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TV Market in Thailand
1. STUDY ABOUT TV MARKET IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)
Jun, 2017
2. 1
SURVEY DESIGN
This survey was conducted to study about TV Market in Thailand
Methodology: Online survey
Fieldwork time: 5 days (5/06/2017 – 9/06/2017)
Sample size: N = 550
Geography: Nationwide
4. 3
KEY FINDINGS
1) Awareness and Usage
• Samsung (91%), LG (87%), Panasonic (85%) are top 3 well-known TV brands in Thailand
• Online ads (85%), See many people use the brand (69%), Sellers introduction (53%) are key
channels to raise brand awareness
• Samsung (38%), Panasonic (18%), LG (18%) are top most used TV brands in Thailand
2) Usage Behaviors
• Overall, TV 3D (37%), TV Led (27%) and Smart TV (15%) are top 3 most used types of TV
• 32 inch is the most used screen size of TV in Thailand
• On average, each family spend approximately $529 for buying a TV
• Good quality/ durable (74%), Affordable price (68%) and High-solution screen (55%) are top 3
reasons for choosing a TV brand
• Electronic center (59%) is the key channel for buying a TV
3) Actual Satisfaction & Future Purchase Intention
• 91% are satisfied with their current TV brand
• 69% will prioritize to use their current brand
• 68% will recommend their current TV brand to others
• Samsung (37%), LG (21%) and Panasonic (17%) are still the top 3 TV brand choices for
buying in near future
5. 4
VIETNAM, INDONESIA AND THAILAND TV MARKET
KEY FINDINGS VIETNAM (2015) INDONESIA (2016) THAILAND (2017)
Most well-known
brands
Samsung, Sony, LG Samsung, LG, Sharp Samsung, LG, Panasonic
Market leaders • Samsung (30%)
• Sony (26%)
• LG (15%)
• LG (23%)
• Sharp (18%)
• Samsung (15%)
• Samsung (38%)
• Panasonic (18%)
• LG (18%)
Key brand
awareness channels
• TVC (74%)
• Point of sales (68%)
• Newspaper/ magazine
ads (48%)
• TVC (67%)
• See at the point
electronics stores (63%)
• Facebook ads (53%)
• Online ads (85%)
• See many people use
the brand (69%)
• Sellers introduction
(53%)
Key purchase
channels
• Electronic center (83%) Electronic center (63%) Electronic center (59%)
Top brand choice
criteria
• Good quality/ durable
(54%)
• High-solution screen
(50%)
• Affordable price (44%)
• Good quality/ durable
(52%)
• Affordable price (49%)
• Good warranty (32%)
• Good quality/ durable
(74%)
• Affordable price (68%)
• High-solution screen
(55%)
Average spending $495 $395 $529
6. 5
N = 550
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
28%
20%
27%
25%
Over 30
26-30
18-25
Under 18
11%
1%
5%
5%
7%
12%
14%
44%
Others
Factory Worker
Job seeker/Retired
Housewife
Engineer/Doctor/Teacher
Student
Self-employed
Office Worker
29%
1%
1%
3%
7%
59%
Others
Ubon Rajathanee
Khon Kaen
Nakhon Ratchasima
Chiang Mai
Bangkok
40%
60%
Male
Female
7. 6
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT
9. 8
5%
23%
40%
43%
44%
48%
52%
53%
69%
85%
0% 50% 100%
Others
See the brand at point of
sale
Newspaper/magazine ads
TV commercials
Facebook ads
Outdoor ad
Friends'/relatives'
recommend the brand to me
Sales person introduces that
brand to me
I see many people user that
brand
Online ads (excepted
Facebook ads)
Total
7%
24%
36%
45%
47%
48%
58%
48%
63%
81%
0% 50% 100%
Under 18
5%
26%
41%
46%
47%
54%
49%
47%
62%
85%
0% 50% 100%
18-25
2%
29%
39%
49%
48%
50%
53%
60%
78%
90%
0% 50% 100%
26-30
7%
16%
43%
35%
35%
41%
48%
58%
74%
86%
0% 50% 100%
Over 30
How do you know these brands?
