C Small Solutions bases marketing and communications insights on hard data. This article briefly profiles Thai Facebook users interested in health and household products, including personal care, household cleaning, medicine, health care, and baby care products. More detailed analysis is available to inform project strategies. For a free consultation, email: info@csmall.co.uk
By Alana Li
Over two-thirds of Thailand’s population uses Facebook regularly – the country has approximately 47.5 million monthly active users. Of these users, around 27.5 million have expressed interest in health and household products, including personal care, household cleaning, medicine, health care, and baby care products.
The following brief target audience analysis identifies core segments of Facebook users in Thailand who are interested in health and household products, illustrating where the audience is located, their demographic and professional details, and their online habits.
Where are Facebook users interested in health and household products in Thailand?
Of the 17 million geolocatable users interested in health and household products in Thailand, 27.6% are located in Bangkok. Other predominant regions in which the targeted audience are located include Nonthaburi, Samut Prakan, and Chon Buri Provinces.
Age and gender of the audience interested in health and household products
The majority of the target audience are women at 60% (versus 40% men). Women are over-represented in this audience when compared to Facebook users in Thailand overall, which has a 49/51 male/female split.
In all age groups, there are significantly more women who are interested in health and household products than men of a similar age.
The most significant group is of females aged 25-34, who make up 20.9% of the total audience, followed by men of the same age group (14.4% of the audience) and women aged 18-24 (13.4%). This infers that women and men between the ages of 25-34 account for over one-third of users in Thailand interested in health and household products, and are the core segment to target with relevant content.
How the target audience use the Internet
The audience are particularly responsive to advertising on Facebook. Each member of the audience has clicked on a median average of 41 ads – more than double the average Facebook user in Thailand. They have also liked almost double the number of Facebook Pages than the average Thai Facebook user, and the second most popular category of Facebook pages they have liked is ‘Health/Beauty’, including brands like Watsons and Merrezca.
Communications SolutionsIt is essential to tailor ads to mobile devices. According to Facebook data, 78% of the target audience accessed the platform using a mobile device only in the past month. Over half of Thai health, household and personal care shoppers say that they would do all of their shopping on mobile if they could. Likewise, compatibility issues should be taken into consideration when creating relevant content, as over 88% of the audience uses an Android device, and less than 11% use an iPhone.
Education and livelihoods of the target audience
The target audience are more likely to have attended university than not – 69.6% have been educated to an undergraduate level or higher. The top roles that they currently work in are in administrative services (22%), sales (20%), and production (17%).
Age and gender of a segment who are single
What are key segments interested in?
The Facebook Pages that resonate most with audiences are determined by the “affinity” score. This is the probability of Pages’ relevance based on the audience’s online behaviour.
The most relevant Pages for the segment who are single are entertainment pages, including Years, which is followed by 351,700 of the audience, and Moons, which is followed by 320,500 of the audience. Some relevant pages are focused on education, including an education website called Dek-D’s TCAS, which is followed by 313,200 of the audience.
How can C Small Solutions help with food and beverages marketing strategies?
Effective digital marketing and market research significantly improves your likelihood of success by helping you target the audience that is most relevant to your project.
This data was based on activity of Facebook users in Thailand from August to September 2020. Actionable insights can be provided based on larger and granular datasets curated over a longer period.
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info@csmall.co.uk
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