67% Thai online population is using Line chat app the most frequent

1. STUDY ABOUT CHAT APP USAGE
IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)
August, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about the usage of Thai user toward
chat apps (OTT)
 Methodology: Online survey
 Fieldwork time: 10 days (21/07/2016 to 31/07/2016)
 Sample size: N = 550
 Geography: Nationwide

3. 2
KEY FINDINGS
• Line and Facebook Messenger are the most well-known chat apps
• Line is the market leader (67%)
• Sending text message, photo and phone call are top 3 activities used most frequently
• 96% happy with their current chatting app and phone call is the most satisfying feature
• By improving connection ability in low-speed internet condition,
chat app service providers can make their customers more satisfied and loyal
• 96% users use chat apps on smartphone
• Only 36% care about ad content on their chatting apps
and 32% of them click on ads 1-2 times/day
• 8 pm ~ 11 pm is the most suitable time frame for advertising activities through chat apps

4. 3
VIETNAM VS. THAILAND
KEY FINDING VIETNAM THAILAND
Most well-known chat
apps
Zalo, Facebook Messenger and
Viber
Line, Facebook Messenger
Market leader Facebook Messenger (42%) Line (67% share)
Most satisfied feature Text message Phone call
Satisfaction 94% satisfied with current chat
app
96% satisfied with current chat
app
Need to improve Connection ability in low-speed
internet condition
Connection ability in low-speed
internet condition
Ads attraction 37% users care about the ads on
their chatting apps
36% users care about the ads
on their chatting apps
Click on ads frequency 1-2 times/day (40%) 1-2 times/day (32%)
Suitable time frame for
advertising
8 pm ~ 11 pm 8 pm ~ 11 pm

5. 4
50%
50%
Others
Bangkok
N = 550
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
48%
20%
30%
2%
Over 30
26 - 30
18 - 25
Under 18
40%
60%
Male
Female
12%
3%
6%
6%
6%
7%
21%
38%
Others
Factory Worker
Self-employed
Engineer/Doctor/Teacher
Job seeker/Retired
Housewife
Student
Officer

6. 5
26%
40%
55%
73%
69%
70%
74%
98%
98%
Under 18 - 25
11%
35%
44%
55%
68%
67%
68%
95%
96%
26 - 30
6%
21%
19%
28%
48%
51%
52%
88%
97%
Over 30
LINE AND FACEBOOK MESSENGER ARE TOP WELL-KNOWN
CHAT APPS ACROSS ALL AGE GROUPS
Do you know any chat app listed below? (by age)
N = 550 N = 175 N = 110 N = 265
13%
30%
35%
48%
59%
60%
62%
93%
97%
Snapchat
Google Hangout
Ka kao Talk
Beetalk
Skype
Whatsapp
WeChat
Facebook
Line
Total
Facebook messenger

7. 6
14%
27%
29%
38%
53%
55%
56%
89%
97%
Bangkok
11%
35%
44%
55%
68%
67%
68%
95%
96%
Others
AGAIN, LINE AND FACEBOOK MESSENGER ARE MOST POPULAR
CHAT APPS THROUGHOUT THE COUNTRY
Do you know any chat app listed below? (by city)
N = 550 N = 274 N = 110
13%
30%
35%
48%
59%
60%
62%
93%
97%
Snapchat
Google Hangout
Ka kao Talk
Beetalk
Skype
Whatsapp
WeChat
Facebook
Line
Total
Facebook messenger

8. 7
16%
23%
17%
10%
11%
15%
9%
9%
21%
23%
24%
18%
46%
37%
45%
52%
7%
2% 5%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 Over 30
1
2
3
4
Over 4
Older groups use less chat app than younger groups
94% USE MORE THAN 1 CHAT APPS ON THEIR SMARTPHONE
How many apps are you using on your smartphone?
N = 1200 N = 552 N = 337 N = 185 N = 126

