Thailand Is Among the Leading Nations in Social Media Usage

Thailand ranks as one of the top countries worldwide in both the amount of time spent on social media and the number of users on platforms such as Facebook, YouTube, TikTok, and e-commerce, as reported in a digital study.

The Digital 2024 Global Overview Report by DataReportal, in collaboration with Meltwater and We Are Social, reveals that as of January 2024, Thais spend an average of 2.31 hours daily on social media, placing them 17th worldwide, slightly above the global average of 2.23 hours.

The nation also secures a spot in the top ten for overall internet usage, with an average of eight hours per day.

For social media activity, Thailand is ranked fifth globally, with users spending 24 hours a month on these platforms, trailing behind Egypt, the United Arab Emirates, Vietnam, and the Philippines.

Bangkok ranks as the third-largest city in terms of Facebook advertising reach, with 13 million accounts, and Thailand is ninth globally with a Facebook audience of 49 million.

On the YouTube mobile app, Thais spend 41.3 hours a month, ranking just below the global leader, South Korea, at 45 hours.

Thailand has approximately 18.7 million Instagram users who, on average, spend 7.4 hours per month on the app. Additionally, the country holds the sixth position globally for Facebook Messenger users, with a total of 35.5 million.

Thailand holds the 12th spot for X (formerly Twitter) users, totaling 14.6 million, where Android users dedicate three hours a month to the app, just below the global average of four hours.

The country is ninth in the world for TikTok’s advertising reach, boasting 44.3 million users, with the US, Indonesia, and Vietnam leading the pack.

For time spent on TikTok, Thailand stands 15th with 38.2 hours per month by Android users.

Leading in weekly online shopping, 70% of Thai internet users aged 16-64 make purchases online each week.

Thailand is second only to South Korea in weekly online grocery shopping, with 44% of internet users engaging in this activity.

Monthly, 31% of Thai internet users use websites or apps for meal ordering, ranking 11th globally, with Greece, South Africa, and China at the forefront. The worldwide average is 24%.

In ride-hailing service revenue, Thailand ranks 23rd, with an average of $93 per user per year, behind leaders like the United States, Singapore, and Switzerland.

For mobile payments, Thailand is 12th, with 31% of users aged 16-64 utilizing services like Apple Pay and Samsung Pay, trailing behind Hong Kong, Taiwan, and Ireland.

Lastly, in mobile commerce, Thailand is among the top 20 for weekly mobile device purchases, with 31% participation, closely aligning with the global average of 30%.