Smartphone ownership soars among Thais

Smartphone ownership soars among Thais

Most young people in Thailand have a smartphone, and it will not be long before everyone owns one. Businesses should adapt to the more digital lifestyle of today's consumers, says Nielsen. KRIT PROMSAKA NA SAKOLNAKORN
Most young people in Thailand have a smartphone, and it will not be long before everyone owns one. Businesses should adapt to the more digital lifestyle of today's consumers, says Nielsen. KRIT PROMSAKA NA SAKOLNAKORN

Thailand's smartphone ownership is expected to reach 100% in the next four years and reshape the mobile landscape and consumer behaviour, says Nielsen Co (Thailand).

The US-based research firm's latest survey of 1,081 respondents revealed smartphone ownership of 58%, up from 49% a year ago.

It means everyone will own a smartphone before too long, depending on the trajectory of budget smartphones and attractive data packages.

Yuwadee Aiamsontisup, director of the telecommunications and technology industry practice at Nielsen Thailand, said most young people aged 16-34 owned smartphones, as did 42% of those 35 and up.

Smartphone ownership depends on purchasing power, and wealthy people can afford the latest and costliest models.

"The smartphone is becoming part of Thais' lives. They cannot live without an internet connection," Ms Yuwadee said.

The average Thai spends nearly four hours a day on a smartphone, using it for communications (94 minutes), apps (62 minutes), entertainment (54 minutes), web browsing (14 minutes) and device management (eight minutes).

The Line app occupies the most time, followed by Facebook, BeeTalk and YouTube.

The high number of smartphone users creates opportunities for mobile commerce, Ms Yuwadee said.

The use of mobile apps for banking and financial services surged from 8% in last year's first quarter to 31% as of March 31, while mobile shopping users rose from 11% to 23%.

Interestingly, smartphone users saw more mobile advertising and accepted it as long as the ad content was attractive.

Mobile TV was the most accessible channel, followed by apps, mobile internet and online games.

Ms Yuwadee said the survey findings showed business owners should adapt immediately to tackle changes in consumer behaviour that come with a more digital lifestyle.

Suresh Ramalingam, Nielsen Co's managing director for Thailand, Vietnam and Myanmar, pointed to media fragmentation and path to purchase as the big changes in marketing driven by digital behaviour.

Content is the key to communicating effectively with consumers, he said.

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