Skip to content
Let's Talk
Consumer panel · Asia-Pacific

Real consumers of Thailand, profiled by Frequent Research.

Know them by age and gender.

  • CapitalBangkok
  • CurrencyThai baht (THB)
  • LanguagesThai
Explore the panel Get the panel book 143,398profiled consumers33profile tables฿Thai baht
  • GenderFemales52.5% · 75,284
  • Age30-4941.3% · 59,223
  • Education (highest level completed)Less than secondary / high school41.3% · 59,223
  • Occupation / Employment StatusFull-Time Employee39.3% · 56,355
  • Marital StatusMarried / Civil Partnership53.6% · 76,861
  • Life Stage / GenerationMillennials (born 1981–1996)33.3% · 47,752
  • Ethnicity / Population BackgroundCentral Thai36% · 51,623
  • Region DistributionNortheast (Isan)25.6% · 36,710
  • Annual Household Income (gross, THB)Low Household Income · ฿120,000 – ฿189,99917.5% · 25,095
  • Annual Personal Income (gross, THB)Low Income · ฿65,000 – ฿109,99919.2% · 27,532
  • Home Category (living arrangement)Own Primary Residence53.9% · 77,292
  • Dwelling TypeDetached House39.4% · 56,499
  • Parents of Children (age of youngest child)18+ Years (adult children)29.7% · 42,589
  • AutomotiveMotorcycle / Scooter Owners34.7% · 49,759
At a glance

Thailand in 7 numbers

  • 143,398profiled consumers in Thailand
  • Gender52.5%Females
  • Age41.3%30-49
  • Where they live25.6%Northeast (Isan)
  • Occupation39.3%Full-Time Employee
  • Personal income19.2%Low Income · ฿65,000 – ฿109,999
  • Technology22.1%Android Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 47.5%68,114 Males
  • 52.5%75,284 Females

Largest group: Females at 52.5%

Age

5 groups
4.2%6,02313-17 21.7%31,11718-29 41.3%59,22330-49 21.9%31,40450-64 10.9%15,63065+

Largest group: 30-49 at 41.3%

Education (highest level completed)

9 groups
  • Less than secondary / high school41.3%59,223
  • Secondary / high school graduate20%28,680
  • Post-secondary vocational / technical training11.2%16,061
  • Some college / university – no degree7.5%10,755
  • Associate / short-cycle tertiary diploma1.9%2,725
  • Bachelor's degree10%14,340
  • Master's degree (MA, MSc, MBA, etc.)6.1%8,747
  • Professional degree (MD, DDS, LLB, JD, etc.)1.3%1,864
  • Doctorate (PhD, EdD)0.7%1,004

Largest group: Less than secondary / high school at 41.3%

Marital Status

5 groups
  • Married / Civil Partnership53.6%76,861
  • Single / Never Married32.3%46,318
  • Divorced4.3%6,166
  • Widowed / Separated6.5%9,321
  • Living with Partner (Cohabiting)3.3%4,732

Largest group: Married / Civil Partnership at 53.6%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)33.3%47,752
  • Gen X (born 1965–1980)26.4%37,857
  • Gen Z (born 1997–2012)24.6%35,276
  • Baby Boomers (born 1946–1964)12.5%17,925
  • Silent Generation (born before 1946)3.2%4,589

Largest group: Millennials (born 1981–1996) at 33.3%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee39.3%56,355
  • Self-Employed / Contract / Freelance15.9%22,800
  • Retired11.1%15,917
  • Student10.9%15,630
  • Homemaker6.3%9,034
  • Occasional or Seasonal Work4.6%6,596
  • Part-Time Employee4.5%6,453
  • Disabled / Not Able to Work3.3%4,732
Show all 11

Largest group: Full-Time Employee at 39.3%

Annual Household Income (gross, THB)

10 groups
8.9%12,762Very Low Household Income · Below ฿120,000 17.5%25,095Low Household Income · ฿120,000 – ฿189,999 16%22,944Lower-Middle Household Income · ฿190,000 – ฿259,999 17%24,378Middle Household Income · ฿260,000 – ฿349,999 15.8%22,657Upper-Middle Household Income · ฿350,000 – ฿459,999 11.3%16,204Comfortable Household Income · ฿460,000 – ฿599,999 7.7%11,042Affluent Household Income · ฿600,000 – ฿849,999 3.4%4,876High Household Income · ฿850,000 – ฿1,199,999 1.4%2,008Very High Household Income · ฿1,200,000 – ฿1,999,999 1%1,434Top Household Income Tier · ฿2,000,000 and above

Largest group: Low Household Income · ฿120,000 – ฿189,999 at 17.5%

Annual Personal Income (gross, THB)

10 groups
8.4%12,045Very Low Income · Below ฿65,000 19.2%27,532Low Income · ฿65,000 – ฿109,999 14.6%20,936Lower-Middle Income · ฿110,000 – ฿149,999 16.9%24,234Middle Income · ฿150,000 – ฿209,999 13.1%18,785Upper-Middle Income · ฿210,000 – ฿269,999 11.6%16,634Comfortable Income · ฿270,000 – ฿359,999 7.6%10,898Affluent Income · ฿360,000 – ฿499,999 5.1%7,313High Income · ฿500,000 – ฿699,999 2.5%3,585Very High Income · ฿700,000 – ฿1,199,999 1%1,434Top Income Tier · ฿1,200,000 and above

