Nielsen puts spotlight on online trends

Thais’ preferences revealed in research

Streaming, smart connected devices, authentic content, influencers and “shoppertainment” are among the key trends for Thai consumers to monitor this year, says data analytics firm Nielsen Thailand.

“Thais will continue to watch streaming content in 2023, with 57% using video-on-demand in 2022, an increase of 97% from 2019,” said Aaron Rigby, managing director of Nielsen Thailand.

Ad-based video-on-demand (AVOD) accounts for 74% of the total VOD consumption, while subscription video-ondemand (SVOD) comprises 26%.

The top five VOD channels are YouTube, Facebook, Netflix, TrueID and Viu.

Netflix and Disney+ have begun offering ad-supported packages, said Runchita Srivoravilai, director of Nielsen Thailand.

Nielsen has seen the rise of free adsupported TV (FAST), including streaming apps developed by TV stations, which saw a 36% increase in audiences in 2022, she said.

“This is an opportunity for brands to provide advertising for streaming users across content they watch,” said Ms Runchita.

Another trend involves the embracement of more connected devices.

Thais spend 3.4 hours a day on mobile phones, four hours on computers, 2.48 hours on traditional TV and 2.07 hours on online TV.

The use of connected devices, such as smart TVs, electric vehicles and smart home items, can help drive e-commerce. For example, people may be able to make an order through smart home devices.

The next trend refers to “the age of authenticity” in which brands need to be sincere with consumers.

One of the approaches is to support user-generated content, including consumers’ direct reviews of products. Nielsen said 84% of Thai consumers trust word of mouth opinions and 75% trust online reviews.

Another trend involves the importance of influencers who can build connections between customers and brands.

Thailand has 2 million influencers, the second highest in Asean after Indonesia.

Beauty is the most active industry investing in influencers on social media, chiefly on Facebook, YouTube, TikTok and Instagram.

Shoppertainment features a combination of shopping and entertainment that can enhance content-driven commerce.

The trend of shoppertainment rose last year, buoyed by short-form video content.

Some 20% of online shoppers in Thailand watched and bought via live-streaming. “Consumers are ready to pay when the content is fun,” said Ms Runchita.

Another development was the rise of digital audio and music streaming. Many radio stations now broadcast via multiple platforms while more than 55% of Thais listened to music through streaming in 2022.

Nielsen also highlighted the importance of advertising to drive shopping. It found 69% of Thais buy a product after seeing advertising.

The country’s media spending surged 9% to 118 billion baht in 2022.