Thailand Internet User Profile 2018 (English Version)

Title: Thailand Internet User Profile 2018
Complied by: Office of Policy and Strategic Affairs
Electronic Transactions Development Agency
(Public Organization) (ETDA)
Ministry of Digital Economy and Society
ISBN 978-616-7956-42-8
First Edition February 2019
Number of Copies 1,000 issues
Price 200 Baht
All Rights Reserved under the Copyright Act B.E. 2537 (1994)

Thailand Internet User Profile 20182

Electronic Transactions Development Agency (Public Organization) 3
Thai people spend an average of
10 hours 5 minutes per day on the internet.
The number of hours spent on the internet increases
by 3 hours 30 minutes from 2017.
Internet usage behavior
The internet is used for online-shopping,
which is 1 of the 5 popular
activities for 2 consecutive years
and there is a concern about
personal data being more violated.
2018 Survey
Gen Y
Upload photos/ videos immediately and publicly
Disclose the password to the intimates.
Publicly share location on real-time basis.
Baby Boomer
Using e-Payment or Internet Banking without checking the safety sign;
do not focus whether there is “https://” or not.
Do not delete the history or password, after using the computer/
mobile phone of the other.
Do not set automatic screen lock.
Gen Z
Publicize actual date of birth
Do not change the password every 3 months.
Open unknown emails or click the unknown link.
The most risky behavior:

Board
of ETDA
1 Jirawan Boonperm
Chairman
2 Ajarin Pattanapanchai
Ex Officio Member
Permanent Secretary,
Ministry of Digital
Economy and Society
3 Sommai Lakananuruk
Ex Officio Member
in place of Director of
the Bureau of Budget
4 Chai Wutiwiwatchai
Ex Officio Member in place
of Director of the National
Science and Technology
Development Agency
5 Chartsiri Sophonpanich
Expert Member (Finance)
6 Prinn Panitchapakdi
Expert Member
(e-Commerce)
7 Wisit Wisitsora-at
Expert Member
(Jurisprudence)
8 Viriya Upatising
Expert Member
(Engineering)
9 Sibporn Thavornchan
Expert Member
(Computer science)
10 Surangkana Wayuparb
Member and Secretary

Thailand Internet User Profile surveyed by ETDA
for many consecutive years makes us know
the strengths, advantages and
weaknesses that need to be solved.
Dr. Pichet Durongkaveroj
Minister of Digital Economy and Society

Thailand Internet User Profile
is considered as a set of information
that is important for the implementation
of policies and the development
of digital development plans for Thai people.
Ajarin Pattanapanchai
Permanent Secretary of the Ministry of Digital Economy and Society

Jirawan Boonperm
Chairman of the Board of Directors
Electronic Transactions Development Agency (Public Organization),
This year, in part of the annual special question, it is a
survey of Thais’ personal data awareness because today is
the era of transition to digital economy society. The effects
of using digital technology are both positive and negative.
Many times, contacting websites or using applications require
the user to provide personal data to those websites or
applications in exchange for use. The owner of the data will
not be able to know if his/her personal data may be
exploited or disclosed illegally or without the consent of
the owner of the data for commercial purposes or for the
purpose of criminal misuses such as fraud, defamation, etc.
These problems inevitably affect the confidence in digital
development for the economy and society according to
government policies.
This survey findings are very important because it will
allow the government sector to realize and understand
the awareness of the internet users towards the protection
of their personal data that will lead to policy formulation
and creation of a mechanism for personal data protection.
This is to help protecting people’s personal data from being
violated, and to prevent and reduce the amount of
infringement of personal data rights and privacy rights which
are increasing due to rapid change of technologies.

This year, online-shopping or e-Commerce still ranked in
the top 5 of the internet usage of Thai people. Last year, there
were 50.8% of people purchasing goods and services online, while
in this 2018, the number increased to 51.3%.
ETDA will continue to promote and encourage more
entrepreneurs to have online selling channels with the hope that
this number will climb to a better position every year. However,
we still need to focus on receiving internet users’ concerns at
the same time. Thus, we have to conduct a survey on the
internet users’ behavior on an annual basis.
Surangkana Wayuparb
Chief Executive Officer

Preface
In the midst of the digital transformation which has developed a
leap forward, it will affect the current economic and social changes.
This Thailand Internet User Profile 2018 is therefore very interesting
to show internet usage behavior in the digital economy era, suggesting
how Thai people have adapted or changed such behavior compared to
the previous year.
From the survey findings, you will see that this year, Thai people
significantly spend more time in the online world. The average number
of internet usage in this year is 10 hours 5 minutes per day. This means
that a person spends almost half of the day in the online world.
This report will give you a clearer picture of how this significantly
increased internet usage is spent on each internet-based activity,
where is it used, and what is the problem encountered.
In addition, the more usages raise the concerns as to how much
users are aware of the security of personal data because there are now
many websites / applications that are often request the personal data
of the user i.e. name, surname, date of birth, telephone number,
or email, in exchange for access to the website / application. This report
will help reflect such matter through surveys in various dimensions,
whether it is activities or behaviors that are vulnerable to personal data
violations so that Internet users can be aware of online threats and be
careful not to do these things benightedly and to ensure the safety of
internet usage.

Surangkana Wayuparb
Chief Executive Officer
December 2018
This survey has been well-supported by government agencies and
the private sectors in helping to publicize the banner, inviting people
to respond to the survey through various websites, as well as public
relations to have the officers under the subordinate agencies to respond
to this survey. ETDA would like to thank the agencies whose name are
listed in the annex and hope that this report will provide benefits to
government agencies, the private sectors and those who are interested.

Content
Preface..................................................................................................12
Contents................................................................................................14
List of Figures.....................................................................................16
List of Tables......................................................................................20
Executive Summary.........................................................................22
Introduction.........................................................................................32
Objectives of the Survey..........................................................34
Survey Methodology..................................................................35
Data Collection.............................................................................36
Internet Usage Behavior.................................................................38
Number of Hours Spent on the Internet..............................43
Places of Internet Access.........................................................50
Online Activities...........................................................................51
Digital Transformation................................................................55
Social Media and Online Communities................................59
Problems Faced by Internet Users........................................62

Insight into Internet User Profile by Generation..................69
Focusing on the Behaviors Risking Personal Data
Infringement........................................................................................83
Which Activities Thai People Usually Provide
Their Personal Data to?............................................................84
Privacy Settings on Social Media..........................................87
Behaviors Reading the Data Usage Policy on
the Website/Application............................................................91
Behaviors Risking Personal Data Infringement..................94
Responsible Agencies for Users’ Personal Data
Protection....................................................................................100
Appendix...........................................................................................102
Profiles of Respondents of
Thailand Internet User Profile 2018.................................103
Questionnaire on
Thailand Internet User Profile 2018.................................112
List of Organizations Assisting in Posting Survey Banners
Free of Charge...........................................................................124
Statistical Tables............................................................................136
Project Working Team.................................................................142

List of Figures
Figure 1 Number of mobile subscribers and growth rate of
mobile subscribers 2010 – 2018(e)
...........................41
Figure 2 Average number of hours spent on the internet per
day by generation, classified by workday/ school day
and weekend...........................................................................44
Figure 3 Comparison of the average number of hours spent
on the internet per day, classified by workday/
school day and weekend during 2017 - 2018....46
Figure 4 Average number of hours spent on
the internet per day by activity,classified by workday/
school day and weekend................................................48
Figure 5 Percentage of internet users classified
by places of internet access in 2017 - 2018......50
Figure 6 Percentage of internet users based on
their online activities.......................................................52
Figure 7 Percentage of internet users by the top 5
online activities changes in 2017 - 2018.............54
Figure 8 Percentage of online and offline activities .............56

Figure 9 Percentage of internet users by social media
platform/online community..........................................59
Figure 10 Percentage of internet users by generation
compared by social media platform/online
community........................................................................60
Figure 11 Percentage of internet users by the problems
encountered from internet activities........................63
Figure 12 Percentage of internet users by the problems
encountered from internet activities
(2017 – 2018)...............................................................66
Figure 13 Internet usage behavior of Gen Z............................ 70
Figure 14 Internet usage behavior of Gen Y............................ 73
Figure 15 Internet usage behavior of Gen X .......................... 76
Figure 16 Internet usage behavior of Baby Boomer..............79
Figure 17 Percentage of internet users by activities
that require personal data...........................................84
Figure 18 Percentage of internet users by behavior of
changing privacy settings on social media............87
classified by behavior of changing privacy settings
on social media...............................................................88

Figure 20 Percentage of internet users classified by reasons
for never setting privacy on social media.............90
Figure 21 Percentage of internet users classified by
behaviors reading the data usage policy on
websites/applications....................................................92
Figure 22 Percentage of internet users classified by reasons
for not reading the data usage policy.....................93
Figure 23 Percentage of internet users classified by
behaviors risking personal data infringement.......95
classified by behaviors risking personal data
infringement......................................................................98
Figure 25 Percentage of internet users classified
by importance of responsible person/agency
for personal data protection....................................100
Figure 26 Percentage of survey respondents
by gender.......................................................................103
by marital status..........................................................104
by generation................................................................105
by residential area.......................................................106

by educational attainment......................................107
by employment status.............................................108
by average monthly income..................................109
by average monthly household income............110

List of Tables
Table 1 Percentage of internet users
by generation and places of internet access.........137
Table 2 Percentage of internet users
by generation and online activities...........................138
Table 3 Average number of hours spent on the internet
per day during workday/ school day and
weekend by generation and online activities.........139
Table 4 Percentage of internet users by generation and
problem encountered when using the internet.....140
Table 5 Percentage of internet users by generation and
the activities where the personal data must
be provided.......................................................................141

Executive Summary
The main objective of Thailand Internet User Profile was to monitor
the behavior of Thai internet user on an annual basis in order to see
the nature and trend of such behavior change. It is considered as an
important and necessary information for strategic planning or government
policy formulation. Thailand Internet User Profile also allow the private
sector to change the business plan to meet the needs of their customers
that are changing rapidly in this digital economy.
In addition, the annual survey will include a special annual question
that is pertinent to that year’s interesting issues and trends. Such issue
or trend is then used as a topic of special annual question. The special
annual question in this year is concerning the awareness of internet
users in providing personal data online. Due to the increasing number
of internet users every year and variety of Internet-based Activities, it is
often that the internet users need to fill out personal data in exchange
for doing these activities.
The survey findings will help to reflect how much internet users are
cautious in providing online personal data. If this survey finds that
internet users are less cautious or have little awareness of providing
personal data, the agencies involved in this matter can use this result
as a guideline for determining ways to prevent or increase any measures
in order to enhance the protection for internet users so they will be
aware of the threats from the online world and not become victims of
malicious users.