9. 8
3%
3%
3%
8%
8%
11%
12%
17%
89%
95%
Others
Ka kao Talk
Snapchat
Beetalk
Google Hangout
Whatsapp
WeChat
Skype
Facebook messenger
Line
Total
5%
5%
9%
13%
11%
9%
13%
17%
94%
96%
Under 18 - 25
1%
4%
1%
13%
11%
12%
12%
23%
92%
95%
26 - 30
3%
0%
1%
3%
5%
11%
12%
14%
85%
95%
Over 30
LINE IS INSTALLED THE MOST (95%) AND FOLLOWED BY FACEBOOK
MESSENGER (89%) ACROSS ALL AGE GROUPS
Which chat apps are installed on your smartphone? (by age)
N = 550 N = 175 N = 110 N = 265

10. 9
0%
0%
0%
0%
32%
67%
Others
Beetalk
Google Hangout
Skype
Facebook Messenger
Line
Total
1%
1%
0%
0%
55%
43%
Under 18 - 25
0%
0%
1%
1%
25%
74%
26 - 30
0%
0%
0%
0%
20%
80%
Over 30
Facebook Messenger is preferred by under 18 – 25 group
LINE DOMINATES THAI FREE CHAT APP MARKET
Which chat app do you use most frequently? (by age)
N = 550 N = 175 N = 110 N = 265

11. 10
0%
0%
0%
0%
32%
67%
Others
Beetalk
Google Hangout
Skype
Facebook Messenger
Line
Total
0%
0%
0%
0%
19%
80%
Bangkok
0%
0%
0%
0%
45%
54%
Others
LINE IS THE MARKET LEADER THOUGHOUT THE COUNTRY
Which chat app website do you use most frequently? (by city)
N = 550 N = 274 N = 110

12. 11
3%
8%
15%
16%
17%
21%
23%
24%
35%
36%
48%
77%
Others
Find friends/ Make friends
Watch video
Online shopping
Chat room
Feeling sharing
Video call
Read news
Follow, update sharings of
friends, relatives
Phone call
Send photos
Text messages
Total
8%
9%
20%
11%
22%
24%
29%
23%
38%
43%
50%
82%
Under 18 - 25
0%
11%
13%
20%
14%
18%
25%
26%
40%
33%
45%
81%
26 - 30
2%
6%
13%
17%
15%
20%
19%
23%
32%
33%
48%
72%
Over 30
SENDING TEXT MESSAGES, PHOTOS AND PHONE CALL ARE
TOP 3 ACTIVITIES USED MOST FREQUENTLY
Which are 3 top activities do you use most frequent?
N = 550 N = 175 N = 110 N = 265

13. 12
10%
4%
20%
27%
92%
Others
Find boyfriend/girlfriend
Make friends
Buying/ Exchanging
Chat
CHATTING IS THE MOST FREQUENT ACTIVITY
WHEN USING CHAT ROOM
What do you often do when using chat room?
N = 93

14. 13
3%
13%
15%
15%
19%
21%
24%
24%
25%
25%
29%
31%
32%
42%
43%
46%
56%
60%
60%
67%
Others
Stable connection
Many interesting games
Find friends/ Make friends
Make friend selectively
No junk ad
Secured personal information
Support convenient group meetings
Read news
Can connect to other social networking sites
Feeling sharing
Voice massage
Follow, sharing updates from friends, relatives
Diversity in emoticons
Chat room
Video call
Message
Send photos
User-friendly interface, easy to use
Call
Total
3%
12%
15%
12%
16%
20%
22%
25%
23%
23%
23%
30%
30%
39%
44%
44%
56%
58%
57%
67%
Line
4%
16%
14%
21%
25%
22%
26%
22%
29%
30%
41%
33%
37%
48%
41%
49%
59%
65%
70%
67%
Facebook Messenger
Line = Call + Send photos / Facebook messenger = User-friendly interface + Call
PHONE CALL IS THE FEATURE THAT SATISFIED THAI USERS
THE MOST WHEN USING CHAT APP
Which feature do you satisfy the most about your chat app?
N = 550 N = 368 N = 175

