This document provides an overview of digital trends in Thailand for 2014. It notes that digital spending is increasing significantly each year and internet penetration is growing rapidly. Key trends discussed include the rise of social media and user-generated content, the shift to mobile platforms, growing importance of influencers and celebrities online, emphasis on health and fitness sharing, and Thais using social networks to contribute to social issues. The document also highlights expanding access to high-speed internet and the transition to new forms of communication like messaging apps replacing SMS.

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2. mInteraction, WPP owned and part of
GroupM Thailand, the nation’s largest
digital agency in terms of billings and
organization works alongside GroupM
agencies (Maxus, MEC, MediaCom,
Mindshare) to provide premium digital
solutions under 150 digital specialists.
Digital 3Sixty 2014 Trends Guidebook
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3. TABLE OF CONTENTS
01
02
03
04
05
06
07
08
09
10
11
12
Moving forward
Digital perspective
Full advangtage of new
communication technology
The world is smaller
Social news is new entrusted news
The democratization of social
media
The Abdul era (The know it all
world)
A gateway to the mad mad world
Fool-proof predictions
Beyond the intelligence and
indefinable
The Internet of things
Smart devices and more
Unleasing new consumer behavior
Empowerment through
communication
Digital + mobile screen
The next big fad
The rise of new idols
Transforming from a nobody to
somebody
The You & Me generation
Whatever we do is to show + share
The health-activist boomer
S(H)O(W)cial contribution
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4. 01
Moving forward
Digital perspective
Inspired by the communication landscape,
TV continues to dominate the market while
bursting with alternative media in channels
that are new and innovative. 2013 was an
excellent year as online ad spending grew
34.2% (DAAT, 2013) whilst retail adverist-ing
increased 1.28% (Nielsen, 2013) and
Internet penetration was at 25%. As of
January 2014, Thailand has 24M Facebook
users, a quadruple digit growth of 1,100%
from 2010 (2M).
Despite the plethora of new
media choices transforming
interaction between brands
and the consumer, mInter-action
/ strategy & public
relations department see
2014 as the threshold year
- from behind the typical
traditional media, the on-slaught
of new media forms
and moving ahead, the
digital engagement trends.
Marketers have the edge to
2012 - 2014
Digital Spending
(Billion THB)
2.783
4.248
5.863
2012 2013 2014
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5. 02 Full advangtage of new communication technology
The world is smaller
3G spirals into slow speed creating the one
caveat for faster and transferable data to fur-ther
satiate smartphone users. In 2013, leading
mobile operation networks TrueMove and AIS
began test-introducing 4G services within Bang-kok
trimming borders between consumers and
whichever information based on their curiosity
to embrace this trend or not. The six degrees
of seperation in reality is out and being virtu-ally
connected with everyone means there are
no barriers making the nation and the world
go round bringing even strangers and friends
together.
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6. 03 Social news is new entrusted news
The democratization of social media
The democratization of the social
network and instant messaging
is changing consumer’s time
consumption methods. The prolif-eration
of individual’s generated
feeds, reports and opininos with all
the massive buzz-worthy stories
generated travel across the social
landscape and induce immediate
engagement withthin mere sec-onds.
Case in point: the anti-gov-ernment
protest and the great gi-raffe
challenge, we know the drill.
Such content creation and sharing
ranges from photos, videos, and
music. Influencers, celebrities,
and branded products distributed
throughout such cosicla channels
via owned and earned media are
valuable assets for marketers.
Percent of Web Users Visiting
a Social Networking Site
March 2013
93.9%
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7. 04 The Abdul era (The know it all world)
A gateway to the mad mad world
Google & Wikipedia is referred to as the holy grail of
information. We are in an entirely different era and the
information and knwoledge alone is accessible within just
one click. As predicted and confussed, more than 75% of
young Thai college students cite their most go-to entrusted
source of information to be Google and Wikipedia out of
convenience and has since become their standard (mInter-action
intelligence 2014).
There are copious amounts
of search engines and infor-mation
sharing sites that can
offer services in more ways
than one and unlike any
other expence offline to oth-erwise
heavy textbooks and
backpacks.
Growth in Unique
Searchers
9.5 MM 10 MM
+6%
March
2012
Source: XXX
March
2013
Searches per Searcher
119.7 122.1
143.3
Vietnam
Thailand
Worldwide
Source: XXX
120.8
91.1 83.9
Malaysia
Indonesia
97.3
Singapore
Philippines
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8. 05 Fool-proof predictions
Beyond the intelligence and indefinable
Based on search-related results of
consumer’s past usage and behavior
on the web, this has spurred develop-ers
to invent fantastic applications that
could predict the informative, elusive,
and indefinable in the process such as
a nearby recommended restaurant, the
taxi trapper, bus/train time predictors.
Not only that, new pop cultural trends
and terminology are being created
online such as ‘meme’s and new
‘words’ searched for on own their own
literally such as ‘Twerking’. We can
witness brand campaigns inventing new
catch-phrases quickly to beomce a viral
phenomenon like wildfire.