This survey was carried out online. ETDA began posting the survey
questionnaire on various websites and online social networks during
July 2018, with up to 10,727 people responding to the survey
voluntarily.
Key Findings
General Characteristics of Survey Respondents
Of 10,727 respondents of Thailand Internet User Profile 2018, 52.0%
are female, 46.0% are male and 2.0% are LGBT/ third gender.
This year, the age range of respondents is still classified into 4
generation groups, including Gen Z, Gen Y, Gen X and Baby Boomer.
From all respondents, Gen Y (60.6%) responded to the survey more
than other generations, followed by Gen X (32.3%), Baby Boomer (5.8%)
and Gen Z (1.3%), respectively (see more detailed information in
the annex).
For the survey results to be consistent with the structure of internet
users in Thailand, the data were weighted by age of internet users in
Thailand based on the data from the 2017 Household Survey on the
Use of Information and Communication Technology conducted by
the National Statistical Office.
Internet Usage Behavior
Based on the survey results, it is found that Thai people have spent
an average of 10 hours 5 minutes per day on the internet, increasing
from the previous year by 3 hours 30 minutes. On workday /school day,

the users spent an average of 9 hours 48 minutes per day on the internet,
and on weekend, they spent an average of 10 hours 54 minutes per
day on the internet.
The reason that the use of the internet has greatly increased is
partly due to the government’s policies that promote infrastructure on
the internet, resulting in Thailand having high speed internet covering
all areas throughout the country. In addition, the development of
modern communication technology can quickly respond to the use of
mobile phone users for every need, at anytime and anywhere.
Furthermore, mobile devices namely smart phones, tablets, computers
are much cheaper. All ages can easily own them. In addition, there are
various forms of internet package that meet the needs of consumer at
an acceptable price.
Thai people spend 3 hours and a half on online social media (1 in
3 of average hours spent on the internet per day). This information is
not surprising because Bangkok is the capital city with the greatest
number of Facebook active users in the world.
Thailand is one of the four main countries of Line active users in
the world (the other 3 countries are Japan, Taiwan and Indonesia).
According to the survey results, it is found that Thai people averagely
spend 2 hours per day on online chat / phone calls through the internet.
Based on survey results, it is obviously seen that Thai people now
prefer to use off-site internet more than the past year. This is reflected
through increasing internet usage hours as it can be seen from the use
of the internet during travel in 2017; there are 24.1% of internet users

using the internet while traveling. This year, there are more people
using the internet while travelling which is accounted to 33.5%. In 2017,
there are only 18.8% of internet users using the internet in the public,
but this year this number raises to 21.0%.
The top 5 most popular internet-based activities include using social
media such as Facebook, Twitter, Instagram (93.6%), sending-receiving
e-mail (74.2%), searching for information (70.8%), watching television,
watching video clips, listening to music online (60.7%) and purchasing
products / services online (51.3%), respectively. It is gratifying that
purchasing products / services online is still ranked as one of the top 5
activities of using internet for the second year with a higher proportion.
In 2017, there were 50.8% respondents that bought products / services
online and in 2018, respondents increased to 51.3%.
YouTube, Line and Facebook are still social media that popularly
win the hearts of Thai people for 3 consecutive years, with YouTube
users (98.8%), Line users (98.6%) and Facebook users (96.0%). When
each aspect is considered individually, it is found that Gen Y and Gen
Z are the groups that like entertainment more than other Gen. The
survey results reveal that both Gen chose YouTube as number 1 ranking,
followed by Line chat. Whereas Gen X and Baby Boomer like LINE chat
most, followed by watching video-clip/movie via YouTube.
For the top 3 problems faced by Internet users in this year, the 1st
rank is the amount of advertisements popping up while using the
internet (80.0%). The 2nd rank is delay of internet connection (77.0%).
This problem may not be caused by the infrastructure only, partly it

may be caused by increasing use of the internet, which has led to a
signal snatching in some areas, as well as likely to be because the
patience of internet users is quite low, causing users to feel that
the internet is slow. The 3rd rank is the uncertainty that the information
appears to be reliable (39.1%). This problem is partly due to the
increasing use of the internet, resulting in a lot of sharing or forwarding
of both true and false information.
Internetusersshouldthereforechecktheaccuracyoftheinformation
and the reliability of the data sources before sharing to others.
Behaviors Risking Personal Data Infringement
Today’s information technology is changing rapidly and it plays an
important part in changing the way of life and communication of people
in society, which results positively if the users are aware and use it for
benefit, but it will give negative results if it is used in an inappropriate
way.
Data from Digital in 2018 by We are Social, which published the
results of the survey in January 2018, reveals that Facebook is still the
number one online social media in the world. Thailand ranked No. 8 of
the highest number of Facebook users, with a total of 51 million users.
If considering at the capital level, Bangkok is the city with the highest
number of Facebook users in the world, with a total of 22 million users11
.
Last March, Mark Zuckerberg, the founder and CEO of Facebook
which is the world’s No. 1 online social media company, apologized to
the Congress and accepted the liability in the case that Cambridge
1
Facebook’s Top countries and cities, Digital in 2018, prepared by We are Social & Hootsuite,
published in January 2018. https://digitalreport.wearesocial.com/

Analytica has used data of over 87 million users for political interests2
and in April of the same year there is a data leakage case of TrueMove
H’s copy of ID card of 11,400 customers out of 1 million customers in
2015 – 20173
.
In September of the same year, Facebook revealed that there were
50 million users from a total of 2,000 million Facebook accounts whose
data may be accessed by cybercriminals4
. In December this year,
Facebook announced on its blog that photos of 6.8 million users were
accessed via the application. This included photos uploaded on
facebook, even if those photos have not yet been posted to the public5
.
2
Mark apologizes to the Central Congress for data leakage of Facebook of 87 million users,
published on 12 April 2018, https://tech.mthai.com/software/85776.html
3
True has been hacked causing loosing information of the ID card of 11,400 customers and the
NBTC has issued remedial measures, published on 17 April 2018, https://www.posttoday.com/
it/548240
4
Repeated Data Leakage: Endless mistakes or it’s near the end of Facebook, The Standard by
Panachai Harnpermporn, published on 1 October 2018, https://thestandard.co/face-
book-hacked-security-issue
5
Facebook data leakage again: photos of 6.8 million users were hacked, even not posted yet,
The Standard by Nakarin Wanakijpaiboon, published on 15 December 2018, https://thestandard.
co/facebook-notifying-our-developer-ecosystem-about-a-photo-api-bug/

Based on the above information, it can be seen that although, among
other service providers, Facebook is the most active social media in the
world, we cannot be confident or trust that our personal data will be
taken care of or protected from malicious users. Therefore, the users
should be careful in providing personal data online and change the
Internet usage behavior to be more secured whether changing the
password every 3 months or not clicking links or opening mails from
unknown people as well as providing personal data online only as
necessary
in order to prevent and reduce problems that will occur to the
users in the event of a data leakage as found currently.
The results of this survey will show various behaviors risking
personal data infringement. As it can be seen in this year, personal data
infringement is one of the least prioritized problem of the internet users.
However, based on the survey results, it is found that internet users are
willing to provide important personal data such as ID number and bank
account number in some activities risking personal data infringement if
users do not check or search for more information before signing up
whether it is a reliable website or application, i.e. signing up for social
media There were respondents who used to give personal data (50.1%),
registration for prizes (28.3%), or registration for free services (26.3%).
To be on social media, the Baby Boomer group is quite at risk of
disclosing personal data to the public more than any other Gen. Baby
Boomers, 49.1%, never reset personal data to privacy. In addition, it is
surprising that 31.0% of Thai people do not worry about disclosing
personal data to the public, whether it is information about age, phone

number, email, pictures, or other information about themselves, all of
which are information that is often infringed for various benefits.
When asked about the importance of reading data usage policies
on websites or applications, 63.3% of internet users have read the
agreement on rights and responsibilities / data usage policy, 32.2%
never read such agreement. However, only 12.3% of those who answered
that they thoroughly read the agreement, 36.0% has read only the main
topic, and 51.7% read only some parts.
The main reason why internet users do not read such policies or
read only some part is because the policies is too long. It takes a long
time to read (67.0%). Policy writing often uses legal language which
makes people read it without understanding (42.9%). Internet users are
confident that the law will protect them in all cases even not reading
the said policy (27.7%)
Activities that most Thai people do even though they should not
in order to protect their own personal data, according to the survey
results, are not changing passwords every 3 months (45.3%), publicizing
the actual date of birth on online social media and setting the privacy
as public (45.0%), never checking whether the website of the bank starts
with https: // or not (44.5%), opening an unknown email or clicking an
unknown link (43.4%) and uploading the photo/ video immediately
after shooting and setting the privacy as public (35.7%).

