Effective Measure - Thailand Social Commerce Study

Dubai | Bangkok | Melbourne
Defining Social Commerce:
“Social commerce is the use of social media in the context of e-commerce”
- Wikipedia
“The social graph has the power to redefine the shopping experience
allowing companies to anticipate, personalize and energize the shopping
experience in new ways”
- Lora Cecere, Author of “Supply Chain Shaman”
“The use of Social Technologies to connect, listen, understand and
engage to improve the shopping experience..”
- Altimeter Group, Rise of Social Commerce Conferece

Background : What is Social Commerce?
the use of social media in the context of e-commerce
- User Rating
- Reviews
- User Recommendations and Referrals
- Social Shopping (sharing the act of online shopping together)
- User Forums and Communities
- SMO : Social Media Optimization (for e-commerce)
- Social Applications and Social Ads linked to e-commerce.
Confidential & Proprietary - Copyright © 2010 Effective Measure
Think Ecommerce sites: Ensogo.com, Yopi, Siamphone,
Gmember
Product Review sites with social media tools: Oknation,
Moohin, Thaiware, Lisaguru,

E-commerce sites with social media tools:
Ensogo.com
Gmember.comSiamphone.com
Yopi.co.th

Review sites with social Media tools:
Thaiware.com
Moohin.comOknation.net
Lisaguru.com

Website Analysis
Over 3000 Sample surveys were completed from the following websites:
The research project sample size
came from a diverse range of
content, which assures for a
more representative sample of
internet population in the market.
Please note that Effective
Measure Survey served to
around 1 in every 10 visitors who
have visited the sites at least 2
pages. They do not receive the
survey invitation more than once.

Demographic and Response Summary
Gender
Male 60.34%
Female 39.66%
Monthly Household Income ($US)
$0 - $500 26.95%
$501 - $1,000 15.97%
$1,001 - $1,500 13.62%
$1,501 - $2,000 4.54%
$2,001 - $3,000 5.25%
$3,001 - $4,000 1.96%
$4,001 - $5,000 2%
$5,001 - $7,500 1%
$7,501 - $10,000 1.06%
$10,001 - $15,000 1.38%
$15,000 + 1.64%
Prefer not to say 15.94%
Dependent - No income - Don't work 8.79%
Occupation
Manager or Senior Official 9%
Professional 17.02%
Associate Professional and Technical 16.53%
Administrative and Secretarial 10.49%
Skilled Trade 3.80%
Personal Service 0.94%
Sales and Customer Service 3.70%
Process Plant and Machine Operative 0.81%
Elementary 0.84%
Full time student 22.70%
Retired 0.55%
Housewife/husband 1.79%
Unemployed 2.27%
Don't know 9.65%
Age
15-17 17.21%
18-20 13.39%
21-24 17.31%
25-30 18.97%
31-34 10.35%
35-40 8.95%
41-44 4.21%
45-50 4.08%
51-54 1.80%
55-60 1.24%
>60 1.11%
Prefer not to say 1.47%
Are able to make purchases online?
Yes 60.40%
No 39.64%
Residential Location
Rural / Countryside 35.63%
Large City 29.04%
Capital City 35.37%
Access Internet from Mobile phone?
Yes 32.81%
No 67.19%

Q1: What are the top three factors that can influence your purchasing decisions
when you don't have personal experience about the product or service? (Chose 3)
Findings:
• 71.86% of people trust friends and family members when they don't have
personal experience about product/service.
• 41.20% think that opinions published through social media is reliable.
• 45.54% accepted that Ads can influence their purchasing decisions.
71.86%
41.20%
37.22%
42.73%
26.90%
45.54%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board, forum
Reviews in newspapers, magazine or website article
Reviews and rating in the shopping website
Advertising

Findings:
• No significant difference between male and female.
69.06%
39.71%
37.47%
44.34%
28.43%
47.28%
75.39%
42.92%
35.63%
40.35%
24.36%
43.41%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews in personal blog or web board, forum
Reviews in newspapers, magazine or website
article
Reviews and rating in the shopping website
Advertising
Female
Male
Gender

0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
15-17 18-20 21-24 25-30 31-34 35-40 41-44 45-50 51-54 55-60 >60 Prefer
not to
say
Reviews in personal blog or web board,
forum
Reviews in newspapers, magazine or
website article
Reviews and rating in the shopping
website
Advertising
Findings:
• Family members and friends most influential across all age groups
• Younger audiences rely on opinions published through social media tools.
• Older audiences trust traditional media reviews .
Age

69.39%
46.76%
44.47%
38.19%
28.51%
41.48%
72.83%
38.41%
33.30%
44.94%
26.14%
47.57%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or
friends
Opinions published through social
media
Reviews in personal blog or web
board, forum
Reviews in newspapers, magazine
or website article
website
Advertising
No Mobile Browsing
Mobile Browsing
Mobile
Browsing
Findings:
• People who live life online tend to believe opinions published through social
media, online reviews and rating in the shopping website than who don’t.
• People who are not internet addict tend to more rely on Ads and
advertorials.

