« Customers have learned how to chat and share their valued stories via social media, while brands enjoy creating thousands of attractive advertising banners to persuade their targeted customers and a million info?graphics that digest what customers need. Now is all about video content, » Niwat Chatawittayakul, project direc?tor at BrandBaker digital agency, told The Nation last week.
With the upgrading of third-generation wireless broadband Internet, people are encouraged to consume more and more online content. As such, they are becoming more tech-savvy with what is known as a ROPO lifestyle. So, what is ROPO?
Niwat explained that before making a purchase of products or services, today’s consumers go online, research and read reviews about what they are interested in, and then purchase offline. ROPO is therefore an acronym of research online, purchase offline.
As smart-phones have become more affordable with cutting-edge features, consumer behaviour has become increasingly sophisticated and this creates huge demand for video consumption, he said.
Maaren Kallenberg, head of digital at marketing research firm TNS Thailand, said his company’s latest research found that the average number of online devices per person in the Kingdom was three.
The devices mentioned in the research are smart-phones, tablets, laptops, desktops, « smart » TVs and gaming consoles.
Kallenberg said Thailand was a mobile-centric market, with high smart-phone penetration at 80
per cent – a figure that continues to rise.
He said the reason video-watching was very important to Thai consumers was that they still heavily relied on watching television for entertainment and information, spending an average more than three hours a day doing so.
In recent years, major broadcasters have also put their highly rated TV programmes on YouTube to gain a larger audience share, while consumers have got used to generating their own content via the online video-sharing site.
TNS’s research found that Thai Internet users watch video online 3.5 times per week.
The head of TNS Thailand said he believed that video online would surge even more rapidly in the near future, particularly after the launch of YouTube Thailand last year.
« Thai online users are very keen on new digital trends, but their usage is still low, » he added.
He suggested that brands and companies should prepare their communication strategy to be in line with such a trend.
Following YouTube Thailand’s introduction, there will soon also be good news for Thai Facebookers, as they will get a chance to experience the new Auto Play in Video feature on the local Facebook site. This feature is already available in many countries, including the US and Singapore.
In a presentation at last week’s « Digital Insights 2015 by BrandBaker » seminar, Rathiya Issarachaikul, team lead for SMB (small and medium-sized business) account management at Singapore-based Facebook Global, said the new feature would allow account users to instantly watch video clips on their timeline.
This will also offer a great chance for advertisers and brands to get involved with the new feature, she said.