Baby Boomer is a group that mostly neglects to protect their
personal information compared to other Gens. For example,
when making online transaction through the bank’s website they do
not check whether the website starts with https// or not (55.9%), and
when finish using public computer/mobile device of the others they do
not clear the using history or password from the computer or device
(47.0%) or do not set the automatic screen lock (29.7%), as well as do
not sign out when finish using the device or computer/mobile phone
of the others or public WIFI (26.1%), respectively. All these behaviors
are contributing to personal data access by malicious users.
Gen Y usually likes to do the following activities through social
media with privacy setting as public: uploading photos / videos
immediately after being taken (37.9%), informing their password to get
access to their own computer/mobile phone to close friends /
acquaintances (35.8%), sharing active location in real time (33.8%),
making financial transactions through other’s computer or mobile phone
(33.1%), and uploading photo of boarding pass before travelling (13.6%).

These behaviors are not only exposing personal data, but harming
the data owners because they show your current location or your
destination, or indicate that you are not at home at that moment.
Malicious person may wait for you in order to hurt you or commit a bad
action against you. Therefore, you should set the privacy as private
allowing only friends, relatives or people you trust to get access.
Gen Z has a higher risk than other Gens, with these behaviors such
as identifying the actual birth date via social media by setting the
privacy as public (56.0%), not changing the password every 3 months
(53.7%), opening an unknown email or clicking an unknown link when
using the device, computer / mobile phone of others (51.5%), setting
up such devices to recognize the passwords (28.4%), and clicking on
the bank links obtained from sources other than the bank’s website
(16.4%).

Introduction
In the era in which Thailand economy system is driven under
Thailand 4.0 policy aiming at driving economic changes from the original
form to driving the economy through innovation so as to enable Thailand
to become a country with high income under the model in creating
wealth, stability and sustainability6
.
The core mission of Electronic Transactions Development Agency
(Public Organization) or ETDA, which is considered a part of the policy,
plays an important role to develop, promote and support the nation’s
electronic transactions to be in line with the information infrastructure
that supports electronic transactions and promotes electronic transac-
tion related businesses, and sets information technology standards to
ensure safe and reliable electronic transaction.
With the aforementioned missions, a study on internet usage
behavior is very important and necessary in order to reflect the current
Thais’ internet behavior and the direction of changes in usage behavior
from the past years. The results of the study are therefore beneficial to
relevant agencies, both government and private sector, to use this set
of data to determine the direction or guideline for promoting and
supporting electronic transactions, including business planning, and to
determine the marketing plan to be in line with consumer behavior that
changes in the digital economy.
6
Minister of Digital Economy and Society reveals progress in technology strategy for Thailand 4.0
policy , Economic news, InfoQuest, 10 August 2018, https://WWW.ryt9. com/s/iq03/2869602

ETDA recognizes the importance of this study, and therefore initiates
Thailand Internet User Profile project to collect data on internet
behavior in various dimensions of Thai people. The survey has been
conducted annually. In addition, the survey for each year will include
the special annual question arising from the hot issues or trends in that
year. Such issues or trends are then used as a topic of special annual
question.
Based on the forecast of 10 technological trends for the year 2020,
Gartner has discussed the digital ethics and privacy issues that have
begun to gain more attention. People pay more attention to the gov-
ernment and the private sector to use their information. While the
government and the private sector should carry out a proactive policy
to prevent problems that may arise instead of waiting for problems to
occur and resolve later. Therefore, the ethical issues in the use of
information and privacy of users are therefore elevated to be something
that everyone should pay attention to, not being forced to do it7
.
Therefore, this year, a special question has been added to survey
the awareness of internet users in providing personal data online due
to the increasing number of internet users every year. Internet-based
Activities are varied, whether use of online social media, and applying
for various services online which internet users need to fill out personal
data in exchange for doing these activities for several times.
7
Gartner reveals 10 technological trends for 2019: Blockchain, Quantum, Augmented Things, Al.,
published on 25 October 2018, https://www.techtalkthai.com/gartner 10-technolo-
gy-trends-for-2019/

The results of this survey will help reflect how internet users are
cautious about providing personal data online. If this survey finds that
internet users are less cautious or have little awareness of providing
personal data, the agencies involved in this issue will use the survey
results as a guideline for determining prevention methods or increasing
any measures to enhance the protection to internet users to be aware
of the threats from online media and not become victims of malicious
users.
Objectives of the Survey
1. To collect information about internet usage behavior of Thai
people on an annual basis to demonstrate the nature and the trend of
change in such behavior.
2. To collect information about the internet usage on a specific
topic of interest that occurs in the year in which the survey is conducted
to be used by anyone to stay on top of the current events.
3. To provide important information needed for electronic trans-
action development to be used by public and private sectors and any
interested parties.
4. To provide ETDA with information for developing strategies to
support and promote electric transaction, as well as follow-up and
evaluation measures.

Survey Methodology
The objective of this survey is to collect information about internet
user behavior of Thai people. The survey was carried out via the internet
and online social networks. As the organizer team did not have a list of
all internet users; therefore, a probability sampling method was not
adopted.
The survey respondents are internet users who voluntarily
completed the survey. Therefore, when considering the respondents
by segment, the proportion of sampled internet users may differ from
the actual proportion of the entire internet users in Thailand.
Therefore, the calculation of the values in the overall picture has
solved the problem of the distribution of survey respondents that are
not distributed according to the structure of the internet users in the
country. The data were weighted by age of all internet users in Thailand,
based on the data from 2017 Household Survey on the Use of
Information and Communication Technology conducted by the
National Statistical Office.

Data Collection
Like previous years, this 2018 Thailand Internet User Profile was
carried out online. The survey questionnaire was posted (as a banner)
on the website of various agencies, both public and private sectors,
assistinginprovidingspaceforpublicrelationsincludingthedissemination
of survey questionnaire through social media channels such as Facebook
in order to have a thorough distribution to the internet users.
The survey questionnaire was posted in July 2018, and a total of
10,727 respondents completed the survey. Afterward, the survey
responses were computed by a statistical program.

Internet Usage
Behavior
01

Internet Usage Behavior
In the digital era, there is a transformation toward more digital
lifestyles. As it can be seen from the numbers of internet users that are
constantly increasing, especially during the past 5 years that the number
of internet users has grown rapidly, i.e. in 2012, the total number of
internet users was 23,056,712 and later in 2017, the number of internet
users increased to 45,189,9448
, representing a growth rate of 96.0%.
The number of Thai population in 2017 totaled 66,188,503 persons9
and in the said amount, there are 45,189,944 internet users. It can be
said that now Thailand has internet users more than two-thirds of the
total population of the country. Therefore, monitoring the behavior of
internet users is very interesting.
8
Number of internet users (yearly), which is a number that does not include the internet
according to Netpracharat Project, which covers a population of about 20 million people, a
database of internet marketing, the Telecommunication Economic Research and Information
Center in the Office of the Broadcasting Commission National Television and Telecommunications
Affairs, updated on 21 September 2018, http://ttid.nbtc.go.th/internet_db.html
9
Number of population classified by age throughout the country in 2017, Statistical registration
system, Department of Provincial Administration, Ministry of Interior, http://stat.dopa.go.th/stat/
statnew/upstat_age_disp. php

The main factors contributing to internet usage growth include:
1. The government policy, especially the Netpracharat Project,
is considered one of the projects under the policy of Thailand 4.0 in
the development of telecommunication infrastructures to allow people
in the village to have access to high speed internet networks which will
affect the economic and social potential in creating a career, generating
income, raising quality of life and creating opportunities for people to
access the services of government sector thoroughly and equally.
However, if the project was completed in 2018, it would be considered
that Thailand has high-speed internet covering all villages across the
country, 7,498 villages, which will affect ICT access and higher ICT usage
of the country10
.
2. Number of mobile subscribers11
is increasing continuously every
year.
10
Gen. Prajin, Deputy Prime Minister and Minister of Justice – Dr. Pichet, Minister of Digital
Economy and Society, visited the installation location of Netpracharat Project, press release of
TOT Public Company Limited, 11 June 2018, https://www.tot.co.th/%E0%B8%82%E0%B9%88%E0
%B8%B2%E0% B8%A7%E0%B8P%9B%E0%B8%A3%E0%B8%B0%E0%B8%8A%E0%B8%B2%E0%B
8%AA%E0%B8%B1%E0%B8%A1%E0%B8%9E%E0%B8%B1%E0%B8%99%E0%B8
%98%E0%B9%8C/2018/06/18/news-50
11
Mobile Subscribers, Database of Internet Marketing, Telecommunication Economic Research
and Information Center in the Office of the National Broadcasting and Telecommunications
Commission, updated on 28 November 2018, http://ttid.nbtc.go.th/mobile_subscribers.html