Analysis:
• The result is reflecting the effectiveness of social tools that help to increase
revenue for e-commerce in Thailand. People who do shopping online
accepted opinions published through social media, online reviews as well
as reviews & rating in shopping websites can influence when they make
purchasing decisions.
Findings:
• Online shoppers tend to be more influenced by social tools
70.22%
45.15%
43.75%
43.58%
31.19%
41.36%
73.74%
35.05%
26.59%
41.43%
20.55%
51.86%
0% 10% 20% 30% 40% 50% 60% 70% 80%
forum
website article
website
Advertising
No
Yes
Purchase Online

Findings:
• There’s no significant difference towards opinions published through social
media among people in different location in Thailand.
• However, people in Metro area rather to be engaged in reviews in personal
blog or web board, forum than those people in countryside.
0% 10% 20% 30% 40% 50% 60% 70% 80%
forum
website article
website
Advertising
Capital City
Large City
Rural / Countryside
Reside Location

Q2: What is the main reason when you express your opinion toward product and
service in social media? (Chose only one)
Findings:
• Most of people accepted that they express their opinion toward product and
service in social media because they want to influence others!
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
I think it can benefit or influence others
I think It can reflect my personal character
I think It gives others the reason to talk about me.
I think It can draw more opinions.
other reasons/ not in choices listed above
Female
Male
Audience Share

Q3: Please select all of the following that apply to how you trust online ratings
and reviews? (Chose all that Apply)
Findings:
• 53.98% trust online rating and reviews when it's from reliable source and well-
informed.
53.98%
33.17%
25.37%
30.40%
22.08%
0% 10% 20% 30% 40% 50% 60%
I trust when it's reliable source and well-informed.
I trust when I found the same direction reviews and ratings
from several different sources.
The more reviews and rating there are for a particular
product, the more apt I am to believe them.
I trust those reviews where I can look into the background of
the reviewers.
I don't trust any ratings and reviews.
Female
Male
Audience Share

Q4: Which of following online activities do you participate in? (Chose all that Apply)
Findings:
• Over 50% of the audience participate in social commerce activities with the
most popular activity being rating products and services.
31.20%
24.51%
18.48%
14.63%
47.13%
0% 10% 20% 30% 40% 50% 60%
Product/Service Rating
Review your experience in website/ blog/ forum
Share your pick lists to others
Participating referral program - recommend your
item to others to get rewards.
Non of activities I have done.
Female
Male
Audience Share

Analysis:
• More engaged in Internet, more tend to participate social commerce activities
0% 10% 20% 30% 40% 50% 60%
Review your experience in website/ blog/
forum
Participating referral program - recommend
your item to others to get rewards.
Non of activities I have done.
No Mobile Browsing
Mobile Browsing
Mobile
Browsing

Findings:
• People who do online purchasing are far more likely to participate in social
commerce activities.
0% 10% 20% 30% 40% 50% 60% 70%
Review your experience in website/ blog/
forum
Participating referral program - recommend
your item to others to get rewards.
Non of activities above I have done.
No
Yes
Purchase
Online

Q5: What kind of products you used to (or are comfortable to) purchase online?
(Chose all that apply)
Findings:
• Thais are comfortable online purchasing clothing and entertaining products
: books & magazines, music & videos, toys & games, travel-flight-shows
tickets and deal.
0% 5% 10% 15% 20% 25% 30% 35%
Books & Magazines
Clothing
Computer Hardware & Software
Drugs & Health Aids
Electronics
Food & Beverage
Furniture and Decorations
Music & Videos
Office Supplies
Sporting Goods
Toys & Games
Travel Package / Flight Ticket / Shows…
Gift product
Other
28.52%
20.65%
17.59%
5.54%
14.60%
7.04%
5.39%
22.02%
4.33%
7.62%
20.43%
20.75%
10.45%
32.95%
Audience Share

Findings:
• Significant online product for men: Computer Hardware & Software,
Electronics, Office Supplies, Sport Goods, Toys & Games
• Significant online product for women: Clothing, Tickets & Deal, Gift product
25.76%
13.13%
22.60%
5.61%
18.63%
7.14%
5.66%
22%
4.90%
10.73%
24.24%
17.97%
8.39%
32.73%
32.06%
31.65%
10.02%
5.63%
8.70%
6.88%
4.89%
21.46%
3.40%
2.65%
14.83%
24.52%
13.01%
34.05%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Books & Magazines
Clothing
Drugs & Health Aids
Electronics
Food & Beverage
Music & Videos
Office Supplies
Sporting Goods
Toys & Games
Gift product
Other
Male
Female
Gender

Finding:
• Audiences in metro areas are more likely to make online reservations for
services such as travel, shows, and deals.
Reside Location
0% 5% 10% 15% 20% 25% 30% 35% 40%
Books & Magazines
Clothing
Drugs & Health Aids
Electronics
Food & Beverage
Music & Videos
Office Supplies
Sporting Goods
Toys & Games
Gift product
Other
Capital City
Large City
Rural / Countryside

Final Conclusions and Key Take Aways
1. Social Media is not just sharing status updates and sharing photos
with Friends on Facebook. It’s about using social media tools to
influence commerce.
2. People are far more likely to buy a product based on a
recommendation from a friend or an unbiased review on a site.
3. Social Commerce can take place on both ecommerce sites, but also
on product review sites, forums, and all sites out there , as social
media tools now allow people to comment on all pieces of content.
4. Advertisers need to implement a strategy that includes social sites
that influence commerce, banner ads, and advertorials to maximize
effectiveness.

Effective Measure - Thailand Social Commerce Study

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