Grab is leading the new taxi service in Thailand (kind of sharing economy service)

1. STUDY ABOUT SHARING ECONOMY
SERVICES IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)
November, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about consumer behavior toward
sharing economy services such as Grab, Uber in Thailand
 Methodology: Online survey
 Fieldwork time: 10 days (12/10/2016 to 21/10/2016)
 Sample size: N = 400
 Geography: Nationwide

3. 2
KEY FINDINGS
• Grab is the most well-known brand in Thailand (88%)
• Facebook is an effective marketing channel to leverage brand awareness
• GrabTaxi is leading the new taxi service in Thailand with 67% shares
• 43% consumers choose the new taxi services because of frequent promotions
• 73% use this service to move immediately
• 28% are unhappy because of careless drivers
• 79% use these new taxi services like Grab or Uber at least once per month
• 52% spend $7.5 - $10 each time using this taxi service
• All Thai Taxi is also a well-known taxi service in Thailand (56% awareness)
• 76% users intend to share their current resources to earn more income
• People intend to share their car and bike the most to earn more

4. 3
N = 400
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
39%
20%
42%
Over 30
26-30
Under 18-25
60%
40%
Female
Male
46%
54%
Others
Bangkok
2%
1%
4%
4%
5%
6%
9%
19%
Others
Factory Worker
Engineer/Doctor/Teacher
Job seeker/Retired
Housewife
Self-employed
Student
Officer

5. 4
73%
93%
Bangkok
62%
81%
Others
68%
88%
Uber
Grab
Total
GRAB IS THE MOST WELL-KNOWN NEW TAXI SERVICE SERVICE
(KINDS OF SHARING ECONOMY) IN THAILAND
Do you know any sharing economy services listed below?
N = 400 N = 217 N = 183

6. 5
FACEBOOK IS THE MOST EFFECTIVE CHANNEL TO LEVERAGE
BRAND AWARENESS
How do you know these taxi services? (by city)
N = 400 N = 217 N = 183
2%
19%
20%
21%
23%
24%
32%
34%
34%
41%
75%
Others
Out of homes
Through blog, facebook… of KOLs
Through smartphone other apps
People around me talk about these
services
News/ Magazines
See brands on app store of
smartphone
Friends/ relatives recommendation
Website/ Forum ads
TV ads
Facebook
Total
2%
23%
20%
19%
24%
23%
29%
35%
37%
39%
77%
Bangkok
2%
14%
20%
22%
21%
25%
36%
32%
31%
42%
72%
Others

7. 6
AGAIN, FACEBOOK IS THE MOST EFFECTIVE CHANNEL TO GAIN
BRAND AWARENESS ACROSS ALL AGE GROUPS
How do you know these taxi services? (by age)
N = 400 N = 154 N = 79 N = 167
2%
19%
20%
21%
23%
24%
32%
34%
34%
41%
75%
Others
Out of homes
Through blog, facebook… of
KOLs
Through smartphone other
apps
People around me talk about
these services
News/ Magazines
See brands on app store of
smartphone
Friends/ relatives
recommendation
Website/ Forum ads
TV ads
Facebook
Total
4%
19%
23%
22%
26%
24%
41%
34%
33%
40%
74%
Under 18-25
0%
16%
19%
32%
20%
25%
28%
42%
43%
43%
72%
26-30
1%
20%
18%
14%
20%
23%
26%
29%
31%
40%
76%
Over 30

8. 7
GRABTAXI IS USED THE MOST AMONG NEW SHARING ECONOMY
SERVICES
If you are using these taxi services, which taxi service do you use
the most frequently? (by age)
N = 252 N = 106 N = 54 N = 92
9%
9%
13%
67%
GrabCar
UberX
GrabBike
GrabTaxi
Total
5%
10%
15%
69%
Under 18-25
13%
6%
13%
67%
26-30
11%
9%
10%
66%
Over 30

9. 8
GRABTAXI DOMINATES ALL OTHER SERVICES
N = 252 N = 154 N = 98
If you are using these taxi services, which taxi service do you use
the most frequently? (by city)
9%
9%
13%
67%
GrabCar
UberX
GrabBike
GrabTaxi
Total
7%
10%
12%
69%
Bangkok
11%
7%
13%
64%
Others

