The Hakuhodo Institute of Life and Living ASEAN (Thailand) recently unveiled the findings of its extensive four-year study examining the shifting attitudes and behaviors of Thai consumers toward entertainment across different age groups. This research, which surveyed 1,200 participants aged between 20 to 59 from six distinct regions of Thailand, highlights how the burgeoning influence of fandom is altering consumer habits and preferences.
According to the institute, the study, conducted over two months, shows significant trends among Thais as they express their entertainment preferences shaped by age, cultural influences, and personal motivations. The research culminated in its annual report for 2024 titled 'Different Hearts Content Due to Different Ages,' which explored how life stages and experiences inform entertainment choices.
“The entertainment options reflect diverse values and motivations. Understanding people deeply is key to seeing the details of different age groups in Thailand,” noted Kunn Supatravanij, Director of Business Planning at Hakuhodo (Bangkok) Co., Ltd. This sentiment was echoed throughout the study, which classified participants' entertainment consumption behaviors based upon their respective age brackets.
For those aged 20 to 29, the findings suggest this age group is enthusiastic about self-discovery and often seeks inspiration through content which tends to be romantic or adventurous. The report indicated this segment of the population prefers content laden with challenges and emotional narratives, indicating over 35% consume media primarily for healing from sadness, underscoring the challenges faced during this transformative life stage. “People aged 20 to 29 commonly consume romantic content (+9%) to escape reality, and seek out artistic and innovative experiences (+7%),” said Supatravanij.
Meanwhile, individuals aged 30 to 39 utilize entertainment differently, primarily aiming to stay updated with trends and consume content to fulfill emotional needs. The allure of daily life challenges enhances their engagement with humorous or relatable material, often expressed through memes and comedic series relevant to their routines. Participants aged 30 to 39 reported consuming content to stay informed (32%), alongside utilizing entertainment as emotional support (27%). The findings reflected how they value content connecting them with broader cultural narratives.
Those between 40 and 49 prioritize relaxation, indicating the importance of content aimed at easing stress and maintaining emotional well-being. The study highlighted their inclination to enjoy comfortable and easily digestible materials, such as cooking shows and lifestyle content. Most noteworthy, about 27% of this age group specified their primary reason for content consumption was to alleviate stress, contrasting with younger demographics' juxtaposition of thrill-seeking narratives. This phase focuses more on comfort and reassurance, as they navigate mid-life challenges.
Finally, people aged 50 to 59 displayed distinct preferences, viewing entertainment as instruments for social connection and community engagement. The survey indicated over 30% are drawn to content reflecting societal themes, politics, or traditions, reflecting their search for meaning and contribution. This demographic is shifting away from adventure and romantic themes favoring narratives about community and family to combat feelings of loneliness as they frequently deal with changing life roles.
“The survey clearly shows how Thai people consume entertainment differently based on their age and the influences of pop culture,” remarked Duangkaew Chaisuriyawirat, Deputy Director of Strategic Planning at Hakuhodo International (Thailand) Co., Ltd. The study's classification of entertainment preferences serves not only as insight for marketers but also as guidance for creators aiming to forge connections between their content and varied audiences.
Looking forward, as the trends evolve, the institute suggests new dimensions of entertainment will cater more to 'Create-able Entertainment' particularly for the younger generation, enabling innovative initiatives leveraging human creativity and resonance. Brands are encouraged to adopt strategies reflecting these insights, enabling them to connect with broader, yet more targeted audiences.
Overall, the Hakuhodo Institute of Life and Living ASEAN (Thailand) is committed to continuously exploring behavioral patterns among Thai consumers. This research not only broadens the comprehension of consumer desires across generational lines but also delivers actionable insights to brands seeking to resonate authentically and meaningfully with their target demographics. To conclude, the insights from 'Different Hearts Content Due to Different Ages' illuminate the pathways through which entertainment can mitigate the real-life chaos, offering joy across diverse ages and lived experiences, all culminating under the shared spirit of Thai culture.