(Comparison by Age Group)
N = 550 N = 137 N = 149 N = 109 N = 155
ONLINE ADS (85%), SEE MANY PEOPLE USE THE BRAND (69%), SELLERS
INTRODUCTION (53%) ARE KEY CHANNELS TO RAISE BRAND AWARENESS
10. 9
5%
23%
40%
43%
44%
48%
52%
53%
69%
85%
0% 50% 100%
Others
See the brand at point of sale
Newspaper/magazine ads
TV commercials
Facebook ads
Outdoor ad
Friends'/relatives' recommend the
brand to me
Sales person introduces that brand to
me
I see many people user that brand
Online ads (excepted Facebook ads)
Total
5%
28%
41%
42%
46%
50%
48%
50%
67%
85%
0% 50% 100%
Bangkok
6%
17%
38%
45%
41%
46%
56%
58%
71%
86%
0% 50% 100%
Others
How do you know these brands?
(Comparison by Living place)
N = 550 N = 326 N = 224
ONLINE ADS (85%), SEE MANY PEOPLE USE THE BRAND (69%), SELLERS
INTRODUCTION (53%) ARE KEY CHANNELS TO RAISE BRAND AWARENESS
Bangkok people know about TV Brand via seeing brand at the point of sale more than other cities
12. 11
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT
13. 12
OVERALL, TV 3D (37%), TV LED (27%) AND SMART TV (15%) ARE TOP 3 MOST
POPULAR TYPES OF TV IN THAILAND
What is the type of your current TV?
(Comparison by Age Group)
N = 550 N = 137 N = 149 N = 109 N = 155
2%
1%
3%
4%
4%
7%
15%
27%
37%
0% 50% 100%
Others
Curved TV
Tivi LCD
Tivi CRT
Smart Tivi 3D
Tivi Plasma
Smart Tivi
Tivi LED
Tivi 3D
Total
4%
1%
4%
7%
4%
4%
9%
23%
43%
0% 50% 100%
Under 18
1%
0%
3%
4%
3%
8%
16%
27%
38%
0% 50% 100%
18-25
0%
4%
0%
2%
5%
8%
20%
33%
28%
0% 50% 100%
26-30
2%
1%
3%
2%
5%
8%
17%
26%
37%
0% 50% 100%
Over 30
14. 13
3%
3%
3%
0%
2%
5%
12%
28%
44%
0% 50% 100%
Samsung
2%
1%
3%
4%
4%
7%
15%
27%
37%
0% 50% 100%
Others
Curved TV
Tivi LCD
Tivi CRT
Smart Tivi 3D
Tivi Plasma
Smart Tivi
Tivi LED
Tivi 3D
Total
2%
0%
3%
7%
1%
5%
13%
32%
37%
0% 50% 100%
Panasonic
1%
0%
2%
3%
7%
11%
20%
18%
37%
0% 50% 100%
LG
OVERALL, TV 3D (37%), TV LED (27%) AND SMART TV (15%) ARE TOP 3 MOST
POPULAR TYPES OF TV IN THAILAND
What is the type of your current TV?
(Comparison by Top 3 TV Brands)
N = 550 N = 207 N = 100 N = 99
LG Users use TV Plasma and Smart TV 3D types more than Samsung and Panasonic Users
15. 14
12%
15%
16%
4%
35%
9%
9%
0% 50% 100%
Over 42 inch
42 inch
40 inch
39 inch
32 inch
29 inch
Under 29 inch
Total
5%
10%
18%
6%
36%
12%
12%
0% 50% 100%
Under 18
9%
15%
16%
5%
41%
9%
5%
0% 50% 100%
18-25
19%
18%
16%
3%
30%
5%
9%
0% 50% 100%
26-30
17%
15%
13%
4%
32%
8%
10%
0% 50% 100%
Over 30
32 INCH IS THE MOST USED SCREEN SIZE OF TV IN THAILAND
What's the screen size of that TV?
(Comparison by Age Group)
N = 550 N = 137 N = 149 N = 109
Above 25 year-old group use over 42 inch screen size TV more than the younger group
N = 155
16. 15
12%
15%
16%
4%
35%
9%
9%
0% 50% 100%
Over 42 inch
42 inch
40 inch
39 inch
32 inch
29 inch
Under 29 inch
Total
13%
13%
17%
4%
37%
9%
9%
0% 50% 100%
Samsung
6%
14%
17%
3%
32%
12%
16%
0% 50% 100%
Panasonic
14%
20%
13%
3%
38%
8%
3%
0% 50% 100%
LG
32 INCH IS THE MOST USED SCREEN SIZE OF TV IN THAILAND
What's the screen size of that TV?