10. 9
PROMOTIONS, FAST AND CONVENIENT SERVICES ARE
MAIN REASONS FOR USING SHARING ECONOMY SERVICES
N = 252
If you are using these type of sharing economy, why do
you choose that service?
3%
7%
12%
14%
15%
16%
19%
20%
22%
23%
25%
27%
28%
40%
42%
43%
Others
Want to prove my class
Competitive price than other brands
High quality and modern vehicles
Easy account registration
Want to experience the new service
Faster moving than traditional taxi
Roadmap can be foreseen clearly
Staffs/ drivers are friendly, devoted
Fast and convenient form of payment
Friends/ relatives' introducing
Transparent and reasonable price policy
Drivers drive carefully, observe the law
Can use service in any places
Call taxi quickly
There are many promotions (free, discounts ...)
Total

11. 10
GRABTAXI = CONVENIENCE + FAST SERVICE + PROMOTIONS
Why do you choose that taxi service?
N = 32N = 170 N =22*
(*) small sample size just for reference
N = 22*
3%
3%
16%
9%
6%
6%
22%
19%
25%
6%
34%
22%
22%
38%
16%
22%
GrabBike
0%
14%
14%
9%
45%
0%
23%
27%
23%
18%
27%
14%
18%
14%
23%
23%
GrabCar
0%
14%
18%
36%
9%
23%
18%
45%
32%
23%
36%
18%
41%
55%
45%
14%
UberX
4%
5%
8%
12%
15%
16%
16%
18%
21%
22%
25%
27%
28%
47%
48%
49%
Others
Want to prove my class
Competitive price than other
brands
High quality and modern
vehicles
Want to experience the new
service
Easy account registration
Faster moving than traditional
taxi
Staffs/ drivers are friendly,
devoted
Fast and convenient form of
payment
Roadmap can be foreseen
clearly
Drivers drive carefully, observe
the law
Friends/ relatives' introducing
Transparent and reasonable
price policy
There are many promotions
(free, discounts ...)
Call taxi quickly
Can use service in any places
GrabTaxi
GrabBike is chosen for its various promotions and careful drivers

12. 11
MOVING IMMEDIATELY IS THE MAIN PURPOSE FOR USING NEW TAXI
SERVICES, BOTH CAR AND BIKE
What are your main purposes when choosing that taxi service?
N = 252 N = 170 N = 22*
(*) small sample size just for reference
5%
5%
12%
23%
29%
73%
Others
Go to luxury party
Business purposes
For long trip
Daily go to school/work
When I want to move
immediately
Total
9%
9%
13%
9%
38%
53%
GrabBike
0%
18%
14%
23%
27%
77%
GrabCar
5%
4%
10%
25%
27%
77%
GrabTaxi
5%
0%
9%
36%
32%
77%
UberX
N = 32 N = 22*

13. 12
2%
6%
0% 1%
5%
8%
16%
5%
8%
5%
68%
50%
73%
71%
77%
22%
28%
23% 21%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total GrabBike UberX GrabTaxi GrabCar
Very
satisfied
Satisfied
Normal
Unsatisfied
90% SATISFIED WITH THEIR CURRENT TAXI BRAND
How do you feel with your current taxi brand?
N = 252 N = 170N = 32 N = 22* N = 22*
(*) small sample size just for reference
GrabBike owns highest top box customers’ satisfaction level with 28%

14. 13
28% UNHAPPY BECAUSE OF CARELESS DRIVERS
N = 252
Is there anything makes you unhappy about this taxi brand?
0%
0%
0%
12%
13%
14%
15%
16%
17%
20%
20%
24%
28%
Nothing makes me dissatisfied
Others
Taxi waiting time is usually very long
Untransparent and unreasonable price policy
Unfriendly attitude of driver
Complicated form of payment
Vehicle quality is not good
Applications frequently fail that I cannot book a ride
Complex account registration procedures
Roadmap is often protracted, time-consuming
Personal information is unsercured
Taxi booking process via application is complicated
Drivers drive carelessly
Total
Complicated booking process on application also causes dissatisfaction

15. 14
GRABBIKE = CARELESS DRIVERS + LONG ROAD +
UNTRANSPARENT, UNREASONABLE PRICE POLICY
Is there anything makes you unhappy about this taxi brand?
N = 252 N = 32
(*) small sample size just for reference
0%
0%
0%
12%
13%
14%
15%
16%
17%
20%
20%
24%
28%
Nothing makes me dissatisfied
Others
Taxi waiting time is usually very long
Untransparent and unreasonable price policy
Unfriendly attitude of driver
Complicated form of payment
Vehicle quality is not good
Applications frequently fail that I cannot book a
ride
Complex account registration procedures
Roadmap is often protracted, time-consuming
Personal information is unsercured
Taxi booking process via application is
complicated
Drivers drive carelessly
Total
0%
0%
0%
31%
6%
22%
19%
9%
13%
28%
13%
16%
31%
GrabBike

