Mobile is as ubiquitous as nicknames in Thailand, where 8 in 10 women connect to the Internet on a smartphone (and only 5 out of 10 women connect via a desktop computer). In a 2015 survey, Facebook found that 81% of women ages 18–45 in Thailand say they cannot live without their mobile devices and 93% say it is the last thing they check before going to sleep. Commonalities don’t stop there. In a study of women that Facebook IQ commissioned TNS to conduct in Thailand, they found that women in different life stages use Facebook to express themselves and connect with what is important to them.
Retailers in the region must accelerate their mobile efforts to capture new opportunities and growth, according to Nicolas Franchet, head of ecommerce global vertical marketing for Facebook. According to FB, two out of three Southeast Asians browse for products on mobile, one in two makes online purchases on mobile and ecommerce sales totaled $14 billion in 2016.
People’s weekday habits trickle into their weekends, when people start buying more on mobile compared to desktop. Across online transactions visible to Facebook, mobile conversions rise every weekend compared to desktop conversions. The share of mobile conversions visible to Facebook ranges between 43%–58%, with a total share of 50% during the weekdays. But this number jumps to between 53%–62%, with a total of 56%, during weekends. Mobile-first Shoppers - people who said they expect to complete a majority of their Holiday purchases on a mobile device - are also the future. Facebook found that people in Asia Pacific and the United States seem to drive this trend. At nearly 40%, Thailand has the highest share of Mobile-first Shoppers. And given that its Mobile-first Shoppers grew by 35% compared to last year, Thailand shows no signs of slowing down.