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Dubai | Hong Kong | London | Melbourne | New York | Sydney
Key Findings
Users Opinions and Behavior toward Social
Commerce
in Thailand – November 2010
Dubai | Bangkok | Melbourne
Defining Social Commerce:
“Social commerce is the use of social media in the context of e-commerce”
- Wikipedia
“The social graph has the power to redefine the shopping experience
allowing companies to anticipate, personalize and energize the shopping
experience in new ways”
- Lora Cecere, Author of “Supply Chain Shaman”
“The use of Social Technologies to connect, listen, understand and
engage to improve the shopping experience..”
- Altimeter Group, Rise of Social Commerce Conferece
Dubai | Bangkok | Melbourne
Background : What is Social Commerce?
the use of social media in the context of e-commerce
- User Rating
- Reviews
- User Recommendations and Referrals
- Social Shopping (sharing the act of online shopping together)
- User Forums and Communities
- SMO : Social Media Optimization (for e-commerce)
- Social Applications and Social Ads linked to e-commerce.
Confidential & Proprietary - Copyright © 2010 Effective Measure
Think Ecommerce sites: Ensogo.com, Yopi, Siamphone,
Gmember
Product Review sites with social media tools: Oknation,
Moohin, Thaiware, Lisaguru,
Dubai | Bangkok | Melbourne
E-commerce sites with social media tools:
Confidential & Proprietary - Copyright © 2010 Effective Measure
Ensogo.com
Gmember.comSiamphone.com
Yopi.co.th
Dubai | Bangkok | Melbourne
Review sites with social Media tools:
Confidential & Proprietary - Copyright © 2010 Effective Measure
Thaiware.com
Moohin.comOknation.net
Lisaguru.com
Dubai | Bangkok | Melbourne
Website AnalysisOver 3000 Sample surveys were completed from the following websites:
The research project sample size
came from a diverse range of
content, which assures for a
more representative sample of
internet population in the market.
Please note that Effective
Measure Survey served to
around 1 in every 10 visitors who
have visited the sites at least 2
pages. They do not receive the
survey invitation more than once.
Confidential & Proprietary - Copyright © 2010 Effective Measure
Dubai | Bangkok | Melbourne
Demographic and Response Summary
Confidential & Proprietary - Copyright © 2010 Effective Measure
Gender
Male 60.34%
Female 39.66%
Monthly Household Income ($US)
$0 - $500 26.95%
$501 - $1,000 15.97%
$1,001 - $1,500 13.62%
$1,501 - $2,000 4.54%
$2,001 - $3,000 5.25%
$3,001 - $4,000 1.96%
$4,001 - $5,000 2%
$5,001 - $7,500 1%
$7,501 - $10,000 1.06%
$10,001 - $15,000 1.38%
$15,000 + 1.64%
Prefer not to say 15.94%
Dependent - No income - Don't work 8.79%
Occupation
Manager or Senior Official 9%
Professional 17.02%
Associate Professional and Technical 16.53%
Administrative and Secretarial 10.49%
Skilled Trade 3.80%
Personal Service 0.94%
Sales and Customer Service 3.70%
Process Plant and Machine Operative 0.81%
Elementary 0.84%
Full time student 22.70%
Retired 0.55%
Housewife/husband 1.79%
Unemployed 2.27%
Don't know 9.65%
Age
15-17 17.21%
18-20 13.39%
21-24 17.31%
25-30 18.97%
31-34 10.35%
35-40 8.95%
41-44 4.21%
45-50 4.08%
51-54 1.80%
55-60 1.24%
>60 1.11%
Prefer not to say 1.47%
Are able to make purchases online?
Yes 60.40%
No 39.64%
Residential Location
Rural / Countryside 35.63%
Large City 29.04%
Capital City 35.37%
Access Internet from Mobile phone?
Yes 32.81%
No 67.19%
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3)
Findings:
• 71.86% of people trust friends and family members when they don't have
personal experience about product/service.
• 41.20% think that opinions published through social media is reliable.
• 45.54% accepted that Ads can influence their purchasing decisions.
Confidential & Proprietary - Copyright © 2010 Effective Measure
71.86%
41.20%
37.22%
42.73%
26.90%
45.54%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board, forum
Reviews in newspapers, magazine or website article
Reviews and rating in the shopping website
Advertising
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3)
Findings:
• No significant difference between male and female.
