1、The 2024media morphT H A I L A N DUnderstanding the evolving media landscape in Thailand.Living consumer intelligence| 2024 media morph2The evolvingmedia landscapein ThailandHow has media consumption and engagement changed in recent years,which channels are on the rise,and how are consumers respondi
2、ng to the barrage of omnichannel advertising?Leveraging YouGov Profiles,this report explores shifts in media habits of Thailand people over the last five years,and their attitudes to advertising.It details the rapid adoption of online media by Thailand consumers since 2019,and profiles the Thailand
3、people who are most receptive to advertising,uncovering the hobbies,interests,and media most resonant with them.Get in touchOnline remains the leading channel for advertising impact Online significantly outranks as the most impactful channel for capturing the attention of Thailand consumers.Profiles
4、+Thailand 2023-12-24(N 3,400),Profiles+Thailand 2021-12-26(N 3,400),Profiles+Thailand 2019-12-22(N 3,400)The 2024 media morph31%1%1%1%2%2%14%67%1%1%1%1%2%2%12%71%Printed magazinesPrinted newspapersRadioDirect mailBillboardsCinemaTVOnlineMain advertising channel that grabs your attention20192023Rank1
5、8-2425-3435-4445-5455+All160%65%72%72%)65%67%29%11%12%17%21%14%35%3%2%1%3%2%43%3%2%1%1%2%52%2%1%1%1%2%The 2024 media morph4Consistent across all age groupsDatasets used:Profiles+Thailand 2023-12-24;(N 430)Online ranks as the top channel for grabbing attention for all age groups in Thailand,but peaks
6、 across the 35-54 age range.TelevisionListened to radioBillboardsPrinted magazinesPrinted newspapersDirect mailCinemaOnline5Digital platforms and services are evolving how people consume content across all age groupsThe 2024 media morphDatasets used:Profiles+Thailand 2023-12-24(N 500);Profiles+Thail
7、and 2021-12-26(N 500)52%52%50%55%43%51%38%41%29%33%44%47%2021 2023 2021 2023 2021 2023 2021 2023 2021 2023 2021 202318-2425-3435-4445-5455+AllAgree“I primarily listen to music through streaming services”57%60%65%67%71%71%74%73%74%73%68%69%2021 2023 2021 2023 2021 2023 2021 2023 2021 2023 2021 202318
8、-2425-3435-4445-5455+AllAgree:“I mainly use social media for the entertainment and news content”48%48%46%51%49%51%46%50%43%47%47%50%2021 2023 2021 2023 2021 2023 2021 2023 2021 2023 2021 202318-2425-3435-4445-5455+AllAgree“Streaming services have changed TV watching for me”The 2024 media morph6The i
9、nternet is still a leading source of information,but TV has gained traction year-over-yearTelevision was the only channel to show year-on-year growth at 3%.Datasets used:Profiles+Thailand 2023-12-24(N 500);Profiles+Thailand 2021-12-26(N 500)41%17%18%7%4%41%19%16%7%3%Social network websitesTelevision
10、A news app on a mobile ortablet deviceA news website not associatedwith a newspaperA newspapers websiteMain source of news20232019Rank18-2425-3435-4445-5455+152%62%66%63%65%237%41%48%55%57%332%40%41%43%43%420%25%26%31%38%520%19%22%24%27%The 2024 media morph7News sources by generationDatasets used:Pr
11、ofiles+Thailand 2023-12-24;(N 500)Social networks are the leading source of news across all generations.For those aged 18-24,news apps on a mobile or tablet device outrank television as a news source.A news app on a mobile or tablet device A newspapers website TelevisionSocial network websites A new
12、s website not associated with a newspaper Facebook dominates,but TikTok shows significant growthFacebook continues to be the most populated social network,but short-form video platform TikTok registers the biggest growth.Datasets used:Profiles+Thailand 2023-12-24(N 33,750);Profiles+Thailand 2021-12-
