Thailand’s social media scene is growing fast. Almost 49.10 million people use social media, which is 68.3% of the population1. This makes Thailand’s social media scene ready for big growth2.
Businesses can now connect with more people than ever before. Thailand’s internet use is high, at 88.0%. This shows strong digital support and lots of chances for social media marketing1.
Social commerce in Thailand is booming. 88% of Thai people are into social commerce, the highest in the world3. This shows how key it is for businesses to know the Thai social media scene well.
Key Takeaways
- Thailand boasts 49.10 million social media users
- 88% internet penetration rate as of 2024
- Highest global social commerce engagement rate
- Robust mobile connectivity with 97.81 million cellular connections
- Significant digital market for businesses
Current State of Social Media Landscape in Thailand
The digital world in Thailand is alive and changing fast. We’ve found key facts about Thai social media sites and their special traits4. With 88% of people online, Thailand stands out in Southeast Asia for its digital activity4.
Platform Distribution Dynamics
Thai social media users have different favorites. The digital world is led by a few big names:
- LINE: The top chat app with 78% use5
- Facebook: Keeps a strong hold with 68% interest5
- TikTok: Gaining fans, mainly the young5
User Engagement Patterns
Thai social media users have interesting habits. They spend almost 8 hours online each day, with 68.3% active on social media4. Social media is now the biggest media type, taking 70% of our time5.
Emerging Trends
Video content is big, with YouTube and TikTok leading the way. They’re great for reaching the young and making content go viral4.
The Thai digital scene shows a deep grasp of social media’s power. It blends talking, shopping, and fun together smoothly6.
Thailand’s Digital Consumer Behavior Trends
Digital trends in Thailand show a fast-changing world of consumer behavior. About 61.21 million people use the internet, which is 85.3% of the population7. This change has changed how we talk, shop, and enjoy content8.
Thai consumer behavior shows a big shift to digital:
- More than 70% of buying happens online7
- 73% buy things on social media8
- Mobiles are used for over 80% of online shopping7
The young, aged 17-36, lead this digital change. They make up 62% of Thailand’s online shopping market7. People are getting better at using digital tools8.
Now, people care more about the planet and social issues. 58% are ready to spend up to 11.7% more for green products8. This shows a growing concern for the environment and wanting to buy responsibly.
Businesses need to keep up with these digital changes in Thailand. They should make experiences that fit what people want, using digital strategies that target the right people. The future of connecting with customers is in knowing and predicting these changes online.
Social Commerce Growth in Thai Market
The digital world in Thailand is changing fast. More people are using social media to buy things. This is great news for brands wanting to reach Thai shoppers online9.
Social commerce in Thailand is growing fast. This is because many people have internet access and use mobile phones a lot. By January 2023, Thailand had 61.21 million internet users. This is 85.3 percent of the population10.
Market Size and Projections
The social commerce market in Thailand is looking good. Here are some key points:
- 52.25 million social media users in January 202310
- 85.4 percent of internet users are on social media10
- There are 101.2 million mobile internet users10
Consumer Spending Patterns
Thai people love to shop online, and they prefer using their phones. This shows a strong digital shopping culture9.
Popular Product Categories
Many types of products are sold through social commerce in Thailand. Electronics, fashion, and beauty items are the most popular. Facebook and Line make it easy to shop online9.
Reference to first source statistical data10Reference to second source statistical data
Mobile Social Media Usage Statistics
Thailand leads in mobile social media, thanks to smartphones. These devices change how people connect online across the country11. The stats show how important smartphones are in Thai digital life.
Here are some key points about mobile social media in Thailand:
- Thailand ranks ninth globally for TikTok advertising reach with 44.3 million users11
- Daily social media usage averages 2.31 hours, slightly above the global average11
- Mobile internet users spend an average of eight hours online daily11
The mobile social media scene in Thailand is very diverse. LINE is the top choice for mobile communication, with 95% of users12. TikTok is also popular, with 75.8% of adults aged 18 and above using it monthly12.
Platform | Monthly Users | Ad Reach |
---|---|---|
49 million | 77.7% | |
18.7 million | 29.9% | |
TikTok | 44.3 million | 75.8% |
YouTube | Users spend 41.3 hours monthly | 61.5% |
Smartphone use in Thailand keeps growing. More people are buying things online with their phones. About 31% of internet buys are made on mobile devices11.
