The Thailand Consumer Survey

With a strong consumer population of 68.8 million who are avid users of technology and social media, Thailand is believed to be the largest social commerce market in the world. Consequently, the onset of the digital consumer in Thailand cannot be ignored, making it critical to understand the Thai consumers’ preferences, spending patterns, purchasing and brand preferences, and communication channels, in order to capitalise on this increasing shift.

In this latest edition of The Thailand Consumer Survey – Onset of the digital consumer, we explore some of the latest consumption patterns of the Thai consumers that emerged from the results of a recent survey conducted in the second half of 2017 across 1,000 households via face-to-face interviews. This year, we extended the survey coverage to the second tier cities of Khon Kaen and Songkhla, in addition to the cities of Bangkok and Chiang Mai covered in the inaugural survey.

It is evident that the urban Thai consumers are still focused on finding products with the right attributes. However, given the cautious spending environment over the past year, value buying has also become an increasingly important consideration across multiple product categories. With the end of the official mourning period for the passing of their long-standing King Rama IX in October this year, Thai consumers are optimistic about the economy and anticipate to increase their overall spending, albeit moderately.

The report also outlines the Thai consumers' acceptance of e-commerce, which is largely driven by convenience. In the larger cities in particular, the digital disruption is forcing a change in the brick-and-mortar retail outlets, with leading mall operators shifting focus on creating innovative customer experiences to draw customer footfall. While there is slow acceptance of smart devices, the speed of adoption of payment platforms and cashless transaction options will only increase the acceptance of going online.

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