Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

3

Share

Sharing Economy Service Usage In Thailand

Grab is leading the new taxi service in Thailand
(kind of sharing economy service)

Sharing Economy Service Usage In Thailand

  1. 1. STUDY ABOUT SHARING ECONOMY SERVICES IN THAILAND BY DI-MARKETING (www.di-onlinesurvey.com) November, 2016
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about consumer behavior toward sharing economy services such as Grab, Uber in Thailand  Methodology: Online survey  Fieldwork time: 10 days (12/10/2016 to 21/10/2016)  Sample size: N = 400  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Grab is the most well-known brand in Thailand (88%) • Facebook is an effective marketing channel to leverage brand awareness • GrabTaxi is leading the new taxi service in Thailand with 67% shares • 43% consumers choose the new taxi services because of frequent promotions • 73% use this service to move immediately • 28% are unhappy because of careless drivers • 79% use these new taxi services like Grab or Uber at least once per month • 52% spend $7.5 - $10 each time using this taxi service • All Thai Taxi is also a well-known taxi service in Thailand (56% awareness) • 76% users intend to share their current resources to earn more income • People intend to share their car and bike the most to earn more
  4. 4. 3 N = 400 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 39% 20% 42% Over 30 26-30 Under 18-25 60% 40% Female Male 46% 54% Others Bangkok 2% 1% 4% 4% 5% 6% 9% 19% Others Factory Worker Engineer/Doctor/Teacher Job seeker/Retired Housewife Self-employed Student Officer
  5. 5. 4 73% 93% Bangkok 62% 81% Others 68% 88% Uber Grab Total GRAB IS THE MOST WELL-KNOWN NEW TAXI SERVICE SERVICE (KINDS OF SHARING ECONOMY) IN THAILAND Do you know any sharing economy services listed below? N = 400 N = 217 N = 183
  6. 6. 5 FACEBOOK IS THE MOST EFFECTIVE CHANNEL TO LEVERAGE BRAND AWARENESS How do you know these taxi services? (by city) N = 400 N = 217 N = 183 2% 19% 20% 21% 23% 24% 32% 34% 34% 41% 75% Others Out of homes Through blog, facebook… of KOLs Through smartphone other apps People around me talk about these services News/ Magazines See brands on app store of smartphone Friends/ relatives recommendation Website/ Forum ads TV ads Facebook Total 2% 23% 20% 19% 24% 23% 29% 35% 37% 39% 77% Bangkok 2% 14% 20% 22% 21% 25% 36% 32% 31% 42% 72% Others
  7. 7. 6 AGAIN, FACEBOOK IS THE MOST EFFECTIVE CHANNEL TO GAIN BRAND AWARENESS ACROSS ALL AGE GROUPS How do you know these taxi services? (by age) N = 400 N = 154 N = 79 N = 167 2% 19% 20% 21% 23% 24% 32% 34% 34% 41% 75% Others Out of homes Through blog, facebook… of KOLs Through smartphone other apps People around me talk about these services News/ Magazines See brands on app store of smartphone Friends/ relatives recommendation Website/ Forum ads TV ads Facebook Total 4% 19% 23% 22% 26% 24% 41% 34% 33% 40% 74% Under 18-25 0% 16% 19% 32% 20% 25% 28% 42% 43% 43% 72% 26-30 1% 20% 18% 14% 20% 23% 26% 29% 31% 40% 76% Over 30
  8. 8. 7 GRABTAXI IS USED THE MOST AMONG NEW SHARING ECONOMY SERVICES If you are using these taxi services, which taxi service do you use the most frequently? (by age) N = 252 N = 106 N = 54 N = 92 9% 9% 13% 67% GrabCar UberX GrabBike GrabTaxi Total 5% 10% 15% 69% Under 18-25 13% 6% 13% 67% 26-30 11% 9% 10% 66% Over 30
  9. 9. 8 GRABTAXI DOMINATES ALL OTHER SERVICES N = 252 N = 154 N = 98 If you are using these taxi services, which taxi service do you use the most frequently? (by city) 9% 9% 13% 67% GrabCar UberX GrabBike GrabTaxi Total 7% 10% 12% 69% Bangkok 11% 7% 13% 64% Others