Social Media Statistics for Thailand
Thailand’s digital world is growing fast. Social media connects millions of people on different platforms. We look into Thai social media and its growth, giving insights into the digital world13.
Platform-Specific Engagement Rates
Thailand’s social media scene is lively on many platforms:
- Facebook leads with 49 million users11
- Instagram has 18.7 million users, spending 7.4 hours a month11
- TikTok reaches 44.3 million users across the country11
- LINE is the top messaging app, used by 95% of mobile internet users12
User Growth Predictions
Thailand’s digital future looks bright. Internet users will hit 65.4 million by 2028, a 90.8% of the population13. Right now, 72.8% of people use social media13.
Content Consumption Trends
Platform | Monthly Usage | Key Demographic |
---|---|---|
TikTok | 38.2 hours | Slightly more male users (51.1%)12 |
YouTube | 41.3 hours | 61.5% ad reach12 |
7.4 hours | 26.1% population usage12 |
Businesses can use these facts to make social media plans that appeal to Thai digital users11.
Business Opportunities in Thai Social Media
The Thai social media scene is full of chances for businesses to grow online. With over 50 million Facebook users, it’s a great place for brands to expand14.
Here are some ways to boost your social media:
- Make content that fits each platform’s audience
- Work with influencers
- Use social commerce
- Post interesting videos
Digital shopping in Thailand is getting bigger fast. The e-commerce market is set to hit USD 16.9 billion by 2025, growing 10.4% each year15. Mobile devices are key for shopping and chatting online.
Platform | Business Opportunity | User Engagement |
---|---|---|
High | 91% Population Reach | |
TikTok | Growing | Younger Demographics |
Line | Strong | Communication Focus |
Businesses should use Facebook, YouTube, and TikTok for their marketing. Knowing what Thai people like and how they use social media is key to success14.
Emerging Social Media Platforms in Thailand
The digital world in Thailand is changing fast. New social media sites are changing how we connect and share things. This change is exciting for businesses and marketers16.
In Thailand, people are using new social media sites in interesting ways. Some new sites are becoming very popular16:
- Threads: 14% of Thai users use it16
- TikTok: It’s growing fast, with 29% of users16
- Other new sites that focus on certain groups of people
Platform Adoption Dynamics
Thai people love trying out new social media sites. Even though old favorites like Line (78% use) and Facebook (68%) are popular16, new sites are catching up fast.
Platform | Usage Percentage | User Growth |
---|---|---|
Threads | 14% | High |
TikTok | 29% | Very High |
21% | Moderate |
User Migration Patterns
Young people are leading the way to new social media sites in Thailand. They like to try out different sites. They look for content diversity and unique features16.
Businesses need to be quick to keep up with these changes. They must adapt to the new trends in Thai social media to reach their audience.
Social Media Marketing Investment Trends
The world of social media ads in Thailand is changing fast. Companies are updating their digital marketing plans. They are spending more on social media platforms17.
Social media is now a big part of digital spending in Thailand. It makes up almost 60% of it17.
Here are some key trends in Thai digital marketing:
- TikTok is growing fast, with a 71% jump compared to Facebook’s 23%17
- Influencer marketing is getting more popular, with 84.8% of brands seeing it work17
- Brands are trying different ways to use social media17
The global social media advertising market is expected to hit US$247.3 billion by 2024. This is a 14.3% growth from last year17. But, there are challenges. 60% of people feel too many ads on social media. They want ads that are more relevant17.
New strategies in Thai digital marketing include:
- Advanced display ads
- Digital out-of-home (DOOH) marketing
- Connected TV (CTV) ads
- Improved influencer partnerships17
Companies need to understand what people want and keep up with new tech. The secret to success is making content that feels real and connects with the Thai online crowd18.
Impact of Social Commerce on Thai Retail
The Thai retail scene is changing fast because of social commerce. We see big changes in how people talk to brands and buy things19.
Social commerce is changing the old way of shopping in Thailand. The market is growing fast, with new trends showing up:
- Mobile eCommerce expected to reach 70% of total sales by 202519
- Online consumer product discovery through social media at 60%19
- Thailand leading globally with 88% social commerce shoppers20
Traditional vs. Social Commerce Sales
Looking at sales between old ways and social commerce shows a big change. Thailand’s online shopping market is set to grow from $30 billion in 2021 to over $50 billion by 202919. Big names like Shopee and Lazada are leading this change, with big sales numbers20.