13、26(N 22,750)8The 2024 media morph88%85%77%50%53%13%42%85%82%76%65%54%15%39%FacebookLineYouTubeTikTokInstagramPinterestXMembers of social networks202120239Social platforms by generationWhile Facebook membership remains strong across all age groups,Instagram and TikTok demographics shift younger Datas
14、ets used:Profiles+Thailand 2023-12-24;(N 230)The 2024 media morph79%84%87%90%88%18-2425-3435-4445-5455+Facebook72%79%85%88%90%18-2425-3435-4445-5455+LINE76%77%78%76%74%18-2425-3435-4445-5455+YouTube72%69%65%60%55%18-2425-3435-4445-5455+TikTok65%58%50%49%44%18-2425-3435-4445-5455+Instagram48%44%38%32
15、%30%18-2425-3435-4445-5455+X10Almost everyone,always connected54%of 18-to 24-year-olds spend 6 hours or more per week on social media.Datasets used:Profiles+Thailand 2023-12-24;(N 500)The 2024 media morph37%41%40%45%43%41%35%34%37%34%37%36%10%10%10%9%6%9%9%8%8%7%10%8%18-2425-3435-4445-5455+AllTime s
16、pent on social mediaLess than 5 hour per week6-20 hours per weekThe messaging marketLINE and Facebook Messenger are widely used messaging apps across all age groups in Thailand.Datasets used:Profiles+Thailand 2023-12-24;(N7000)11The 2024 media morph85%81%11%10%8%7%LINEFacebook MessengerWhatsAppGoogl
17、e MessengerTelegramDiscordMessaging apps used in 202312Messaging apps by generationYounger people in Thailand use a broader repertoire of messaging apps.The 2024 media morphDatasets used:Profiles+Thailand 2023-12-24;(N 517)81%83%82%80%79%18-2425-3435-4445-5455+Facebook Messenger 76%82%89%89%91%18-24
18、25-3435-4445-5455+LINE18%9%5%4%2%18-2425-3435-4445-5455+Discord12%9%8%9%12%18-2425-3435-4445-5455+Google Messenger8%10%9%6%6%18-2425-3435-4445-5455+Telegram7%10%7%5%5%18-2425-3435-4445-5455+iMessage7%11%12%12%13%18-2425-3435-4445-5455+WhatsApp12%5%4%4%4%18-2425-3435-4445-5455+Google MeetLive TV rati
19、ngs experience slight declineLive TV viewership has experienced a slight decline,but still remains popular.Datasets used:Profiles+Thailand 2023-12-24(N 8,500),Profiles+Thailand 2021-12-26(N 11,000),Profiles+Thailand 2019-12-22(N 10,600)13The 2024 media morphTV hours watched per week live All option
20、except DK/NA 91%88%87%85%86%87%88%89%90%91%92%201920212023Weekly live TV viewers50%51%47%43%36%46%25%27%31%33%34%30%6%6%7%9%11%8%2%3%3%4%6%4%18-2425-3435-4445-5455+AllLive TV hours watched per weekLess than 5 hour per week6-20 hours per week21-35 hours per weekMore than 35 hours per weekThe appetite
21、 for on demand45%of people in Thailand spend 6 hours or more watching video on demand per week,a figure that rises slightly with audiences aged 18-24.Datasets used:Profiles+Thailand 2023-12-24;(N500)14The 2024 media morph40%38%39%37%36%38%31%35%32%29%28%31%8%8%8%7%7%8%8%6%6%7%6%6%18-2425-3435-4445-5
22、455+AllVideo on demand time spendLess than 5 hour per week6-20 hours per week21-35 hours per weekMore than 35 hours per week15The Netflix effectNetflix leads the field as the most used on demand and catch-up service,ranking highest with younger audiences.The 2024 media morphDatasets used:Profiles+Th
23、ailand 2023-12-24;(N 500)47%8%7%3%6%2%4%43%8%7%3%4%3%5%35%14%5%4%5%4%3%29%16%6%4%2%4%2%24%13%1%8%3%4%2%36%12%5%4%4%3%3%NetflixTrueIDWeTVAIS PlayviuCh3PlusDisney+HotstarOn demand services most used18-2425-3435-4445-5455+All16The 2024 media morphAd Accepting vs.17How do attitudes to ads vary by age?Wh