  10. 10. 9 PROMOTIONS, FAST AND CONVENIENT SERVICES ARE MAIN REASONS FOR USING SHARING ECONOMY SERVICES N = 252 If you are using these type of sharing economy, why do you choose that service? 3% 7% 12% 14% 15% 16% 19% 20% 22% 23% 25% 27% 28% 40% 42% 43% Others Want to prove my class Competitive price than other brands High quality and modern vehicles Easy account registration Want to experience the new service Faster moving than traditional taxi Roadmap can be foreseen clearly Staffs/ drivers are friendly, devoted Fast and convenient form of payment Friends/ relatives' introducing Transparent and reasonable price policy Drivers drive carefully, observe the law Can use service in any places Call taxi quickly There are many promotions (free, discounts ...) Total
  11. 11. 10 GRABTAXI = CONVENIENCE + FAST SERVICE + PROMOTIONS Why do you choose that taxi service? N = 32N = 170 N =22* (*) small sample size just for reference N = 22* 3% 3% 16% 9% 6% 6% 22% 19% 25% 6% 34% 22% 22% 38% 16% 22% GrabBike 0% 14% 14% 9% 45% 0% 23% 27% 23% 18% 27% 14% 18% 14% 23% 23% GrabCar 0% 14% 18% 36% 9% 23% 18% 45% 32% 23% 36% 18% 41% 55% 45% 14% UberX 4% 5% 8% 12% 15% 16% 16% 18% 21% 22% 25% 27% 28% 47% 48% 49% Others Want to prove my class Competitive price than other brands High quality and modern vehicles Want to experience the new service Easy account registration Faster moving than traditional taxi Staffs/ drivers are friendly, devoted Fast and convenient form of payment Roadmap can be foreseen clearly Drivers drive carefully, observe the law Friends/ relatives' introducing Transparent and reasonable price policy There are many promotions (free, discounts ...) Call taxi quickly Can use service in any places GrabTaxi GrabBike is chosen for its various promotions and careful drivers
  12. 12. 11 MOVING IMMEDIATELY IS THE MAIN PURPOSE FOR USING NEW TAXI SERVICES, BOTH CAR AND BIKE What are your main purposes when choosing that taxi service? N = 252 N = 170 N = 22* (*) small sample size just for reference 5% 5% 12% 23% 29% 73% Others Go to luxury party Business purposes For long trip Daily go to school/work When I want to move immediately Total 9% 9% 13% 9% 38% 53% GrabBike 0% 18% 14% 23% 27% 77% GrabCar 5% 4% 10% 25% 27% 77% GrabTaxi 5% 0% 9% 36% 32% 77% UberX N = 32 N = 22*
  13. 13. 12 2% 6% 0% 1% 5% 8% 16% 5% 8% 5% 68% 50% 73% 71% 77% 22% 28% 23% 21% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total GrabBike UberX GrabTaxi GrabCar Very satisfied Satisfied Normal Unsatisfied 90% SATISFIED WITH THEIR CURRENT TAXI BRAND How do you feel with your current taxi brand? N = 252 N = 170N = 32 N = 22* N = 22* (*) small sample size just for reference GrabBike owns highest top box customers’ satisfaction level with 28%
  14. 14. 13 28% UNHAPPY BECAUSE OF CARELESS DRIVERS N = 252 Is there anything makes you unhappy about this taxi brand? 0% 0% 0% 12% 13% 14% 15% 16% 17% 20% 20% 24% 28% Nothing makes me dissatisfied Others Taxi waiting time is usually very long Untransparent and unreasonable price policy Unfriendly attitude of driver Complicated form of payment Vehicle quality is not good Applications frequently fail that I cannot book a ride Complex account registration procedures Roadmap is often protracted, time-consuming Personal information is unsercured Taxi booking process via application is complicated Drivers drive carelessly Total Complicated booking process on application also causes dissatisfaction
  15. 15. 14 GRABBIKE = CARELESS DRIVERS + LONG ROAD + UNTRANSPARENT, UNREASONABLE PRICE POLICY Is there anything makes you unhappy about this taxi brand? N = 252 N = 32 (*) small sample size just for reference 0% 0% 0% 12% 13% 14% 15% 16% 17% 20% 20% 24% 28% Nothing makes me dissatisfied Others Taxi waiting time is usually very long Untransparent and unreasonable price policy Unfriendly attitude of driver Complicated form of payment Vehicle quality is not good Applications frequently fail that I cannot book a ride Complex account registration procedures Roadmap is often protracted, time-consuming Personal information is unsercured Taxi booking process via application is complicated Drivers drive carelessly Total 0% 0% 0% 31% 6% 22% 19% 9% 13% 28% 13% 16% 31% GrabBike