Figure 1: Number of mobile subscribers and growth rate of mobile
subscribers 2010 – 2018(e)
2553 2554 2555 2556 2557 2558 2559 2560 2561 (e)
Note: This is an estimate of the year 2018
In the Figure 1, the mobile subscribers in 2011 were only 77.5
million numbers. However, in 2018, it is predicted that the numbers will
increase to 124.8 million numbers or 60% growth rate.
When comparing the number of mobile subscribers in 2018 with
the population of 2018, which is a total of 66,294,064 people12
, to check
the Mobile Penetration Rate, it is found that the rate is 188.25, which
means that 1 person occupies more than 1 mobile phone number.
12
Number of Thai population as of November 22, 2018, Thailand Meter, Institute of Social and
Social Research Mahidol University, http://www.thailandometers.mahidol.ac.th/

3. The development of modern communication technology can
quickly respond to the use of mobile phone that is not only for
communication but also for the use of the internet (Non-Voice / Data
Service) as well. Thus, modern technology stimulates Thai people to
have a growing demand for internet access via mobile phones,
especially when switching to new technologies, resulting in significantly
higher demand. As it can be seen from the official launch of 4G
technology in late December 2015, the number of mobile phone
subscribers in 2015, which is 102.9 million numbers, increased to 119.7
million numbers in 2016; representing a growth rate of 16.3% as shown
in Figure 1.
At the same time, 5G technology is being widely discussed in today’s
world. With speeds that are 10 times faster than 4G systems, 5G tech-
nology is more than high-speed internet and will not be restricted to
be on the mobile phone anymore, but it can be used on any devices
that connect to the internet such as intelligent vehicles, IOT devices,
and remote device control.13
The National Broadcasting and Telecommunications Commission
(NBTC) aims to enable Thailand to use 5G technology by October 202014
,
which is considered as an interesting time to see how it will affect
Thailand Internet User Profile.
13
5G is coming to Thailand, preparing to change again, Matichon Online, 31 January 2018,
https://www.matichon.co.th/economy/news_823125
14
5G technology, the big turning point of Thailand’s technology, http://www.prd.go.th/
download/article/article_20180904112512.pdf

4. The lifestyle of Thai people begins to transform into more
digital-driven/oriented leading to behavior changes. Consequently,
lifestyle activities were done online rather than in traditional way
i.e. reading books, selling products and services, reserving hotel, taxi
service and booking/ buying tickets, and watching movies.
5. Mobile devices i.e. smartphones, tablets, computers are cheaper.
People of all age and gender can possess them easily. There are many
form of internet package that respond to the consumers’ needs and
are available at an acceptable price.
Number of Hours Spent on the Internet
In collecting data about number of hours spent on the internet in
various activities, this survey differentiates between workday/ school
day and weekend to understand how different average number of hours
spent on the internet per day on the workday/ school day and
weekend are.

HOURS MINUTES
9 48
HOURS MINUTES
10 54
HOURS MINUTES
10 5
Average number
of hours spent
on the internet
in 2018
Workday
School Day Day
Overall
Internet Usage
Baby Boomer Gen X Gen Y Gen Z
HOURS MINUTES
8 21
HOURS MINUTES
8 26
HOURS MINUTES
8 25
HOURS MINUTES
8 55
HOURS MINUTES
10 22
HOURS MINUTES
11 52
HOURS MINUTES
10 22
HOURS MINUTES
11 50
Gen Y is the champion
for 4 consecutive years.
Workday
School Day Day
Weekend /Day
Figure 2: Average number of hours spent on
the internet per day by generation15
, classified by workday/
school day and weekend
Questions from the survey, question No. 9 and 10; “How much time did you spend
on these activities on workday/ school day and weekend in the past week?” (Leaving the
internet on without online activities is not included).
In this survey, as shown in Figure 2, it is found that in general,
respondents16
responded that the average hours spent on the internet
was 10 hours 5 minutes per day, and when considering internet usage
during the workday / school days compared to the weekend, it can be
seen that internet users spent time on the internet during the weekend
rather than workday/ school day.
15
Age of the internet users is categorized into 4 generations as follows.
1. Baby Boomers are those who was born in 1946 - 1964
3. Generation X or Gen X are those who was born in 1965 - 1980
4. Generation Y or Gen Y are those who was born in 1981 - 2000
5. Generation Z or Gen Z are those who was born in 2001 onwards
(Based on the report of Thailand Internet User Profile 2017, page 113)
16
Since the survey was carried out online, survey respondents therefore refer to internet users
who are living in Thailand and voluntarily completed the survey, hereinafter referred to as “the
internet users”.

The average number of hours spent on the internet during the
weekend is 10 hours 54 minutes per day and the average number of
hours spent on the internet during workday / school day is 9 hours 48
minutes per day.
When breaking down the number of hours spent on the internet
on workday/ school day and weekend by generation, it can be seen
that every generation has the number of hours spent on the internet
on the workday/ school day correspond to the overall picture. Baby
Boomer and Gen X spend slightly more time online on the weekend
than the workday. That is, Baby Boomer spend an average of 8 hours
26 minutes per day on the internet on the weekend, and 8 hours 21
minutes per day on the workday while Gen X spend an average of 8
hours 55 minutes per day on the internet on the weekend and 8 hours
25 minutes per day on the workday.
Gen Y and Gen Z are considered to be in the age that widely uses
the internet and social media. Based on the results of the survey, it is
found that both generations spend most time using the internet on
workday/ school day and weekend compared to Baby Boomer and Gen
X.
Gen Y uses the internet on the workday/ school day on an average
of 10 hours 22 minutes per day and 11 hours 52 minutes per day on
the weekend. While Gen X uses the internet on the workday on an
average of 10 hours 22 minutes per day, and 11 hours 50 minutes per
day on the weekend.

Figure 3: Comparison of the average number of hours spent on the
internet per day, classified by workday/ school day and weekend
during 2017 - 2018
HOURS MINUTES
3 18
HOURS MINUTES
4 6
HOURS MINUTES
3 30
Average
number of
hours spent on
the internet/
day in 2018
is higher than
2017
Thai People
use theinternet
more than in
2017
Workday
School Day Day
Weekend /
Day
Questions from the survey, question No. 9 and 10; “How much time did you spend
on these activities on workday/ school day and weekend in the past week?” (Leaving the
internet on without online activities is not included)

Various factors contributing to the increasing amount of internet
usersincludethetelecommunicationinfrastructuredevelopmentthrough
Netpracharat Project of the Ministry of Digital Economy and Society that
allows people in remote areas to access the internet thoroughly and
equally when compared to those who live in the city, the development
of more modern and faster communication technology i.e. picture and
sound can be transmitted through the internet without interruption or
delay, and doing lifestyle activities online rather than in traditional way.
All of these factors have resulted in a significant increase in internet
usage, as seen in the survey results in Figure 3. It is found that this year
internet users spend more time on the internet than the previous year
(up to 3 hours 30 minutes per day), and if compared by workday/ school
day and weekend it can be seen that the year 2018 the internet users
spend time on the internet on the workday/ school day more than in
the previous year (up to 3 hours 18 minutes per day) and spend time
on the internet on the weekend more than the previous year (up to 4
hours 6 minutes per day).

Thailand Internet User Profile 201848Figure4:Averagenumberofhoursspentontheinternetperdaybyactivity,classifiedby
workday/schooldayandweekend
SOCIALMEDIAWatchingTV(Movie)/
Listeningtoonlinemusic
CHATPlayonlinegames
Readingbooks/
Onlinearticles
HOURSMINUTES
323
HOURSMINUTES
347
HOURSMINUTES
21
HOURSMINUTES
159
HOURSMINUTES
222
HOURSMINUTES
39
HOURSMINUTES
144
HOURSMINUTES
210
HOURSMINUTES
128
HOURSMINUTES
138
HOURSMINUTES
330
HOURSMINUTES
200
HOURSMINUTES
235
HOURSMINUTES
151
HOURSMINUTES
131Overall
Workday
SchoolDayDay
Weekend/
Day
Questionsfromthesurvey,questionNo.9and10;“Howmuchtimedidyouspendontheseactivitiesonworkday/schooldayand
weekendinthepastweek?”(Leavingtheinternetonwithoutonlineactivitiesisnotincluded)

Based on Figure 4, it is found that the overall picture of the activities
that internet users spend the most time accessing is the use of social
media such as Facebook, Twitter and Instagram, with the average of 3
hours 30 minutes spent on the internet per day. This information is not
surprising because Bangkok is the capital city with the greatest number
of Facebook users in the world17
. Following social media use, there are
watching television, watching video clips, watching movies, listening to
online music (2 hours 35 minutes per day), online chat / phone calls
such as Line, Facebook Messenger, WhatsApp, Facetime (2 hours per
day), playing online games (1 hour 51 minutes per day) and reading
books/ online articles (1 hour 31 minutes per day).
When considering the activities that internet users spend the most
time with, classified by workday/ school day and weekend, it is found
that internet users spend time doing activities as mentioned above on
the weekend more than workday, except online chat / phone calls that
users spend more time doing such activities on workday/ school day
than on weekend.
On workday/ school day, the internet users spend most time on
using social media such as Facebook, Twitter and Instagram, with an
average of 3 hours 23 minutes per day, followed by watching television,
watching video clips, watching movies, listening to online music (2 hours
22 minutes per day), online chat / phone calls (2 hours 1 minute per
day), playing online games (1 hour 44 minutes per day), and reading
books/ articles online (1 hour 28 minutes per day).
17
Bangkok is the champion of Facebook using in 2018, Ahead Asia, published on 23 April 2018,
https://ahead.asia/2018/04/23/%E0%B8%B4bangkok-most-fb-user-city-2018/

