Voice of the Consumer Survey 2024: Asia Pacific

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Voice of the Consumer Survey 2024: Asia Pacific – Thailand Snapshot

Rising prices, changes in economic growth and cyber risks are concerns that are on the mind of Thai consumers. 54% say that macroeconomic volatility will impact their country most in the next 12 months, followed by inflation (53%) and cyber risks (41%).

In comparison, across the Asia Pacific region, these concerns are also prominent, with 61% of consumers worried about inflation, 46% concerned about macroeconomic volatility and 29% focused on cyber risks.

PwC Thailand is pleased to present to you the ‘Voice of the Consumer Survey 2024: Asia Pacific – Thailand Snapshot’, which provides valuable insights into Thai consumers. The snapshot, based on the answers of 504 respondents, covers consumer sentiments, behaviours, social media, emerging technology and climate change.

Key highlights

69%

expect to spend more on groceries (vs Asia Pacific 65%), followed by health and beauty products (60%) and electronic devices (52%).

73%

have purchased products through social media platforms (vs Asia Pacific 56%).

58%

are buying more sustainable products or products with a reduced climate impact (vs Asia Pacific 51%).

51%

trust AI to handle customer services (vs Asia Pacific 56%).

About the Voice of the Consumer Survey 2024

In January and February 2024, PwC surveyed 20,662 consumers across 31 countries and territories, including 7,279 consumers across 11 Asia Pacific territories, with 504 from Thailand. The survey explores a wide range of topics relating to consumer trends, including shopping behaviours, emerging technology, climate change, social media, and more.