Platform | Revenue 2023 | Market Penetration |
---|---|---|
Shopee | 29.5 billion baht | 75% usage |
Lazada | 21.5 billion baht | 67% usage |
TikTok | Not disclosed | 51% usage |
Consumer Trust Factors
Building trust with customers is key in social commerce. The market is big, but there are challenges. About 58% of Thai consumers said they faced more scams, showing the need for strong security20.
Our study shows that to win trust, social commerce needs to be open, safe, and real. This will help overcome trust issues in the changing Thai retail scene1920.
Demographic Analysis of Thai Social Media Users
Thai social media demographics show a complex digital world. It’s shaped by age, how connected people are, and how fast they adopt new tech. By 2024, Thailand has a strong digital scene. It has a lot of social media users in different age groups1.
- Total population: 71.85 million
- Social media users: 49.10 million (68.3% of total population)1
- Internet penetration rate: 88.0%1
Looking at age groups, we see an interesting pattern:
Age Range | Population Percentage |
---|---|
18-24 years | 8.3% |
25-34 years | 14.0% |
35-44 years | 14.3% |
45-54 years | 14.2% |
Thai people have favorite social media platforms. Line is the top choice with 78% use. Facebook is second with 68%16. TikTok, Instagram, and Messenger also have a lot of users16.
Thai people spend a lot of time on social media. They use it for 2.31 hours a day, more than the global average21. Bangkok is a big digital center with 13 million users21.
Social Media Advertising Effectiveness
The digital ad world in Thailand is changing fast. Social media is key in marketing plans. Understanding changes in Thai digital ads is vital for businesses to get the most from their marketing digital marketing research.
ROI Metrics and Benchmarks
Thai marketers are spending more on ads, up 4% from January to April 2024 compared to last year22. The area is very optimistic, with 82% of marketers hoping for bigger ad budgets in 2024, up from 56% in 202322.
- Digital channels expected to represent nearly two-thirds of paid marketing spend22
- Online advertising increased by 8%22
- Media spend grew by 1,355 million baht from 2023 to 202422
Ad Format Performance
Digital ad engagement in Thailand is quite interesting. Social media ad effectiveness in Thailand relies on knowing what people like. 67% of Thai people often see internet ads23, and 71% think online ads grab their attention best23.
Ad Format | Consumer Engagement |
---|---|
Traditional Billboards | 74% notice rate |
Event Promotions | 68% engagement |
Celebrity Endorsements | 66% perceived effectiveness |
The average “off target” rate for digital ads in Thailand is 44%, higher than the APAC average of 33%22. This shows the need for better targeting and content that speaks to people.
Brands need to know that 75% of consumers want ads that are fun and engaging23. Making content that is real and interesting can really help improve social media ad success in Thailand.
Future Predictions for 2025 and Beyond
The Thai social media future is set to be exciting and full of change. We see big changes in how we use digital tools and new tech that will change social media in Thailand24. By 2025, marketers plan to spend about 10% of their budgets on social shopping24.
- Entertainment-driven content will dominate social platforms25
- AI technologies will revolutionize social media interactions25
- Social listening tools will become increasingly sophisticated25
Digital innovation is key for businesses. Creative content strategies will play a big role in how brands connect with people25. With 69% of marketers seeing AI as a game-changer, we expect big changes in how we make and share content25.
Trend Category | Projected Impact |
---|---|
Social Commerce | 10% Budget Allocation |
AI Technology | Revolutionary Interaction |
Content Strategy | Entertainment-Driven Approach |
Investing in digital tools will shape Thailand’s social media scene. The government’s Digital Wallet Scheme, worth about 3% of GDP, shows their commitment to going digital26. New areas like cloud storage, electric cars, and biotech will also boost digital progress26.
Conclusion
Thailand’s social media scene is growing fast. By 2025, it’s expected to see a big jump in users. This will make social media a big part of life for many Thais27.
Knowing how people use social media in Thailand is key. This knowledge helps businesses reach out to more people. It’s all about understanding what people like and how they use the internet27.
Facebook and YouTube are big in Thailand. They have lots of users and are very popular. Businesses need to know how to use these platforms well to connect with people27.
