Mobile advertising thrives: BuzzCity

Economy April 25, 2014 00:00

By The Nation

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Mobile advertising in Thailand grew 42 per cent in the first quarter as value added services began the year aggressively promoting videos, news and premium content across operator networks, according to the latest quarterly report on the mobile internet b

Thailand’s first quarter mobile advertising surge mirrors a global trend that saw internet ad spending beat broadcast television for the first time last year, said Wararin Phoonuch-Aphai, BuzzCity’s Country Manager for Thailand.

With Thai consumers, she added, spending more time on their mobile devices for communication, entertainment and shopping, many companies including retailers, banks, and hotels are increasing mobile advertising budgets to maximise opportunities today and in the future.

The BuzzCity report includes a spotlight on mobile banking adoption and reveals mobile users’ attitudes towards mobile banking.

The report features results of a survey on mobile banking. Results suggest that security fears seem to be decreasing gradually, with 36 per cent of those surveyed this quarter saying they won’t mobile bank because of security fears compared to 41 per cent last year.

Not surprisingly, more people are mobile banking – 26 per cent of adults who use the mobile internet now find mobile banking “easy and useful” compared to 20 per cent last year. There is, however, apathy amongst potential users, with 51 per cent of respondents saying they do not need mobile banking.

Financial services will need to think about other factors that affect responses to their campaigns, as only 9 per cent of respondents like them.

Nine per cent of respondents feel mobile banking is too complicated, while 19 per cent say it is unreliable and many aren’t aware their devices can be used to activate the service.

The report also looked at the most popular banks among mobile users.

In Thailand, Kasikorn Bank is the most popular bank, followed by Siam Commercial Bank, Bangkok Bank, and Krungsri Bank.