(Comparison by Top 3 TV Brands)
N = 550 N = 207 N = 100 N = 99
17. 16
5% 2% 5%
8%
6%
10%
4%
13%
10%
12%
20%
15%
20%
26%
21%
30%
29%
34%
28%
28%
26%
37%
19% 17% 27%
8% 12% 8% 8% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Under $250
$250 - $350
$351 - $500
$501 - $750
$751 - $1000
$1001 - $1500
$1501 - $2500
Over $2500
ON AVERAGE, EACH FAMILY SPEND APPROXIMATELY $529 FOR BUYING A TV
How much did you/your family spend for buying that TV?
(Comparison by Age Group)
N = 550 N = 137 N = 149 N = 109 N = 155
$529 $445 $537 $597 $547
Weighted
Average
Cost
18. 17
5% 7%
3%
6%
10% 9%
6%
11%
20% 16%
15%
25%
30%
30%
32%
23%
26% 29%
32%
26%
8% 7%
11%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Panasonic LG
Under $250
$250 - $350
$351 - $500
$501 - $750
$751 - $1000
$1001 - $1500
$1501 - $2500
Over $2500
How much did you/your family spend for buying that TV?
(Comparison by Top 3 TV Brands)
Weighted
Average
Cost
$529 $533 $463 $564
N = 550 N = 207 N = 100 N = 99
ON AVERAGE, EACH FAMILY SPEND APPROXIMATELY $529 FOR BUYING A TV
Panasonic have the most competitive price among top 3 used TV brands
19. 18
1% 1% 2%
5% 6% 3%
10% 11%
8%
20%
22%
17%
30%
31%
28%
26%
23%
29%
8% 5%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bangkok Others
Under $250
$250 - $350
$351 - $500
$501 - $750
$751 - $1000
$1001 - $1500
$1501 - $2500
Over $2500
How much did you/your family spend for buying that TV?
(Comparison by Living place )
Weighted
Average
Cost
$529 $551 $496
N = 550 N = 326 N = 224
ON AVERAGE, EACH FAMILY SPEND APPROXIMATELY $529 FOR BUYING A TV
Bangkok spend money on TV more than other cities
20. 19
7%
8%
9%
11%
15%
20%
22%
24%
29%
31%
37%
43%
47%
55%
68%
74%
0% 50% 100%
Others
Anti dazzle
Allow 3D screen
Sale person's recommendations
Japanese brand
Good service
Friends/ Relatives reccomendations
Support smart hub (internet,..)
Good warranty
Frequent promotions/ discounts
Energy saving
Support HD solution
Beautiful design
High- solution screen
Affordable price
Good quality/durable
Total
8%
9%
10%
13%
10%
24%
20%
25%
32%
31%
42%
42%
49%
60%
67%
74%
0% 50% 100%
Under 18
5%
9%
10%
15%
22%
23%
26%
22%
30%
33%
36%
44%
51%
54%
62%
79%
0% 50% 100%
18-25
6%
9%
10%
12%
16%
20%
22%
28%
29%
32%
36%
41%
48%
51%
71%
71%
0% 50% 100%
26-30
8%
3%
8%
6%
10%
14%
19%
21%
26%
27%
34%
43%
39%
53%
72%
70%
0% 50% 100%
Over 30
GOOD QUALITY/ DURABLE (74%), AFFORDABLE PRICE (68%) AND HIGH-
SOLUTION SCREEN (55%) ARE TOP 3 REASONS FOR CHOOSING A TV BRAND
Why do you choose your current TV brand?
(Comparison by Age Group)
N = 550 N = 137 N = 149 N = 109 N = 155
21. 20
7%
8%
9%
11%
15%
20%
22%
24%
29%
31%
37%
43%
47%
55%
68%
74%
0% 50% 100%
Others
Anti dazzle
Allow 3D screen
Sale person's recommendations
Japanese brand
Good service
Friends/ Relatives reccomendations
Support smart hub (internet,..)
