The Social

Social Media in Thailand - 2023 Stats & Platform Trends

Last Updated: January 13, 2023
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Welcome! Here at OOSGA, we've combined insights from our partners across various markets and our own hands-on experience to bring you this brief. If you are interested in partnering with us on social media marketing & research within Thailand, let us know!
The Outlook

How does social media look like in Thailand?

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.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel
The Demographics

How are users distributed in Thailand?

Throughout 2022, on average there are about 58.1 million active social media users in Thailand on a monthly basis with an annual growth rate of 3.4 % in 2021-22 . This represents about  81.2 % of the total population. These social media users on average spend about 2.98 hours on social media and each on average have accounts on 7.6 platforms.

% of Total Social Media Users|Note: Meta's figure as reference, 2022

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Thailand that are aged 16-64 years old

What kinds of accounts do users follow?

Source: Survey by GWI. Users in Thailand that are aged 16-64 years old
The Platforms

What kinds of platform is used in Thailand?

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.

Most Used Platforms (% of Internet Users)|Note: 2022
Most Loved Platforms (% of Internet Users)|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview in Thailand

With the latest data published in January 2023, we can see that at the growth rate of 0.98%, there is now around 57.3 million Facebook users in Thailand . With male users account for around 47.47% and female users account for around 52.53%.

% of Total Population | 2022
Facebook Users | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview in Thailand

With the latest data published in January 2023, we can see that at the growth rate of 1.09%, there is now around 19.27 million Instagram users in Thailand . With male users account for around 38.69% and female users account for around 61.31%.

% of Total Population | 2022
Instagram Users | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview in Thailand

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.

TikTok Users | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview in Thailand

With the latest data published in January 2023, we can see that at the growth rate of 1.1x, there is now around 3.97 million LinkedIn users in Thailand.

% of Total Population | 2022
LinkedIn Users | Unit: a Thousand People
User Growth By Age | Unit: a Thousand People

Reference

  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: Consumer Research

Our CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients

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