Target Group: Podcast listeners in Thailand December 2022 CONSUMERS & BRANDS Report overview Global Consumer Survey methodology (1) Design: Online Survey, split questionnaire design Duration : approx. 15 minutes Language: official language(s) of each country with American English offered as an alternative Region: 56 countries Number of respondents: • 12,000+ for countries with the extended survey • 2,000+ for the basic survey Sample: Internet users, aged 18 – 64, quotas set on gender and age Fieldwork: • Continuous from January to December • Countries that receive the extended survey are updated four times a year 2 Introduction Global Consumer Survey Target Group Report Notes: (1): See the full methodology for a detailed overview of the study design Sources: Statista Global Consumer Survey as of This report analyses consumers that answered ’’Podcasts’’ to the multi - pick question ’’Which of the following media services have you used in the past 12 months?’’. The report offers the reader a comprehensive overview of podcast listeners in Thailand: who they are; what they like; what they think; and how to reach them. It provides insights on their demographics, lifestyle, opinions, and marketing touchpoints. Additionally, the report allows the reader to benchmark podcast listeners in Thailand (’’target group’’) against the average Thai onliner, labelled as ’’all respondents’’ in the charts. The report is updated regularly and is based on data from the Statista Global Consumer Survey. December 2022 Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints 3 Management summary: key insights Podcast listeners in Thailand Sources: Statista Global Consumer Survey as of Podcast listeners tend to be younger, 28% are between the ages 30 and 39. 52% of podcast listeners are male. Many podcast listeners have a high annual household income. Podcast listeners are more likely to live in cities and urban areas than the average onliner. Making their own decisions has less importance to podcast listeners than to the average onliner. Fashion and beauty are relatively prevalent interests of podcast listeners. Podcast listeners are more likely to have sports and fitness as a hobby than the average onliner. 65% of podcast listeners state that digital services allow them to discover new and exciting content. A relatively high share of podcast listeners think that the environment is an issue that needs to be addressed. Many podcast listeners have centrist political views. Podcast listeners access the internet via a desktop PC more often than the average onliner. On social media, podcast listeners interact with companies more often than the average onliner. Podcast listeners remember seeing ads out - of - home more often than the average onliner. Podcast listeners remember hearing ads on music portals and streaming services more often than the average onliner. December 2022 Demographic profile CHAPTER 01 • Life stages • Gender • Education • Income • Household classification • Type of community Age of consumers in Thailand 5 Demographic profile: life stages Podcast listeners tend to be younger, 28% are between the ages 30 and 39 Notes: ’’How old are you?’’; Single Pick; Which of the following media services have you used in the past 12 months?; Multi Pick; Ba se: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of 30% 28% 28% 23% 23% 26% 19% 23% Target group All respondents 40 - 49 years 18 - 29 years 50 - 64 years 30 - 39 years December 2022 52% 50% 49% 51% Target group All respondents Male Female Gender of consumers in Thailand 6 Demographic profile: gender 52% of podcast listeners are male Notes: ’’What is your gender?’’; Single Pick; Which of the following media services have you used in the past 12 months?; Multi Pick ; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of December 2022 Consumer’s level of education in Thailand 7 Demographic profile: education A relatively high share of podcast listeners have a college degree Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of the following media services have you u sed in the past 12 months?; Multi Pick; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of Further education (permission to go to university) 1% 74% Secondary education 5% 11% Master degree or equivalent No formal education / primary school Doctoral degree or equivalent Technical / vocational education Bachelor degree or equivalent 3% 7% 14% 3% 4% 10% 59% 6% 0% 2% Target group All respondents December 2022 42% 34% 33% 33% 25% 33% Target group All respondents High Middle Low Share of consumers in Thailand in the high, middle, and low thirds of monthly household gross income 8 Demographic profile: income Many podcast listeners have a high annual household income Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income ( loc al currency)’’; Single Pick; Which of the following media services have you used in the past 12 months?; Multi Pick; Base: n=246 podcast listeners, n=1780 all respondents Sources: Statista Global Consumer Survey as of December 2022 Type of households in which consumers in Thailand live 9 Demographic profile: household classification A relatively high share of podcast listeners live in a multi-generational family Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single P ick; Which of the following media services have you used in the past 12 months?; Multi Pick; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of 4% Single parent household Partners and children 6% Single household Two or more related adults 21% Multi- generational family Couple household 33% Other household types 2% 32% 5% 7% 10% 3% 3% 19% 22% 33% Target group All respondents December 2022 Communities where consumers live in Thailand 10 Demographic profile: type of community Podcast listeners are more likely to live in cities