effective measure thailand - mobile commerce study june 8, 2011

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Key Findings!Users Opinions and Behavior toward Mobile

Commerce!in Thailand – June 2011"

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Mobile Research Project Sample Make Up"Over 300 Sample surveys were completed from 30 diverse Websites"

The research project sample size came from a diverse range of content, which assures for a more representative sample of internet population in the market."

Please note that Effective Measure Survey served to around 1 in every 10 visitors who have visited the sites at least 2 pages. They do not receive the survey invitation more than once."

Confidential & Proprietary - Copyright © 2010 Effective Measure"

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PC and Smart phone Reach in the Thai Market"

Effective Measured 25 million Unique Browsers last month in Thailand"

37.4% of all respondents confirme they have a smart phone. "

We estimate that there are approximately 9.3 Million total Smart phones in in the Thai market, making it very mass"

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Q1: How much time to you spend using your phone for traditional voice and text vs. internet browsing and email"


43%"

20%"

37%"

0%"

5%"

10%"

15%"

20%"

25%"

30%"

35%"

40%"

45%"

50%"

Light user" 50% offline : 50% online" Heavy user"

• Light user = use their mobile devices offline (call & sms) more than online (browsing websites, applications, email & chatting etc)!• Moderate = 50% of each!• Heavy user = use their mobile devices online (browsing websites, applications, email & chatting etc) more than offline (call & sms) !

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Q2: Break down of Heavy users vs. Light users by Age"

Age"

•  The heavy mobile internet users skew toward young people, especially between 18-30 years old. "

•  Mobile internet usage trends drop as mobile users get older."

4%"

18%"

15%"

24%"

5%"

9%"7%"

10%"

2%" 2%" 2%"0%"

5%"

10%"

15%"

20%"

25%"

30%"

15-17" 18-20" 21-24" 25-30" 31-34" 35-40" 41-44" 45-50" 51-54" 55-60" >60"

Light user"

50% offline : 50% online"

heavy users"

Base: Total sample = 300"Ref: Q2, Thinking about the ways you use your mobile phone, which of the following best describes approximately how much time do you spend offline (i.e. calling, sms) versus online (i.e. browsing the web, applications, email, chatting, etc.) on your phone ? (single answer) vs Age"

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73.85%"

61.54%"

33.85%"

16.41%"8.21%" 6.67%"

2.05%" 5.13%" 5.64%"

62.22%"60.00%"

24.44%"20.00%"

10.00%" 8.89%" 6.67%"12.22%"

4.44%"

0.00%"

10.00%"

20.00%"

30.00%"

40.00%"

50.00%"

60.00%"

70.00%"

80.00%"

Male"

Female"

Q3: Which of the following types of devices to you currently Own?!

•  Desktop computer is still the leading device owned, followed by Laptop and Smart phone. "•  Ipad and other tablet devices have made a big impact in a short period of time."•  Male owns more internet accessible devices than female, interestingly female owns the

newer gadgets - especially iPod, iPad and Android tablet devices in the higher proportion than male. "

Base: Total sample = 300"Ref: Q1, Which of the following do you currently own? (multiple answers) vs Gender"

Averagely, one person owns 2.1 devices"

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Q4, How often do you click on a mobile ad to get more information about a product / service you saw on your phone ? "

Base: Total sample = 300"Ref: Q4, How often do you click on a mobile ad to get more information about a product / service you saw on your phone ? (single answer)!

•  When it comes to mobile advertising, more than half has responded to the mobile advertising."

16.72%"

8.36%"

11.15%"

3.83%"

3.83%"2.79%"

9.06%"

44.25%"

> Once a day"

Once a day"

2-3 times a week"

Once a week"

2-3 times a month"

Once a month"

< Once a month"

never"


•  The survey also finds that female is relatively slightly more engaged with mobile advertising than male. "

15.90%"

7.69%"10.77%"

3.08%"4.62%"

3.08%"

8.72%"

46.15%"

18.89%"

10.00%"12.22%"

5.56%"2.22%" 2.22%"

8.89%"

40.00%"

0.00%"

5.00%"

10.00%"

15.00%"

20.00%"

25.00%"

30.00%"

35.00%"

40.00%"

45.00%"

50.00%"

> Once a day"Once a day" 2-3 times a week"

Once a week" 2-3 times a month"

Once a month"

< Once a month"

never"

Male"

Female"

High frequency " Low frequency"

Base: Total sample = 173 (Those who Interacts with mobile advertisement)"Ref: Q4, How often do you click on a mobile ad to get more information about a product / service you saw on your phone ? (single answer) vs Gender"

Q4: How often do you click on a mobile ad to get more information about a product / service you saw on your phone ? "


•  “Entertainment & Relevancy” the key attractiveness for mobile advertising. "

•  Video is the most attractive type of mobile advertising in general while animated banner ads is more preferred among male."

