In the digital age, consumer behavior is changing rapidly. Where customers are and what they are looking for is like a treasure trove that businesses want to possess, as it means opportunities to sell products that meet their needs, increasing visibility and helping to boost sales if the right channels are chosen at the right time. According to statistics and user behavior on the Internet worldwide, from WeAreSocial and Hootsuite in the first quarter of 2020, it was found that 75% of the Thai population uses the Internet, while the global average is 59%. Thai people spend an average of about 9.01 hours per day online, ranking fourth in the world, behind the Philippines, South Africa, Brazil, and Colombia. Additionally, Thais spend an average of about 4 hours and 57 minutes per day on the Internet via mobile devices. This shows that as people spend time online, businesses must also be online. Let's take a look at the trends of Thai consumers in 2020: how data analysis on Google and YouTube reflects Thai search behavior.

The Digital Economy is No Longer Limited to Major Cities

Current statistics on online shopping behavior show that it is no longer limited to the capital or major cities. People outside urban areas can access Internet technology more easily, leading to an increase in online shopping outside of Bangkok, with search volumes from these areas exceeding 70%. For example, searches for food, household items, and automotive products reached 80%, while beauty and personal care searches were at 75%. This indicates that business operators and marketers can still find opportunities for online marketing outside of the capital.

On-Demand Businesses are Growing

The search behavior of Thai consumers shows a growing demand for things to be faster, higher expectations, and a desire for more specific items, as well as a willingness to pay more for immediate gratification. Statistics show that searches for ride-hailing services increased by 127%, and delivery services are expected to grow significantly during the COVID period compared to normal times. This means that business operators must find ways to provide immediate services that meet the higher expectations of consumers, such as Same Day Delivery and 24-hour online wholesale.

Using Omni-Channel to Find Online and Buy Offline

Consumer searches have become more complex, such as being in front of a store while still using their mobile devices to search for information and read reviews. There is a trend towards more specific searches using terms like “near me.” The most searched “near me” terms include nearby attractions, which increased by 733%, nearby temples by 400%, nearby hair salons by 376%, nearby dentists by 355%, and nearby hot pot restaurants by 203%. Therefore, it is crucial for business owners to pin their stores online so that consumers can find them immediately. Additionally, there is an increase in long-tail searches, such as “green sneakers for men.” Thus, businesses and marketers need to think about creating online content to enhance long-tail search visibility.

A Cashless Society is Becoming More Evident

The COVID crisis has accelerated Thailand's transition to a cashless society. Searches for terms like credit cards, electronic wallets, digital currency, and mobile banking methods such as how to apply and transfer money have increased, reflecting growing interest in a cashless society. Business owners should offer a variety of online payment options.

Awareness of Environmental Issues is Increasing

Thai people are becoming more aware of environmental issues and energy conservation, with searches for terms like PM2.5, face masks, electric cars, and energy-saving products increasing by 163%. This reflects the environmental challenges Thailand faces with PM2.5 dust, leading to greater interest in environmental protection, reducing pollution, and energy conservation. It is expected that during the COVID period, searches related to health care will also increase in line with the social context at that time.

Understanding consumer behavior in this era is essential for businesses to keep up. Even with limited capital, it is not a significant issue if one understands consumer behavior. Regardless of the type of business, success in increasing sales and generating income is certainly achievable.

Sources

https://www.twfdigital.com/blog/2020/02/global-digital-usage-stat-q1-2020/

https://www.youtube.com/watch?v=OZ6oL5gpUw8

SOURCE: www.scb.co.th