THE NEW INTERNET USERS by mInteraction

Page 1

WELCOMING THE NEW INTERNET USERS

Š 2015 mInteraction

mInteraction\\ Strategy, Insights & Corporate Communications


Milestone of internet in Thailand 93.1M 55.5M 84M Total Mobile subscribers

77.5M

3G subscribers

77M 71M

3G 2009

96M

2010

2011

2012

Inexpensive mobile device

2013

2014


Automobile Category Search from computer

55%

45%

Search from mobile

Thai Internet Penetration by device

100% 80%

79% 76%

By Mobile

60% 49%

40%

30%

38%

38%

2%

6%

2011

2012

39%

40%

42%

43%

2015

2016

20% 1%

14%

0% 2010

2013

2014

Source: (1) Google Thailand, 2014 (2) NECTEC, GSMA Intelligence – Thailand 2014

By Computer


2014 Users that spend 5 hour or more on Internet

2014 2013 2012 2011 0

Users that spend 5 hours or more on TV

Source: AC Nielsen IMS | June 2014

2014 2013 2012 2011 0

+52.2%

+33.4%

+5.1% +14.8%

5

10

15

20

25

30%

-5.0% -4.5%

-16.2% 5

10

15

-7.6% 20

25

30%


mInteraction

INTELLIGENCE

Š

a propriety research

Strategic | Insights | Trends


IN-DEPTH INTERVIEW

BEHAVIOR TRACKING

TOUCHPOINT EXPLORATION


GEOGRAPHIC Chiang Mai Lampang Lamphun Phrae Bangkok GENDER

Khon Kaen Udon Thani Mahasarakam Chantaburi Trad

M

45% 55%

F

AGE

20-55 Years old

Buy smartphone for the first time in 12 months


WHO ARE THEY?


01 MOBILE FIRST THE REAL

USERS

First-time internet experience is through mobile device


02

LATE ADOPTER,

SMART SPENDER


Spend money

WISELY.

Always buy things in Smartphone is

CASH.

NOT luxury item.

The BIGGER screen is the

BETTER.

Influenced by family, colleagues and peers.


03 MULTISCREENERS

Early stage of multi-screen behavior


WHY SMARTPHONE?


LIFE IMPROVEMENT It makes my life better


IMPROVING

CAREER “My boss told me to send her picture of account book everyday.”


IMPROVING

BUSINESS

“I upsell my fish by posting pictures on Facebook.”


IMPROVING

BUSINESS “My customers place order through LINE before they arrive.”


IMPROVING

SKILLS

“I learn how to play new songs from YouTube.”


LIFE IMPROVEMENT It makes my life better

EXTENDING ACCESS TO INFORMATION I can access information anywhere, anytime like I never did before


ACCESS WHEN I WANT I buy daily 3G package only on the day I need it


ACCESS WHERE I WANT

I always look for free Wi-Fi spot


ACCESS WHAT I WANT

I have a whole medicine book in my phone


LIFE IMPROVEMENT It makes my life better

EXTENDING ACCESS TO INFORMATION I can access information anywhere, anytime like I never did before

MY NEW ADDICTION I cannot survive my day without it


“If I forget my phone at home, I’ll be willing to go back and get it. I can’t go a whole day without it”


I’ll have to admit that I use it all the time. Even when I was waiting at the traffic light on my motorcycle.�


“I can spend the whole day with my phone. It’s my boredom killer.”


WHAT DO THEY DO?


CONSUME CONNECT COMMERCE


CONSUME Paradigm shift of media consumption


FACEBOOK is the new Thairath

“I see it on Facebook newsfeed before the morning news.”


RADIO is an item of history “Why listen to the radio when I can search for any song I want on YouTube.”


YOUTUBE is my personal TV

“I don’t need a TV at the market anymore because I can watch Lakorn on YouTube as much as I want.”


GOOGLE is a magic word

“It’s really easy to get information instantly by just typing what I want to know”


CONNECT Way to save my money & reunite old friends


LINE CALL is more personal

“My daughter doesn’t call me on the phone anymore.”


“We save cost of photocopying document after using LINE group chat.”

LINE for professional


“I use LINE because all my friends use it.”

Group Chat Bring back long lost friends


COMMERCE Platform to earn and spend money


Business runs smoother

“It’s convenient for me to send photos to my customers via LINE.”


My little start-ups

“I receive fried banana order from other towns, promote my new coffee recipe and sell puppies, on my smart device�


Security is still an issue

“I would not order any products that cost more than 500 Baht… and I prefer ATM transaction”


CONSUME Digital content is free, convenient and easy to access Ask for more: YouTube, LINE TV YouLike News Entertainment Fashion/Beauty (Cream) Free stickers Brand stickers but block

CONNECT Prefer to use popular app. Influenced by family member and friends

Drama, Variety show, Game show, Music, Movie Follow Dara (Only among younger group)

COMMERCE Promote, find new customers and provide information not yet online transaction


HOW CAN BRAND

TAPPED IN?


RELAVANCY Content: Facebook, LINE official account Language: Facebook, LINE sticker Location: Geo Targeting

ADAPTIVE

AUTHENTIC

Dynamic Responsive Real time marketing

Be original Be creative User Generated content

BRAND

CONNECTIVITY Personal: family, peers, colleagues Commercial: e-commerce Brand space


mInteraction | Strategy, Insights & Corp. Communications NEIL MAVICHAK Head of Digital Strategy

WORAWIN SONCHAROEN Associate Director, Digital Strategy

Chingcharn Kaweevuth Associate Director, Digital Strategy

Payungsak Kiatrungkit Manager, Digital Strategy

PAN JROONGTANAPIBARN Manager, Strategic Resource & Insights

NATALIE SARAO Executive, Strategic Resource & Insights

Š 2015 mInteraction


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