tv market in thailand

STUDY ABOUT TV MARKET IN THAILAND

BY DI-MARKETING (www.di-onlinesurvey.com)

Jun, 2017

1

SURVEY DESIGN

This survey was conducted to study about TV Market in Thailand

Methodology: Online survey

Fieldwork time: 5 days (5/06/2017 – 9/06/2017)

Sample size: N = 550

Geography: Nationwide

2

RESPONDENTS SELECTION

Respondents of this survey had to be qualified below criteria

Gender : Both Female and Male

Usage : TV

3

KEY FINDINGS

1) Awareness and Usage• Samsung (91%), LG (87%), Panasonic (85%) are top 3 well-known TV brands in Thailand

• Online ads (85%), See many people use the brand (69%), Sellers introduction (53%) are key

channels to raise brand awareness

• Samsung (38%), Panasonic (18%), LG (18%) are top most used TV brands in Thailand

2) Usage Behaviors• Overall, TV 3D (37%), TV Led (27%) and Smart TV (15%) are top 3 most used types of TV

• 32 inch is the most used screen size of TV in Thailand

• On average, each family spend approximately $529 for buying a TV

• Good quality/ durable (74%), Affordable price (68%) and High-solution screen (55%) are top 3

reasons for choosing a TV brand

• Electronic center (59%) is the key channel for buying a TV

3) Actual Satisfaction & Future Purchase Intention• 91% are satisfied with their current TV brand

• 69% will prioritize to use their current brand

• 68% will recommend their current TV brand to others

• Samsung (37%), LG (21%) and Panasonic (17%) are still the top 3 TV brand choices for

buying in near future

4

VIETNAM, INDONESIA AND THAILAND TV MARKET

KEY FINDINGS VIETNAM (2015) INDONESIA (2016) THAILAND (2017)

Most well-known

brands

Samsung, Sony, LG Samsung, LG, Sharp Samsung, LG, Panasonic

Market leaders • Samsung (30%)

• Sony (26%)

• LG (15%)

• LG (23%)

• Sharp (18%)

• Samsung (15%)

• Samsung (38%)

• Panasonic (18%)

• LG (18%)

Key brand

awareness channels

• TVC (74%)

• Point of sales (68%)

• Newspaper/ magazine

ads (48%)

• TVC (67%)

• See at the point

electronics stores (63%)

• Facebook ads (53%)

• Online ads (85%)

• See many people use

the brand (69%)

• Sellers introduction

(53%)

Key purchase

channels

• Electronic center (83%) Electronic center (63%) Electronic center (59%)

Top brand choice

criteria

• Good quality/ durable

(54%)

• High-solution screen

(50%)

• Affordable price (44%)


(52%)


• Good warranty (32%)


(74%)


• High-solution screen

(55%)

Average spending $495 $395 $529

5

N = 550

DEMOGRAPHIC INFORMATION

GenderAge

OccupationLiving Place

28%

20%

27%

25%

Over 30

26-30

18-25

Under 18

11%

1%

5%

5%

7%

12%

14%

44%

Others

Factory Worker

Job seeker/Retired

Housewife

Engineer/Doctor/Teacher

Student

Self-employed

Office Worker

29%

1%

1%

3%

7%

59%

Others

Ubon Rajathanee

Khon Kaen

Nakhon Ratchasima

Chiang Mai

Bangkok

40%

60%

Male

Female

6

1) Awareness and Usage

2) Usage Behaviors

3) Actual Satisfaction & Future Purchase Intention

CONTENT

7

16%

43%

65%

70%

77%

81%

85%

87%

91%

0% 50% 100%

Other

TCL

Phillips

Sharp

Toshiba

Sony

Panasonic

LG

Samsung

Total

17%

25%

56%

61%

70%

77%

85%

85%

89%

0% 50% 100%

Under 18

14%

38%

58%

64%

72%

75%

82%

85%

91%

0% 50% 100%

18-25

15%

58%

72%

75%

82%

88%

88%

92%

92%

0% 50% 100%

26-30

17%

54%

74%

81%

83%

84%

86%

87%

94%

0% 50% 100%

Over 30

SAMSUNG (91%), LG (87%), PANASONIC (85%) ARE TOP 3 WELL-KNOWN TV

BRANDS IN THAILAND

Which TV brands below are you aware of?

