How will TikTok's overseas enterprises grasp the Thai market in 2024?

In the past, Tuke has introduced the European market, the Vietnamese market, etc. Today, let's introduce the Thai market, which many people want to learn more about! TikTok merchants interested in expanding to Thailand, pay attention!

Average Internet Usage Time: 8 Hours 6 Minutes

Influenced by globalization, the amount of content consumed by Thai audiences is rapidly increasing, surpassing any previous period, with a high rate of digital penetration. In 2023, the number of internet users reached 61.2 million. Although this is far less than China, it accounts for 85% of Thailand's total population! Among them, the number of active social media users is 52.25 million, and the average daily internet usage time is 8 hours and 6 minutes, exceeding the global average of 6 hours and 41 minutes. This provides great convenience for TikTok merchants to develop online buyers.

Watching Online Videos is the Most Popular Leisure Activity

According to Tuke, Thai users are particularly fond of watching online videos, with as many as 94.3% of users keen on watching online videos, followed by listening to or watching podcasts (58.0%), listening to online radio (52.1%), using music streaming services (36.7%), and watching vlogs (19.4%).

Among the most commonly used social media platforms, the proportion of users aged 16-64 using the TikTok short video platform is as high as 79.6%. Specifically, 75% of Thai consumers use social media to learn about brands, which is very noteworthy for TikTok merchants looking to expand to Thailand.

Extreme Dependence on Social Media

The digital native generation in the Thai market is extremely dependent on social media when it comes to shopping! 97% collect product information on social media before purchasing; 52% refer to influencer recommendations. Clearly, Thai consumers are seeking a more authentic shopping experience and exploring ways to increase social engagement. Based on this, overseas companies can use TikTok as the core marketing platform to create targeted promotional plans, especially for Gen Z and Gen Y, to achieve better marketing results.

The Unignorable "She-Economy"

Thai women generally have a high level of education and strong independence, making them more proactive and positive in consumption, with a more urgent demand for female products.

According to Tuke, 81% of Thai women hope brands will actively promote product solutions that meet women's needs, and 75% hope brands will customize new product categories for women. The "she-economy" cannot be ignored! TikTok overseas brands should pay special attention!

Surprisingly Strong Environmental Awareness

Surprisingly, among the entire Asia-Pacific region, Thai consumers have the strongest environmental awareness! This makes them pay special attention to the "environmental friendliness" of brand products. Among them, 83% of Thai consumers actively choose brands with more prominent environmental concepts; 80% pay close attention to a healthy lifestyle, and 60% actively choose dietary and nutritional foods. Based on this, overseas brands may consider integrating environmental concepts into their products, or incorporating "nutritional concepts" into the foods they sell, which is believed to result in better sales.

Different regions and countries have different consumer preferences and varying time spent on social media platforms such as TikTok. When learning about these markets, everyone should do their homework carefully. Know yourself and your opponent, and you will never be defeated!

Source: TikTok for Business