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9. 06 The Internet of things
Smart devices and more
Disregard your carry-on heavy
external drives or teensy thumb
drives. The answer is new tech-nology
software such as iCloud,
fileapp or Dropbox, which are
quikcly becoming a necessity
over convenience. With zero
electric chords, any created
deck, file or information can be
called through Internet waves -
no matter where you are as long
as you are connected. Camera,
iPad, music docks, all technol-ogy
have infinite possibilities.
That along with programmed
sensors not only enable infor-mation
sharing but tracking the
location of lost items (remote
controls), adjust room tempera-tures,
and drive smart cards.
Vint Cerf’s, the father of the
Internet and chief evangelist
at Google, has the world’s
best wine cellar with a seri-ously
cool thermometer.
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10. 07 Unleashing new consumer behavior
Empowerment through communication
The SMS era is a graveyard. The new year in 2013 officially
marked the end of SMS greetings as they dramatically disap-peared
from the screen. In lieu of text messaging, free apps such
as Whatsapp, LINE, and Facebook-chat are the spotted emerging
trends. Rather than a tradtional text message, consumers are now
engaging in more full-fledged customizable and unique content.
This allows the developers to expand its
customizable and unique content. This allows the developers to
expand its products into the e-commerce arena with the likes of
LINE Sticker, Games, or Pictures instead of being haunted by the
past. This type of adaptive marketing is filling the overlooked niche
for highly personalized and responsive brands that can create a
whole new league of interaction with consumers. Expect to see an
upgrade in the developer’s bag’s tools and tricks.
LINE Users
in Thailand
Source: XXX
18
million
users
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11. 08 Digital + mobile screen
The next big fad
The stability of Internet changes the way people consume
media; from traditional to mobile screens. YouTube or Internet
TV became the latest craze for Thais to watch the latest drama
at anywhere, anytime without an interruption from traidtional
commercial. Plus, the availability of niche content provides room
for consumer to catch up whatever they want to see - Hormones,
Club Friday the Series, and so on. The multitude of video forms
such as pre-roll, mid-roll, and post roll including the shift of con-sumers
from watching televsion to the mobile screen has also
increased lengthy full cips such as series, webisodes, and mob-isodes.
Viral videos are here to stay with the rapid expansion of
wide broadband Internet plus the growth of these types of digital/
mobile content and its development.
2. Hormones 13M YouTube views
3. Club Friday 1.7M
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12. 09 The rise of new idols
Transforming from a nobody to somebody
Other than Baitoey and Ying
Lii, known for their unconvet-ionally
catchy music and dance
moves, once the content went
viral, many parodies and cover
videos were made and posted
digitally nationwide by fans. Also,
it’s become the era for new net
idols who are able to present
themselves through the power of
social media intentionally such as
Jay the Rabbit.
1. Jay the Rabbit fans opened
around April 2013
459,917 likes / 48,473 talk about
this
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13. 10 The You & Me generation
Whatever we do is to show + share We live in a self-created content safari. Other than being
the second most popular Instagram check-in city after New
York, being unique is in the gene of the Bangkokian. We
can see the big infiltration of self-phot enhancing applica-tions,
turning a simple picture into stunning works of visual
merchanding through ‘Camera 360’, the ideal ‘Instagram’
filters, and ‘Photowonder’ of ‘Perfect 365’ that capture the
most beautiful photos. In addition, global trends from suc-cessful
me-marketing campaigns can also be a good trial
execution for the Thai market to borrow. Exhibition: Share
a Coke and other ‘selfie’ marketing campaigns that attract
the ‘me, me, me’ Millennial.
Percent Reach of Photos
Category
Minutes Spent per Visitor
on Photos Category
41.9%
8.9
Minutes
Thailand Thailand
Source: XXX Source: XXX
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14. 11 The health-activist boomer
Nobody can deny the signs from
marathon events, ‘selfie’ pictures
of muscular meatheads at the front
of fitness mirrors, to groups of
cyclists in midnight around town,
or even a group of friends having
fun in a boxing room. It’s clear that
health and fitness activities have
become the big trends of Thais
and an ideal validation to show-off
on their social networks. Other
than ‘RunKeeper’, ‘Nike+Running’,
‘FitBit’ or ‘Fuelband’, we foresee
the flurry of smart wearable gad-gets
to help monitor one’s sleep,
track daily activities, observe food
intakes, or even record your own
bowel movements, and translate
those into shareable content (shar-ing
is caring, right?).
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15. 12 S(H)O(W)cial contribution
One of the massive trends that
Thai people are really into is to
take part in the contribution of
current affairs and issues that
rock the nation’s core. From
the colossal earthquake and
typhoon hitting the Philippines
and so on, many social net-work
groups emerged to raise
welcomed money and support
(such as the creation of t-shirts
for sale, online dontations, and
so on) - on a local and global
level. For Thais ourselves,
in celebration of His Majes-ty
King Bhumibol’s Birthday,
#longlivetheking hashtag
became the fad in all types of
social networks, also relaying
the mainstream snetiments to
honor the death of His Holiness
Somet Phra Nyansamyara, the
highly
Supreme Patriarch of Thailand
where corporates and individ-uals
displayed a condolence
message as well as to cancle
all events and entertainment
parties to pay their respects and
act responsibly.
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16. Facing challenges of the digital age
Conclusion
mInteraction
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Bangkok 10110, Thailand
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