16. 15
GRABTAXI/GRABCAR = CARELESS DRIVERS + COMPLICATED BOOKING
UBERX = UNSECURED PERSONAL INFORMATION
Is there anything makes you unhappy about this taxi brand?
N = 252 N = 170 N = 22* N = 22*
(*) small sample size just for reference
0%
0%
0%
12%
13%
14%
15%
16%
17%
20%
20%
24%
28%
Nothing makes me
dissatisfied
Others
Taxi waiting time is usually
very long
Untransparent and
unreasonable price policy
Unfriendly attitude of driver
Complicated form of payment
Vehicle quality is not good
Applications frequently fail
that I cannot book a ride
Complex account registration
procedures
Roadmap is often protracted,
time-consuming
Personal information is
unsercured
Taxi booking process via
application is complicated
Drivers drive carelessly
Total
0%
0%
0%
14%
9%
18%
27%
18%
18%
18%
18%
23%
36%
GrabCar
0%
0%
0%
9%
16%
12%
14%
18%
18%
18%
19%
26%
26%
GrabTaxi
0%
0%
0%
9%
9%
9%
9%
18%
14%
18%
32%
23%
23%
UberX

17. 16
79% USE THESE NEW TAXI SERVICES AT LEAST ONCE PER MONTH
How often do you use this taxi service?
N = 252 N = 106 N = 54 N = 92
12%
15% 17%
5%
15%
16%
31%
4%
17%
19%
11%
17%
14%
13%
9%
17%
21%
18%
17%
27%
13%
11% 4%
22%
8% 8%
11%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18-25 26-30 Over 30
More 3 months/once
2-3 months/once
Once/month
2-3 times/month
Once/week
2-3 times/week
More than 3 times/week

18. 17
7% 6%
9%
14%
5%
9%
8% 3%
27%
5%
19%
20%
13%
5%
32%
52%
59%
31%
41%
45%
11%
5%
44%
14% 14%
2% 3% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total GrabTaxi GrabBike GrabCar UberX
I do not
remember
More than
$10.001
$7.501 - $10
$5.001 - $7.5
$2.501 - $5
Under $2.5
52% SPEND $7.5 - $10 EACH TIME USING THIS NEW TAXI SERVICE
How much do you spend each time using this taxi service?
N = 252 N = 170 N = 32 N = 22* N = 22*
(*) small sample size just for reference

19. 18
11% customers are loyal with their current new taxi service brand
What is your usage intention towards this type of taxi in the future?
N = 170N = 32N = 22* N = 22*N = 252
(*) small sample size just for reference
10%
14% 14%
9% 8%
14%
14%
0%
3%
16%
44%
41%
41%
31%
48%
22% 23%
36%
31%
18%
11% 9% 9%
25%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total GrabCar UberX GrabBike GrabTaxi
I will use this brand only
I will prefer using this brand
in priority
I will use this brand parallel
with other brand
I will continue using this
brand, but I will use at other
in the future
I will switch to other brand

20. 19
86% FEEL THAT ATTACHING TAXI ROOF SIGN OR BRAND LOGO ON
UBER AND GRAB TAXI IS REASONABLE
How do you feel about attaching taxi roof sign/ brand logo on Uber/Grab taxi?
N = 252 N = 170 N = 32 N = 22*
86% 87% 88% 86%
73%
10% 10%
13%
5%
18%
4% 3%
0%
9% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total GrabTaxi GrabBike GrabCar UberX
Unreasonable (cause of
reducing luxury...)
Attaching taxi roof sign/ brand
logo does not affect me
Reasonable (for easy car
identification...)
N = 22*
(*) small sample size just for reference

21. 20
Do you intend to be a driver of Uber/ Grab…
services?
58% INTEND TO BE A DRIVE OF UBER/GRAB DUE TO EARLY-STAGE
SALARY SUPPORT & CHANCES FOR MORE INCOME IN SPARE TIME
N = 252
5%
15%
15%
26%
34%
43%
65%
Others
Fare calculation method is profitable
for driver
It's fun because I can meet many
people
Stable income
High income
Make use of spare time to earn more
Salary supporting in the initial stage
Total
42%
58%
No
Yes
Total
Why do you want to work for this service?
N = 145

