CONSUMERS & BRANDS

Target audience: TikTok users in

Thailand

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that answered Design: Online Survey, split questionnaire design
’’TikTok’’ to the multi-pick question ’’What social media
Duration: approx. 15 minutes
platforms do you use regularly?’’.
Language: official language(s) of each country with
The report offers the reader a comprehensive
American English offered as an alternative
overview of TikTok users in Thailand: who they are;
what they like; what they think; and how to reach Region: 56 countries
them. It provides insights on their demographics,
Number of respondents:
lifestyle, opinions, and marketing touchpoints. • 12,000+ for countries with the extended survey
Additionally, the report allows the reader to • 2,000+ for the basic survey
benchmark TikTok users in Thailand (’’target
Sample: Internet users, aged 18 – 64, quotas set on
audience’’) against the average Thai onliner, labelled
gender and age
as ’’all respondents’’ in the charts.
Fieldwork:
The report is updated quarterly and is based on data
• Continuous from January to December
from the Statista Consumer Insights Global survey. • Countries that receive the basic survey are updated
every year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 TikTok users in Thailand
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

41% of TikTok users are Millennials. Career advancement is a relatively 45% of TikTok users state that digital TikTok users relatively frequently
important aspect of life to TikTok users. services allow them to discover new and consume all types of media.
55% of TikTok users are male.
exciting content.
Fashion and beauty are relatively On social media, TikTok users interact
There are TikTok users throughout all
prevalent interests of TikTok users. The economic situation and poverty are with companies more often than the
income brackets.
issues of particular concern to TikTok average onliner.
TikTok users are more likely to have
TikTok users live in all types of urban users.
video gaming as a hobby than the TikTok users remember seeing ads on
and rural communities .
average consumer Many TikTok users have centrist political TV more often than the average
views. consumer.

TikTok users remember seeing ads on

video streaming services more often
than the average consumer.

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 41% of TikTok users are Millennials
Demographic profile: life stages

Age of consumers in Thailand

Target audience 27% 41% 28% 5%

All respondents 26% 38% 32% 5%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 55% of TikTok users are male
Demographic profile: gender

Gender of consumers in Thailand

Target audience 55% 45%

All respondents 57% 43%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 72% of TikTok users have a college degree
Demographic profile: education

Consumer’s level of education in Thailand

66%
62%

13% 14%
9% 9%
4% 5% 5% 6%
2% 3% 1%
0%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 There are TikTok users throughout all income brackets
Demographic profile: income

Share of consumers in Thailand in the high, middle, and low thirds of monthly household gross income

Target audience 36% 36% 28%

All respondents 34% 35% 32%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; What social media platforms do you use regularly?; Multi Pick;
Base: n=1195 TikTok users, n=1837 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many TikTok users live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in Thailand live​

32%
29%
27%

23% 23%
21%

10%
8%
6% 6%
5% 5%
3% 3%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092
all respondents
Sources: Statista Consumer Insights Global as of August 2023
 TikTok users live in all types of urban and rural communities
Demographic profile: type of community

Communities where consumers live in Thailand

34% 33%

18% 17%
16% 16% 16%
15%
13%
11%

7% 7%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Career advancement is a relatively important aspect of life to TikTok users
Consumer lifestyle: life values

Most important aspects of life for consumers in Thailand

56% 55% 55%

53%

38% 38%
34%
31%
29% 30% 28% 28%
25% 27%

15% 17% 14% 16%

5% 6%

Safety and To be A happy Advancing Having a Learning Making An honest Social Traditions
security successful relationship my career good time new things my own and justice
decisions respectable
life
Target audience All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 Fashion and beauty are relatively prevalent interests of TikTok users
Consumer lifestyle: main interests

Top 10 interests of TikTok users in Thailand

55%
53%
50%
48% 48%
45% 43%
43% 41% 42% 41%
40% 40% 39%
37% 35% 37%
33% 35% 33%

Finance & Food & Health & Movies, Science & Travel Sports Fashion Politics & Home &
economy dining fitness TV shows technology & beauty society garden
& music and current
world
events
Target audience All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 TikTok users are more likely to have video gaming as a hobby than the average
consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of TikTok users in Thailand

52%
45%
42%
39% 38%
37%
34% 32% 33% 33% 32% 31%
30% 29%
28% 27% 28% 28%
26% 25%

Video Tech & Doing Traveling Pets Photography Gardening Cooking Reading DIY and
gaming computers sports and plants / baking arts & crafts
and fitness

