Thais transitioning from hard copy to online sources
CHANGES in lifestyle, the arrival of social and other online media, and economic status are factors contributing to changes in reading habits in Thailand. Online networking and social media have provided more reading sources for the Thai people, according to PR Newswire research.
PR Newswire, a company under Swedish software firm Cision, is a global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, and public-affairs and investor-relations officers can leverage to engage key audiences.
The value of newspaper advertising has declined significantly while spending on Internet advertising is on the rise. Editorial headcounts and new hiring have been suspended by many small newspaper publishers, while others including well-established publishers have ceased operations altogether.
The digital age has modernised the production of magazines, from traditional print editions sold on magazine racks to digital e-magazines.
News agencies play a vital role as producers and distributors of news content.
More Thais are accessing the social media of news websites and getting news via news apps. However, news from mainstream media receives the highest rating for trustworthiness.
Online news from official news agencies is the most trusted source, followed by online news shared by friends.
News agencies are relying on technology and providing more in-depth analysis and investigative content to stand out from their competition.
Although traditional radio is easy to access, growing numbers of people have shifted to online radio as fourth-generation wireless technology has made listening to online radio easier, more convenient and smoother than before.
Radio compares favourably with other above-the-line media like analog and digital TV, which saw advertising spending decline.
Viewership and ratings for digital TV are rising, but advertising revenue is still lagging behind analog TV.
The Internet remains the most popular medium in Thailand. The majority of Thais access the Internet via mobile phones for an average of six hours per day and the most popular activity is communicating via social media.
YouTube, Facebook and Line are the three most used social-media platforms by Generation Y and Z Thais. Line is most popular among baby-boomers and Gen X.
