Download - Thailand_Social Commerce Study
-
8/7/2019 Thailand_Social Commerce Study
1/20
Dubai | Hong Kong | London | Melbourne | New York | Sydney
Key Findings
Users Opinions and Behavior toward SocialCommerce
in Thailand November 2010
-
8/7/2019 Thailand_Social Commerce Study
2/20
Dubai | Bangkok | Melbourne
Defining Social Commerce:
Social commerce is the use of social media in the context of e-commerce- Wikipedia
The social graph has the power to redefine the shopping experience
allowing companies to anticipate, personalize and energize the shopping
experience in new ways
- Lora Cecere, Author of Supply Chain Shaman
The use of Social Technologies to connect, listen, understand and
engage to improve the shopping experience..- Altimeter Group, Rise of Social Commerce Conferece
-
8/7/2019 Thailand_Social Commerce Study
3/20
Dubai | Bangkok | Melbourne
Background : What is Social Commerce?
the use ofsocial media in the context ofe-commerce
- User Rating
- Reviews
- User Recommendations and Referrals
- Social Shopping (sharing the act of online shopping together)
- User Forums and Communities
- SMO : Social Media Optimization (for e-commerce)
- Social Applications and Social Ads linked to e-commerce.
Confidential & Proprietary - Copyright 2010 Effective Measure
Think Ecommerce sites: Ensogo.com, Yopi, Siamphone,
Gmember
Product Review sites with social media tools: Oknation,
Moohin, Thaiware, Lisaguru,
-
8/7/2019 Thailand_Social Commerce Study
4/20
Dubai | Bangkok | Melbourne
E-commerce sites with social media tools:
Confidential & Proprietary - Copyright 2010 Effective Measure
Ensogo.com
Gmember.comSiamphone.com
Yopi.co.th
-
8/7/2019 Thailand_Social Commerce Study
5/20
Dubai | Bangkok | Melbourne
Review sites with social Media tools:
Confidential & Proprietary - Copyright 2010 Effective Measure
Thaiware.com
Gmember.comOknation.net
Lisaguru.com
-
8/7/2019 Thailand_Social Commerce Study
6/20
Dubai | Bangkok | Melbourne
Website AnalysisOver 3000 Sample surveys were completed from the following websites:
The research project sample sizecame from a diverse range of
content, which assures for a
more representative sample of
internet population in the market.
Please note that EffectiveMeasure 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
-
8/7/2019 Thailand_Social Commerce Study
7/20
Dubai | Bangkok | Melbourne
Demographic and Response Summary
Confidential & Proprietary - Copyright 2010 Effective Measure
Gender
Male 60.34%
Female 39.66%
Monthly Household Income ($US)
$0 - $500 26.95%$501 - $1,000 15.97%
$1,001 - $1,500 13.62%
$1,501 - $2,000 4.54%
$2,001 - $3,000 5.25%
$3,001 - $4,000 1.96%
$4,001 - $5,000 2%
$5,001 - $7,500 1%
$7,501 - $10,000 1.06%
$10,001 - $15,000 1.38%
$15,000 + 1.64%
Prefer not to say 15.94%
Dependent - No income - Don't work 8.79%
Occupation
Manager or Senior Official 9%
Professional 17.02%
Associate Professional and Technical 16.53%
Administrative and Secretarial 10.49%Skilled Trade 3.80%
Personal Service 0.94%
Sales and Customer Service 3.70%
Process Plant and Machine Operative 0.81%
Elementary 0.84%
Full time student 22.70%
Retired 0.55%
Housewife/husband 1.79%
Unemployed 2.27%
Don't know 9.65%
Age
15-17 17.21%
18-20 13.39%
21-24 17.31%
25-30 18.97%
31-34 10.35%35-40 8.95%
41-44 4.21%
45-50 4.08%
51-54 1.80%
55-60 1.24%
>60 1.11%
Prefer not to say 1.47%
Are able to make purchases online?
Yes 60.40%
No 39.64%
Residential Location
Rural / Countryside 35.63%
Large City 29.04%
Capital City 35.37%
Access Internet from Mobile phone?
