New Qualtrics research suggests Thais’ preference for digital is here to stay
Qualtrics, the global leader in customer experience and creator of the experience management category, today launched new research outlining the extent to which COVID-19 has encouraged consumers to embrace digital channels.
Since the beginning of the pandemic, more than half (61%) of the respondents* said they have purchased more online and increased the frequency they use online banking. Shopping for groceries online also increased (53%). In contrast, 32% of respondents said the frequency at which they visit retailers has decreased.
The move to online shows no signs of slowing with 66% of people saying it is likely they will continue online shopping over the next 6 months. In further proof of how COVID-19 is changing the behaviours and preferences of consumers, 60% said it is likely they will pick up food from a restaurant rather than dining in.
There are hints of things returning to the previous normal in the coming months, despite the majority of people (87%) still saying they are concerned by the pandemic. More than half (58%) said they will eat at a restaurant within the next 6 months, with going on a work trip (53%), visiting the shopping mall (48%), and taking a family holiday (49%) other popular options. Not surprisingly, travelling by air is the least likely behaviour to return, with 57% saying it’s unlikely they’ll travel internationally by plane in the next 6 months.
Over the past 6 months, the number of people in Thailand expecting COVID-19 to affect their day to day life for more than a year has doubled (41% today, up from 19% in May 2020).
“After months of disruption, we are beginning to see new behaviours and preferences emerge that are likely to remain post-pandemic. There is no doubt that there has been a massive shift towards digital, making it critical for brands to ensure they are able to optimise the experience they deliver on their digital channels including mobile applications. Simultaneously, even though consumers in Thailand are beginning to go back to some previous habits, high levels of ambiguity remain, meaning businesses must be able to understand and quickly respond to changing environments. Businesses can deal with this ambiguity using tools like Qualtrics to get an “always-on” and integrated understanding of their customer experience across touchpoints, equipping them with end-to-end insights to continually deliver superior customer experience.” said Harish Argarwal, Head of CX Strategy for Southeast Asia.
*Qualtrics surveyed 319 Thais (aged 18-65) in September 2020.
