Our research conducted with a sample of Thai users aged 18–64 shows how deeply social media is embedded as a major engagement channel across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) often differ significantly. Some platforms may show moderate reach yet very strong daily interaction — or the reverse. For full datasets, base sizes, and the complete country report, Datambar can be contacted. The insights below are shared in limited scope for advertisers, researchers, academics, students, and other decision‑makers.

• Facebook leads daily engagement: Daily usage reaches 86%, higher among women (87.5%) and peaking at 90.3% among users aged 25–34. Facebook remains a key engagement platform in Thailand.
• Instagram performs strongly among young and female users: Daily usage is 74%, especially notable among women (71.9%). It reaches its highest level among 18–24‑year‑olds (75.9%), making it essential for youth and lifestyle‑driven campaigns.
• TikTok shows exceptional daily engagement: Daily usage stands at 85%, particularly strong among ages 18–24 (85.7%) and 25–34 (83.8%). Short‑form video consumption remains dominant.
• YouTube maintains consistent daily usage: Daily usage reaches 82%, with balanced engagement among ages 18–24 (84.2%) and 25–34 (86.1%).
• Snapchat appeals to specific youth segments: Daily usage is 50%, peaking at 71.4% among users aged 25–34.
• Telegram performs well among mature audiences: Daily usage stands at 55%, with strong engagement among ages 45–54 (77.8%).
• Pinterest is highly female‑oriented: Daily usage reaches 51%, with strong performance among women (50%) and exceptional engagement among 18–24‑year‑olds (77.8%).
• X (Twitter) is central for news and trending discussions: Daily usage stands at 75%, reaching 83.3% among 18–24‑year‑olds.
• Twitch attracts gaming‑oriented users: Daily usage reaches 64%, especially strong among ages 25–34 (81.8%).
• Reddit is relevant for certain young niche communities: Daily usage is 42%, peaking at 50% among ages 35–44.
• WeChat appeals to micro‑segments: Daily usage stands at 45%, with particularly strong usage among ages 25–34 (75%).

🎯 Strategic Recommendations

• Broad reach and daily engagement: Facebook + YouTube
• Youth targeting: TikTok + Instagram
• Female‑focused campaigns: Pinterest + Instagram
• News and male‑skewed content: X (Twitter)
• Mature audiences: Facebook + YouTube + Telegram