Yes 32.81%
No 67.19%
-
8/7/2019 Thailand_Social Commerce Study
8/20
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisionswhen you don't have personal experience about the product or service? (Chose 3)
Findings:
71.86% of people trust friends and family members when they don't have
personal experience about product/service.
41.20% think that opinions published through social media is reliable.
45.54% accepted that Ads can influence their purchasing decisions.
Confidential & Proprietary - Copyright 2010 Effective Measure
71.86%
41.20%
37.22%
42.73%
26.90%
45.54%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board, forum
Reviews in newspapers, magazine or website article
Reviews and rating in the shopping website
Advertising
-
8/7/2019 Thailand_Social Commerce Study
9/20
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisionswhen you don't have personal experience about the product or service? (Chose 3)
Findings:
No significant difference between male and female.
Confidential & Proprietary - Copyright 2010 Effective Measure
69.06%
39.71%
37.47%
44.34%
28.43%
47.28%
75.39%
42.92%
35.63%
40.35%
24.36%
43.41%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board, forum
Reviews in newspapers, magazine or website
Reviews and rating in the shopping website
Advertising
Female
Male
Gender
-
8/7/2019 Thailand_Social Commerce Study
10/20
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisionswhen you don't have personal experience about the product or service? (Chose 3)
Findings:
Family members and friends most influential across all age groups
Younger audiences rely on opinions published through social media tools.
Older audiences trust traditional media reviews .Confidential & Proprietary - Copyright 2010 Effective Measure
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
15-17 18-20 21-24 25-30 31-34 35-40 41-44 45-50 51-54 55-60 >60 Prefer
not to
say
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board,
forum
Reviews in newspapers, magazine or
website article
Reviews and rating in the shopping
website
Age
-
8/7/2019 Thailand_Social Commerce Study
11/20
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisionswhen you don't have personal experience about the product or service? (Chose 3)
Findings:
Online shoppers tend to be more influenced by social tools
Confidential & Proprietary - Copyright 2010 Effective Measure
70.22%
45.15%
43.75%
43.58%
31.19%
41.36%
73.74%
35.05%
26.59%
41.43%
20.55%
51.86%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board,
Reviews in newspapers, magazine or
Reviews and rating in the shopping
Advertising
No
Yes
Purchase Online
-
8/7/2019 Thailand_Social Commerce Study
12/20
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisionswhen you don't have personal experience about the product or service? (Chose 3)
Findings:
Theres no significant difference towards opinions published through social
media among people in different location in Thailand.
Confidential & Proprietary - Copyright 2010 Effective Measure
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web
Reviews in newspapers, magazine or
Reviews and rating in the shopping
Advertising
Capital City
Large City
Rural / Countryside
Reside Location
-
8/7/2019 Thailand_Social Commerce Study
13/20
Dubai | Bangkok | Melbourne
Q2: What is the main reason when you express your opinion toward product andservice in social media? (Chose only one)
Findings:
Most of people accepted that they express their opinion toward product and
service in social media because they want to influence others!
Confidential & Proprietary - Copyright 2010 Effective Measure
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
I think it can benefit or influence others
I think It can reflect my personal character
I think It gives others the reason to talk about me.
I think It can draw more opinions.
other reasons/ not in choices listed above
Female
Male
Audience Share
-
8/7/2019 Thailand_Social Commerce Study
14/20
Dubai | Bangkok | Melbourne
Q3: Please select all of the following that apply to how you trust online ratingsand reviews? (Chose all that Apply)
Findings:
53.98% trust online rating and reviews when it's from reliable source and well-
informed.
Confidential & Proprietary - Copyright 2010 Effective Measure
53.98%
33.17%
25.37%
30.40%
22.08%
0% 10% 20% 30% 40% 50% 60%
I trust when it's reliable source and well-informed.
I trust when I found the same direction reviews and ratings
The more reviews and rating there are for a particular
I trust those reviews where I can look into the background
I don't trust any ratings and reviews.
Female
Male
Audience Share
-
8/7/2019 Thailand_Social Commerce Study
15/20
Dubai | Bangkok | Melbourne
Q4: Which of following online activities do you participate in? (Chose all that Apply)
Findings:
Over 50% of the audience participate in social commerce activities with the
most popular activity being rating products and services.