22. 21
5% 5%
11%
2%
9% 10%
2%
12%
28%
39%
30%
14%
42%
28%
43%
58%
16% 18%
15% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Totally
disagree
Disagree
No comment
Agree
Totally agree
There is an opinion: " We should prohibit this type of these taxi services in Thailand”
What do you think about this opinion?
58% DO NOT AGREE WITH THE OPINION THAT WE SHOULD
PROHIBIT THIS TYPE OF TAXI SERVICES IN THAILAND
N = 252 N = 106 N = 54 N = 92

23. 22
ALL THAI TAXI IS ALSO A WELL-KNOWN SHARING ECONOMY
SERVICE IN THAILAND
Beside Uber, Grab… do you know these economy
sharing types listed below?
N = 252 N = 154 N = 98
22%
17%
29%
56%
I don't know any service
Travelmob
Airbnb
All Thai Taxi
Total
23%
12%
29%
59%
Bangkok
20%
26%
29%
50%
Others

24. 23
Beside Uber, Grab… do you know these economy
sharing types listed below?
ALL THAI TAXI IS ALSO A WELL-KNOWN SHARING ECONOMY SERVICE
IN VIETNAM ACROSS ALL AGE GROUPS
N = 252 N = 106 N = 54 N = 92
22%
29%
17%
56%
I don't know any service
Airbnb
Travelmob
All Thai Taxi
Total
25%
25%
19%
50%
Under 18-25
22%
37%
15%
63%
26-30
18%
27%
16%
58%
Over 30

25. 24
FACEBOOK AND TV ADS ARE THE MAIN CHANNELS TO GAIN
BRAND AWARENESS
If you know sharing economy services, how do you know these services?
N = 197 N = 119 N = 78
4%
14%
14%
12%
10%
21%
24%
35%
30%
36%
57%
Bangkok
4%
14%
17%
22%
24%
18%
26%
28%
37%
41%
63%
Others
4%
14%
15%
16%
16%
20%
25%
32%
33%
38%
59%
Others
Through smartphone other apps
People around me talk about these
services
See brands on app store of
smartphone
Through blog, facebook… of KOLs
News/ Magazines
Out of homes
Friends/ relatives recommendation
Website/ Forum ads
TV ads
Facebook
Total

26. 25
FACEBOOK AGAIN IS THE MAIN SOURCE OF BRAND AWARENESS
If you know sharing economy services, how do you know these services?
N = 197 N = 80 N = 42 N = 75
8%
18%
20%
20%
18%
23%
28%
30%
40%
31%
58%
Under 18-25
0%
10%
7%
10%
21%
14%
24%
45%
33%
52%
60%
26 - 30
3%
13%
15%
15%
11%
20%
23%
28%
25%
37%
61%
Over 30
4%
14%
15%
16%
16%
20%
25%
32%
33%
38%
59%
Others
Through smartphone other
apps
People around me talk about
these services
See brands on app store of
smartphone
Through blog, facebook… of
KOLs
News/ Magazines
Out of homes
Friends/ relatives
recommendation
Website/ Forum ads
TV ads
Facebook
Total

27. 26
Do you actually use sharing economy services?
If yes, which services do you actually use?
ALL THAI TAXI SERVICE IS USED THE MOST ACROSS CITIES AND
AGE GROUPS
N = 197 N = 119 N = 78 N = 80 N = 42 N = 75
13% 14%
10%
17% 12% 24%
15%
13%
18%
50%
51%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Bangkok Others
All Thai Taxi
Travelmob
Airbnb
I don't use any
sharing economy
services
11% 11%
15%
17% 20%
15%
20% 19%
8%
46% 50%
53%
Under 18-25 26-30 Over 30

28. 27
Do you intend to share your current resources (house, car, time…) to earn more?
76% USER INTEND TO SHARE THEIR CURRENT RESOURCES
TO EARN MORE INCOME
N = 197 N = 80 N = 42 N = 75
24% 25%
17%
27%
76% 75%
83%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Yes
No

29. 28
If you intend to share your current resources, which resources do you intend to share?
THAI INTEND TO SHARE THEIR CAR AND BIKE THE MOST
TO EARN MORE
25%
22%
25%
28%
Others
House
Bike/ Motorbike
Car
Total

30. 29
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

31. 30
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

32. 31