Mindshare Thailand conducted a qualitative research with in-depth interviews of online users aged between 9 and 24 years aiming to explore digital behavior of this group of so-called digital natives in order to gauge the best way to communicate with them and create positive feedback. The agency found that more than
Mindshare Thailand conducted a qualitative research with in-depth interviews of online users aged between 9 and 24 years aiming to explore digital behavior of this group of so-called digital natives in order to gauge the best way to communicate with them and create positive feedback.
The agency found that more than 8.57 million Thais (13% of total) are the "digital natives", that is, people who have grown up with the Internet.
"Digital natives" comprise 2 sub-groups. The "digitally born" group, now aged from 14 to 17 years, started surfing the Internet when they were between 9 -14.
These people are not "always on" users, given their limited time and budgets, but only get online vial mobile phone to chat among their friends via Line, update their status on Facebook, or for entertainment such as watching online TV or playing games.
The second group is called "evolving digizen", aged from 18 to 24 years. Half of them are "always on" users via smartphones and tablets.
Their daily life starts from searching, either for work or personal life, accessing social networks to communicate. The evolving digizens often get themselves on blogs in their daily life. In the future this group will be interested in e-commerce.
Marketers should be aware that it is very important to do something that meets the needs of this consumer group.
Convenience and instant access with unconventional content would be the best way to catch their attention and spread quickly through social media among their communities.