Confidential & Proprietary - Copyright © 2010 Effective Measure
69.06%
39.71%
37.47%
44.34%
28.43%
47.28%
75.39%
42.92%
35.63%
40.35%
24.36%
43.41%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board, forum
Reviews in newspapers, magazine or websitearticle
Reviews and rating in the shopping website
Advertising
Female
Male
Gender
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3)
Confidential & Proprietary - Copyright © 2010 Effective Measure
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
15-17 18-20 21-24 25-30 31-34 35-40 41-44 45-50 51-54 55-60 >60 Prefernot tosay
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board,forum
Reviews in newspapers, magazine orwebsite article
Reviews and rating in the shoppingwebsite
Advertising
Findings:
• Family members and friends most influential across all age groups
• Younger audiences rely on opinions published through social media tools.
• Older audiences trust traditional media reviews .
Age
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3)
Confidential & Proprietary - Copyright © 2010 Effective Measure
69.39%
46.76%
44.47%
38.19%
28.51%
41.48%
72.83%
38.41%
33.30%
44.94%
26.14%
47.57%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members orfriends
Opinions published through socialmedia
Reviews in personal blog or webboard, forum
Reviews in newspapers, magazineor website article
Reviews and rating in the shoppingwebsite
Advertising
No Mobile Browsing
Mobile Browsing
Mobile Browsing
Findings:
• People who live life online tend to believe opinions published through social
media, online reviews and rating in the shopping website than who don’t.
• People who are not internet addict tend to more rely on Ads and
advertorials.
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3)
Analysis:
• The result is reflecting the effectiveness of social tools that help to increase
revenue for e-commerce in Thailand. People who do shopping online
accepted opinions published through social media, online reviews as well
as reviews & rating in shopping websites can influence when they make
purchasing decisions.
Findings:
• Online shoppers tend to be more influenced by social tools
Confidential & Proprietary - Copyright © 2010 Effective Measure
70.22%
45.15%
43.75%
43.58%
31.19%
41.36%
73.74%
35.05%
26.59%
41.43%
20.55%
51.86%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board,forum
Reviews in newspapers, magazine orwebsite article
Reviews and rating in the shoppingwebsite
Advertising
No
Yes
Purchase Online
Dubai | Bangkok | Melbourne
Q1: What are the top three factors that can influence your purchasing decisions when you don't have personal experience about the product or service? (Chose 3)
Findings:
• There’s no significant difference towards opinions published through social
media among people in different location in Thailand.
• However, people in Metro area rather to be engaged in reviews in personal
blog or web board, forum than those people in countryside.
Confidential & Proprietary - Copyright © 2010 Effective Measure
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reviews from family members or friends
Opinions published through social media
Reviews in personal blog or web board,forum
Reviews in newspapers, magazine orwebsite article
Reviews and rating in the shoppingwebsite
Advertising
Capital City
Large City
Rural / Countryside
Reside Location
Dubai | Bangkok | Melbourne
Q2: What is the main reason when you express your opinion toward product and service in social media? (Chose only one)
Findings:
• Most of people accepted that they express their opinion toward product and
service in social media because they want to influence others!
Confidential & Proprietary - Copyright © 2010 Effective Measure
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
I think it can benefit or influence others
I think It can reflect my personal character
I think It gives others the reason to talk about me.
I think It can draw more opinions.
other reasons/ not in choices listed above
Female
Male
Audience Share
Dubai | Bangkok | Melbourne
Q3: Please select all of the following that apply to how you trust online ratings and reviews? (Chose all that Apply)
Findings:
• 53.98% trust online rating and reviews when it's from reliable source and well-
informed.
Confidential & Proprietary - Copyright © 2010 Effective Measure
53.98%
33.17%
25.37%
30.40%
22.08%
0% 10% 20% 30% 40% 50% 60%
I trust when it's reliable source and well-informed.
I trust when I found the same direction reviews and ratingsfrom several different sources.
The more reviews and rating there are for a particularproduct, the more apt I am to believe them.
I trust those reviews where I can look into the background ofthe reviewers.
I don't trust any ratings and reviews.
Female
Male
Audience Share
Dubai | Bangkok | Melbourne
Q4: Which of following online activities do you participate in? (Chose all that Apply)
Findings:
• Over 50% of the audience participate in social commerce activities with the
most popular activity being rating products and services.
Confidential & Proprietary - Copyright © 2010 Effective Measure
31.20%
24.51%
18.48%
14.63%
47.13%
0% 10% 20% 30% 40% 50% 60%
Product/Service Rating
Review your experience in website/ blog/ forum
Share your pick lists to others
Participating referral program - recommend youritem to others to get rewards.
