Rural Consumer Insights

1. Decoding the distinctions between urban digital culture and the newly digitized rural

2. ‘Digital Insights Beyond Urban’
CONSUMERS
ETHNO-
GRAPHIES
I-Saan
Gen-Y
EXPERTS

3. Tradition
& MODERNIZATION
1.
Rural Life After The Diffusion of The Internet

4. LIFE
“ IT’S ALL IN THE
NEIGHBORHOOD ”

5. HOME
Traditional
way of
living
prevails
From living on the bare necessities,
basic to the way of life of rural Thai farmers…

6. HOME…the new generation bringing in the modern individuality into the agricultural family home.
Laptop computer = the new ‘must-have’ screen to be up-to-date with the world
Gen-Y is the
change
agent of
urbanization
– laptop is
the new
screen
addition

7. FAMILY
DYNAMIC
Living in
the edge
of
transition
from
agriculture
to
industrial
Parents, in agricultural jobs, are the breadwinner. The new generation seek
jobs industrial jobs, only helping with the farm seasonally.

8. RETAIL
Mix & match
of
traditional
moms &
pops and
semi-modern
convenience
store
Don’t get to go out much, so regular spending is mainly at the neighborhood
store – paycheck by paycheck

9. AFTER-
HOURS
Lifestyle
hangout
places for
the latest
trending
items of
interest
Only have the weekly neighborhood ‘talard-nud’ as the update source &
hangout place
…or “go to the city” on weekends when can afford

10. AFTER-
HOURS
Without much options for lifestyle, I have to make do with local options
e.g. Get together with friends at the local milk bar, drinking at friend’s home,
playing sports in the neighborhood
Free time
is for
connecting
with peer
group

11. Motorbike
connecting
the dot of
rural and
urban life
COMMUTEMy motorcycle takes me everywhere I need to go – school, work, into town.

12. Budget
smartphone
is the next
big thing –
a new
motorbike
CONNECTIVITYUse the basic internet-enabled mobile phone with camera with Facebook at
3,000-5,000 Baht price range

13. RURAL
& DIGITAL
2.
From Traditional Rural Insights Into Newly Digitized Culture

15. I-SANN FAME
‘IT COULD
BE ME’
MINDSET
The concept of fame has long-held as I-Saan aspiration.

16. EMERGING ‘PLASTIC FANTASTIC’ SCENE
‘IT COULD
BE ME’
MINDSET

17. THE RISE OF ‘KOREAN WANNABE’
BEAUTY JUNKIES
‘IT COULD
BE ME’
MINDSET

19. SOCIAL MEDIA ECOSYSTEM
Representing a
platform for every
angle of life
THE
NEW
WORLD
FACEBOOK
LINE
YOUTUBEINSTAGRAM
SOCIALCAM

20. FACEBOOK
THE
NEW
WORLD
FACEBOOK
LINE
YOUTUBEINSTAGRAM
SOCIALCAM
MY WORLD, MY EVERYTHING

21. CAMERA360 FOTORUS CAMERA365
Display my
LOOKS
ALL USE MULTIPLE APPS TO EDIT SELFIES
BEFORE DEEMS POST-WORTHY
EXPRESS LIKEAHOLIC-THE NEWLY DIGITIZED RURAL INSIGHTS

22. Show off
ACHIEVEMENTS

23. Show off
ROMANTIC
STATUS

24. CONSUME FIRST CHANNELS OF CHOICES FOR WHAT’S HOT
ON-TREND CONTENTSTAR POWER

25. HOME-GROWN
NET CELEBRITIES“SEXY PANCAKE”
BEFORE: Just another unknown ugly transvestite buffalo keeper from rural I-Saan
NOW: Most talked-about online “celebrity” with nearly 1 million followers
Gets well-paid for event appearances regionwide

26. SOCIALIZE OPEN UP HORIZONS TO NEW CIRCLES
& CONNECTIONS BEYOND REAL LIFE
GAIN
FRIENDS /
FOLLOWERS
“NANO SOCIAL
MOGULS”

27. YOUTUBE
WINDOW INTO YOUTH CULTURE
THE
NEW
WORLD
FACEBOOK
LINE
INSTAGRAM
SOCIALCAM

28. CATCHING UP
WITH
THE URBAN
WORLD
ACCESS TO THE OVERALL YOUTH CULTURE
MADE POSSIBLE BY YOUTUBE

29. THE
NEW
WORLD
FACEBOOK
LINE
YOUTUBEINSTAGRAM
SOCIALCAM
THE ‘REAL’ CELEBRITY CHANNEL

30. THE SELF-MADE BEAUTIES OF
THE SOCIAL WORLD
BEFORE: Just another unknown unattractive girl
NOW: Top-tier pretty with strong following &
sponsorships by brands
Host own cable & online show
NOW: Top-tier & highly paid Pretty
with own skincare line

31. NOW
& FUTURE
3.
Perspective on The Future of Digitized Rural

33. SCREEN
CULTURE
MOBILE
TECHNOLOGY
INTERNET
CONNECTIVITY
DIGITAL AND
SOCIAL MEDIA
TRANSFORMATION

34. Rural
TRADITIONAL
COLLECTIVE
INNER VALUE
Digital
MODERN
INDIVIDUALISTIC
OUTER DRIVEN

35. THINK ACT,
‘LOCAL’ &
‘REALNESS’
‘SPOTLIGHT’
OF ‘FAME’
‘LIKE-
AHOLIC’
‘HOPE’ &
‘DREAM’