•  Female likes location-based ads more than men. "

Q5: Which ONE of the following types of mobile ads are you most likely to pay attention to?- by Gender "

9%"

10%"

13%"

14%"

13%"

18%"

23%"

7%"

11%"

9%"

13%"

20%"

13%"

26%"

0%" 5%" 10%" 15%" 20%" 25%" 30%"

expanding screen take-overads"

ads that let me interact with them"

normal banner ads"

text ads"

location-based ads"

animated banner ads"

video ads"

Female"

Male"

Base: Total sample = 173 (Those who Interacts with mobile advertisement)"Ref: Q5, Which ONE of the following types of mobile ads are you most likely to pay attention to? (single answer) vs Gender"

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Which of the following would you do as a result of clicking a mobile ad on your phone? (multiple answers) vs Gender"

•  After clicking on a mobile advertisement, the activity that audiences have participated with the most is browsing a website and exploring more information. Male does this activity in particular."

•  Female seems to be more sophisticated in interacting with mobile advertising as they proportionally do a lot more activities i.e play games, watch video or listen to music and even actually purchase products. "

Base: Total sample = 173 (Those who Interacts with mobile advertisement)"Ref: Q5, Which of the following would you do as a result of clicking a mobile ad on your phone? (multiple answers) vs Gender"16%"

4%"

8%"

10%"

13%"

10%"

26%"

25%"

27%"

48%"

9%"

6%"

11%"

9%"

15%"

20%"

30%"

39%"

43%"

43%"

0%" 10%" 20%" 30%" 40%" 50%" 60%"

none of these"

redeem or download a coupon"

make a call to its given numbers"

request more information"

register for lucky draw"

purchase a product"

download a mobile application"

watch a video or listen to music"

play a game"

browse a website and explore more information"

Female"

Male"

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Reasons for Not Interact with Mobile Advertisement"

Base: Total sample = 127 (Those who has never search for more information via mobile internet)"Ref: Q6, Please choose your reason (s) not to click on ads. (you can choose more than 1 choice.) (multiple answers) vs Q1"

•  The 3 main barriers in persuading audiences to click through an advertisement are ; the ads interrupt them from what they are doing, virus issues and irrelevancy."

•  Hence, the keys creating attractive mobile ads are "•  Blending in with the

activity"•  Look trustworthy"•  Relevancy"

16%"

19%"

26%"

20%"

30%"

36%"

39%"

38%"

14%"

11%"

17%"

29%"

31%"

37%"

42%"

45%"

0%" 20%" 40%" 60%"

I'm worried that my internet behavior will be tracked."

Just trying to save money, don't want to be distracted by ads."

none of the reasons above"

I don't trust those online ads."

I only want to click ads when I'm in the mood or interested in looking at them."

The ads are not that relevant to me and my interests. "

I concern about security (spam, viruses, personal data)"

I don't want to be taken away from my current online activity."

heavy users"

50% offline : 50% online"

Light user"

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Impact of Mobile Ads without “Click Through”"

32.75%"

67.25%"

Yes"

No"

,can remember"

,cannot remember"

29%"

23%"19%"

9%"

3%"

17%"

0%"

5%"

10%"

15%"

20%"

25%"

30%"

35%"

I saw the brand

elsewhere. "

I did search for

the product / service brand

later for more

information."

I think about it as a

choice to buy."

I bought the brand."

I suggested the brand or talked about the brand to

others."

I'm not so sure."

•  Thirty three percent of overall audience claim that they can remember the ad despite not clicking which means ads to create recall and brand awareness."

•  83% of those that remembered seeing the ad, took a positive action such as 9% purchased the product, 23% did a search for the product. "

Can Remember Products/ Services Zoom In"Recognition on Products/ Service without"“Click Through”"

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Final Conclusions and Key Take Aways"


•  The total Reach of PC and Smart phone users is becoming much more mass and representative of the offline audience, but with higher purchasing power."

•  Of the Smart Phone users in the Thai market, they are more younger females who own proportionally more of newer gadgets. Younger females are also more likely to engage with mobile ads. "

•  In general, audience respond better to mobile advertising that has the elements entertainment and relevancy.!

•  Nevertheless, in overall the ads should blend well with the activities audiences are working on their devices plus it must not look like “a junk”, so that the audiences can feel comfortable to interact with."

•  In some case, even if the audience does not interact with the ads ~33% of them knows what is going on about the product/ service that are advertised. So branding and purchase intent is achieved."

effective measure thailand - mobile commerce study june 8, 2011

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