience Share
  20. 20. Dubai | Bangkok | Melbourne Q5: What kind of products you used to (or are comfortable to) purchase online? (Chose all that apply) Findings: • Significant online product for men: Computer Hardware & Software, Electronics, Office Supplies, Sport Goods, Toys & Games • Significant online product for women: Clothing, Tickets & Deal, Gift product Confidential & Proprietary - Copyright © 2010 Effective Measure 25.76% 13.13% 22.60% 5.61% 18.63% 7.14% 5.66% 22% 4.90% 10.73% 24.24% 17.97% 8.39% 32.73% 32.06% 31.65% 10.02% 5.63% 8.70% 6.88% 4.89% 21.46% 3.40% 2.65% 14.83% 24.52% 13.01% 34.05% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Books & Magazines Clothing Computer Hardware & Software Drugs & Health Aids Electronics Food & Beverage Furniture and Decorations Music & Videos Office Supplies Sporting Goods Toys & Games Travel Package / Flight Ticket / Shows… Gift product Other Male Female Gender
  21. 21. Dubai | Bangkok | Melbourne Q5: What kind of products you used to (or are comfortable to) purchase online? (Chose all that apply) Finding: • Audiences in metro areas are more likely to make online reservations for services such as travel, shows, and deals. Confidential & Proprietary - Copyright © 2010 Effective Measure Reside Location 0% 5% 10% 15% 20% 25% 30% 35% 40% Books & Magazines Clothing Computer Hardware & Software Drugs & Health Aids Electronics Food & Beverage Furniture and Decorations Music & Videos Office Supplies Sporting Goods Toys & Games Travel Package / Flight Ticket / Shows… Gift product Other Capital City Large City Rural / Countryside
  22. 22. Dubai | Bangkok | Melbourne Final Conclusions and Key Take Aways Confidential & Proprietary - Copyright © 2010 Effective Measure 1. Social Media is not just sharing status updates and sharing photos with Friends on Facebook. It’s about using social media tools to influence commerce. 2. People are far more likely to buy a product based on a recommendation from a friend or an unbiased review on a site. 3. Social Commerce can take place on both ecommerce sites, but also on product review sites, forums, and all sites out there , as social media tools now allow people to comment on all pieces of content. 4. Advertisers need to implement a strategy that includes social sites that influence commerce, banner ads, and advertorials to maximize effectiveness.

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