Gen Z Thailand

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Gen Z Thailand

Among those in Gen Z in Thailand, the majority spend between eight and nine hours per day on digital devices. They have an overall positive outlook on their future, and hold their family in high regard. They are interested in environmentally friendly and socially conscious brands, but may not be willing to pay more for them. They spend the majority of their time interacting with some form of digital content/entertainment, but also enjoy sports. Gen Zers in Thailand consider themselves agreeable, open, addicted to tech, conscientious and extroverted.

Relationships

  • In Thailand, Gen Zers hold their family in high regard, as they were most likely to pick family members as personal heroes, follow by teachers.
  • In a study of Gen Z in Asia, which included those from Thailand, eight in ten Gen Zers stated that "gender does not define a person as much as it used to."
  • 75% of Gen Zers in Asia, including those in Thailand, report being willing to date outside their own race.
  • Among Gen Z and millennials in Thailand, 68% say "their generation finds camaraderie in sharing deep feelings, including feelings of sadness or loneliness."

Aspirations and Ambitions

  • 88% of Gen Zers in Thailand believe that they will be better off than their parents, indicating a very positive outlook for the future.
  • 97% of Gen Zers in Thailand report being "eager to work with cutting-edge technology in future careers."
  • Four out of ten Gen Zers in Thailand are interested in IT careers like cybersecurity. Almost all (99%) say that digital literacy matters for their future career prospects.
  • However, 96% of Gen Zers in Thailand are less confident in their "soft" skills such as leadership and collaboration.

Attitudes Towards Digital Tech and Social Media

  • Gen Zers in Thailand spend between eight and nine hours on their phones per day.
  • 87.1% of Gen Zers in Thailand used social media, while 69.2% reported using the internet to watch videos and listen to music, and 54.6% reported using the internet to search for information.
  • Among Generation Z in Thailand, "70% think ‘local’ has become more about what surrounds them digitally than what surrounds them physically."

Attitudes Towards the Environment and Social Issues

  • Around 49% of Gen Zers in Thailand are willing to pay more for environmentally friendly brands, which is a larger portion of Gen Zers than Gen Xers but fewer Gen Zers than Millennials. The desire for green products was correlated with a desire to be "on trend."
  • According to Spotify, 82% of Gen Zers in Thailand "say they expect brands to be part of the debate, to promote more progressive values and play a more meaningful role in society."
  • Gen Z in Thailand is interested in giving back, with 53% interested in volunteering.

Choice of Brands and Products

  • Gen Zers in Thailand prefer to be "in control" of the online advertising that is shown to them. Among Gen Z in Thailand, skippable online ads received a net positive score of 34%, while non-skippable ads received net positive scores of only 6% and popups received net positive scores of only 5%.
  • Video content is one of the top three influencers of brands and products for around 36% of Gen Zers in Thailand.
  • Among Gen Zers in Thailand, 32% are "brand conscious consumers," meaning they follow trends and trending brands but don't love shopping. 26% are considered "premium shopaholics", meaning they love to shop and do research on brands and products. 12% are considered "ethical confidents," meaning they focus on environmentally friendly and socially responsible brands. 15% are "value researchers", meaning they focus on obtaining the best bargain and generally buy online. 12% are "quality-conscious independents", meaning they focus on quality and are willing to pay extra for it. Lastly, 4% of Gen Zers in Thailand are "disengaged conformists", meaning they simply want to spend the least amount of time shopping.

Leisure

  • In a study of Gen Z in Southeast Asia, 80% of Gen Zers spent at least 30 minutes per day streaming free online video, 66% spent at least 30 minutes per day streaming paid video, 56% spent at least 30 minutes per day playing video games, and 56% also spent at least 30 minutes per day using Instagram. Additionally, 54% spent at least 30 minutes per day streaming music, while 51% spent at least 30 minutes per day on Facebook, and 44% spent at least 30 minutes per day watching TV. Only 18% of Gen Zers spent at least 30 minutes per day looking at magazines or listening to the radio.
  • In the Asia Pacific region, 49% of Gen Z reported playing badminton, 38% reported swimming, 38% reported cycling, 32% reported playing soccer, and 30% reported playing basketball regularly.
  • Gen Zers in Thailand are interested in "special effects like action sequences, explosions or space scenes."

Identity

  • A study of Gen Zers at a Thai university found that they were agreeable, open, addicted to tech, conscientious and extroverted.
  • Of Gen Zers and Millennials in Thailand, 71% believe that "online aesthetics have altered what their generation expects to see in the real world."
  • 65% of Gen Zers and Millennials in Thailand believe that they need to stand up for what they believe in and avoid being complacent.

Research Strategy

The research team focused on identifying statistics specific to Gen Z in Thailand. However, when statistics relating to Gen Z in Thailand were unavailable, we expanded to include those related to Gen Z and Millennials in Thailand and Gen Z in Asia/APAC.
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