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Social media has become an integral part of the Thai market, with platforms like Facebook, YouTube, Line and Pantip playing a significant role in influencing consumer decision making, particularly in the apparel and footwear sector. The younger generation of consumers spend a lot of time on these platforms, using them as a tool for researching and comparing products before making a purchase. This has led to a decline in brand loyalty, making digital marketing a crucial element for businesses to reach their target audience.
Additionally, the rise of social media has led to an increase in image consciousness among consumers, driving the popularity of vitamins and dietary supplements as a means to maintain a good figure or muscle gain. The COVID-19 crisis has further strengthened the influence of social media on consumer behavior, with many people turning to physical and mental wellbeing activities such as sports and fitness.
Direct selling companies like Amway have adapted to the shift towards digital by investing in their digital services and providing tools to their sellers to enable them to create personalized online interactions. They have also increased their focus on social media platforms and messaging apps like LINE to reach their target audience.
In the home shopping sector, companies are turning to social media platforms like Instagram to livestream their products and using endorsements from celebrities and influencers to attract a younger audience. Retailers are also using social media for e-commerce purposes, using platforms like Facebook to live stream promotional events and chat apps like LINE to allow consumers to talk directly to company staff about products.
Given the latest survey available, in Colombia there are about 41.9 million active social media users (Log in at least once in a month) in 2022. This is about 81.3 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 7.2 %.
In Thailand, social media platforms such as Facebook and Line have become integral to daily life, with many businesses utilizing these platforms to connect with consumers and promote their products. Facebook remains a popular choice for connecting with friends and family, while Line’s popularity has grown rapidly in recent years, with an estimated 93% of internet users in Thailand being active users of the platform.
As a result, Line has developed a wide range of services and features tailored to the needs of Thai users, such as the ability to make online payments, access various online services, and even purchase products directly through the app. Additionally, businesses in various industries, including retail, have been using social media as a key tool for marketing and reaching consumers, with an increasing focus on live streaming and influencer marketing to attract younger audiences.
In recent years, TikTok has gained a strong user base with approximately 80% market penetration. As Chinese people are the largest source of tourists for this tourism-heavy country, more and more cultural import and export is occurring with China. We expect to see a stronger representation of Chinese platforms in the future as more Chinese people visit the country and the economy of Thailand shifts towards a focus on services.
With the latest data published in January 2023, we can see that at the growth rate of 0.98%, there is now around 39.53 million Facebook users in Colombia . With male users account for around 48.65% and female users account for around 51.35%.
With the latest data published in January 2023, we can see that at the growth rate of 1.07%, there is now around 18.7 million Instagram users in Colombia . With male users account for around 44.15% and female users account for around 55.85%.
With the latest data published in January 2023, we can see that at the growth rate of 1.12%, there is now around 39.5 million TikTok users in Thailand . With male users account for around 0.395 and female users account for around 0.605.
With the latest data published in January 2023, we can see that at the growth rate of 1.12x, there is now around 11.68 million LinkedIn users in Colombia.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