Target audience All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

15
 45% of TikTok users state that digital services allow them to discover new and
exciting content
Consumer attitudes

Agreement with statements in Thailand

45%
41% 41%
38%

30%
23%

16% 15% 15%

14%

Digital services allow I’m concerned that my I have bought products I don’t mind when I don’t trust the
me to discover new data is being misused because celebrities or companies use mainstream media in
and exciting content on the internet influencers advertised my personal data my country of residence
them for advertising (e.g., news channels)

Target audience All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=665 TikTok users, n=1047 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 The economic situation and poverty are issues of particular concern to TikTok
users
Consumer attitudes: challenges facing the country

The 10 most important issues facing Thailand according to TikTok users

68%
65%
57%
54% 53% 52%

43% 42%
39% 39% 40% 39%
36% 36% 36% 35% 34% 33% 33% 31%

Economic Poverty Rising prices Environ- Unemploy- Education Crime Government Unifying Climate
situation / inflation / ment ment debt the country change
cost of living

Target audience All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users,
n=2092 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many TikTok users have centrist political views
Consumer attitudes: politics

Political attitudes of consumers in Thailand

Target audience 21% 43% 21% 15%

All respondents 22% 41% 19% 18%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; What social media platforms do you use
regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 TikTok users relatively frequently consume all types of media
Marketing touchpoints: media usage

Type of media consumers in Thailand have been using in the past 4 weeks
86%
83%
79% 78%

64%
56% 55%
49% 51%
43%
38%
31% 30% 29% 29% 28%
25% 26%
24% 22%
14%
11%

Digital video TV Digital music Online news Movies / Podcasts Daily Magazines Radio Online Weekly
content content websites cinema newspapers magazines newspapers
Target audience All respondents

20 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Global Consumer Survey as of August 2023

 TikTok users remember seeing ads on video streaming services more often than
the average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where TikTok users in Thailand have come across digital advertising in the past 4 weeks

69%
62%
59%
53%
51% 50%
43% 44% 44%

36% 38%
33% 35%
30% 30% 29%
26% 26%
24% 22%

Video Social Video Online Video Other apps Websites Music Search Editorial
portals media games stores streaming and apps portals engines websites
services of brands and apps
Target audience All respondents

21 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n= 2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 TikTok users access the internet via a smart TV more often than the average
onliner
Marketing touchpoints: internet usage by device

Devices consumers in Thailand use regularly to access the internet

97% 96%

59% 59%
54% 51%
50% 49%
46%
43%

28% 26%
22% 21%
18% 16% 14%
13%

Smartphone Laptop Smart TV Desktop PC Tablet Smartwatch Gaming Smart Streaming

console speakers device

Target audience All respondents

22 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 On social media, TikTok users interact with companies more often than the
average onliner
Marketing touchpoints: social media usage

Social media activities in Thailand by type​

70%
63% 64%
61% 60% 59%
54% 54% 52%
51% 49% 48%
42% 40%
36%
29% 27% 25%
22% 20%
12%
8%
1% 1%

Liked posts Posted Commented Sent private Followed Posted texts Shared Liked Followed Shared Passive social No social
by other pictures on posts messages people / status posts by company companies company media usage media usage
users / videos updates other users posts posts

Target audience All respondents

23 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 TikTok users remember seeing ads on TV more often than the average
consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Thailand have come across non-digital advertising in the past 4 weeks

65%
60%
53%
48%
46%
42%

32%
28% 29%
24% 24% 23%
19% 19% 19%
17%

On TV On advertising Directly in By mailshot / At the movies In printed In printed On the

spaces the store advertising /cinema daily magazines radio
on the go mail newspapers and journals
Target audience All respondents

24 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; What social media platforms do you use regularly?; Multi Pick; Base: n=1322 TikTok users, n=2092 all respondents

Sources: Statista Consumer Insights Global as of August 2023

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 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He Interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

For the Statista Consumer Insights team, he is responsible for concepting reports, Stefan's current role in the Consumer Insights team at Statista focuses on process design
automation design, and is a trusted advisor to clients and stakeholders for the and report automation, specifically QA processes. Stefan’s expertise also includes Python
product. and developing the teams AI offer.

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