Bangkok, Thailand – Telenor Asia has released its “Digital Lives Decoded” report for Thailand in 2024, indicating that Thais have the highest mobile internet usage in the region, averaging nearly 5 hours per day. Despite concerns about privacy, convenience is still preferred over the use of cybersecurity tools. At the same time, Thais have a positive view of AI, but its usage in the workplace remains low.
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Manisha Dogra, Senior Vice President, External Relations and Sustainability at Telenor Asia, stated that Telenor Asia has always prioritized listening to customer feedback on their services. The “Digital Lives Decoded” report, now in its third year, surveys consumer behavior regarding mobile phone usage in Asia to gather insights for developing services that meet the needs of the digital age.
To mark Telenor’s 25th anniversary in Thailand, Telenor Asia commissioned GWI, a global consumer research firm, to conduct a survey on mobile internet usage behavior in Thailand. The survey focused on general behavior, as well as perceptions, usage, and adaptation to new technologies like AI.
Thais are among the top mobile internet users in the region, spending an average of nearly 5 hours per day online. This aligns with data showing that smartphone usage in Thailand is almost universal (close to 100%), unlike other Southeast Asian countries where users often access the internet through personal computers or laptops.
Furthermore, Thai baby boomers (aged 61-64) spend an average of nearly 4 hours per day on their mobile phones, which is higher than baby boomers in other surveyed countries.
Mobile phones are used by Thais for social connection, entertainment, learning, accessing information, and banking/financial services, reflecting that mobile phones are not just communication tools but gateways to a digital lifestyle.
The survey found that 1 in 2 respondents are concerned about cyber threats, especially financial scams and identity theft. However, most users still prioritize the convenience of internet usage, not favoring the use of protective tools like VPNs or Ad Blockers. Telenor calls this phenomenon the “Privacy Paradox.”
This Privacy Paradox is a phenomenon where people are concerned about online privacy but do not take any action to protect themselves. Most people feel they lack control over their personal information online and are worried about threats like financial scams. Yet, they choose to trust service providers and exchange personal information for convenience.
The reasons for this Privacy Paradox may stem from several factors, such as a lack of awareness about risks, the difficulty of using protective tools, or prioritizing a smooth user experience over security.
The impact of the Privacy Paradox is that users may be at higher risk of falling victim to cyber threats and may lose control of their personal information in the long term. Therefore, promoting awareness, developing user-friendly protective tools, and creating a balance between convenience and security are crucial to solving the Privacy Paradox.
Most respondents have a positive view of AI and believe that it has a more positive than negative impact on society and their personal lives. Currently, Thais use AI in their daily lives through social media, entertainment, and various activities, but only 21% use AI for work, which is considered very low compared to other countries in the region.
The latest Digital Lives Decoded report found that almost half of Thai internet users view AI as the most exciting new technology, especially Gen X and Baby Boomers who are more excited than Gen Z and Millennials.
77% of respondents said they are already using AI tools, mostly for entertainment such as social media (50%) and streaming platforms (40%). Although 85% believe AI will benefit education in Thailand, only 20% use AI for work.
Compared to Malaysia and Singapore, Thailand lags in adopting AI in the workplace. Those who use AI for work tend to have more confidence in AI-generated information, especially from chatbots, than those who do not use AI by 43%.
In the age of AI, mobile phones have become essential tools, enabling Thais to access information, entertainment, generate income, and educational opportunities. However, 3 in 4 respondents feel they lack control over their personal information online, which is higher than the average for Southeast Asia.
Over 60% of Thais are excited about AI’s capabilities and believe it will enhance mobile devices. Even those concerned about privacy still believe in the effectiveness and benefits of AI, with 51% expecting AI-powered mobile devices to enhance security and protect personal information better.
Dogra added that despite the excitement surrounding AI, its adoption in the workplace remains low, possibly due to concerns about AI replacing human workers. Therefore, organizations should encourage employees to develop skills and learn responsible AI usage.
For example, True Corporation is the first telecommunications provider in Thailand to adopt the “GSMA Responsible AI Roadmap” framework, a responsible AI usage guideline developed by global experts and academics.
Here are 3 key takeaways from the Digital Lives Decoded report:
- Thais fully embrace digital life: Thais use mobile internet more in their daily lives than other countries in the region.
- Privacy challenges: Despite increased digital awareness, Thais still face challenges in maintaining security and online privacy.
- Potential of AI in the workplace: Thais are excited about AI but have not yet fully adopted it in the workplace.
Manisha concluded by saying that Telenor Asia is committed to listening to customer feedback to develop services that meet their needs and support Thais in accessing digital technology safely.
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