(Comparison by Age Group)

N = 550 N = 137 N = 149 N = 109 N = 155

8

5%

23%

40%

43%

44%

48%

52%

53%

69%

85%

0% 50% 100%

Others

See the brand at point ofsale

Newspaper/magazine ads

TV commercials

Facebook ads

Outdoor ad

Friends'/relatives'recommend the brand to me

Sales person introduces thatbrand to me

I see many people user thatbrand

Online ads (exceptedFacebook ads)

Total

7%

24%

36%

45%

47%

48%

58%

48%

63%

81%

0% 50% 100%

Under 18

5%

26%

41%

46%

47%

54%

49%

47%

62%

85%

0% 50% 100%

18-25

2%

29%

39%

49%

48%

50%

53%

60%

78%

90%

0% 50% 100%

26-30

7%

16%

43%

35%

35%

41%

48%

58%

74%

86%

0% 50% 100%

Over 30

How do you know these brands?


N = 550 N = 137 N = 149 N = 109 N = 155

ONLINE ADS (85%), SEE MANY PEOPLE USE THE BRAND (69%), SELLERS

INTRODUCTION (53%) ARE KEY CHANNELS TO RAISE BRAND AWARENESS

9

5%

23%

40%

43%

44%

48%

52%

53%

69%

85%

0% 50% 100%

Others

See the brand at point of sale

Newspaper/magazine ads

TV commercials

Facebook ads

Outdoor ad

Friends'/relatives' recommend thebrand to me

Sales person introduces that brand tome

I see many people user that brand

Online ads (excepted Facebook ads)

Total

5%

28%

41%

42%

46%

50%

48%

50%

67%

85%

0% 50% 100%

Bangkok

6%

17%

38%

45%

41%

46%

56%

58%

71%

86%

0% 50% 100%

Others

How do you know these brands?

(Comparison by Living place)

N = 550 N = 326 N = 224

ONLINE ADS (85%), SEE MANY PEOPLE USE THE BRAND (69%), SELLERS

INTRODUCTION (53%) ARE KEY CHANNELS TO RAISE BRAND AWARENESS

Bangkok people know about TV Brand via seeing brand at the point of sale more than other cities

10

0%

0%

1%

4%

8%

13%

18%

18%

38%

0% 50% 100%

Other

TCL

Phillips

Sharp

Toshiba

Sony

LG

Panasonic

Samsung

Total

1%

0%

1%

4%

4%

7%

17%

23%

45%

0% 50% 100%

Under 18

0%

1%

1%

4%

8%

16%

17%

13%

40%

0% 50% 100%

18-25

0%

0%

1%

4%

14%

10%

23%

15%

34%

0% 50% 100%

26-30

0%

0%

2%

5%

6%

16%

17%

21%

32%

0% 50% 100%

Over 30

Which TV brand that you/your family currently used?


N = 550 N = 137 N = 149 N = 109N = 155

SAMSUNG (38%), PANASONIC (18%), LG (18%) ARE TOP MOST USED TV

BRANDS IN THAILAND

11


2) Usage Behaviors


CONTENT

12

OVERALL, TV 3D (37%), TV LED (27%) AND SMART TV (15%) ARE TOP 3 MOST

POPULAR TYPES OF TV IN THAILAND

What is the type of your current TV?


N = 550 N = 137 N = 149 N = 109 N = 155

2%

1%

3%

4%

4%

7%

15%

27%

37%

0% 50% 100%

Others

Curved TV

Tivi LCD

Tivi CRT

Smart Tivi 3D

Tivi Plasma

Smart Tivi

Tivi LED

Tivi 3D

Total

4%

1%

4%

7%

4%

4%

9%

23%

43%

0% 50% 100%

Under 18

1%

0%

3%

4%

3%

8%

16%

27%

38%

0% 50% 100%

18-25

0%

4%

0%

2%

5%

8%

20%

33%

28%

0% 50% 100%

26-30

2%

1%

3%

2%

5%

8%

17%

26%

37%

0% 50% 100%

Over 30

13

3%

3%

3%

0%

2%

5%

12%

28%

44%

0% 50% 100%

Samsung

2%

1%

3%

4%

4%

7%

15%

27%

37%

0% 50% 100%

Others

Curved TV

Tivi LCD

Tivi CRT

Smart Tivi 3D

Tivi Plasma

Smart Tivi

Tivi LED

Tivi 3D

Total

2%

0%

3%

7%

1%

5%

13%

32%

37%

0% 50% 100%

Panasonic

1%

0%

2%

3%

7%

11%

20%

18%

37%

0% 50% 100%

LG

OVERALL, TV 3D (37%), TV LED (27%) AND SMART TV (15%) ARE TOP 3 MOST

POPULAR TYPES OF TV IN THAILAND

What is the type of your current TV?

