Survey dubs Asians aged 35-59 'a generation of power' for purchasing
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Amid the improving economic situation in Asia, including in Thailand, mature adults aged between 35 and 59 represent a "generation of power" in terms of purchasing and brand engagement, according to the findings of the latest consumer survey by Y&R.
Y&R Thailand yesterday released the results of the global marketing communications company’s survey among 16,000 people, conducted via its network in 10 markets: China, Hong Kong, India, Indonesia, South Korea, Malaysia, Vietnam, the Philippines, Singapore and Thailand.
The survey aimed to gain more insight and a better understanding about changes in consumer behaviour – particularly among those aged from 35 to 59 – their attitudes toward local brands, and their lifestyle, in order to help marketers and brands to set their business direction.
Oliver Kittipong Veerataecha, chief strategy and innovation officer at Y&R Thailand, said the findings from Thai consumers could be categorised into three types of “high-potential purchasers”.
First, Thai participants were still more concerned about their own image than anything else – ‘image-sensitive’, to use the survey’s terminology.
About 70 per cent of Thai males believed that they would feel more confident if they were well-groomed and wore nice clothes. The same percentage of males said they wanted to use cosmetics to improve their appearance and look younger.
Second, for families in the same age range, 77 per cent of participants in the survey said that they prioritised a proper education for their children, and therefore appreciated the need to invest their money on education for a better future for their offspring.
“This type of consumer is termed ‘curious and worrisome’,” he said.
The third group of high-potential purchasers are content consumers, via both the online and offline channels.
The survey found that more than 70 per cent of Thai participants were ‘entertained’ by messages shared in online media, as well as by the stories that were told by their peers and family members.
Oliver said that given this finding, marketers and brands should find the right influencers – both online and offline – to convince target consumers to purchase products and services.
