Thais among top social media users

Thailand ranks ninth globally for TikTok advertising reach with 44.3 million users of the short-video app. (Photo: Reuters)
Thailand ranks ninth globally for TikTok advertising reach with 44.3 million users of the short-video app. (Photo: Reuters)

Thailand is among global leaders in time spent on social media and number of users of Facebook, YouTube, TikTok and e-commerce, according to a digital report.

The nation makes the top 20 in many categories, with social media usage averaging 2.3 hours a day.

As of January 2024, daily social media usage by Thais ranked 17th globally at 2.31 hours, with the global average 2.23 hours, according to the Digital 2024 Global Overview Report from DataReportal.

The country ranked in the top 10 for internet usage at eight hours per day.

In terms of social media use, Thailand ranked fifth at 24 hours per month, following Egypt (34 hours), the United Arab Emirates (29), Vietnam (28) and the Philippines (26 hours).

Bangkok was among the top three cities for Facebook advertising audience at 13 million user accounts, while Thailand was ninth for the largest national audience with 49 million users.

Thais spent 41.3 hours per month watching YouTube via its mobile app, just behind global leader South Korea at 45 hours.

Thailand has 18.7 million Instagram users who average 7.4 hours per month on the app. The country ranks sixth for Facebook Messenger users at 35.5 million.

For X, formerly Twitter, Thailand was 12th with 14.6 million users, with Android users spending three hours on the app per month, compared with the global average of four hours.

The nation is ninth globally for TikTok advertising reach with 44.3 million users. The US, Indonesia and Vietnam are the top three.

As to time spent on TikTok, Thailand ranked 15th with 38.2 hours per month for Android users.

Thailand was the global leader of the weekly online shopping category with 70% of internet users age 16-64 making purchases online each week.

In terms of mobile commerce, for weekly purchases Thailand ranked in the top 20 with 31% of internet purchases by mobile devices, close to the global average of 30%.


  • audience: the people who watch/listen to an event happen - ผู้ชม
  • average: an amount calculated by adding several amounts together, finding a total, and dividing the total by the number of amounts - เฉลี่ย, ค่าเฉลี่ย
  • category: a group having similar qualities - ประเภท
  • e-commerce (noun): business that is conducted on the Internet - อีคอมเมิร์ซ (การพาณิชย์อิเล็กทรอนิกส์)
  • global: throughout the world - ทั่วโลก
  • in terms of (idiom): regarding; used to show what aspect of a subject you are talking about or how you are thinking about it - เกี่ยวกับ, เกี่ยวข้องกับ
  • ranks (verb): the position of somebody/something on a scale that shows how good or important they are in relation to other similar people or things, especially in sport - อันดับ
  • social media: the use of web-based and mobile technologies to turn communication into an interactive dialogue, e.g., Facebook, Twitter, etc. - เครือข่ายสังคมออนไลน์
  • usage (noun): how much someone uses a service, measured in minutes, for example - การใช้
  • via: through - ผ่าน (ช่องทาง) ในที่นี้คือ ผ่านดาวเทียม
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