(Comparison by Top 3 TV Brands)

N = 550 N = 207 N = 100 N = 99

LG Users use TV Plasma and Smart TV 3D types more than Samsung and Panasonic Users

14

12%

15%

16%

4%

35%

9%

9%

0% 50% 100%

Over 42 inch

42 inch

40 inch

39 inch

32 inch

29 inch

Under 29 inch

Total

5%

10%

18%

6%

36%

12%

12%

0% 50% 100%

Under 18

9%

15%

16%

5%

41%

9%

5%

0% 50% 100%

18-25

19%

18%

16%

3%

30%

5%

9%

0% 50% 100%

26-30

17%

15%

13%

4%

32%

8%

10%

0% 50% 100%

Over 30

32 INCH IS THE MOST USED SCREEN SIZE OF TV IN THAILAND

What's the screen size of that TV?


N = 550 N = 137 N = 149 N = 109

Above 25 year-old group use over 42 inch screen size TV more than the younger group

N = 155

15

12%

15%

16%

4%

35%

9%

9%

0% 50% 100%

Over 42 inch

42 inch

40 inch

39 inch

32 inch

29 inch

Under 29 inch

Total

13%

13%

17%

4%

37%

9%

9%

0% 50% 100%

Samsung

6%

14%

17%

3%

32%

12%

16%

0% 50% 100%

Panasonic

14%

20%

13%

3%

38%

8%

3%

0% 50% 100%

LG

32 INCH IS THE MOST USED SCREEN SIZE OF TV IN THAILAND

What's the screen size of that TV?


N = 550 N = 207 N = 100 N = 99

16

5% 2% 5%8%

6%

10%

4%

13%10%

12%

20%

15%

20%

26%21%

30%

29%

34%

28%

28%

26%

37%

19% 17%27%

8%12%

8% 8% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Under 18 18-25 26-30 Over 30

Under $250

$250 - $350

$351 - $500

$501 - $750

$751 - $1000

$1001 - $1500

$1501 - $2500

Over $2500

ON AVERAGE, EACH FAMILY SPEND APPROXIMATELY $529 FOR BUYING A TV

How much did you/your family spend for buying that TV?


N = 550 N = 137 N = 149 N = 109 N = 155

$529 $445 $537 $597 $547WeightedAverageCost

17

5% 7%3%

6%

10%9%

6%

11%

20% 16%

15%

25%

30%30%

32%

23%

26% 29%

32%

26%

8% 7%11%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Samsung Panasonic LG

Under $250

$250 - $350

$351 - $500

$501 - $750

$751 - $1000

$1001 - $1500

$1501 - $2500

Over $2500



WeightedAverageCost

$529 $533 $463 $564

N = 550 N = 207 N = 100 N = 99


Panasonic have the most competitive price among top 3 used TV brands

18

1% 1% 2%5% 6% 3%

10% 11%8%

20%22%

17%

30%

31%

28%

26%

23%

29%

8% 5%13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Bangkok Others

Under $250

$250 - $350

$351 - $500

$501 - $750

$751 - $1000

$1001 - $1500

$1501 - $2500

Over $2500


(Comparison by Living place )

WeightedAverageCost

$529 $551 $496

N = 550 N = 326 N = 224


Bangkok spend money on TV more than other cities

19

7%

8%

9%

11%

15%

20%

22%

24%

29%

31%

37%

43%

47%

55%

68%

74%

0% 50% 100%

Others

Anti dazzle

Allow 3D screen

Sale person's recommendations

Japanese brand

Good service

Friends/ Relatives reccomendations

Support smart hub (internet,..)

Good warranty

Frequent promotions/ discounts

Energy saving

Support HD solution

Beautiful design

High- solution screen

Affordable price

Good quality/durable

Total

8%

9%

10%

13%

10%

24%

20%

25%

32%

31%

42%

42%

49%

60%

67%

74%

0% 50% 100%

Under 18

5%

9%

10%

15%

22%

23%

26%

22%

30%

33%

36%

44%

51%

54%

62%

79%

0% 50% 100%

18-25

6%

9%

10%

12%

16%

20%

22%

28%

29%

32%

36%

41%

48%

51%

71%

71%

0% 50% 100%

26-30

8%

3%

8%

6%

10%

14%

19%

21%

26%

27%

34%

43%

39%

53%

72%

70%

0% 50% 100%

Over 30

GOOD QUALITY/ DURABLE (74%), AFFORDABLE PRICE (68%) AND HIGH-

SOLUTION SCREEN (55%) ARE TOP 3 REASONS FOR CHOOSING A TV BRAND

Why do you choose your current TV brand?


