Thailand

Telenor entered Thailand in the year 2000, amidst the excitement of the new millennium. In 2023, the amalgamation of True and dtac created Thailand’s leading telecom-tech company and was Southeast Asia’s largest telco merger by enterprise value. Today, as a co-owner of True Corporation, we are marking 25 years of Telenor in Thailand and are pleased to present this edition of Digital Lives Decoded Thailand.

In its third year, this study focuses on how mobile connectivity is shaping smarter and safer lives in Thailand. The pace of digital transformation is nothing short of astonishing. This report underscores the dominance of mobile in Thailand and unpacks the sweeping influence of artificial intelligence (AI) on the everyday experiences of internet users in the country.

People in Thailand are among the most connected in Southeast Asia, with 99% accessing the internet through a smartphone. They have enthusiastically embraced a digital life. On average, Thai users spend nearly five hours online daily, higher than the Southeast Asian average of 4 hours and 35 minutes.

Mobile phones are a gateway to income streams, education opportunities and smarter, safer, and more connected communities. Three in four people already use AI tools in their daily lives on social media, entertainment and online shopping, and it is not slowing down. As AI use becomes further embedded into everyday life, people are generally positive about the social and economic impact this will have in the future.

This progress brings responsibility. Digital literacy and data privacy take centre stage in ensuring that technology empowers—not exploits. With the right tools and knowledge, we can navigate the digital world responsibly, fostering a safer, more inclusive online ecosystem.

I hope this report offers a snapshot into the digital behaviours and attitudes of people in Thailand, to guide policymakers, businesses, and individuals towards a safer and smarter digital future.

Together, we aspire to build a digital Thailand and use technology advancements to create a brighter, more connected future for all.

Håkon Bruaset Kjøl
Senior Vice President, Head of Investment Management
Deputy CEO of Telenor Asia

2024 Snapshot

Thailand among most connected in Southeast Asia

People in Thailand have enthusiastically embraced a digital life and are among the most avid mobile internet users in Southeast Asia. On average, people in Thailand spend nearly five hours online daily, exceeding the Southeast Asian average of 4 hours and 35 minutes.

Mobile phones are helping people in Thailand to stay connected, access the latest news and entertain themselves. They are also a gateway to income streams, education opportunities and smarter, safer, and more connected communities.

People prioritise convenience over privacy

In the era of AI-integrated devices, three in four people feel they lack control over their personal data online, a higher proportion than the Southeast Asian average (68%). Financial scams and identity thefts are also top concerns in Thailand, with at least 1 in 2 worrying about them.

Yet, people in Thailand tend to trust the websites they use to protect their privacy (38% compared to just 21% in Singapore), and they are more likely to give permission to companies to access their personal data in exchange for personalised offers and services (6 in 10 compared to 5 in 10 in Malaysia and Singapore).

Opportunity for greater use of AI at work in Thailand

AI is emerging as a pivotal force for smarter, safer, and more connected lifestyles in Thailand. 77% of respondents in Thailand already use AI tools. Entertainment is the key arena, with more than half using AI for social media and close to 40% engaging with AI on video streaming platforms.

However, there is significant untapped opportunity in the workplace as Thailand currently trails behind other Southeast Asian markets on using AI tools in the workplace. Only around 1 in 5 using AI for work, compared to Malaysia and Singapore where work is the top area of use (37-38%).