  16. 16. 15 GRABTAXI/GRABCAR = CARELESS DRIVERS + COMPLICATED BOOKING UBERX = UNSECURED PERSONAL INFORMATION Is there anything makes you unhappy about this taxi brand? N = 252 N = 170 N = 22* N = 22* (*) small sample size just for reference 0% 0% 0% 12% 13% 14% 15% 16% 17% 20% 20% 24% 28% Nothing makes me dissatisfied Others Taxi waiting time is usually very long Untransparent and unreasonable price policy Unfriendly attitude of driver Complicated form of payment Vehicle quality is not good Applications frequently fail that I cannot book a ride Complex account registration procedures Roadmap is often protracted, time-consuming Personal information is unsercured Taxi booking process via application is complicated Drivers drive carelessly Total 0% 0% 0% 14% 9% 18% 27% 18% 18% 18% 18% 23% 36% GrabCar 0% 0% 0% 9% 16% 12% 14% 18% 18% 18% 19% 26% 26% GrabTaxi 0% 0% 0% 9% 9% 9% 9% 18% 14% 18% 32% 23% 23% UberX
  17. 17. 16 79% USE THESE NEW TAXI SERVICES AT LEAST ONCE PER MONTH How often do you use this taxi service? N = 252 N = 106 N = 54 N = 92 12% 15% 17% 5% 15% 16% 31% 4% 17% 19% 11% 17% 14% 13% 9% 17% 21% 18% 17% 27% 13% 11% 4% 22% 8% 8% 11% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under 18-25 26-30 Over 30 More 3 months/once 2-3 months/once Once/month 2-3 times/month Once/week 2-3 times/week More than 3 times/week
  18. 18. 17 7% 6% 9% 14% 5% 9% 8% 3% 27% 5% 19% 20% 13% 5% 32% 52% 59% 31% 41% 45% 11% 5% 44% 14% 14% 2% 3% 0% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total GrabTaxi GrabBike GrabCar UberX I do not remember More than $10.001 $7.501 - $10 $5.001 - $7.5 $2.501 - $5 Under $2.5 52% SPEND $7.5 - $10 EACH TIME USING THIS NEW TAXI SERVICE How much do you spend each time using this taxi service? N = 252 N = 170 N = 32 N = 22* N = 22* (*) small sample size just for reference
  19. 19. 18 11% customers are loyal with their current new taxi service brand What is your usage intention towards this type of taxi in the future? N = 170N = 32N = 22* N = 22*N = 252 (*) small sample size just for reference 10% 14% 14% 9% 8% 14% 14% 0% 3% 16% 44% 41% 41% 31% 48% 22% 23% 36% 31% 18% 11% 9% 9% 25% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total GrabCar UberX GrabBike GrabTaxi I will use this brand only I will prefer using this brand in priority I will use this brand parallel with other brand I will continue using this brand, but I will use at other in the future I will switch to other brand
  20. 20. 19 86% FEEL THAT ATTACHING TAXI ROOF SIGN OR BRAND LOGO ON UBER AND GRAB TAXI IS REASONABLE How do you feel about attaching taxi roof sign/ brand logo on Uber/Grab taxi? N = 252 N = 170 N = 32 N = 22* 86% 87% 88% 86% 73% 10% 10% 13% 5% 18% 4% 3% 0% 9% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total GrabTaxi GrabBike GrabCar UberX Unreasonable (cause of reducing luxury...) Attaching taxi roof sign/ brand logo does not affect me Reasonable (for easy car identification...) N = 22* (*) small sample size just for reference
  21. 21. 20 Do you intend to be a driver of Uber/ Grab… services? 58% INTEND TO BE A DRIVE OF UBER/GRAB DUE TO EARLY-STAGE SALARY SUPPORT & CHANCES FOR MORE INCOME IN SPARE TIME N = 252 5% 15% 15% 26% 34% 43% 65% Others Fare calculation method is profitable for driver It's fun because I can meet many people Stable income High income Make use of spare time to earn more Salary supporting in the initial stage Total 42% 58% No Yes Total Why do you want to work for this service? N = 145