N = 550 N = 137 N = 149 N = 109 N = 155

20

7%

8%

9%

11%

15%

20%

22%

24%

29%

31%

37%

43%

47%

55%

68%

74%

0% 50% 100%

Others

Anti dazzle

Allow 3D screen


Japanese brand

Good service



Good warranty


Energy saving

Support HD solution

Beautiful design


Affordable price


Total

5%

7%

10%

12%

8%

21%

22%

26%

28%

33%

38%

46%

53%

61%

67%

71%

0% 50% 100%

Samsung

8%

12%

9%

13%

17%

25%

18%

22%

30%

28%

41%

38%

45%

52%

73%

76%

0% 50% 100%

Panasonic

9%

8%

10%

7%

13%

19%

23%

22%

34%

32%

37%

49%

48%

56%

73%

72%

0% 50% 100%

LG





N = 550 N = 207 N = 100 N = 99

21

7%

8%

9%

11%

15%

20%

22%

24%

29%

31%

37%

43%

47%

55%

68%

74%

0% 50% 100%

Others

Anti dazzle

Allow 3D screen


Japanese brand

Good service



Good warranty


Energy saving

Support HD solution

Beautiful design


Affordable price


Total

4%

8%

11%

13%

20%

21%

23%

26%

30%

32%

37%

47%

48%

57%

69%

77%

0% 50% 100%

Bangkok

11%

8%

7%

8%

7%

19%

20%

20%

29%

28%

37%

37%

45%

51%

66%

68%

0% 50% 100%

Others


(Comparison by Living place)



N = 550 N = 326 N = 224

Bangkok people care about HD Solution Support and Japanese Brand terms more than other cities

22

11%

1%

5%

24%

59%

0% 50% 100%

Others

Second hand/repairingstore

E-commerce sites

Brand store

Electronics center

Total

9%

1%

4%

29%

57%

0% 50% 100%

Under 18

7%

2%

8%

21%

62%

0% 50% 100%

18-25

6%

0%

6%

28%

61%

0% 50% 100%

26-30

18%

1%

5%

21%

55%

0% 50% 100%

Over 30

ELECTRONIC CENTER (59%) IS THE KEY CHANNEL FOR BUYING A TV

Which place do you usually buy TV?


N = 550 N = 137 N = 149 N = 109 N = 155

23

11%

1%

5%

24%

59%

0% 50% 100%

Others

Second hand/repairing store

E-commerce sites

Brand store

Electronics center

Total

11%

0%

4%

26%

59%

0% 50% 100%

Samsung

8%

0%

5%

29%

58%

0% 50% 100%

Panasonic

13%

1%

4%

22%

60%

0% 50% 100%

LG

ELECTRONIC CENTER (59%) IS THE KEY CHANNEL FOR BUYING A TV

Which place do you usually buy TV?


N = 550 N = 207 N = 100 N = 99

Thai People don’t have a habit of buying TV at the second hand/ repairing store

24


2) Usage Behaviors


CONTENT

25

9% 8% 9% 8%

61% 62%66%

62%

30% 29%25%

29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Very satisfied

Satisfied

Neutral

Dissatisfied

Very dissatisfied9%

13%10%

6% 7%

61%59%

59% 68%59%

30% 27%31%

27%34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Very satisfied

Satisfied

Neutral

Dissatisfied

Very dissatisfied

91% ARE SATISFIED WITH THEIR CURRENT TV BRAND (4.20 SCORE OUT OF 5)

Overall, how do you feel with your current TV brand?

(Comparison by Age & Top 3 TV Brands)

WeightedAverageScore


4.20 4.12 4.21 4.21 4.20 4.21 4.164.25

N = 550 N = 137 N = 149 N = 109 N = 155 N = 550 N = 207 N = 100

4.19

N = 99

26

31%28%

33% 35%

53% 57% 47%48%

16% 14%20%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I will use thisbrand only

I will prioritizeto use thisbrand

I will switch toother brand

31% 34%29% 29%

34%

53% 49%52%

58%54%

16% 18% 19%13% 13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I will use thisbrand only

I will prioritizeto use thisbrand

I will switch toother brand

69% WILL PRIORITIZE TO USE THEIR CURRENT BRAND (1.84 SCORE OUT OF 3)

What is your usage intention towards your current TV brand?