Figure 5: Percentage of internet users classified by places of
internet access in 2017 - 2018
House / residence Workplace Traveling Public place Educational Internet Cafe
Institutes
2018
2017
On weekend, the internet users spend most time using social media
such as Facebook, Twitter and Instagram, with an average of 3 hours 47
minutes per day, followed by watching television, watching video clips,
watching movies, listening to music online (3 hours 9 minutes per day),
playing online games (2 hours 10 minutes per day), online chat / phone
calls (1 hour 59 minutes per day), and reading books/ online articles (1
hour 38 minutes per day).
Places of Internet Access
Apart from the increase in internet usage the place of internet access
can also help reflect how digital transformation affects our behavior.
Question No. 12 of the survey; “In the past week, where did you usually use the internet?”
(Choose up to 3 answers)
Based on the survey results as shown in Figure 5, it can be seen
that the place where internet users usually use the internet in the past
week is at house/residence with 91.5% of the internet users, followed

by the workplace (52.2%), while travelling such as on BTS, bus, car, taxi
or boat is at 33.5%, and public place such as hotel, restaurant, café, de-
partment store and in the educational institutes are at 21.0% and 20.7%
respectively.
When comparing the 2018’s survey results with the previous year’s,
it can be seen clearly that nowadays Thai people prefer to use the
internet outside the premises more than the previous year, reflected
through the increasing number of internet usage hours. It is also shown
that the use of the internet during travel in 2017 is 24.1% and increases
to 33.5% in 2018. In 2017, there is 18.8% of the internet users using the
internet in the public place while the number increases to 21.0% in
2018.
Online Activities
The survey of online activity to identify popular online activities this
year reveals that the top 5 most popular online activities this year are
the same as last year’s, i.e. using social media, sending-receiving email,
searching for information, watching television / watching video clips /
listening to music and buying products / services online, all of which
are activities that most people still do online.

Figure 6: Percentage of internet users based on
their online activities
Online
studying
Stock market
update
Watching movies/
Listening to music
Using
the live app
Playing
online games
Reading books
online
Online Job
Application
Selling
products
and services
Sending-receiving
email
Document
delivery
Paying tax
online
Searching for
information
Booking / buying
tickets online
Making ﬁnancial
transaction
Buying products/
services
Booking / buying movie/
performance tickets / buying
tickets
Social Media
Booking hotel/
accommodation
Downloading software /
music / drama / games
Food
ordering
Calling
Taxi
Sending
messages
93.6% 74.2% 70.8% 60.7%
51.3% 50.6% 49.2% 48.3%
43.2% 41.0% 31.6% 28.5%
24.5% 21.7% 20.7% 19.3%
15.1% 14.1% 13.9% 12.1%
11.4% 7.2%
Question No. 13 of the survey; “In the past 3 months, which of the following did you
do online?” (Check all that apply)

From the survey results, it is noticeable that first ten online activities
are activities more than 40% of the internet users normally choose to
do. As shown in Figure 6, it is found that using social media such as
Facebook, Twitter and Instagram has the highest number (93.6%),
followed by sending-receiving email (74.2%), searching for information
(70.8%), watching television, watching video clips, listening to music
online (60.7%), and buying products / services online (51.3%). It is
gratifying that buying products/ services is ranked in the top 5 of the
mostpopularonlineactivitiesforthesecondyearwithahigherproportion.
In 2017, there were respondents who bought products/ services only
accounted for 50.8% while in 2018 respondents increased to 51.3%.
The next following 5 activities are online messaging (50.6%), financial
transactions such as Internet Banking, Mobile Banking (49.2%), online
book reading (48.3%), software/ music/ drama/ games downloads (43.2%)
and online gaming (41.0%).

Figure 7: Percentage of internet users by the top 5 online
activities changes in 2017 - 2018
Booking/buying
ticket/ watching
movie/ performance
Reading
book online
Booking hotel/
accommodation
Calling
for a taxi service
48.3% 24.5% 20.7% 12.6% 21.7%
30.8% 13.7% 11.0% 4.8% 14.6%
2018
2017
Selling products
and services
do online?” (Check all that apply)
There is a consideration on the proportion of internet users who
choose to do activities online in comparison with the previous year, so
that we can see which activities have significantly changed this year.
Based on the results of the survey as shown in Figure 7, it is found
that the 1st rank of the top 5 most changing online activities is online
reading; 48.3% in 2018 while it was only 30.8% in 2017.
The 2nd rank is selling products and services; there are 24.5% of
internet users choosing this answer in 2018 while there was only 13.7%
in 2017.
The 3rd rank is booking hotel/accommodation; there are 20.7% of
internet users choosing this answer in 2018 while there was only 11.0%
in 2017.

The 4th rank is calling a taxi; there are 12.6% of internet users
choosing this answer in 2018 while there was only 4.8% in 2017.
The 5th rank is booking/buying movie/performance ticket; there are
21.7% of internet users choosing this answer in 2018 while there was
only 14.6% in 2017.
Digital Transformation
The survey of internet user profile this year still tracks the traditional
lifestyle of internet users in various aspects such as sending messages
via mobile phone (SMS: Short Message Service), booking hotel/
accommodation, payment of products and services, reading books,
watching television, watching video clips, watching live broadcast
television, listening to music, receiving - sending documents, calling a
taxi, ordering food by phone, making a phone call, and buying products
and services. This is done to compare the result with such activities
done through websites or applications, so that we can see the extent
of digital transformation.

Figure8:Percentageofonlineandofflineactivities
Reading
newspaper/
news/article
WatchingTV/live/
movies/listening
tomusic
Sending
messages
Document
delivery
Booking/
buyingTickets
Makingﬁnancial
transaction
Purchasing
products/
servicesonline
Chatting/
makinga
phonecall
Bookinghotel/
accommodation
Ordering
Food
Callingataxi
Online94.5%89.2%87.0%82.8%78.5%76.2%76.1%73.3%69.1%68.4%49.6%
Ofﬂine5.5%10.8%13.0%17.2%21.5%23.8%23.9%26.7%30.9%31.6%50.4%
QuestionNo.13ofthesurvey;“Inthepast3months,whichofthefollowingdidyoudoonline?”(Checkallthatapply)
Note:Internetusersmaynotcompleteallactivities.Therefore,inprocessing,itisthecalculationofpercentageofeachactivity.

At present, Thai people are changing to do activities online such as
sending messages, booking hotel, buying tickets, paying for products
and services, reading, watching TV/ watching video clips/ watching
movies / listening to music, using document delivery service, calling a
taxi service, and ordering food. Based on the survey results, internet
users responded that they did all these activities online rather than in
the traditional way.
As shown in Figure 8, in the past 3 months the internet users have
done all activities online rather than through traditional methods with
the proportion of each activity being done online more than 68%, except
buying products and services that the most of internet users still prefers
buying products and services offline to online with a slightly different
proportion. That is, there are respondents who buy products and services
offline which is accounted for 50.4%, and those who buy products and
services online (49.6%).

For the top 5 activities having most potential to become
digital-oriented, the top-ranked activity is sending messages; there is
94.5% of internet users sending message through online channels such
as Line and Facebook Messenger. However, only 5.5% of the internet
users send messages via traditional channel such as SMS.
The 2nd rank activity is booking hotel/ accommodation; 89.2% of
the internet users book hotel/ accommodation via website or
application while 10.8% of them book hotel/ accommodation through
travel agent.
The 3rd rank activity is booking/buying ticket; 87.0% of the internet
users book / buy the ticket via website or application while 13.0% of
them book / buy the ticket from agent or ticket booth.
The 4th rank activity is payment for products and services; 82.8%
of the internet users pay for products and service online such as through
e-Wallet, Internet Banking, and Mobile Banking, while 17.2% of them
pay for products and services offline such as via ATM and bank counter.
The 5th rank activity is reading newspaper / news / article; 78.5%
of the internet users read online newspaper / news / article or e-book,
while 21.5% of them read newspaper / news / article in paper.

Figure 9: Percentage of internet users by social media platform/
online community
Social Media and Online Communities
98.8%
67.2%
98.6% 96.0% 88.4%
64.2% 43.0% 10.6%
Question No. 14 of the survey; “In the past 3 months, how often did you use the
following social media/ online communities?”
Based on the survey results as shown in Figure 9, YouTube, Line
and Facebook are still the most popular social media platform among
Thai people in this era. The first three most popular social media
platforms/ online communities have almost equal percentage of
internet users; YouTube (98.8%), Line (98.6%) and Facebook (96.0%).
They are followed by Facebook Messenger (88.4%), Instagram (67.2%),
Pantip, which is the only online community in Thailand (64.2%), Twitter
(43.0%) and WhatsApp (10.6%).

Figure10:Percentageofinternetusersbygenerationcomparedby
socialmediaplatform/onlinecommunity
97.3%
94.2%
92.2%
67.0%
51.5%
99.5%
97.5%
96.8%
83.5%
60.6%
99.6%
99.4%
98.5%
94.3%
76.0%
99.8%
96.7%
91.0%
88.1%
84.3%
Baby
BoomerGenXGenYGenZ
The1st
rank
The2nd
rank
The3rd
rank
The4th
rank
The5th
rank
QuestionNo.14ofthesurvey;“Inthepast3months,howoftendidyouusethefollowingsocialmedia/onlinecommunities?”