  22. 22. 21 5% 5% 11% 2% 9% 10% 2% 12% 28% 39% 30% 14% 42% 28% 43% 58% 16% 18% 15% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Totally disagree Disagree No comment Agree Totally agree There is an opinion: " We should prohibit this type of these taxi services in Thailand” What do you think about this opinion? 58% DO NOT AGREE WITH THE OPINION THAT WE SHOULD PROHIBIT THIS TYPE OF TAXI SERVICES IN THAILAND N = 252 N = 106 N = 54 N = 92
  23. 23. 22 ALL THAI TAXI IS ALSO A WELL-KNOWN SHARING ECONOMY SERVICE IN THAILAND Beside Uber, Grab… do you know these economy sharing types listed below? N = 252 N = 154 N = 98 22% 17% 29% 56% I don't know any service Travelmob Airbnb All Thai Taxi Total 23% 12% 29% 59% Bangkok 20% 26% 29% 50% Others
  24. 24. 23 Beside Uber, Grab… do you know these economy sharing types listed below? ALL THAI TAXI IS ALSO A WELL-KNOWN SHARING ECONOMY SERVICE IN VIETNAM ACROSS ALL AGE GROUPS N = 252 N = 106 N = 54 N = 92 22% 29% 17% 56% I don't know any service Airbnb Travelmob All Thai Taxi Total 25% 25% 19% 50% Under 18-25 22% 37% 15% 63% 26-30 18% 27% 16% 58% Over 30
  25. 25. 24 FACEBOOK AND TV ADS ARE THE MAIN CHANNELS TO GAIN BRAND AWARENESS If you know sharing economy services, how do you know these services? N = 197 N = 119 N = 78 4% 14% 14% 12% 10% 21% 24% 35% 30% 36% 57% Bangkok 4% 14% 17% 22% 24% 18% 26% 28% 37% 41% 63% Others 4% 14% 15% 16% 16% 20% 25% 32% 33% 38% 59% Others Through smartphone other apps People around me talk about these services See brands on app store of smartphone Through blog, facebook… of KOLs News/ Magazines Out of homes Friends/ relatives recommendation Website/ Forum ads TV ads Facebook Total
  26. 26. 25 FACEBOOK AGAIN IS THE MAIN SOURCE OF BRAND AWARENESS If you know sharing economy services, how do you know these services? N = 197 N = 80 N = 42 N = 75 8% 18% 20% 20% 18% 23% 28% 30% 40% 31% 58% Under 18-25 0% 10% 7% 10% 21% 14% 24% 45% 33% 52% 60% 26 - 30 3% 13% 15% 15% 11% 20% 23% 28% 25% 37% 61% Over 30 4% 14% 15% 16% 16% 20% 25% 32% 33% 38% 59% Others Through smartphone other apps People around me talk about these services See brands on app store of smartphone Through blog, facebook… of KOLs News/ Magazines Out of homes Friends/ relatives recommendation Website/ Forum ads TV ads Facebook Total
  27. 27. 26 Do you actually use sharing economy services? If yes, which services do you actually use? ALL THAI TAXI SERVICE IS USED THE MOST ACROSS CITIES AND AGE GROUPS N = 197 N = 119 N = 78 N = 80 N = 42 N = 75 13% 14% 10% 17% 12% 24% 15% 13% 18% 50% 51% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Bangkok Others All Thai Taxi Travelmob Airbnb I don't use any sharing economy services 11% 11% 15% 17% 20% 15% 20% 19% 8% 46% 50% 53% Under 18-25 26-30 Over 30
  28. 28. 27 Do you intend to share your current resources (house, car, time…) to earn more? 76% USER INTEND TO SHARE THEIR CURRENT RESOURCES TO EARN MORE INCOME N = 197 N = 80 N = 42 N = 75 24% 25% 17% 27% 76% 75% 83% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Yes No
  29. 29. 28 If you intend to share your current resources, which resources do you intend to share? THAI INTEND TO SHARE THEIR CAR AND BIKE THE MOST TO EARN MORE 25% 22% 25% 28% Others House Bike/ Motorbike Car Total
  30. 30. 29 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
  31. 31. 30 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
  32. 32. 31
  • ssuser33c630

    Jul. 17, 2017
  • nicol018nie

    Jun. 28, 2017
  • ratarj

    Mar. 3, 2017

Grab is leading the new taxi service in Thailand (kind of sharing economy service)

Views

Total views

1,568

On Slideshare

0

From embeds

0

Number of embeds

555

Actions

Downloads

0

Shares

0

Comments

0

Likes

3

×