Confidential & Proprietary - Copyright 2010 Effective Measure
31.20%
24.51%
18.48%
14.63%
47.13%
0% 10% 20% 30% 40% 50% 60%
Product/Service Rating
Review your experience in website/ blog/ forum
Share your pick lists to others
Participating referral program - recommend your
item to others to get rewards.
Non of activities I have done.
Female
Male
Audience Share
-
8/7/2019 Thailand_Social Commerce Study
16/20
Dubai | Bangkok | Melbourne
Q4: Which of following online activities do you participate in? (Chose all that Apply)
Findings:
People who do online purchasing are far more likely to participate in social
commerce activities.
Confidential & Proprietary - Copyright 2010 Effective Measure
0% 10% 20% 30% 40% 50% 60% 70%
Product/Service Rating
Review your experience in website/
Share your pick lists to others
Participating referral program -
Non of activities above I have done.
No
Yes
PurchaseOnline
-
8/7/2019 Thailand_Social Commerce Study
17/20
Dubai | Bangkok | Melbourne
Q5: What kind of products you used to (or are comfortable to) purchase online?(Chose all that apply)
Findings:
Thais are comfortable purchasing clothing, entertaining products, books &
magazines, music & videos, toys & games, travel-flight-shows tickets and
deal.
Confidential & Proprietary - Copyright 2010 Effective Measure
0% 5%10% 15%
20%25%
30%35%
Books & Magazines
Computer Hardware & Software
Electronics
Furniture and Decorations
Office Supplies
Toys & Games
Gift product
28.52%
20.65%
17.59%
5.54%14.60%
7.04%
5.39%22.02%
4.33%
7.62%
20.43%
20.75%
10.45%32.95%
Audience Share
-
8/7/2019 Thailand_Social Commerce Study
18/20
Dubai | Bangkok | Melbourne
Q5: What kind of products you used to (or are comfortable to) purchase online?(Chose all that apply)
Findings:
Significant online product for men: Computer Hardware & Software,
Electronics, Office Supplies, Sport Goods, Toys & Games
Significant online product for women: Clothing, Tickets & Deal, Gift product
Confidential & Proprietary - Copyright 2010 Effective Measure
25.76%
13.13%
22.60%
5.61%
18.63%
7.14%
5.66%
22%
4.90%
10.73%
24.24%17.97%
8.39%
32.73%
32.06%
31.65%
10.02%
5.63%
8.70%
6.88%
4.89%
21.46%
3.40%
2.65%
14.83%24.52%
13.01%
34.05%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Books & Magazines
Computer Hardware & Software
Electronics
Furniture and Decorations
Office Supplies
Toys & Games
Gift product
Male
Female
Gender
-
8/7/2019 Thailand_Social Commerce Study
19/20
Dubai | Bangkok | Melbourne
Q5: What kind of products you used to (or are comfortable to) purchase online?(Chose all that apply)
Analysis:
Audiences in metro areas are more likely to make online reservations for
services such as travel, shows, and deals.
Confidential & Proprietary - Copyright 2010 Effective Measure
Reside Location
0% 5% 10% 15% 20% 25% 30% 35%
40%
Books & Magazines
Computer Hardware & Software
Electronics
Furniture and Decorations
Office Supplies
Toys & Games
Gift product
Capital City
Large City
Rural / Countryside
-
8/7/2019 Thailand_Social Commerce Study
20/20
Dubai | Bangkok | Melbourne
Final Conclusions and Key Take Aways
Confidential & Proprietary - Copyright 2010 Effective Measure
1. Social Media is not just sharing status updates and sharing photos
with Friends on Facebook. Its about using social media tools to
influence commerce.
2. People are far more likely to buy a product based on a
recommendation from a friend or an unbiased review on a site.
3. Social Commerce can take place on both ecommerce sites, but also
on product review sites, forums, and all sites out there , as social
media tools now allow people to comment on all pieces of content.
4. Advertisers need to implement a strategy that includes social sitesthat influence commerce, banner ads, and advertorials to maximize
effectiveness.