Based on the survey results as shown in Figure 10, when
considering usage of social media/ online community in the past 3
months by generation, it is found that the top 5 most popular social
media for Gen Y and Gen Z are YouTube (99.6% and 99.8%, respectively),
Line (99.4% and 96.7%), Facebook (98.5% and 91.0%), Facebook
Messenger (94.3% and 88.1%) and Instagram (76.0% and 84.3%).
The top 5 most popular social media / online communities of the
Baby Boomer and Gen X are Line (97.3% and 99.5%), YouTube (94.2%
and 97.5%), Facebook (92.2% and 96.8%), Facebook Messenger (67.0%
and 83.5%) and Pantip (51.5% and 60.6%).
Therefore, marketers or entrepreneurs who want to increase
communication channels with target customers through social networks
should know what social media their target audience is using in their
daily lives in order to use the right communication channels that are
correct, appropriate, and in accordance with the lifestyle of the target
customers.

Problems Faced by Internet Users
Due to increasing number of internet users each year, this topic
presents the problems encountered by the internet users, both
information infrastructure problems such as internet connection delays,
internet connection, insufficient network coverage and social problems
such as being disturbed by pornography, personal data infringement,
and fraud on the internet.

Figure 11: Percentage of internet users by the problems
encountered from internet activities
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Amount of disturbing
online advertisement
Slow internet
connection/ speed
no connection
Can’t connect to the internet/
frequent loss of connection
SPAM
Email spam Insufﬁcient network
coverage
Uncertainty of the
information reliability
80.0% 77.0% 39.1%
31.3% 31.0% 30.1%
18+
Warning message
Warning!
cancel
Disturbed by internet
pornography
Expensive service fee Infected by computer
virus
Internet fraud
ERROR!
Not knowing
where to get help
Personal data or data
privacy being infringed
18.2% 16.7% 13.2%
11.5% 11.4% 6.8%
Question No. 15 of the survey; “In the past 3 months, what problems did you en-
counter when using the internet?” (More than 1 item can be chosen)

Based on the survey results as shown in Figure 11, the problem that
most internet users consider as the top priority problem is the amount
of online advertisement popping up while using the internet with the
respondents responding to this problem at 80.0%, followed by slow
internet connection/speed (77.0%), uncertainty of information reliability
(39.1%), internet connection difficulty or frequent loss of internet
connection (31.3%), being interrupted by spam email (31.0%) and in-
sufficient network coverage (30.1%).
It is noted that half of the above 6 problems are information
infrastructure problems, whether it is a matter of delay in the internet
connection, frequent loss of internet connection and insufficient network
coverage, even though the government sector is trying to expand
opportunities to access the internet and reduce inequality in access to
technology Information through Thailand 4.0 policy.
The problem of internet connection delays or internet connection
difficulty/ frequent loss of internet connection may partly be information
infrastructure problems. However, another part may be caused by the
increase in internet users; therefore, there is a signal sharing in some
areas or it may be due to the low tolerance of internet users, causing
users to feel that the internet is slow.
For the problem of uncertainty of information reliability, it may be
partly due to the increasing amount of internet users resulting in sharing
or forwarding both true and false information. Thus, before sharing or
forwarding any information to anyone, internet users should check the
information received before to ensure that it is the correct information
from reliable sources and will not create any trouble for others.

Figure 12: Percentage of internet users by the problems
encountered from internet activities (2017 – 2018)
2561 2560
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18+
Warning message
Warning!
cancel
ERROR!
SPAM
no connection
Slow internet
connection/ speed
Can’t connect to the internet/
frequent loss of connection
Email spam Insufﬁcient network
coverage
Uncertainty of the
Disturbed by internet
pornography
Expensive service fee Infected by computer
virus
Internet fraudNot knowing
where to get help
Personal data or data
privacy being infringed
Question No. 15 of the survey; “In the past 3 months, what problems did you
encounter when using the internet?” (More than 1 item can be chosen)

When considering the survey results concerning various problems
encountered while using the internet in this year compared with the
previous year, as shown in Figure 12, the problems can be classified
into 2 groups: The group of problems increasing from last year and the
group of problems decreasing in this year.
The 1st ranked problem faced when using the internet that most
increased in this year is the uncertainty of information reliability which
is accounted for 39.1%, while in 2017 this problem had a response rate
of 11.9% or accounted for an increase of 27.2%.
The 2nd rank is slow internet connection/ speed which is accounted
for 77.0% in 2018 while it was 63.1% in 2017, accounted for an increase
of 13.9%.
The 3rd rank is amount of online advertisement popping up while
using the internet which is accounted for 80.0% in 2018 while it was
66.6% in 2017, accounted for an increase of 13.4%.
The 4th rank is internet fraud which is accounted for 6.8% while it
was 6.3% in 2017, accounted for an increase of 0.5%.
The 5th rank is personal data or privacy infringement which is
accounted for 11.4% in 2018 while it was 11.0% in 2017, accounted for
an increase of 0.4%.
The 6th rank is insufficient network coverage which is accounted for
30.1% in 2018 while it was 29.9% in 2017, accounted for an increase of
0.2%.

The group of problems encountered when using the internet that
most decreased in this year is not knowing where to get help when
there is a problem which is accounted for 11.5% in 2018 while it was
39.6% in 2017, accounted for a decrease of 28.1%.
The 2nd rank is internet connection difficulty/ frequent loss of
internet connection which is accounted for 31.3% in 2018 while it was
43.7% in 2017, accounted for a decrease of 12.4%.
The 3rd rank is being disturbed by internet pornography which is
accounted for 18.2% in 2018 while it was 29.4% in 2017, accounted for
a decrease of 11.2%.
The 4th rank is expensive service fee which is accounted for 16.7%
in 2018 while it was 27.5% in 2017, accounted for a decrease of 10.8%.
The 5th rank is being infected by computer virus which is accounted
for 13.2% in 2018 while it was 21.5% in 2017, accounted for a decrease
of 8.3%.
The 6th rank is being disturbed by spam email which is accounted
for 31.0% in 2018 while it was 34.2% in 2017, accounted for a decrease
of 3.2%.

Insight into
Internet User Profile
by Generation
02

Insight into Internet User Profile by Generation
This chapter is an insight into internet user profile classified by
generation. This is to see the users’ behavior on popular internet-based
activities of each generation, what activities internet users spend most
of their time on, as well as problems encountered while using the
internet. These behaviors will vary according to the generation of
internet users.
The results from this survey will help the government and private
sectors better understand the needs of each generation so that the
government can issue policies to support the implementation or set
measures to solve problems that users are experiencing. In addition, in
promoting public relations on various matters, public sectors can choose
to use online communication channels that are suitable for each
generation.
Private sectors can also use data from this survey to develop
the business plan and marketing promotion plan that correctly meets
the need of each target group, at the right place and the right time
(See more information from Table 1 - 4 in the statistical table attached
herewith).

Figure 13: Internet usage behavior of Gen Z
Top
activities
Workday/
Weekend
Problems faced while using the internet
School day
Searching information
for work/study
Social Media Online chat/
Phone call
92.5%
Social Media
3 hr.
16 min/day
2 hr.
41 min/day
1 hr.
59 min/day
76.1% 71.6%
Watching TV/
listening to music
Online gaming
Social Media
4 hr.
1 min/day
3 hr.
26 min/day
2 hr.
15 min/day
Watching TV/
listening to music
Online gaming
Slow internet connection /
speed
Uncertainty of
Born after 2001
and have been exposed
to various technologies.

Gen Z is the generation of people who were born after 2001 and
have been exposed to various technologies. Based on the results of the
survey as shown in Figure 13, it is found that the 3 most popular
activities among this generation are using social media, i.e. Facebook,
Twitter, Instagram (92.5%), searching for information to support their
work / study (76.1%) and online chat/ phone calls, i.e. Line, Facebook
Messenger, Face Time (71.6%). The information is based on all Gen Z
internet users’ response (See more details in statistical table 2 attached
herewith).
When considering the top 3 activities that Gen Z internet users spend
the most time on during workday/ school day and weekend, the survey
results found that on the workday/ school day, Gen Z internet users
spend most time using social media such as Facebook, Twitter, and
Instagram, with an average of 3 hours 16 minutes per day, followed by
watching TV / watching video clips/ watching movies/ music online via
apps, i.e. YouTube, Netflix, and Spotify (2 hours 41 minutes per day) and
online gaming (1 hour 59 minutes per day).
On the weekend, Gen Z internet users spend time engaging in
similar online activities as they do on the workday/ school day, though
they spend more time on such activities. They spend the most time on
social media with average of 4 hours 1 minute per day, followed by
watching TV/ watching video clips/ watching movies / listening to music
online (3 hours 26 minutes per day) and online gaming (2 hours 15
minutes per day) (See more details in statistical table 3 attached
herewith.)

Based on all Gen Z internet users’ response, the top 3 problems
encountered by Gen Z internet users while using the internet are slow
internet connection/ speed (82.1%), disturbing online advertisement
(75.4%) and uncertainty of information reliability (38.1%) (See more
details in statistical table 4 attached herewith).