24、ile internet advertising remains a strong channel for awareness across all age groups,skepticism to advertising has grown by 5%year-on-year.The 2024 media morphDatasets used:Profiles+Thailand 2023-12-24(N525);Profiles+Thailand 2019-12-22(N 6460)Statements agreed with advertising2019202318-2425-3435-
25、4445-5455+All18-2425-3435-4445-5455+AllI often notice the advertisements on the internet77%82%86%86%78%82%61%64%70%76%81%71%Advertising helps me choose what I buy62%67%71%71%64%67%55%56%58%63%63%59%I enjoy watching advertisements with my favourite celebrities 49%48%46%42%34%46%47%49%49%47%45%48%I of
26、ten notice advertisements in newspapers and magazines 54%59%60%61%57%58%39%43%42%42%42%42%I think advertisements are a waste of time38%31%22%16%20%29%44%43%33%26%27%34%18The purchasing power of advertisingThe 2024 media morphAdvertising helps me choose what to buy”34%AgreeNeither agree nor disagreeD
27、isagree7%59%19Middle age generations are more ad-acceptingPeople in Thailand aged between 25-54 are more ad accepting.Those age 55+are more ad-adverse.The 2024 media morphDatasets used:Profiles+Thailand 2023-12-24(N 550)14%22%22%21%21%19%22%17%16%27%18-2425-3435-4445-5455+AgeAd acceptingAd adverse20
28、%57%23%29%54%17%Lower income:less than75%of the medianMiddle income:75%to200%of the medianHigher income:higherthan 200%of themedianIncomeAd acceptingAd adverse16%23%12%24%25%14%21%12%25%29%NorthernRegionNortheasternRegionSouthernRegionBangkokCentralRegionRegionAd acceptingAd adverseThe 2024 media mo
29、rph20How do ad accepting people in Thailand spend their free time?Ad-accepting people spend their free time shopping and visiting restaurants and cafes.Datasets used:Profiles+Thailand 2023-12-24(N 450)45%44%36%32%33%34%29%27%Shopping malls/clothing storesRestaurants and cafesCinemaHistorical sites a
30、nd attractionsFree time activities Ad adverseAd acceptingWhich channels grab the attention of ad accepting?Online grabs the attention of both ad accepting and ad adverse people in Thailand.Datasets used:Profiles+Thailand 2023-12-24(N 325)21The 2024 media morph68%17%3%3%1%1%1%1%65%9%2%3%1%1%0%0%Onlin
31、eTV advertsCinemaBillboardsDirect mailPrintednewspapersRadioPrintedmagazinesMain advertising channel that grabs attentionAd acceptingAd adverseWhat do ad accepters expect from ads?Ads featuring real people,are informative or entertaining can help form a deeper connection with ad-accepting people in
32、Thailand.The internet,billboards,and ads at events all received high rankings as placements for ad awarenessin Thailand.Datasets used:Profiles+Thailand 2023-12-24(N 2,329)22The 2024 media morph75%72%68%66%I expect advertisements to entertain meI like seeing real looking people in advertisementsBillb
33、oards showing dynamic content,like breakingnews,capture my attentionI enjoy watching advertisements with my favouritecelebritiesStatements agreed by ad accepters:Ad content85%74%68%61%I often notice the advertisements on the internetPosters/billboards help me to become aware of newproducts and servi
34、cesI pay attention to the ads at eventsI take notice of who sponsors the sporting events I watchStatements agreed by ad accepters:Ad formatThe 2024 media morph23Want a deeper analysis?With YouGov Profiles,you can dig deeper into the media consumption habits and attitudes of virtually any target audi
35、ence including:Customers of a particular brandCategory considerersAffinity audiencesFor trending insights,run a YouGov Surveys to get quick answers to inform your media strategy:Self-serve and Serviced surveysGranular audience targetingResults in as little as 24 hoursYouGov,2023,all rights reserved.
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