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Thailand Digital Marketing Statistics 2022

Keep up to date with the latest digital marketing statistics.

General Internet Statistics

  • 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:
  1. Thai Rathonline.com
  2. Manager Online
  3. Khaosod
  4. Bright Today
  5. Matichon

(Statistica, 2022)

  • 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

(Statistica, 2022)

Social Media Marketing

Workpoint Entertainment

Khaosod

Mario Maurer

(Statista, 2022)

Rueng Lao Chao Nee

Tan Passakornnatee

  • 33.1% of Thais watch videos to look up product reviews while 25.5% watch videos to understand how to use products (We Are Social x Hootsuite, 2022).
  • Thailand has the 4th largest number of Facebook users in Southeast Asia and the 8th largest globally (Statista, 2022).

  • Top 5 Industries in Thailand are:
  1. Appliances
  2. Computers and parts
  3. Furniture
  4. Plastics
  5. Textiles and Garments
    (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).

  • Thailand’s Instagram audience is the fourth largest in the world with over 99.1 million users in 2022 (Statistica, 2022).


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%

(Silvermouse, 2018).

E-Commerce & M-Commerce

  • 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


  • 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%

(We Are Social x Hootsuite, 2022)

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