Figure 14: Internet usage behavior of Gen Y
Social Media Online chat/
phone call
96.7%
Social Media
3 hr.
45 min/day
2 hr.
28 min/day
2 hr.
6 min/day
76.0% 74.0%
Watching TV/
listening to music
Social Media
4 ชม.
12 นาที/วัน
3 ชม.
2 ชม.
Watching TV/
listening to music
Online gaming
Receiving –
sending email
Online chat/
phone call
Born between 1981 - 2000,
and have grown up
with computer, internet
and IT technologies
Top
activities
Workday/
Weekend
speed
School day
Uncertainty of

Gen Y is the generation of people who were born between
1981 – 2000 and have grown up with the internet and technologies.
Based on the results of the survey as shown in Figure 14, the top 3
activities of this generation are using social media such as Facebook,
Twitter, Instagram (96.7%), receiving - sending email (76.0%), and online
chat/ phone calls such as Line, Facebook Messenger, and Face Time
(74.0%). The said information is based on all Gen Y internet users’
response (See more details in statistical table 2 attached herewith).
When considering the top 3 activities that this generation spend the
most time on during workday/ school day and weekend, the survey
results found that on the workday/ school day, Gen Y internet users
spend the most time on social media such as Facebook, Twitter, and
watching TV/ watching video clips/ watching movies/ music online via
apps, i.e. YouTube, Netflix, and Spotify (2 hours 28 minutes per day) and
online chat/ phone calls (2 hours 6 minutes per day).
On the weekend, Gen Y internet users spend more time to do such
activities than on workday/ school day. They spend the most time on
social media with an average of 4 hours 12 minutes per day, followed
by watching TV/ watching video clips/ watching movies/ listening to
music online (3 hours 21 minutes per day) and online gaming (2 hours
22 minutes per day) (See more details in statistical table 3 attached
herewith).

Based on all Gen Y internet users’ response, the top 3 problems
encountered by Gen Y internet users while using the internet are the
amount of disturbing online advertisement (82.0%), followed by slow
internet connection/speed (77.9%) and uncertainty of information
reliability (37.5%) (See more details in statistical table 4 attached
herewith).

Figure 15: Internet usage behavior of Gen X
Top
activities
Workday/
Weekend
School day
Weekend
Social Media Online Chat/
Phone Call
91.2%
Social Media
2 hr.
57 min/day
1 hr.
59 min/day
1 hr.
58 min/day
86.5% 75.9%
Watching TV/
Listening to Music
2 hr.
40 min/day
Watching TV/
Listening to Music
Social Media
3 hr.
2 min/day
1 hr.
52 min/day
Receiving –
sending email
Online Chat/
Phone Call
Online Chat/
Phone Call
speed
Uncertainty of
Born between 1965 – 1980.
This is an era with more
modern IT development
than Baby Boomer.

GenXisthegenerationofpeoplewhowerebornbetween1965–1980.
This is an era with more modern IT development than Baby Boomer.
Based on the results of the survey as shown in Figure 15, the top 3
activities of this generation are using social media such as Facebook,
Twitter, and Instagram (91.2%), receiving – sending email (86.5%), and
online chat/ phone calls such as Line, Facebook Messenger, and Face
Time (75.9%). The said information is based on all Gen X internet users’
response (See more details in statistical table 2 attached herewith).
When considering the top 3 activities that this generation spend the
most time on during the workday/ school day and weekend, the survey
results found that on the workday/ school day Gen X internet users
spend the most time on social media such as Facebook, Twitter, and
watching TV / watching video clips/ watching movies/ music online via
apps like YouTube, Netflix, and Spotify (1 hour 59 minutes per day) and
online chat/ phone calls (1 hour 58 minutes per day).
On the weekend, Gen X internet users spend time to do same
activities they do on workday/ school days, though they take more time
doing each activity than on workday/ school day. They spend the most
time on social media with an average of 3 hours 2 minutes per day,
followed by watching TV/ watching video clips/ watching movies /lis-
tening to music online (2 hours 40 minutes per day) and online chat/
phone calls (1 hour 52 minutes per day) (See more details in statistical
table 3 attached herewith).

Based on all Gen X internet users’ response, the top 3 problems
commonly encountered by Gen X internet users while using the internet
are the amount of disturbing online advertisement (80.6%), followed
by slow internet connection/ speed (71.9%%), and the uncertainty
of information reliability (41.5%) (See more details in statistical table 4
attached herewith).

Figure 16: Internet usage behavior of Baby Boomer
Social Media Online Chat/
Phone Call
84.7%
Social Media
2 hr.
51 min/day
2 hr.
/day
1 hr.
52 min/day
81.1% 75.1%
Social Media
2 hr.
47 min/day
Receiving –
sending email
2 hr.
37 min/day
2 hr.
2 min/day
Born between 1946 - 1964,
the era where technology
was not well developed.
Workday/
School day
Top
activities
Weekend
Watching TV/
Listening to Music
Online Chat/
Phone Call
Watching TV/
Listening to Music
Online gaming
speed
Uncertainty of

Baby Boomer are people who were born between 1946 – 1964. This
is an era which technology was not well developed. Based on the results
of the survey as shown in Figure 16, the top 3 activities of this generation
are using social media such as Facebook, Twitter, and Instagram (84.7%),
receiving – sending email (81.1%) and online chat/ phone calls such as
Line, Facebook Messenger, and Face Time (75.1%). Aforementioned
information is based on all Baby Boomer internet users’ response (See
more details in statistical table 2 attached herewith).
When considering the top 3 activities that people of this generation
spend the most time on during workday/ school day and weekend, the
survey results found that on the workday/ school day Baby Boomer
internet users spend the most time on social media such as Facebook,
Twitter, and Instagram, with an average of 2 hours 51 minutes per day,
followed by watching TV/ watching video clips/ watching movies/
music online via apps like YouTube, Netflix, and Spotify (2 hours per
day) and online chat/ phone calls (1 hour 52 minutes per day).
On weekend, Baby Boomer internet users spend more time doing
such activities than on workday/ school day. They spend most of the
time on social media with an average of 2 hours 47 minutes per day,
followed by watching TV/ watching video clips/ watching movies/
listening to music online (2 hours 37 minutes per day) and online
gaming (2 hours 2 minutes per day) (See more details in statistical table
3 attached herewith).

Based on all Baby Boomer internet users’ response, the top 3
problems faced by Baby Boomer internet users are the amount of
disturbing online advertisement (79.5%), followed by slow internet
connection/ speed (72.4%), and the uncertainty of information
reliability (45.5%) (See more details in statistical table 4 attached
herewith).

Focusing on
the Behaviors
Risking
Personal Data
Infringement
03

Focusing on the Behaviors Risking Personal
Data Infringement18
It is widely acknowledged that everything in this world always has
two sides. The same is true for the internet usage. The internet has
many benefits i.e. faster and more convenient communication, changing
the way of making transaction from offline to online, and providing
entertainment in various forms to the users. On the other hand, using
the internet has a downside that may cause damage or insecurity to
the users if the internet users lack care and awareness, or are benighted
and careless with the culprit or the malicious person.
In the digital economy era where communication and transactions
are made online, resulting in a vast amount of data circulating in the
system both general information that can be disclosed and personal
data. The results of the survey on problems encountered when using
the internet, as shown in Figure 12, found that the problems of fraud
and personal data infringement increased when compared to last year’s
results.
Fraud has increased from 6.3% in 2017 to 6.8% in 2018 and personal
data infringement has increased from 11.0% in 2017 to 11.4% in 2018,
reflecting the fact that the internet users may not give priority or not
have enough awareness to protect their own personal data until
the problem is increased.
18
Personal data means any facts that can identify or confirm individual identity, whether directly
or indirectly, such as name, date of birth, email address, phone number, credit card information,
knowledge warehouse/vocabulary, electronic business development office (Public Organization),
https://www.etda.or.th/terminology-detail/1207.html

Figure 17: Percentage of internet users by activities that require
personal data
Application for ﬁnancial services
Application for daily-life services
Sign up for social media
Receiving services from the government
Registration for prize winning
Registration for free services
Online job application
There is a high risk if providing personal
data to untrustworthy service providers.
71.3%
58.4%
50.1%
32.3%
28.3%
26.3%
11.2%
Which Activities Thai People Usually Provide
Their Personal Data to?
Question No. 17 of the survey; “In the past 6 months, which activities did you provide
your personal data such as name, address, telephone number, ID card number, credit card
numbers?” (Check all that apply)
Based on the results of the survey as shown in figure 17, internet
users responded that in the past 6 months they provided personal data
through online activities i.e. applying for financial services such as
Internet Banking, Mobile Banking, PromptPay, and e-Wallet, which is ac-
counted for 71.3%, followed by application for daily-life services such as
checkingphoneusagehistoryandbuyingproducts/servicesonline(58.4%),
sign up for social media (Facebook, Instagram, LINE, and YouTube) (50.1%),

providing personal data to receive government services such as online
tax payment, juristic person registration (32.3%), registration for prize
winning (28.3%), registration for free services (26.3%) and online job
applications ( 11.2%).
However, activities risking personal data infringement are sign up for
social media, registration for prize winning and registration for free
services. The infringement occurs when internet users provide personal
data to untrustworthy service providers or when some websites or
applications ask for personal data i.e. names, email addresses, images,
interests, etc., before using. Moreover, internet users also normally agree
to provide such information without awareness of danger or potential
risk.
When considering the activities risking personal data infringement
by generation such as sign up for social media, registration for prize
winning and registration for free services, Gen Z, a group of children and
youth, is the group with the highest risk in some of the above activities;
sign up for social media where 65.7% of Gen Z responded to this answer,
and registration for free services (35.1%). However, the majority of
Gen Y responded to registration for prize winning (28.9%) (See more
information in statistical table 5 attached herewith).

