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Breakdown of digital population Thailand 2017 by type

In 2017, from the total population of Thailand who were 16 years or older, approximately 46 million were internet users. Of all internet users, approximately 24 million Thais purchased products or services online.

Digital advertising platforms

  As the digital population in Thailand kept on developing, social platforms seemed to be one of the most prevalent digital advertising channels. In 2020, Facebook ads had the highest share of digital advertising expenditure, accounting for 32 percent of the total ad spend. In the previous year, the retail industry in Thailand spent around 278 million Thai baht on Facebook ads alone.

Smart devices

  The digital trends in Thailand do not stop only at digital advertising but also include smart devices. Smart home devices are big in Thailand, an average of 224 U.S. dollars were spent on smart home appliances per home in 2019. Furthermore, smart speakers were also popular digital devices in Thailand according to a survey conducted in 2019, with the Samsung Galaxy Home accounting for the highest ownership rate among Thai respondents.

Breakdown of digital population in Thailand in 2017, by type

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Release date

August 2017



Survey time period


Age group

16 years and older

Supplementary notes

Digital consumers are defined as those who purchased products or services online

Online-engaged consumers are defined as those who researched products or services online

Internet users are defined as those who just use the internet for whatever they like.

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