Keep up to date with the latest digital marketing statistics.
General Internet Statistics
- As of January 2022, 54.50 million out of 70.01 million Thais are internet users, accounting for 77.8% of the population (We Are Social x Hootsuite, 2022).
- 95.6 million internet users are active mobile users (We Are Social x Hootsuite, 2022).
- 56.9 million of internet users are social media users (We Are Social x Hootsuite, 2022).
- As of January 2022, 77.8% of Thai internet users use the internet everyday (We Are Social x Hootsuite, 2022).
- Average daily use of the internet counts for 9 hours and 6 minutes (We Are Social x Hootsuite, 2022).
- Average daily use of social media counts for 2 hours and 59 minutes (We Are Social x Hootsuite, 2022).
- 96.2% of Thai users used mobile to access the internet in 2022 (We Are Social x Hootsuite, 2022).
- 81.2% of users are actively engaged with or contributed to social media in the past month of January 2022 (We Are Social x Hootsuite, 2022).
- The top 5 most popular News and Media Publishers websites in Thailand in 2022 are:
- Thais use the internet for various reasons. These are most popular activities in the Thai people:
Finding information: 67.6%
Following news and current events: 64.1%
Watching Videos, TV Shows and News: 60.8%
Finding New Ideas and Inspiration: 60.4%
Researching How to do things: 59.2%
(We Are Social x Hootsuite, 2022)
- There are 95.6 million cellular mobile connections in Thailand at the start of 2022 (We Are Social x Hootsuite, 2022).
- Mobile connections in Thailand were equivalent to 136.5% of the total population in January 2022 (We Are Social x Hootsuite, 2022).
- Thailand has an average fixed broadband download speed of 187.8 Mbps and an average mobile download speed of 33.8 Mbps. The country ranked 57th for mobile download speed and at 4th for fixed broadband download speed. (Speedtest, 2022).
- The top online activities in Thailand are as follows:
Use social media
Browsing the internet
Online shopping
Messaging
Access online news
Watch TV Programmes
Play online games
Search Marketing
- Top 10 websites Thais visit comprise of mostly search engines and social media sites:
1. Google.com
2. Youtube.com
3. Facebook.com
4. Pantip.com
5. Google.co.th
6. Shopee.co.th
7. Sanook.com
8. Lazada.co.th
9. Thairath.co.th
10. Wikipedia.org
- 54.9% traffic on the web is generated from mobile phones (We Are Social x Hootsuite, 2022).
- The top 5 sources of new brand discoveries include:
Search engines (35.6%),
Ads in Mobile Apps (30.6%),
TV Ads (30.5%),
Product Comparison Sites (28.9%)
and (28.5%) Brand Websites.
- Revenue in the Digital Advertising market in Thailand amounts to US$1.18 billion in 2022 (We Are Social x Hootsuite, 2022).
- The market's largest segment is Banner Ads with a spending value of US$ 432.7 million in 2022 (We Are Social x Hootsuite, 2022)
- Thais’ top 5 searches on Google in 2022 for each category:
News
1. Sanook.com
2. Thairath.co.th
3. Yahoo.com
4. Bangkokbiznews.com
5. Khaosod.co.th
Education & How Tos:
1. Mahidol.ac.th
2. Ku.ac.th
3. Kku.ac.th
4. Chula.ac.th
5. Psu.ac.th
General Category:
1. Google
2. YouTube
3. Facebook
4. Pgjazz.com
5. Twitter.com
Entertainment
1. Youtube
2. trueid.net
3. Netflix.com
4. 037hdmovie.com
5. viu.com
Email Marketing
- The average email marketing behaviour in Thailand:
Open rate: 26.92%
Click-to-open rate: 10.83%
Unsubscribe rate: 0.17%
Spam rate: 0.00%
E-Commerce & M-Commerce
- The value of the market for online consumer goods purchases is US$ 18.9 billion (We Are Social x Hootsuite, 2022).
- In 2021, FMCG value growth in Thailand hit 3.5% – its highest level since 2014 – despite a number of underlying issues including food price inflation (Kantar, 2022).
- Annual spend in the consumer goods categories of Thais is as follows:
Electronics ($6.34 billion)
Fashion ($1.50 billion)
Furniture ($474.6 million)
Toys, Hobby, DIY ($1.40 billion)
Personal & Household care ($3.98 billion)
Food ($1.27 billion)
Beverages ($3.87 billion)
Physical Media ($145.3 million)
(We Are Social x Hootsuite, 2022)
- There are currently 36.6 million eCommerce users in Thailand. Revenue in the eCommerce market is projected to reach US$18.9 billion in 2022 (We Are Social x Hootsuite, 2022).
- In the eCommerce market, the number of users is expected to amount to 43.5 million users by 2025. Revenue in the eCommerce market is projected to reach US$22.2 billion in 2022 (Statistica, 2022).
- In Thailand, the number of people making digital payments has reached 36.79 million people, and there is an increase of 8.7% in the number of people making digital payments (We Are Social x Hootsuite, 2022).
- Social commerce industry in Thailand is expected to grow by 63.4% on an annual basis to reach US$1,469.9 million in 2022 (Global Newswire, 2022).
- There are 36.6 million consumers that made an online purchase till Feb 2022. (We Are Social x Hootsuite, 2022)
E-Publishing
- In the third quarter of 2021, AIS yielded an average revenue per user (ARPU) at 223 Thai baht, which was a decrease compared to the previous quarter (Statistica, 2022).
- Ad spending in the digital advertising market has reached $1.18 billion (We Are Social x Hootsuite, 2022).
Additional Info
- 40% of social media users in Thailand use an ad blocking tool (Backlinko, 2022).
- 94.2% of Thais are watching streaming content in 2022 (We Are Social x Hootsuite, 2022).
- 42.80 million users are a potential reach of ads on YouTube, which is 61.1% of the total population of Thailand (We Are Social x Hootsuite, 2022)
- Top online activities for Thais are:
Finding information: 67.6%
Following news and current events: 64.1%
Watching Videos, TV Shows and News: 60.8%
Finding New Ideas and Inspiration: 60.4%
Researching How to do things: 59.2%
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Social Media Marketing
Workpoint Entertainment
Khaosod
Mario Maurer
(Statista, 2022)
Rueng Lao Chao Nee
Tan Passakornnatee
(The Flat, 2022).
Facebook: 93.3%
Line: 92.8%
Facebook Messenger: 84.7%
Tiktok: 79.6%
Instagram: 68.7%
Twitter: 53.1%
(We Are Social x Hootsuite, 2022).