Therefore, technology literacy is necessary for the use of online
social media because technology is constantly evolving and changing.
If users do not learn and understand it well, they may be victims of
ignorance, especially children and youth (Gen Z) which is the group with
highest risk when compared to other generations. The agencies involved
in this matter should therefore prepare a curriculum or instructional or
PR media having easily-understood language and suitable matter for
each age range. These should be distributed through various channels
that are consistent with the behavior of each generation, in order to
train, educate, or disseminate information to internet users so they will
be aware of all the online threats that come in a variety of formats and
use the internet safely.

Yes
No
Do not know
about it
73.4%
24.4%
2.2%
Privacy Settings on Social Media
Figure 18: Percentage of internet users by behavior of changing
privacy settings on social media
Question No. 22 of the survey; “In the past 6 months, did you modify the privacy
setting with following parameter i.e. age, telephone number, email, photos, and information
about me, on social media?”
According to the survey results as shown in Figure 18, in the past 6
months, 73.4% of the internet users responded that they used to
modify the privacy settings with personal data such as age, phone
number, email, pictures, and information “about me” on social media,
while 24.4% of the respondents answered that they did not change the
privacy setting and 2.2% did not know how to change the privacy setting.

Figure 19: Percentage of internet users by generation classified by
behavior of changing privacy settings on social media
Yes
No
Do not
know
about it
Yes
No
Do not
know
about it
Baby Boomer Gen X
Gen Y Gen Z
46.7%
49.1%
4.2%
77.2%
20.7%
2.1%
64.5%
32.6%
2.9%
83.6%
15.7%
0.7%
Yes
No
Do not
know
about it
Yes
No
Do not
know
about it
Question No. 22 of the survey; “In the past 6 months, did you modify the privacy
setting with following parameter i.e. age, telephone number, email, photos, and information
“about me”, on social media?”

Based on Figure 19, when breaking down the behavior of changing
the privacy settings on social media by generation, Gen Z, Gen Y and
Gen X are groups that are aware of personal data privacy than Baby
Boomer group. 83.6% of Gen Z used to change the privacy settings,
while 77.2% of Gen Y and 64.5% of Gen X used to change the privacy
setting.
Based on the survey results, internet users who have least concern
about the security of personal data are Baby Boomer group because
49.1% of this group responded that they had never changed their
privacy settings. Therefore, it is a concern that their personal data, i.e.
date of birth, phone number, address, and photo, may be misused or
may be used in the way causing harm to the owner of the data.

Figure 20: Percentage of internet users classified by reasons for
never setting privacy on social media
Not knowing
if the privacy setting can be done.
Not knowing
how to change privacy settings.
Being conﬁdent that the privacy
setting is already appropriate.
Not worrying about having
personal data on online social networks.
Having no time to search for such settings.
46.1%
31.0%
22.2%
19.6%
13.7%
Question No. 23 of the survey; “What are the reasons for never setting privacy on
social media?” (Check all that apply).
Based on the results of the survey as shown in Figure 20, the reasons
why the majority of internet users did not set privacy on social media
include confidence in appropriateness of website or application they
are using (46.1%), followed by lack of concern about having personal
data on social networks (31.0%), not knowing how to change the privacy
setting (22.2%), not knowing that the setting could be changed (19.6%),
and having no time to search for such settings (13.7%).
It is considered as a great concern that 31.0% of internet users do
not have any concerns or awareness of personal data disclosure, i.e.
age, phone number, email, photos, and information “about me”,
which are all information usually misused by criminals.

Behaviors Reading the Data Usage Policy on
the Website/Application
In accessing certain websites/ applications, there may be requests
for internet users to provide personal data such as name, surname, age,
date of birth, email or phone number, before getting access to services
on the website/ application. There will be details of the data usage
policy of websites/ applications to be read and accepted before filling
out personal data. The survey on this topic shows how much internet
users pay attention to this policy and the reasons why they do not read
this policy.

Figure 21: Percentage of internet users classified by
behaviors reading the data usage policy on websites/applications
Yes
No
Do not Know
about it
Read thoroughly
Read only topics
Read only
some partsa
63.3%
32.2%
4.5%
12.3%
36.0%
51.7%
Question No. 17 of the survey; “In the past 6 months, did you read the agreement
regarding the rights and responsibilities or the data usage policy of the website or
application before using it?”
Based on the survey results shown in Figure 21, in the past 6 months
63.3% of the internet users read the terms and conditions of rights,
responsibilities, or the privacy on the website or application, while 32.2%
of them have never read it and 4.5% did not know about it.

Use of legal language makes it difficult to understand
Policy is too long and take long time to read
Be confident that the law will protect the user in all cases
Believe that the website would not follow the policy
Use of foreign language makes it difficult to understand
Believe that having only the privacy policy is sufficient
Do not know where to find such policy to read
The policy is not important
67.0%
42.9%
27.7%
21.6%
19.4%
18.8%
10.5%
8.0%
When focusing on the internet users who answered that they read
the data usage policy of the website or application before using it to
see their reading behavior, it is found that 87.7% of the respondents
read only some part of the policy. Among this group, 36.0% read only
important topic in details and 51.7% read only some parts. There are
only 12.3% of the internet users read the whole policy in details.
Figure 22: Percentage of internet users classified by reasons for
not reading the data usage policy
Question No. 19 of the survey; “In the past 6 months, what are the reasons you did
not read the agreement regarding the rights and responsibilities or the data usage policy
of the website or application or read only some part?” (Check all that apply)

Based on Figure 22, in the past 6 months, the main reasons the
internet users did not read or read only some part of the data usage
policy of the website or application are that the policy is too long and
take too much time to read (67.0%), followed by the reason that the
policy is written in legal language which makes it difficult to understand
(42.9%), the users are confident that they will be protected by law in
all cases (27.7%), the users think even they have read the policy but
when any problem occurs the website will not comply with such
policy (21.6%), the policy is written in foreign language (19.4%), the
users believe that the privacy policy is sufficient (18.8%), the users do
not know where to read such policy (10.5%), and the users do not see
the important of reading such messages or policy (8.0%).
Behaviors Risking Personal Data Infringement
As abovementioned, every year there is a growing number of
internet users due to fast-evolving communication technology, together
with modern communication devices and affordable price for all kinds
of users. This topic presents the results of behaviors risking personal
data infringement both in the overview picture and classification by
generation, so that everyone knows and is aware of the use of the
internet carefully in order not to become a victim of the malicious
person.

Figure 23: Percentage of internet users classified by behaviors
risking personal data infringement
Not changing passwords in computer or
mobile phone every 3 months
Identifying the actual date of
birth on the online social media
with privacy setting as public
Accessing the bank’s website but never
checked whether the website of the
bank starts with https: // or not
Opening the emails or
clicking the unknown link
Uploading photos / videos on social
media immediately after being taken
with privacy setting as public
Not clearing the using history or
password from the other’s computer or
device/ public WIFI
Informing their password in using their
own computer/mobile phone to close
friends / acquaintances
45.3%
45.0%
44.5%
43.4%
35.7%
35.6%
32.7%
Sharing active location in real time via
online social media with public setting
Using other’s computer or mobile phone
for ﬁnancial transactions
Allowing password to be recorded
when using the other’s device
Not logging out after using other people’s
device or public WIFI
Making transactions with the bank
through links that are not
provided from the bank.
Not setting the automatic
screen lock after using
Uploading photo of boarding pass before
travelling via social media by setting the
privacy as public
30.9%
27.4%
25.2%
19.1%
14.5%
14.2%
12.2%
do?” (Please answer all sub-topics)

Based on the results of the survey, as shown in Figure 23, it is found
that in the past 6 months internet users have a variety of behavior
risking personal data infringement. The results are divided into 3 groups
according to the level of risk from internet usage behavior as follows:
1. High risk group: more than 40% of the users picked the answers
in this group. When sorted from risky behavior that are the most to least
chosen, it is found that the behavior that most users do not pay
attention to but it turned out to be a gap that makes it easier for
people to access personal data is not changing passwords in computer
or mobile phone every 3 months (45.3%), followed by identifying the
actual date of birth on the online social media such as Facebook with
privacy setting as public (45.0%), accessing the bank’s website but
never checking whether the website of the bank starts with https:// or
not (44.5%), and opening the emails orclicking the unknown link (43.4%)
respectively.

2. Medium risk group: 20% - 40% of the users picked the answers
in this group. The behavior that is most risky in this group is uploading
photos/ videos immediately after being taken to social media such as
Facebook with privacy setting as public (35.7%), followed by not clear-
ing the using history or password from other’s computer or device and
public WIFI (35.6%), informing their password in using their own com-
puter/mobile phone to close friends/ acquaintances (32.7%), sharing
active location in real time via social media such as Facebook by setting
the privacy as public (30.9%), using other’s computer or mobile phone
for financial transactions (27.4%), and allowing password to be recorded
when using the other’s device in order not to re-enter the password
every time when using (25.2%).
3. Low risk group: less than 20% of the users picked the answers in
this group. The behavior that is most risky in this group is not logging
out when finish using the device, computer/mobile phone of the others
or public WIFI (19.1%), making transactions with the bank through links
that are not provided from the bank (14.5%), not setting the automatic
screen lock for the company or mobile phone after using (14.2%), and
uploading photo of boarding pass before travelling via social media such
as Facebook by setting the privacy as public (12.2%).

Thailand Internet User Profile 2018 (English Version)

Thailand Internet User Profile 2018 (English Version)

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Thailand Internet User Profile 2018 (English Version)