15. 14
4% 3% 5%
57% 57% 57%
39% 40% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Line Facebook Messenger
Totally satisfied
Satisfied
Normal
Totally unsatisfied
OVERALL, 96% ARE SATISFIED WITH THEIR CURRENT CHAT APP
How do you feel with the services of your chat app?
N = 550 N = 368 N = 175

16. 15
39% 41%
39%
15%
17%
15%
30% 23% 33%
13% 16%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Facebook
Messenger
Line
I will use this chat app only
I will prefer using this chat app in
priority
I will use this chat app together
with other apps
I will continue using this chat app,
but I'll try others in the future.
I will try other chat apps
13% ARE LOYAL WITH THEIR CURRENT CHAT APP
What is your usage intention toward this chat app in the future?
N = 550 N = 175 N = 368

17. 16
43%
3%
4%
6%
8%
8%
14%
19%
29%
33%
Nothing
Others
Can not transmit your origin voice
when calling
Unfriendly user interface
Few emoticons
Do not support animated picture
Unsecured personal information
Many spams
Many ads
Unstable connection
Total
45%
3%
2%
5%
7%
10%
13%
16%
28%
32%
Line
41%
3%
7%
7%
9%
3%
16%
23%
32%
37%
Facebook Messenger
Surprisingly, 43% Thai users are totally happy with their current chat apps
BY IMPROVING CONNECTION ABILITY IN LOW-SPEED INTERNET
CONDITION, BRANDS CAN MAKE THEIR CUSTOMERS MORE SATISFIED
Is there anything make you feel unhappy about this chat app?
N = 550 N = 368 N = 175

18. 17
8% 6%
13%
50% 52%
49%
41% 42%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Line Facebook Messenger
I will recommend definitely
I will recommend
I may recommend
I will not recommend
Will you recommend this chat app to others?
91% WILL INTRODUCE THEIR CURRENT CHAT APP TO OTHERS
N = 550 N = 368 N = 175

19. 18
14%
34%
96%
Tablets
Computer (PC)/
Laptop
Smartphone
Total
15%
45%
95%
Under 18 - 25
14%
35%
96%
26 - 30
13%
26%
97%
Over 30
By which devices do you usually use chat app?
96% USERS USE CHAT APPS BY SMARTPHONE
N = 550 N = 175 N = 110 N = 265

20. 19
25%
31% 28%
20%
8%
12%
9%
4%
12%
13%
12%
12%
17%
13%
13%
23%
26%
25%
25%
28%
12%
7%
14% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 Over 30
Under 30 mins
30 mins - 1 hour
1-2 hours
2-3 hours
3-4 hours
More than 4 hours
How much time do you spend on chat apps per day?
26% SPEND 30 MINS – 1 HOUR ON CHAT APPS PER DAY
The younger spend more time on using chat app
N = 550 N = 175 N = 110 N = 265

21. 20
3% 3% 5% 3%
36%
43% 40%
30%
25%
29%
20%
24%
13%
6%
16%
15%
17% 11%
17%
21%
6% 7%
2%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 Over 30
6am - 10am
10am -1pm
1pm - 4pm
4pm - 8pm
8pm - 11pm
11pm - 6am
Which time frame do you often use chat apps?
36% OFTEN USE CHAT APP AT 8 PM – 11PM
N = 550 N = 175 N = 110 N = 265

22. 21
61%
68%
62%
55%
39%
32%
38%
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 Over 30
Yes
No
Do you care about ad content on these chat apps?
ONLY 39% CARE ABOUT AD CONTENT ON CHAT APPS
Older group cares about ad more
N = 550 N = 175 N = 110 N = 265

23. 22
5% 2%
7% 6%
2%
0% 3%
16% 20%
12%
16%
23%
16%
26%
25%
32%
38%
29%
30%
20% 21% 19% 20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 Over 30
Less than once
1-2 times
2-3 times
3-4 times
4-5 times
5-6 times
More than 6 times
Do you care about ad content on these chat apps?
How many ads do you click per day?
32% USERS CLICK ON ADS ABOUT 1-2 TIMES PER DAY
N = 217 N = 56 N = 42 N = 119

24. 23
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (COO - Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

25. 24
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (CMO – Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

26. 25