Non of activities I have done.
Female
Male
Audience Share
Dubai | Bangkok | Melbourne
Q4: Which of following online activities do you participate in? (Chose all that Apply)
Analysis:
• More engaged in Internet, more tend to participate social commerce activities
Confidential & Proprietary - Copyright © 2010 Effective Measure
0% 10% 20% 30% 40% 50% 60%
Product/Service Rating
Review your experience in website/ blog/forum
Share your pick lists to others
Participating referral program - recommendyour item to others to get rewards.
Non of activities I have done.
No Mobile Browsing
Mobile Browsing
Mobile Browsing
Dubai | Bangkok | Melbourne
Q4: Which of following online activities do you participate in? (Chose all that Apply)
Findings:
• People who do online purchasing are far more likely to participate in social
commerce activities.
Confidential & Proprietary - Copyright © 2010 Effective Measure
0% 10% 20% 30% 40% 50% 60% 70%
Product/Service Rating
Review your experience in website/ blog/forum
Share your pick lists to others
Participating referral program - recommendyour item to others to get rewards.
Non of activities above I have done.
No
Yes
Purchase Online
Dubai | Bangkok | Melbourne
Q5: What kind of products you used to (or are comfortable to) purchase online? (Chose all that apply)
Findings:
• Thais are comfortable online purchasing clothing and entertaining products
: books & magazines, music & videos, toys & games, travel-flight-shows
tickets and deal.
Confidential & Proprietary - Copyright © 2010 Effective Measure
0% 5%10% 15% 20% 25%
30%35%
Books & Magazines
Clothing
Computer Hardware & Software
Drugs & Health Aids
Electronics
Food & Beverage
Furniture and Decorations
Music & Videos
Office Supplies
Sporting Goods
Toys & Games
Travel Package / Flight Ticket / Shows…
Gift product
Other
28.52%
20.65%
17.59%
5.54%
14.60%
7.04%
5.39%
22.02%
4.33%
7.62%
20.43%
20.75%
10.45%
32.95%
Audience Share
Dubai | Bangkok | Melbourne
Q5: What kind of products you used to (or are comfortable to) purchase online? (Chose all that apply)
Findings:
• Significant online product for men: Computer Hardware & Software,
Electronics, Office Supplies, Sport Goods, Toys & Games
• Significant online product for women: Clothing, Tickets & Deal, Gift product
Confidential & Proprietary - Copyright © 2010 Effective Measure
25.76%
13.13%
22.60%
5.61%
18.63%
7.14%
5.66%
22%
4.90%
10.73%
24.24%
17.97%
8.39%
32.73%
32.06%
31.65%
10.02%
5.63%
8.70%
6.88%
4.89%
21.46%
3.40%
2.65%
14.83%
24.52%
13.01%
34.05%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Books & Magazines
Clothing
Computer Hardware & Software
Drugs & Health Aids
Electronics
Food & Beverage
Furniture and Decorations
Music & Videos
Office Supplies
Sporting Goods
Toys & Games
Travel Package / Flight Ticket / Shows…
Gift product
Other
Male
Female
Gender
Dubai | Bangkok | Melbourne
Q5: What kind of products you used to (or are comfortable to) purchase online? (Chose all that apply)
Finding:
• Audiences in metro areas are more likely to make online reservations for
services such as travel, shows, and deals.
Confidential & Proprietary - Copyright © 2010 Effective Measure
Reside Location
0% 5% 10% 15% 20% 25% 30% 35% 40%
Books & Magazines
Clothing
Computer Hardware & Software
Drugs & Health Aids
Electronics
Food & Beverage
Furniture and Decorations
Music & Videos
Office Supplies
Sporting Goods
Toys & Games
Travel Package / Flight Ticket / Shows…
Gift product
Other
Capital City
Large City
Rural / Countryside
Dubai | Bangkok | Melbourne
Final Conclusions and Key Take Aways
Confidential & Proprietary - Copyright © 2010 Effective Measure
1. Social Media is not just sharing status updates and sharing photos
with Friends on Facebook. It’s about using social media tools to
influence commerce.
2. People are far more likely to buy a product based on a
recommendation from a friend or an unbiased review on a site.
3. Social Commerce can take place on both ecommerce sites, but also
on product review sites, forums, and all sites out there , as social
media tools now allow people to comment on all pieces of content.
4. Advertisers need to implement a strategy that includes social sites
that influence commerce, banner ads, and advertorials to maximize
effectiveness.
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