Issue # 30
June 2015

Voice of Thai consumers from INTAGE (Thailand) Co., Ltd.

is INTAGE Thailand’s regular publishing to our valued clients to inspire them with insightful
information about the current issues or topics of interest in the market place.

Thai “Urbanista”: A perfect harmony between
traditional ways and modern style
Urbanresidents(“Urbanista”)

form a body of consumers thatarealways

thefocusofmarketers. But interest in thisURBANISTA

group arises not only because of
their interesting dynamics (andactive lifestyle), but also because
the Urbanista can influence theperceptions and acceptance ofvarious products and trends byconsumers who live in remoteareas outside the major urban centers.
Lately we hear increasingly about the phenomenon called “Mobinization” (a combination of"Mobile Life" and "Urbanization"), which is reflected in the lifestyles of Urbanista, who spend
much of their time out of home, busily engaged in a variety of activities, and who approachdaily life with a somewhat impatient hurriedness. With the arrival of the Mobinization
lifestyle has also come a new hypothesis: that the “same old things” that have been widely
accepted among the population of consumers to date will not be appreciated by theconsumers of today.

byINTAGE (Thailand) Co., Ltd. has conducted real-timesmartphone-based research via the company’s newest tool,
MyReco Solutions. This tool collects records of the lifestyleand spending habits of 300 participants, both male and female,aged 15-50 and living in GBKK. Participants were asked torecord all beverages they purchased and consumed out ofhome for 4 weeks. Some parts of the study’s results serve totest the hypothesis on Urbanista mentioned above.

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Copyright 2015. INTAGE (Thailand) Co., Ltd.

Traditional Mom & Pop shops still play a role
During the past 10 years, the continuous expansion and varied pricing strategies of retailers
attracted the interest and purchasing power of urban consumers. But this trend also
negatively impacted the business of traditional, small-grocery Mom & Pop shops in city
areas, many of which have closed down. 5 years on, we are now in the era of convenience
stores. Looking at their nationwide branch expansion and breadth of product categories
targeted to serve the daily needs of consumers, many analysts predicted that the businessof Mom & Pop shops would once again be directly affected.
Place of Purchase

However, this study’s results show that,

6am-9amalthough convenience stores are the top

9am-12pm

12pm-3pm

channel for beverage purchase, Mom & Pop
shops still score as the second choice. On

26%average, 1/5 of beverage purchases take place

3pm-6pm

Pop shops show slow sales is between themost such shops are still closed. In this way,24%

6pm-9pm52%

the assumption that Mom & Pop shops are

24%(n=2,055)

vanishing has been shown to be inaccurate.
Offline media is still ‘in’

53%

23%

(n=1,812)(n=1,162)

at grocery shops. The only time that Mom &hours of 12:00 a.m. and 6:00 a.m., when

54%

22%

(n=2,579)

9pm-12am55%(n=2,328)

48%

12am-6am

68%
21%

7%

(n=1,076)

86%(n=98)

Mom & PopCVS(n=number of records)

The Office of the National Broadcasting and Telecommunications Commission (NBTC)
released a report on the number of mobile phone users in 2015. In the 1st quarter of 2015,
there were 98.9 million mobile phone numbers, a figure that represents 1.5 times thepopulation of Thailand. The report shows that approximately 45% of the total were 3G or4G users and about 30% of all handsets were smartphones. The rapid growth ofsmartphones has triggered an expansion of online services. Even outside the cities thecontinuous development of 3G and 4G in rural areas has also caused the phenomenon
known as "Phubbing" to spread throughout the nation.
The growth of online services has stimulated marketers to focus on online communicationand sales activities, including both traditional approaches (such as banner ads or visual- or
information-centric web design) and new approaches (including fan pages, viral marketing,YouTube videos, and e-commerce). Consequently, this focus has led to another assumption:that offline communication will soon lose its importance.
* Source: Information and Telecommunication Research Center, NBTC
http://www2.nbtc.go.th/TTID/mobile_market/subscribers/

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Green tea

11%

57%

Media exposure for beverage
products
CSD

8%

14%

(n=905)

Energydrinks62%
16%

21%70%(n=335)

RTD
coffee71%(n=246)TV

16%(n=734)48%(n=277)

YoghurtDrinksboth offline and online media. Besides TV, a5%considerable

14%

26%

7%

14%

In-store media

indicate that consumers are still exposed to

17%

Water

51%

However, the results from the same study(n=242)

OOH media

numberofconsumers

areexposed to in-store media as well as out-ofhome media. This finding suggests that offline
media still have sufficient reach to consumers—
but that different media simply play differentroles.

(n=number of records)

The Urbanista lifestyleis a global trend; these consumers demand both here-and-now
experience (‘I want it now’) and freedom of choice. The task of marketers is to gain deep
understanding into this target group of ‘Nowsumers’, for whom different timing, places and‘needstates’ influence their decisions on product choice, where to purchase and what media
to consume.

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Copyright 2015. INTAGE (Thailand) Co., Ltd.