Thais Lead the Way in Mobile Internet Access

Bangkok 3Thailand is leading the shift towards mobile and tablet devices with 45 per cent of Thais saying they used a device other than a desktop or laptop computer as their primary means for internet access, in a study carried out by media agency network, Mindshare Worldwide. The most popular device for accessing the internet was still a desktop or laptop computer (54.1 per cent), followed by smartphones (32.1 per cent) and tablets (10.8 per cent).

The Czech Republic saw the highest percentage of respondents claiming to still use a desktop PC or laptop as their primary method of connecting to the internet, at 93.9 per cent. The global average sees 81.1 per cent of respondents still using a desktop PC or laptop as their primary way to access the internet.

Through this and other research, Mindshare says it is seeing a change in the way that users interact with online content and services, and is recommending brands consider the context of behaviours, rather the device on which people are accessing it, when planning communications.

“We are advising clients to consider context first when approaching their communication and content strategies,” said Norm Johnston, Mindshare Worldwide chief digital officer. “Our research and data indicate that adapting advertising based on a user’s location, behaviour, and their needs will create more relevant and contextual experiences for both brand and consumer. While the importance of mobile can’t be ignored, ultimately it’s context and content that remain king.”
The study looked at the online behaviour of consumers in 42 countries across five continents, researched via an online survey of 1,000 people in each country.