Technological generation gap
Older Thais are getting more comfortable with tech even as young people are getting more skeptical, Vero-YouGov survey finds
A study of the relationship between people and technology reveals a split in Thailand between those who believe that technology companies are clearly making a positive contribution to society and those who have neutral or negative opinions about technology, according to the agency. communication from Asean Vero.
In a survey organized by Vero and global market research firm YouGov, 50% of respondents in Thailand said they believed technology had a more positive impact on society, 44% said neutral sentiment and 6% think technology has a more negative impact. .
“This study sheds light on how Thais feel about technology and identifies segments with different perceptions, thus allowing brands to adjust their communication strategies to match their target audience,” Francisco said. Sosa Ajates, Associate Director at YouGov in South East Asia.
The same poll was also conducted in Indonesia and Vietnam, with similar demographic diversity. Response trends were also broadly similar, with Thais expressing more positive views than Indonesians but less than Vietnamese.
The respondent pool was made up of people in five regions (Bangkok, Central Thailand, North, Northeast and South) and includes a representative range of social classes, education levels and age groups, most of them belonging to the generations X, Y and Z.
The results were also segmented by generation and gender to find areas where they differ or align. For example, being older, being male, and having a higher income all correlate with more positive feelings about the impact of technology on society.
TIPS FOR TECH BRANDS
“At a time when digitization is so important to Thailand’s future and tech companies play such an important role in society, tech brands can position themselves as positive contributors to improve people’s lives,” said said Vero. communication manager Pattanee Jeeriphab.
This is Vero’s second annual study of how people perceive technology. He asked people about their perceptions and opinions on topics such as the factors that influence them to buy tech products, their fears and concerns about technology, and the impact of Covid-19 on their behaviors and perceptions.
YouGov asked a series of questions to better understand how Covid-19 has affected the use of technology and lifestyles in Thailand. At the time of the survey, the coronavirus infection rate in Thailand was relatively low, but 40% of those surveyed said they are using the technology more today due to the Covid crisis and 28 % said they would continue the habits adopted during the pandemic even after it is over.
It’s also worth noting that 43% of respondents in Thailand say they now do most of their shopping online due to the Covid crisis, and 24% now say contactless payment and delivery is very important to them.
The study also asked Thais to discuss their concerns when purchasing technology products and services. Their most common concern is the likelihood of unknowingly buying counterfeit products, shared by 48% of those surveyed, while 45% say after-sales service is one of their top concerns and 37% say customer service. same thing about the possibility of data and security breaches.
The study also sought to understand what kinds of information Thais expect from tech companies. The majority (57%) of respondents said they wanted stories about how technology affects health and safety.
Almost as many (51%) want content that teaches them how to use the technology, while 48% want tech brands to share content about how they improve society, 47% want content about real people using the technology , 42% want inspiring content and 35% want content that entertains them.
“The pandemic has created a desire for content on how to stay safe and healthy,” Ms. Pattanee said, noting that in 2020 the most desired content revolves around real people using the technology.
“It’s also worth noting that entertainment is last on tech brands’ content wish list. Instead, the data indicates a desire to learn and gain knowledge about technology, possibly because people are realizing that there are great benefits to being technological. advised today. “