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Influences Of Key Opinion Leaders Toward Thai Online Population

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74% online population buy product after watching KOLs advertisement

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Influences Of Key Opinion Leaders Toward Thai Online Population

  1. 1. STUDY ABOUT THE INFLUENCES OF KEY OPINION LEADERS TOWARD THAILAND ONLINE POPULATION BY DI-MARKETING (www.di-onlinesurvey.com) September, 2016
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about the influences of key opinion leaders in Thailand  Methodology: Online survey  Fieldwork time: 10 days (10/09/2016 to 20/09/2016)  Sample size: N = 400  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Actor and singer are top followed KOLs* in Thailand • Facebook and website are popular channels for updating news about KOLs • Facebook is the main channel for updating KOLs’ news • 65% follow KOLs for adore their talents • Online users are influenced by makeup style (49%) and fashion style (44%) of their KOLs • Introducing normally and Product experience sharing/review are top popular advertisements using KOLs • 45% appreciate the reliability of advertisement that has product experience sharing or review of KOLs • 71% are more trusting and interested with the advertisement that has KOLs • 74% online users buy product after watching KOLs advertisements • Scandal of KOL who represent for a product could influence 46% online users in buying behavior * KOL : Key opinion leader
  4. 4. 3 KEY FINDING VIETNAM THAILAND Top followed KOLs Singer and actor Singer and actor Most well-known KOLs Hoài Linh, Trấn Thành, Mỹ Tâm, Khởi My Champoo Araya, Aum Patcharapa Main channel for updating KOLs’ news Facebook Facebook KOLs’ influence to online users Fashion style Makeup style and fashion style Top popular advertisement using KOLs Video/Vlog integrated with product introduction Introducing normally and Product experience sharing/review The reliability of advertisement of KOLs 46% online users 45% online users KOLs’ advertisement influence in buying behavior 72% online users 74% online users Scandal influence of KOLs in buying behavior 56% online users 46% online users VIETNAM VS. THAILAND
  5. 5. 4 N = 400 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 40% 60% Male Female 43% 33% 22% 3% Over 30 18 - 25 26 - 30 Under 18 42% 1% 1% 2% 4% 6% 45% Others Nakornsrithammarat Ubonratchathani KhongKean Nakornratchasrima Chiang Mai Bangkok 11% 5% 6% 8% 9% 24% 39% Others Job seeker/Retired Self-employed Housewife Engineer/Doctor/Teacher Factory Worker Office Worker
  6. 6. 5 ACTOR AND SINGER ARE TOP FOLLOWED KOLS* IN THAILAND Do you often follow KOLs* news? If yes, who do you often follow? N = 400 N = 142 N = 86 N = 172 * KOL : Key opinion leader 6% 10% 10% 11% 11% 12% 14% 14% 19% 20% 21% 24% 32% 56% 74% Others Hot girl Businessman Miss, beauty Journalist Experts… Vlogger Writter Fashionista MC Athlete Model Blogger, Beauty… Singer Actor Total 6% 18% 13% 18% 12% 13% 25% 24% 29% 20% 21% 34% 40% 65% 83% Under 18 - 25 6% 8% 9% 7% 7% 10% 12% 10% 17% 20% 15% 19% 31% 60% 71% 26 - 30 6% 5% 8% 6% 12% 10% 5% 8% 12% 21% 23% 17% 25% 46% 69% Over 30
  7. 7. 6 FACEBOOK AND WEBSITE ARE POPULAR CHANNELS FOR UPDATING NEWS ABOUT KOLS* Which channels do you often follow/ update news about KOLs*? * KOL : Key opinion leader 5% 4% 11% 15% 20% 23% 49% 49% 61% 86% Others Radio Events Other social network Newspapers, magazines Blog Youtube TV Website Facebook Total 6% 5% 14% 23% 24% 30% 62% 49% 60% 85% Under 18 - 25 6% 3% 16% 14% 19% 22% 53% 40% 64% 87% 26 - 30 4% 3% 6% 8% 17% 19% 35% 53% 60% 85% Over 30 Under 18 – 25 group uses Youtube for updating news about KOLs more than other groups N = 400 N = 142 N = 86 N = 172