Thais spend a lot of time on social media every day. They use it for hours. This shows how important it is for businesses to be online and active27.
The future of social media in Thailand is exciting but also challenging. There are many things to consider, like what people like and what the rules are. Businesses need to be smart and also care about Thai culture27.
Our study shows that being flexible and knowing the market well is very important. The internet is changing how we talk, shop, and connect. Businesses that get this can do great things online27.
Source Links
- Digital 2024: Thailand — DataReportal – Global Digital Insights – https://datareportal.com/reports/digital-2024-thailand
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- 11 Key Social Commerce Statistics To Know ([wcyear]) – https://www.tidio.com/blog/social-commerce-statistics/
- 2024 Digital Marketing Landscape of Thailand | Digital Marketing for Asia – https://www.digitalmarketingforasia.com/2024-digital-marketing-landscape-of-thailand/
- Understanding Thai online media usage – https://www.bangkokpost.com/business/general/2839487/understanding-thai-online-media-usage
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- Understanding Thai Consumer Preferences and Behaviors. | Kadence – https://kadence.com/en-us/understanding-thai-consumer-preferences-and-behaviors/
- Thai consumers shift focus to essential goods amid economic worries: PwC report – https://www.pwc.com/th/en/press-room/press-release/2024/press-release-30-08-24-en.html
- Facebook, Line and TikTok are leading Thailand’s leading social networks – Thailand Business News – https://www.thailand-business-news.com/social-media/facebook/153751-facebook-line-and-tiktok-are-leading-thailands-leading-social-networks
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- Thailand Online Population Forecast 2023-28 – https://www.datumintell.in/thailand-online-population/
- Facebook, Line and TikTok are leading Thailand’s leading social networks – Thailand Business News – https://www.thailand-business-news.com/social-media/153751-facebook-line-and-tiktok-are-leading-thailands-leading-social-networks
- Thailand’s E-commerce Landscape: Trends and Business Opportunities – Interloop – https://inlps.com/thailands-e-commerce-landscape-trends-and-business-opportunities/
- 2024 Thai online media usage: ‘Day-Part’ key for targeted strategies – https://www.nationthailand.com/blogs/news/general/40040147
- Are marketers spending less on social media? | Analysis | Campaign Asia – https://www.campaignasia.com/article/are-marketers-spending-less-on-social-media/499334
- Thailand Social Commerce Market Intelligence Databook 2024-2029 Featuring Facebook, Line, YouTube, TikTok, and Instagram – https://www.globenewswire.com/news-release/2024/02/28/2836688/0/en/Thailand-Social-Commerce-Market-Intelligence-Databook-2024-2029-Featuring-Facebook-Line-YouTube-TikTok-and-Instagram.html
- Penetration rate of social commerce in Thailand from 2021 to 2024 with a forecast until 2029 – https://www.statista.com/forecasts/1421106/thailand-penetration-rate-of-social-commerce
- Thailand’s E-commerce Landscape: Popular Channels and Government Roles · PS Engage – https://ps-engage.com/thailands-e-commerce-landscape-popular-channels-and-government-roles/
- Thais among top social media users – https://www.bangkokpost.com/business/general/2734744/thais-among-top-social-media-users
- Latest Nielsen data shows Thai ad spend up 4% on same period last year – https://www.nielsen.com/news-center/2024/latest-nielsen-data-shows-thai-ad-spend-up-4-on-same-period-last-year/
- Navigating Thailand’s evolving media landscape – MediaCat – https://mediacat.uk/navigating-thailands-evolving-media-landscape/
- Predictions 2025: The Media Industry Resolves 2024’s Unruly Unknowns – https://www.forrester.com/blogs/predictions-2025-media-and-advertising/
- Social Media Trends 2025 – https://www.hootsuite.com/research/social-trends?srsltid=AfmBOoobXMgDziMFVywvWdQhLZz2mhsheNsPcFpDnySu-D1LJqBUY7GJ
- Investing in Thailand’s Future: Beyond the Digital Wallet – https://amro-asia.org/investing-in-thailands-future-beyond-the-digital-wallet/
- Regulation or Repression? Government Influence on Political Content Moderation in India and Thailand – https://carnegieendowment.org/research/2024/07/india-thailand-social-media-moderation?lang=en¢er=china