and urban areas than the average onliner Notes: ’’In what type of community do you live?’’; Single Pick; Which of the following media services have you used in the past 12 m onths?; Multi Pick; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of 3% City with over 1 million inhabitants Large city Rural community 9% 17% Small town Medium-sized town 17% 9% 13% 14% 37% 33% 12% Megacity with over 5 million inhabitants 19% 17% Target group All respondents December 2022 Consumer lifestyle CHAPTER 02 • Life values • Main interests • Hobbies & leisure activities 12 Consumer lifestyle: life values Making their own decisions has less importance to podcast listeners than to the average onliner Most important aspects of life for consumers in Thailand Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; W hich of the following media services have you used in the past 12 months?; Multi Pick; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of 36% Having a good time Social justice 16% Making my own decisions 16% Safety and security To be successful A happy relationship 19% Advancing my career Learning new things 30% An honest and respectable life Traditions 60% 55% 59% 56% 40% 31% 30% 28% 23% 28% 26% 17% 17% 7% 7% Target group All respondents December 2022 13 Consumer lifestyle: main interests Fashion and beauty are relatively prevalent interests of podcast listeners Top 10 interests of podcast listeners in Thailand Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of the following media services have you used in the pas t 12 months?; Multi Pick; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of Food & dining Finance & economy Health & fitness Movies, TV shows & music Science & technology 37% 62% Fashion & beauty 33% Home & garden 31% Travel Politics & society and current world events Sports 33% 48% 60% 50% 46% 55% 41% 53% 53% 37% 50% 35% 44% 43% 30% 42% December 2022 Target group All respondents 14 Consumer lifestyle: hobbies & leisure activities Podcast listeners are more likely to have sports and fitness as a hobby than the average onliner Top 10 hobbies and leisure activities of podcast listeners in Thailand Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of the following media services have you used in the pa st 12 months?; Multi Pick; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of Tech & computers Photography Traveling Cooking & baking 39% Video gaming Doing sports and fitness Pets Gardening and plants 40% DIY and arts & crafts Reading 26% 54% 30% 38% 50% 34% 49% 30% 43% 42% 30% 28% 41% 27% 27% 38% 38% 27% December 2022 Target group All respondents Consumer attitudes CHAPTER 03 • • Challenges facing the country • Politics 15 Attitudes towards digital media Agreement with statements in Thailand 16 Consumer attitudes: attitudes towards digital media 65% of podcast listeners state that digital services allow them to discover new and exciting content Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of the following media services have you used in the past 12 m onths?; Multi Pick; Base: n=270 podcast listeners, n=1041 all respondents Sources: Statista Global Consumer Survey as of I prefer to own hard copies of films, books or music (e.g. DVD, CD, vinyl) I want to access my music / movies on all my devices (TV, smartphone, tablet, etc.) It is important to me to get the best image and sound quality Digital services allow me to discover new and exciting content I prefer digital content as it is easier to manage 65% 70% 60% 44% 34% 61% 46% 52% 30% 21% December 2022 Target group All respondents 17 Consumer attitudes: challenges facing the country A relatively high share of podcast listeners think that the environment is an issue that needs to be addressed The 10 most important issues facing Thailand according to podcast listeners Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of the following media services have you used in the past 12 months?; Multi Pick; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of Rising prices / inflation / cost of living 42% Environ- ment 35% Economic situation Crime 65% Poverty Unemploy- ment Government debt Education 63% Unifying the country 52% Civil rights 74% 54% 57% 29% 51% 51% 45% 39% 50% 35% 47% 35% 44% 33% 39% Target group All respondents December 2022 Political attitudes of consumers in Thailand 18 Consumer attitudes: politics Many podcast listeners have centrist political views Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you pl ace yourself on a scale from left to right?’’; Single Pick; Which of the following media services have you used in the past 12 months?; Multi Pick; Base: n=270 podcast listeners, n=2083 all respondents Sources: Statista Global Consumer Survey as of 22% 21% 44% 38% 20% 17% 14% 24% Target group All respondents Right Left Center Prefer not to answer December 2022 Marketing touchpoints CHAPTER 04 • Digital advertising touchpoints • Internet usage by device • Social media usage • Non-digital advertising touchpoints • Traditional media usage 20 Marketing touchpoints: digital advertising touchpoints Podcast listeners remember hearing ads on music portals and streaming services more often than the average onliner Top 10 places where podcast listeners in Thailand have come across digital advertising in the past 4 weeks Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of the following media services have you used in the past 12 months?; Multi Pick; Base: n=270 podcast listeners, n= 2083 all respondents Sources: Statista Global Consumer Survey as of Video games Other apps 48% Video portals Social media Online stores 57% Search engines Video streaming services Music portals Websites and apps of brands Editorial websites and apps 77% 32% 55% 41% 61% 52% 60% 39% 59% 43% 56% 47% 21% 24% 22% 39% 26% 35% All respondents Target group December 2022