AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce and digital transformation, has released the “Thailand Digital Landscape 2025” report. The study explores the behaviors and preferences of Thai consumers in the digital era and reveals that the consumer purchase journey has become more complex and non-linear. Rather than following a traditional marketing funnel, it now consists of interconnected ‘touchpoints’ across the online ecosystem, shaped by evolving media consumption patterns.
The report is based on a mixed-method analysis, leveraging first-party data from AnyMind Group’s own platforms i.e. AnyTag (influencer marketing), POKKT (mobile marketing), AnyDigital (digital marketing), and AnyX (e-commerce). These insights were then validated through consumer surveys conducted in collaboration with InQognito Insights.
The research analyzes consumer & brand interactions throughout the marketing funnel from Awareness, Consideration, to Conversion, while assessing the effectiveness of different digital channels and ad formats, including mobile marketing and influencer marketing.
Key Highlights from the Report:
- Awareness Stage: According to the survey results, the most effective digital channels for driving awareness among Thai consumers are Social Media Ads (40%) and In-game Ads (30%). Among content types, Short Influencer Videos and Product Demo Videos ranked highest in capturing consumer attention.
- Consideration Stage: Over 32% of respondents indicated that YouTube Ads have the strongest influence on their decision-making, followed by Influencer Posts. At this stage, consumers prioritize informative and credible content, such as customer reviews and videos longer than one minute, which help build trust and confidence in their purchasing decisions.
- Conversion Stage: While word of mouth remains the leading factor driving sales, Social Media Ads, Web Ads, and Search channels continue to play a significant role in the digital space. Video Ads including Shoppable Video Ads are the most effective formats, accounting for 43% of total responses. This trend reflects a new hybrid experience that blends entertainment with commerce, simultaneously driving awareness, consideration, and conversion.
- Mobile Marketing Insights: Thailand boasts a mobile video ad completion rate exceeding 75%, one of the highest in Southeast Asia. This highlights the strong engagement levels among Thai audiences and their receptiveness to high-quality video content.
The Thailand Digital Landscape 2025 report is part of a broader digital behavior analysis series, derived from the Southeast Asia Digital Landscape 2025 report. These insights are designed to help brands and marketers adapt and thrive in a connected, mobile-driven world.
