Brands should ensure that their products are reaching consumers who are increasingly using smartphones, says Nielsen Thailand's latest survey.
Yuwadee Aiamsontisup, director of consumer insights, said brands should focus more on people who are consuming more media through their smartphones to create brand engagement in the future.
More and more people are using smartphones as well as spending more time on their devices and this will obviously affect consumers' behaviour, she said.
"People are not only using smartphones to buy products but they are also using them to follow what's going on in the world," said Ms Yuwadee.
According to the agency's survey of smartphone usage in the third quarter, Thailand's smartphone data consumption during that period saw an 18% rise from the previous quarter.
The survey also showed data consumption via WiFi and mobile devices rose from 689 megabytes to 810MB a day with usage peaking between 8pm and 11pm.
The poll found that Thais on average spend 230 minutes or nearly four hours a day on their smartphones and the amount is expected to increase.
It also found that the top-three uses of smartphones were communications, social media and entertainment.
Thais spend 75 minutes a day on communication activities such as internet calling, chatting on the LINE app, emailing and sending messages.
Meanwhile, they spend 67 minutes a day on social media apps such as Facebook, Instagram, and mobile banking.
Entertainment activities such as watching movies and playing video games take up 45 minutes a day on average.
The figures indicate the emerging trend of using smartphones for mobile marketing and mobile advertising at the expense of traditional channels, which are seeing a decline in influence.
Ms Yuwadee was optimistic the survey would drive brands to see wider opportunities from mobile marketing and mobile advertising.
Based on the survey's findings on internet data consumption, she suggested brands enhance their awareness to catch up with consumers' changing behaviour.