Convenience, instant content keys to reaching 'Digital natives': Mindshare

Economy March 27, 2014 00:00


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AFTER ITS latest research found that half of Thai Internet users are potential targets for online marketing, Mindshare Thailand suggests that marketers offer consumers the convenience of instant content.

The agency conducted a project called “Growing up as Digital Natives” through qualitative research with in-depth interviews of online users aged between nine and 24 years. The study aimed to explore digital behaviour 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 are the “digital natives”, that is, people who have grown up with the Internet. They amount to 13 per cent of the total.
Suchada Supakan, director for business planning, said yesterday that digital natives’ online behaviour could change at any time, particularly when they are growing up in a very fast-moving digital environment. 
Therefore, marketers need to be well prepared and to respond promptly to such rapid change in customer behaviour and digital technology through listening to their conversations on digital spaces. This process will help all marketers gain better understanding of their needs and the transformation of their community.
Marketers are also urged to use convenience and instant content to communicate on existing platforms. 
“Digital natives” comprise two sub-groups. The “digitally born” group, now aged from 14 to 17 years, started surfing the Internet when they were between nine and 14. The environment they were exposed to was a major influence for them to get to know the Internet, that is, school, family and friends. 
These people are not “always on” users, given their limited time and budgets, but only get online to chat among their friends via Line, update their status on Facebook, or for entertainment such as watching online TV or playing games. 
They do all this via mobile phone, simply because it is convenient to use anywhere they are and cost-free. TV still plays a major role in their lives and movie stars are influential. They are expected to be the main digital TV consumers in the future.
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, and making new friends via Facebook. The evolving digizens often get themselves on blogs in their daily life, especially Pantip. 
Instagram is another popular social network – they like to follows celebrities’ lives on Instagram to feel more associated and adapt celebrities’ lifestyles to fit to their own. Nineteen per cent of evolving digizens have started shopping online. 
In the future this group will be interested in e-commerce.
Suchada suggested that marketers should be aware that it is very important to do something that meets the needs of this consumer group. 
Convenience and instant access would be the best way to reach them. Communicating with them with unconventional content will catch their attention and spread quickly through social media among their communities.