thailand_social commerce study


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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


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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,


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E-commerce sites with social media tools:


Ensogo.com

Gmember.comSiamphone.com

Yopi.co.th


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Review sites with social Media tools:


Thaiware.com

Gmember.comOknation.net

Lisaguru.com


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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.



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Demographic and Response Summary


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%


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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.


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


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Findings:

No significant difference between male and female.


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 in personal blog or web board, forum

Reviews in newspapers, magazine or website

Reviews and rating in the shopping website

Advertising

Female

Male

Gender


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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 in personal blog or web board,

forum

Reviews in newspapers, magazine or

website article

Reviews and rating in the shopping

website

Age


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Findings:

Online shoppers tend to be more influenced by social tools


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 in personal blog or web board,



Advertising

No

Yes

Purchase Online


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Findings:

Theres no significant difference towards opinions published through social

media among people in different location in Thailand.


0% 10% 20% 30% 40% 50% 60% 70% 80%



Reviews in personal blog or web



Advertising

Capital City

Large City

Rural / Countryside

Reside Location


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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!


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


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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.


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


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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.


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


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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.


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


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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.


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


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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


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


Electronics


Office Supplies

Toys & Games

Gift product

Male

Female

Gender


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Analysis:

Audiences in metro areas are more likely to make online reservations for

services such as travel, shows, and deals.


Reside Location

0% 5% 10% 15% 20% 25% 30% 35%

40%

Books & Magazines


Electronics


Office Supplies

Toys & Games

Gift product

Capital City

Large City

Rural / Countryside


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Final Conclusions and Key Take Aways


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.

thailand_social commerce study

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