According to a new report by the Regional Board of the Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India), while more men (35%) than women (28%) say they are willing to pay for advertisement-free online content, 57% have paid for subscriptions to online streaming platforms. This may imply confusion about the definition of online content.
The report, Understanding the Consumer Perspective on Data Privacy in Southeast Asia, provides a rich seam of information on what consumers in Thailand understand, or think they understand about online privacy.
IAB SEA+India Regional Board members on this research project were Vidyarth Eluppai Srivatsan from The Coca Cola Company, Mitch Waters from The Trade Desk, Tina Pang from Twitter, Alvin Liong from IlmuOne Data, JJ Eastwood from the Carousell Media Group and James Sampson from GrabAds. All note a key survey result that less than half of the consumers in Southeast Asia understand that advertising powers universal free access to online content.
More than eight thousand consumers in Singapore, Indonesia, Malaysia, Thailand, Vietnam and the Philippines responded to the multilingual survey which was created in English, Bahasa, Thai and Vietnamese and distributed by the IAB SEA+India, the Carousell Media Group and GrabAds.
Key Highlights for Thailand
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29% of respondents to the Thai survey are willing to pay to access online content with no advertising
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87% of respondents say they understand, or think they understand what data privacy means
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77% say they understand, or think they understand that they see online advertisements in exchange for access to free content
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66% of respondents from Thailand are willing to share information about their interests in return for access to free content
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More men (35%) than women (28%) are willing to pay for ad-free online content
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21% of women and 28% of men say they fully understand that they see advertisements online in exchange for access to free content, the lowest of all countries for both genders in this survey.
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18% of women say they fully understand what internet cookies do, the lowest of all countries in this survey.