Good warranty
Frequent promotions/ discounts
Energy saving
Support HD solution
Beautiful design
High- solution screen
Affordable price
Good quality/durable
Total
5%
7%
10%
12%
8%
21%
22%
26%
28%
33%
38%
46%
53%
61%
67%
71%
0% 50% 100%
Samsung
8%
12%
9%
13%
17%
25%
18%
22%
30%
28%
41%
38%
45%
52%
73%
76%
0% 50% 100%
Panasonic
9%
8%
10%
7%
13%
19%
23%
22%
34%
32%
37%
49%
48%
56%
73%
72%
0% 50% 100%
LG
Why do you choose your current TV brand?
(Comparison by Top 3 TV Brands)
GOOD QUALITY/ DURABLE (74%), AFFORDABLE PRICE (68%) AND HIGH-
SOLUTION SCREEN (55%) ARE TOP 3 REASONS FOR CHOOSING A TV BRAND
N = 550 N = 207 N = 100 N = 99
22. 21
7%
8%
9%
11%
15%
20%
22%
24%
29%
31%
37%
43%
47%
55%
68%
74%
0% 50% 100%
Others
Anti dazzle
Allow 3D screen
Sale person's recommendations
Japanese brand
Good service
Friends/ Relatives reccomendations
Support smart hub (internet,..)
Good warranty
Frequent promotions/ discounts
Energy saving
Support HD solution
Beautiful design
High- solution screen
Affordable price
Good quality/durable
Total
4%
8%
11%
13%
20%
21%
23%
26%
30%
32%
37%
47%
48%
57%
69%
77%
0% 50% 100%
Bangkok
11%
8%
7%
8%
7%
19%
20%
20%
29%
28%
37%
37%
45%
51%
66%
68%
0% 50% 100%
Others
Why do you choose your current TV brand?
(Comparison by Living place)
GOOD QUALITY/ DURABLE (74%), AFFORDABLE PRICE (68%) AND HIGH-
SOLUTION SCREEN (55%) ARE TOP 3 REASONS FOR CHOOSING A TV BRAND
N = 550 N = 326 N = 224
Bangkok people care about HD Solution Support and Japanese Brand terms more than other cities
23. 22
11%
1%
5%
24%
59%
0% 50% 100%
Others
Second hand/repairing
store
E-commerce sites
Brand store
Electronics center
Total
9%
1%
4%
29%
57%
0% 50% 100%
Under 18
7%
2%
8%
21%
62%
0% 50% 100%
18-25
6%
0%
6%
28%
61%
0% 50% 100%
26-30
18%
1%
5%
21%
55%
0% 50% 100%
Over 30
ELECTRONIC CENTER (59%) IS THE KEY CHANNEL FOR BUYING A TV
Which place do you usually buy TV?
(Comparison by Age Group)
N = 550 N = 137 N = 149 N = 109 N = 155
24. 23
11%
1%
5%
24%
59%
0% 50% 100%
Others
Second hand/repairing store
E-commerce sites
Brand store
Electronics center
Total
11%
0%
4%
26%
59%
0% 50% 100%
Samsung
8%
0%
5%
29%
58%
0% 50% 100%
Panasonic
13%
1%
4%
22%
60%
0% 50% 100%
LG
ELECTRONIC CENTER (59%) IS THE KEY CHANNEL FOR BUYING A TV
Which place do you usually buy TV?
(Comparison by Top 3 TV Brands)
N = 550 N = 207 N = 100 N = 99
Thai People don’t have a habit of buying TV at the second hand/ repairing store
25. 24
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT
26. 25
9% 8% 9% 8%
61% 62%
66%
62%
30% 29%
25%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Panasonic LG
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
9%
13%
10%
6% 7%
61%
59%
59% 68%
59%
30% 27%
31%
27%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
91% ARE SATISFIED WITH THEIR CURRENT TV BRAND (4.20 SCORE OUT OF 5)
Overall, how do you feel with your current TV brand?
(Comparison by Age & Top 3 TV Brands)
Weighted
Average
Score
Weighted
Average
Score
4.20 4.12 4.21 4.21 4.20 4.21 4.164.25
N = 550 N = 137 N = 149 N = 109 N = 155 N = 550 N = 207 N = 100
4.19
N = 99
27. 26
31% 28%
33% 35%
53% 57% 47%
48%
16% 14%
20%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Panasonic LG
I will use this
brand only
I will prioritize
to use this
brand
I will switch to
other brand
31% 34%
29% 29%
34%
53% 49%
52%
58%
54%
16% 18% 19%
13% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
I will use this
brand only
I will prioritize
to use this
brand
I will switch to
other brand
69% WILL PRIORITIZE TO USE THEIR CURRENT BRAND (1.84 SCORE OUT OF 3)
What is your usage intention towards your current TV brand?