  8. 8. 7 FACEBOOK IS THE MAIN CHANNEL FOR UPDATING KOLS*’ NEWS Which channels do you follow/ update news about KOLs* the most frequently? * KOL : Key opinion leader 1% 3% 1%1% 3%1% 2% 2%3% 4% 2% 2% 5% 8% 6% 2% 8% 4% 2% 14% 12% 11% 10% 13% 69% 68% 72% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 - 25 26 - 30 Over 30 Facebook Website TV Youtube Other social network Blog Events Newspapers, magazines Others N = 400 N = 142 N = 86 N = 172
  9. 9. 8 CHOMPOO ARAYA, AUM PATCHARAPA ARE 2 CELEBRITIES FOLLOWED THE MOST If you often follow news of singer/ actor, who do you often follow? Over 30 group likes Yaya Urassaya the most 12% 4% 12% 12% 13% 13% 14% 15% 15% 16% 17% 19% 19% 22% 23% 25% 28% 31% 33% 48% 49% Others Atom Bird Thongchai Momay Napatsorn Toey Jarinporn Taew Nattabhon Kalamare Sean Jindachot Poo Praya James Ma Kim Kimbery Margi Rasri James Jirayu Mark Prin Boy Pakorn Beary Nadech Anne Thongprasom Ploy Cherman Yaya Urassaya Aum Patcharapa Chompoo Araya Total 17% 6% 11% 13% 14% 13% 18% 17% 15% 15% 18% 15% 17% 24% 23% 17% 17% 31% 21% 45% 51% Under 18 - 25 9% 6% 6% 23% 17% 14% 20% 20% 17% 29% 20% 23% 26% 29% 20% 31% 31% 40% 40% 66% 63% 26 - 30 8% 2% 17% 5% 10% 13% 5% 10% 13% 10% 15% 20% 18% 17% 27% 30% 38% 25% 43% 40% 40% Over 30 N = 166 N = 71 N = 35 N = 60
  10. 10. 9 MOMAY PAPLEARN IS THE TOP WEL-KNOWN YOUTUBER / VLOGGER ACROSS ALL AGE GROUPS If you often follow vlogger/blogger/youtuber who do you often follow? * KOL : Key opinion leader ** Small sample size 5% 5% 6% 10% 13% 14% 14% 17% 22% 22% 75% mintchy lifestylehattaya70 amykitiyapage wonderpeach Florenceroom nuttyployfanpage noblck Mayy R Cinnamongaldotcom Architapage Momay paplearn Total 5% 5% 11% 14% 14% 20% 23% 25% 16% 32% 80% Under 18 - 25 4% 4% 0% 0% 4% 7% 11% 22% 33% 15% 67% 26 – 30 ** 5% 5% 5% 13% 18% 10% 8% 5% 20% 15% 75% Over 30 N = 111 N = 44 N = 27 N = 40
  11. 11. 10 1% 1% 2% 3% 3% 3% 5% 6% 8% 8% 11% 12% 13% 13% 14% 69% Others Ploy Chavaporn Ma Ornnapa Janie Tienposuwan Kalamare lifestylehattaya70 amykitiyapage Florenceroom mintchy wonderpeach Mayy R noblck nuttyployfanpage Cinnamongaldotcom Architapage Momay paplearn Total 1% 0% 1% 3% 1% 6% 6% 6% 8% 11% 18% 17% 17% 7% 21% 67% Under 18 - 25 0% 0% 3% 6% 6% 0% 6% 3% 6% 0% 6% 6% 9% 18% 12% 68% 26 - 30 0% 2% 2% 0% 2% 2% 4% 9% 7% 9% 4% 9% 9% 19% 7% 74% Over 30 MOMAY PAPLEARN IS THE TOP BEAUTY FOLLOWED THE MOST If you often follow beauty, beauty blogger, hot girl, who do you often follow? N = 160 N = 72 N = 34 N = 54
  12. 12. 11 65% FOLLOW KOLS* FOR ADORE THEIR TALENTS Why do you like following these KOLS*? * KOL : Key opinion leader 5% 14% 20% 31% 31% 44% 50% 65% Others To update news and share or chat with friends Like their life styles For entertainment Love seeing their images Feel interested Want to learn helpful things Adore their talents Total 6% 18% 25% 33% 35% 49% 57% 69% Under 18 - 25 5% 15% 24% 28% 36% 45% 45% 64% 26 - 30 5% 10% 13% 30% 26% 40% 45% 61% Over 30 N = 400 N = 142 N = 86 N = 172
  13. 13. 12 SHARING POST AND TUTORIAL POST/CLIP ARE THE CONTENTS ATTRACTING VIEWERS THE MOST Which information/ content of KOLs* do you often view? * KOL : Key opinion leader 7% 15% 23% 27% 27% 37% 42% 45% 47% Others Fun video Advertising video Music video Personal story, private life Image Product review Tutorial post/ clip Sharing post Total 8% 23% 25% 38% 28% 39% 44% 54% 41% Under 18 - 25 9% 10% 21% 21% 36% 36% 45% 40% 51% 26 - 30 6% 9% 21% 20% 22% 35% 38% 41% 50% Over 30 N = 400 N = 142 N = 86 N = 172
  14. 14. 13 THAI ONLINE USERS ARE INFLUENCED BY MAKEUP STYLE AND FASHION STYLE OF THEIR KOLS* What are you influenced from your KOLs*? * KOL : Key opinion leader 12% 6% 12% 18% 27% 28% 32% 44% 49% I am not affected Others Behaviors Life style Life experiences Consumption behavior Manner and attitude Taste in clothes Makeup style Total 13% 6% 11% 19% 30% 34% 31% 47% 61% Under 18 - 25 10% 6% 17% 20% 24% 28% 36% 43% 47% 26 - 30 12% 6% 9% 17% 25% 23% 31% 42% 41% Over 30 N = 400 N = 142 N = 86 N = 172
