Survey: Aim for the right millennials

Survey: Aim for the right millennials

Brands and marketers should use the right marketing campaigns to draw in Thai millennials, who have sensitive purchasing behaviour, according to Japanese advertising agency Hakuhodo Bangkok Co.

The ad agency's survey found that Thai millennials have different purchasing attitudes, depending on whether they were born in the 1980s or 1990s.

Ampa Theerapatsakul, Hakuhodo Bangkok's strategic planning director, said people born in the 1990s tend to have more ideas when choosing products and make purchasing decisions easily.

Those born in the 1980s often take longer to decide on a purchase as they tend to look at the advantages and disadvantages.

The purchasing behaviour of the two groups is largely affected by their historical backgrounds, Ms Ampa said.

People born in 1980s saw the country's economic crisis take place in 1998 when they were teenagers, while those born in the 1990s cited the arrivals of Facebook and smartphone to have a big impact on their lives, more than those who were born in 1980s.

"There are many differences in attitude to lifestyle, work and social interaction with digital technology and many more for the millennial generation," she said.

Goro Hokari, regional strategic planning director of Hakuhodo Asia Pacific and director at Hakuhodo Institute of Life and Living Asean, said millennials have captured the attention of the marketing industry worldwide with their fresh values and high degree of fluency in digital technology.

"Millennials are very different from the other generations and they are also difficult to reach with traditional marketing approaches," he said.

Millennials in Thailand and other Asean countries, where populations have a high percentage of younger people, are difficult to approach due to social and economic shifts.

The survey was conducted in Singapore, Kuala Lumpur in Malaysia, Bangkok in Thailand, Jakarta in Indonesia, Ho Chi Minh City in Vietnam and Manila in the Philippines in September 2016 with a sample size of 300 per city and a total of 1,800 respondents.

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