(Comparison by Age & Top 3 TV Brands)
Weighted
Average
Score
Weighted
Average
Score
1.84 1.84 1.91 1.83 1.84 1.86 1.871.79
N = 550 N = 137 N = 149 N = 109 N = 155 N = 550 N = 207 N = 100 N = 99
1.81
28. 27
30% 32%
25%
33%
45% 43%
54% 41%
23% 23% 20%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Panasonic LG
I will recommend
definitely
I will recommend
Either recommend or
not
I will not recommend
I will not recommend
definitely
30%
40%
27%
25%
28%
45%
37%
49%
50%
43%
23% 20% 22% 25% 26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
I will recommend
definitely
I will recommend
Either recommend or
not
I will not recommend
I will not recommend
definitely
What's your ability to recommend your current brand to others?
(Comparison by Age & Top 3 TV Brands)
Weighted
Average
Score
Weighted
Average
Score
3.89 3.73 3.91 4.00 3.89 3.87 3.923.92
N = 550 N = 137 N = 149 N = 109 N = 155
68% WILL RECOMMEND THEIR CURRENT TV BRAND TO OTHERS (3.89 SCORE
OUT OF 5)
N = 550 N = 207 N = 100 N = 99
3.92
29. 28
34% 35%
40%
33%
66% 65%
60%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Panasonic LG
Yes No
34%
39%
25%
28%
41%
66%
61%
75%
72%
59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Yes No
66% INTEND TO BUY NEW TV IN NEXT 1 YEAR
Do you intend to buy new TV in next 1 year?
(Comparison by Age & Top 3 TV Brands)
18-25 group have intention of buying new TV in next 1 year higher than others
N = 550 N = 137 N = 149 N = 109 N = 155 N = 550 N = 207 N = 100 N = 99
30. 29
1%
0%
1%
3%
5%
16%
17%
21%
37%
0% 50% 100%
Other
TCL
Phillips
Sharp
Toshiba
Sony
Panasonic
LG
Samsung
Total
2%
0%
0%
1%
2%
16%
12%
22%
45%
0% 50% 100%
Under 18
0%
0%
1%
2%
8%
16%
17%
20%
37%
0% 50% 100%
18-25
1%
0%
1%
8%
5%
18%
21%
18%
28%
0% 50% 100%
26-30
1%
0%
1%
3%
3%
13%
18%
23%
37%
0% 50% 100%
Over 30
SAMSUNG (37%), LG (21%) AND PANASONIC (17%) ARE STILL THE TOP 3 TV
BRAND CHOICES FOR BUYING IN NEAR FUTURE
If "yes", which TV brand would you buy in next 1 year?
(Comparison by Age Group)
N = 364* N = 83 N = 112 N = 78 N = 91
*Who chose “Yes” in Q:” Do you intend to buy new TV in next 1 year?”
31. 30
SMART TV, TV 3D AND SMART TV 3D ARE TOP 3 TYPES OF TV INTENTED TO
BUY IN NEAR FUTURE
If "yes" what type of TV would you choose?
(Comparison by Age Group)
N = 364* N = 83 N = 112 N = 78 N = 91
*Who chose “Yes” in Q:” Do you intend to buy new TV in next 1 year?”
0%
2%
6%
7%
9%
8%
17%
21%
31%
0% 50% 100%
Others
Tivi CRT
Tivi Plasma
Tivi LCD
Tivi LED
Curved TV
Smart Tivi 3D
Tivi 3D
Smart Tivi
Total
1%
2%
6%
10%
8%
13%
14%
20%
24%
0% 50% 100%
Under 18
0%
2%
5%
9%
11%
4%
19%
24%
26%
0% 50% 100%
18-25
0%
0%
6%
4%
9%
10%
15%
18%
37%
0% 50% 100%
26-30
0%
3%
5%
3%
5%
7%
20%
19%
37%
0% 50% 100%
Over 30
32. 31
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• 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 (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. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832
33. 32
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +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
FEEL FREE TO DROP US ANY QUESTION