1.84 1.84 1.91 1.83 1.84 1.86 1.871.79

N = 550 N = 137 N = 149 N = 109 N = 155 N = 550 N = 207 N = 100 N = 99

1.81

27

30% 32%

25%33%

45% 43%54% 41%

23% 23% 20%25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I will recommenddefinitely

I will recommend

Either recommend ornot

I will not recommend

I will not recommenddefinitely

30%

40%

27%25%

28%

45%

37%

49%50%

43%

23% 20% 22% 25% 26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I will recommenddefinitely

I will recommend

Either recommend ornot

I will not recommend

I will not recommenddefinitely

What's your ability to recommend your current brand to others?




3.89 3.73 3.91 4.00 3.89 3.87 3.923.92

N = 550 N = 137 N = 149 N = 109 N = 155

68% WILL RECOMMEND THEIR CURRENT TV BRAND TO OTHERS (3.89 SCORE

OUT OF 5)

N = 550 N = 207 N = 100 N = 99

3.92

28

34% 35%40%

33%

66% 65%60%

67%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Yes No

34%39%

25%28%

41%

66%61%

75%72%

59%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Yes No

66% INTEND TO BUY NEW TV IN NEXT 1 YEAR

Do you intend to buy new TV in next 1 year?


18-25 group have intention of buying new TV in next 1 year higher than others

N = 550 N = 137 N = 149 N = 109 N = 155 N = 550 N = 207 N = 100 N = 99

29

1%

0%

1%

3%

5%

16%

17%

21%

37%

0% 50% 100%

Other

TCL

Phillips

Sharp

Toshiba

Sony

Panasonic

LG

Samsung

Total

2%

0%

0%

1%

2%

16%

12%

22%

45%

0% 50% 100%

Under 18

0%

0%

1%

2%

8%

16%

17%

20%

37%

0% 50% 100%

18-25

1%

0%

1%

8%

5%

18%

21%

18%

28%

0% 50% 100%

26-30

1%

0%

1%

3%

3%

13%

18%

23%

37%

0% 50% 100%

Over 30

SAMSUNG (37%), LG (21%) AND PANASONIC (17%) ARE STILL THE TOP 3 TV

BRAND CHOICES FOR BUYING IN NEAR FUTURE

If "yes", which TV brand would you buy in next 1 year?


N = 364* N = 83 N = 112 N = 78 N = 91

*Who chose “Yes” in Q:” Do you intend to buy new TV in next 1 year?”

30

SMART TV, TV 3D AND SMART TV 3D ARE TOP 3 TYPES OF TV INTENTED TO

BUY IN NEAR FUTURE

If "yes" what type of TV would you choose?


N = 364* N = 83 N = 112 N = 78 N = 91

*Who chose “Yes” in Q:” Do you intend to buy new TV in next 1 year?”

0%

2%

6%

7%

9%

8%

17%

21%

31%

0% 50% 100%

Others

Tivi CRT

Tivi Plasma

Tivi LCD

Tivi LED

Curved TV

Smart Tivi 3D

Tivi 3D

Smart Tivi

Total

1%

2%

6%

10%

8%

13%

14%

20%

24%

0% 50% 100%

Under 18

0%

2%

5%

9%

11%

4%

19%

24%

26%

0% 50% 100%

18-25

0%

0%

6%

4%

9%

10%

15%

18%

37%

0% 50% 100%

26-30

0%

3%

5%

3%

5%

7%

20%

19%

37%

0% 50% 100%

Over 30

31

FEEL FREE TO DROP US ANY QUESTION

• Japan & Taiwan

o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan

o Contact person: Mr. Hideyuki Kato (CEO)

o Email: [email protected]

o Contact number: +81 3-5532-3200

• Vietnam

o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,

Ho Chi Minh City, Vietnam

o Contact person: Mr. Ho Hai Dang (Country Manager)


o Contact number: +84 902-73-9944

• Thailand

o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,

Bangkok 10110, Thailand

o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)


o Contact number: +66 876 724 832

32

• Indonesia

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia

o Contact person: Mr. Hendry Pratama (Country Manager)


o Contact number: +65 822 1345 2555 | +62 21 3005 3541

• India

o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903

o Contact person: Mr. Sujit Kunte (Regional representative)


o Contact number: +65 9127 7654

FEEL FREE TO DROP US ANY QUESTION

tv market in thailand

Retail