Looking back on 2020, we find that Thai consumers are increasingly turning to digital technologies like never before, and 2021 is the year they learn to adapt to them. more by starting to look for new ways To live, study information, find entertainment and connect with businesses
amid the epidemic situation of COVID-19 In addition to these changing behaviors Thai consumers also expect businesses to offer products or services. that used to exist in the offline world on the online world
As people spend more time online The need for electronic devices and internet connection for various activities The online world has also increased.
- Interest in 5G continues to grow over the past year. Searches for “5G mobile phones” increased by 118%.
Internet connection at home has become a necessity as people spend more time at home. This has resulted in a large increase in these searches in the past year.
- “What’s good about addicted to home internet 2021”
- “How much is TOT home internet access in 2021”
- “True Home Internet 299 Year 2021”
Consumers are also looking for a mobile internet connection. by searching “Top up internet daily” increased by 25%
- Searches for “buy SIM online” rose 67% as Thais sought to find ways to communicate, whether it was work or personal.
- 92% of new SIM card buyers will purchase the SIM card as planned after searching. Therefore, it’s important for brands to provide the information they need to make a consumer purchasing decision. To make your brand one of the choices they evaluate.
Therefore, brands must understand the preferences and needs of consumers in order to provide information that meets their needs. Responsive Search Ads is a tool that helps brands modify text based on different search terms. to always be in line with the needs of the target group
For example, an interesting case, for example, Samsung Thailand received an “excellent” ad rating when taking advantage of the insights.
Samsung Thailand Leading Electronics Brand Stay up-to-date with the ever-changing search trends by bringing insights from Ad Strength Applied to Responsive Search Ads campaigns
Guidelines are also used to pin your ad’s headline and description. (description) to present the brand’s selling point to potential customers By adopting the insights and recommended best practices, Samsung received an 8x “good” or “excellent” rating for Responsive Search Ads.
Although Thai consumers are increasingly using online channels to communicate with mobile network operators. but the storefront or branch It also plays an important role in their Purchase Journey.
- 87% of new SIM card buyers embark on an online purchase journey.
- 1 in 3 Thai people who buy a new SIM card visit the website of a mobile network operator before making a purchase.
- App searches for the three leading mobile carriers increased 39% from last year.
- More than half of people who use apps of mobile network brands in Thailand prefer to communicate with them through apps because it’s quick, easy and convenient.
- Mobile network service centers are still the most popular channel for telecommunication service users in Thailand. Searches for service centers of the three popular mobile phone brands in Thailand rose by 85%, the highest increase when the lockdown measures were eased.
Implement an Omnichannel strategy to provide a seamless experience.
Your brand should make it easy for people to find your product across channels. as well as providing relevant and useful information along the purchase journey. Because every channel is like your storefront in today’s world where everything is connected. If you neglect one of the channels You could lose the opportunity to reach potential customers. For example, every second a customer waits for your web page to load, conversions are reduced by 20%. They were queuing up in front of the shop.
when more time Thais are turning to online media to help reduce the stress of the epidemic situation. It was found that Thais love YouTube and regularly use the platform for entertainment.
- Thai people want to relieve stress through “comedy show” on YouTube with 193% more searches.
- Karaoke video viewing time increased by more than 70% in the first quarter of 2021 compared to the same period last year. And games are still popular and people spend their vacations playing online games.
Search “online game” 30% increase with highest per capita searches in the following provinces
- “Sing Buri”
- “spread”
- “Sukhothai”
Moreover, Thais are also turning to online games to maintain relationships with their loved ones while staying at home. seen from search 250% increase in “gaming online with boyfriend”
Take advantage of trending content to reach people.
The online media and entertainment industry is growing rapidly due to the COVID-19 pandemic. As a result, the online content and gaming industry in the country has grown accordingly. So you should seize this opportunity.
Whether you’re a brand in the media and entertainment industry, for example, use Audience Insights on Google Ads and YouTube to find their interests or passion points, and communicate them in a relevant and helpful way.