  15. 15. 14 LIKE OR +1 - (FOR GOOGLE +) IS THE POPULAR WAY TO INTERACT ONLINE WITH KOLS* Have you ever online interacted with KOLs*? If yes, what have you done? * KOL : Key opinion leader 28% 3% 14% 39% 44% 63% I have never online interacted with KOLs Others Message Comment Share Like/+1 (+1 for Google Plus) Total 24% 4% 14% 39% 46% 68% Under 18 - 25 21% 5% 15% 47% 47% 66% 26 - 30 34% 2% 14% 35% 41% 58% Over 30 N = 400 N = 142 N = 86 N = 172
  16. 16. 15 INTRODUCING NORMALLY AND PRODUCT EXPERIENCE SHARING/REVIEW ARE TOP POPULAR KINDS OF ADVERTISEMENTS USING KOLS* Do you often watch advertisements of KOLs*? If yes, which advertisements do you often watch? Under 18 – 25 group often watch Video/Vlog integrated with product introduction * KOL : Key opinion leader 6% 10% 39% 54% 59% I don't watch any advertisement of KOLs Others Video/ Vlog integrated with product introduction Product experience sharing/ review Introducing normally Total 7% 10% 52% 58% 58% Under 18 - 25 7% 9% 37% 55% 55% 26 - 30 4% 10% 30% 51% 61% Over 30 N = 400 N = 142 N = 86 N = 172
  17. 17. 16 45% APPRECIATE THE RELIABILITY OF ADVERTISEMENT THAT HAS PRODUCT EXPERIENCE SHARING OR REVIEW OF KOLS* Which kind of advertisement do you trust the most? N = 377 N = 132 N = 80 N = 165 * KOL : Key opinion leader 7% 6% 8% 7% 17% 20% 15% 16% 31% 30% 29% 33% 45% 45% 49% 44% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 - 25 26 - 30 Over 30 Product experience sharing/ review Introducing normally Video/ Vlog integrated with product introduction Others
  18. 18. 17 71% WILL BE MORE TRUSTING AND INTERESTED WITH THE ADVERTISEMENT THAT HAS KOLS*’ ATTENDANCE How do you feel with the advertisement with attendance of KOLs* comparing with other ads? * KOL : Key opinion leader 1% 2% 0% 1%2% 2% 0% 3% 25% 29% 36% 18% 42% 36% 39% 50% 29% 32% 25% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 - 25 26 - 30 Over 30 Be more trusting, interested with these products very much Be more trusting, interested Normal Be less trusting than other advertisements I don't care N = 377 N = 132 N = 80 N = 165
  19. 19. 18 61% ARE INTERESTED WITH VIDEOS OF KOLS* THAT INTEGRATED WITH ADVERTISING How do you feel with vlogs, music videos of KOLs* that integrated with advertising? * KOL : Key opinion leader 1% 2% 1% 1%1% 2% 1% 1% 9% 11% 10% 8% 28% 27% 35% 25% 61% 60% 53% 65% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 - 25 26 - 30 Over 30 Interested, I can know more about products Normal Don't like much Totally don't like I don't care N = 377 N = 132 N = 80 N = 165
  20. 20. 19 74% THAI ONLINE USERS BUY PRODUCT AFTER WATCHING KOLS* ADVERTISEMENTS Have you ever buy products after watching advertisement of KOLs*? * KOL : Key opinion leader 26% 30% 26% 23% 74% 70% 74% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 - 25 26 - 30 Over 30 Yes No N = 377 N = 132 N = 80 N = 165
  21. 21. 20 SCANDAL OF KOL WHO IS ADVERTISING FOR A PRODUCT COULD INFLUENCE ON 46% ONLINE USERS IN BUYING BEHAVIOUR Suppose that, KOL of product X has scandal. How does this event influence you? * KOL : Key opinion leader 54% 49% 53% 58% 36% 41% 40% 31% 10% 10% 8% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 - 25 26 - 30 Over 30 I won't buy X anymore I will still buy X, but I'm less interested in this product This doesn't influence me N = 377 N = 132 N = 80 N = 165
  22. 22. 21 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (COO - Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  23. 23. 22 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (CMO – Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654

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