Succeeding in Southeast Asia depends not only on making sound business decisions within the unique cultural context of the region, but also on a company's ability to use media tracking to accurately measure the success of these decisions.
Internet penetration in Thailand
While traditional print media plays an integral role in this part of the world, the internet has become increasingly important in recent years. Indeed, the people of Thailand are spending a staggering seven hours online every day, according to the Electronic Transactions Development Agency as reported by the Bangkok post.
Southeast Asians significantly more time online than the global average.
The latter has developed into something of an economic powerhouse in the APAC region - despite suffering a range of political disruptions in recent years - thanks in no small part to the country's growing internet penetration rate. Around 26 per cent of the country was online as of April 2014, according to figures collated by Syndacast - a number that has sure only risen since.
These statistics might not sound impressive, but in Thailand, a sprawling land mass where the majority of people live in rural conditions, connecting 1 in 4 people to the internet is a very impressive achievement.
Understanding Thailand's relationship with social media
Thais are renowned for their social disposition, so it comes as little surprise that the country has taken to social media like ducks to water. As in most countries, Facebook reigns supreme, boasting some 30 million active users, according to a separate report from Syndacast. Of particular interest to business owners is the fact that Thais are substantially more engaged on Facebook than users in other parts of the world.
Facebook reigns supreme in Thailand.
The Syndacast report found that YouTube is of similar importance in Thailand, with more than 2,000,000 daily visitors logging in every day for an average duration of 17.3 minutes. Twitter and Instagram also attract users in the millions, though their market share is not quite on the same level as the aforementioned platforms.
Given the growing use of the internet in Thailand, it's essential that businesses have the right social media analysis processes in place to gauge their impact on the market. By accurately measuring consumer engagement, companies will be able to determine which platforms are working effectively and capitalise on any opportunities they identify.