Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Global Media Intelligence 2019: Thailand

Key Features

Thailand’s internet users have embraced digital life with enthusiasm; this is reflected in record amounts of time spent on mobile, according to GlobalWebIndex.

  • In H1 2018, smartphone penetration in Thailand was almost double that of desktop and laptop PCs and significantly ahead of other device ownership. A year later, the difference is even greater: 98.7% of internet users ages 16 to 64 owned a smartphone, while just 43.6% owned a PC. Tablet penetration was also low by global standards, at 30.3%.
  • Similarly, the time spent on mobile devices in 2018—5 hours, 13 minutes (5:13), on average—was 1 hour, 15 minutes more than the average time spent daily on PCs and tablets. In H1 2019, Thailand’s internet users were still devoting more than 5 hours daily to their mobile devices, while PC/tablet time remained just under 4 hours. These figures should be placed in context: The sample population polled was predominantly young and urban, and both of these factors generally contribute to more intensive engagement with digital media (see note below).
  • At 31.0%, ownership of smart TVs may appear relatively low, but this average disguises notable differences related to age, household income and location. It’s no surprise that the early adopters of smart TVs in Thailand are older adults, affluents and those residing in urban areas. High income was the single factor most likely to indicate a smart TV owner.
  • A large majority of internet users in Thailand access TV and other video content via digital devices and platforms. Some 78.0% had used a TV channel’s catch-up or on-demand services to watch programs in the month prior to polling. Moreover, nearly 57% had used a subscription video-on-demand (SVOD) service such as Netflix. This proliferation of video options boosted video-on-demand (VOD) usage to 93.9% of internet users this year, compared with 87.4% in H1 2018. For daily time spent, internet users devoted an estimated 1:37 to streaming or watching TV online.
  • Social media usage was equally widespread, at 93.2% of internet users; in fact, there may be some overlap between social media and video consumption, as GlobalWebIndex includes YouTube in its social network category. Time spent on social networks slipped from an average of 3:11 daily in H1 2018 to 2:57 in H1 2019—but remained high by global standards.
  • Penetration of digital audio approached 80% in H1 2019 and passed 90% among respondents 16 to 24. Usage was lower in the 45-to-54 age bracket, at 67.2%, but still higher than the comparable figures in most countries surveyed.
  • Thailand is also a leader in voice assistant usage. Some 44.0% of internet users said they had used voice to query apps, such as Siri or Cortana, built into their mobile phones or had used voice commands to interact with a smart speaker at home. Young adults ages 25 to 34 were in the vanguard, but usage was highest (53.4%) among internet users in the top 25% of households, ranked by income.

authors

Karin von Abrams

Contributors

Joanne DiCamillo
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Stephanie Meyer
Senior Production Artist
Heather Price
Deputy Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client