Largest group: Low Income · ฿65,000 – ฿109,999 at 19.2%

Banking & Financial Services

12 groups
  • Digital Wallet / Mobile Money Users18.4%26,385
  • Debit Card Users17.2%24,664
  • Online / Mobile Banking Users15.8%22,657
  • Personal Loan Holders8.7%12,476
  • Credit Card Holders8.6%12,332
  • Life Insurance Policy Holders7.6%10,898
  • Home Loan / Mortgage Holders5.5%7,887
  • Cryptocurrency Users4.2%6,023
Show all 12

Largest group: Digital Wallet / Mobile Money Users at 18.4%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence53.9%77,292
  • Rent Primary Residence11.5%16,491
  • Live with Family Member(s) in Their Residence27.9%40,008
  • Live in Student / University Accommodation2.8%4,015
  • Other Living Arrangement3.9%5,593

Largest group: Own Primary Residence at 53.9%

Dwelling Type

11 groups
  • 39.4%56,499Detached House
  • 11.7%16,778Bungalow / Single-Storey House
  • 10.6%15,200Semi-Detached House
  • 8.7%12,476Terraced / Row House / Townhouse
  • 7.9%11,328Apartment / Flat – with balcony or garden
  • 6.7%9,608Apartment / Flat – no outside space
  • 4.6%6,596Cottage / Farmhouse
  • 3.1%4,445Dormitory / Hostel / Group Quarters
  • 2.7%3,872Other Dwelling Type
  • 2.5%3,585Condominium / Serviced Apartment
  • 2.1%3,011Mobile Home / Caravan

Largest group: Detached House at 39.4%

Parents of Children (age of youngest child)

5 groups
11.2%16,0610-2 Years 14.7%21,0803-6 Years 22%31,5487-12 Years 22.4%32,12113-17 Years 29.7%42,58918+ Years (adult children)

Largest group: 18+ Years (adult children) at 29.7%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers18%25,812
  • Household Head / Main Earner17.3%24,808
  • Dual-Income Households12.8%18,355
  • Household Budget Managers11.1%15,917
  • Multi-Generational Households7.6%10,898
  • Grandparents Caring for Grandchildren7%10,038
  • Children's Education Decision Makers6.4%9,177
  • Single Parents5.9%8,460
Show all 12

Largest group: Primary Grocery Shoppers at 18%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers17.5%25,095
  • Air-Conditioning / Cooling Service Customers14.3%20,506
  • Plumbing Service Customers12.5%17,925
  • Pest-Control Service Customers12.3%17,638
  • Electrical Repair Service Customers11.8%16,921
  • Home Maintenance & Handyman Service Users9.4%13,479
  • Residential Cleaning / Domestic Help Users9.2%13,193
  • Laundry / Dry-Cleaning Service Users6.5%9,321
Show all 9

Largest group: Household Service Decision Makers at 17.5%

Where they live

Regions and background across the country.

Ethnicity / Population Background

8 groups
  • Central Thai36%51,623
  • Thai Isan / Lao24%34,416
  • Thai Chinese14%20,076
  • Northern Thai9%12,906
  • Southern Thai7%10,038
  • Other ethnic groups / minorities5%7,170
  • Malay3%4,302
  • Khmer2%2,868

Largest group: Central Thai at 36%

Region Distribution

6 groups
  • Northeast (Isan)25.6%36,710
  • Central (excl. Bangkok)22.8%32,695
  • North16%22,944
  • Bangkok Metropolitan15.9%22,800
  • South12.8%18,355
  • East6.9%9,894

Largest group: Northeast (Isan) at 25.6%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 34.7%49,759Motorcycle / Scooter Owners
  • 18.4%26,385Mass-Market Car Owners
  • 9.5%13,623Car Insurance Policy Holders
  • 7.4%10,611Vehicle Service & Repair Decision Makers
All 11 groups

Technology & Digital Usage

  • 22.1%31,691Android Smartphone Users
  • 12.8%18,355iOS Smartphone Users
  • 10.4%14,913Generative AI & Chatbot Users
  • 9.5%13,623Heavy Mobile App Users (3+ hours / day)
All 11 groups

Travel

  • 20.5%29,397Frequent Domestic Travellers (3+ trips a year)
  • 16.5%23,661Family Vacationers
  • 9.1%13,049Pilgrimage & Religious Travellers
  • 8.1%11,615Budget / Backpacker Travellers
All 12 groups

Lifestyle & Hobbies

  • 19.1%27,389Gardeners & Home Growers
  • 10.8%15,487DIY & Home Improvement Enthusiasts
  • 10.5%15,057Nature & Outdoor Leisure (camping, picnics)
  • 8.6%12,332Nightlife & Socialising Enthusiasts
All 12 groups

Media & Entertainment

  • 17.6%25,238Free Ad-Supported Video Platform Viewers
  • 12.2%17,495OTT / Subscription Video Streaming Subscribers
  • 11.2%16,061Linear / Pay-TV Viewers
  • 10.7%15,344Book & E-Book Readers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 32.4%46,461Non-Tobacco / Nicotine Users
  • 18.1%25,955Adult Tobacco Product Users
  • 17.7%25,381Beer Consumers
  • 12.8%18,355Wine & Spirits Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 17.7%25,381Major Home Appliance Buyers
  • 17.4%24,951Consumer Electronics Purchase Decision Makers
  • 13.1%18,785Laptop / Desktop Computer Owners
  • 12.2%17,495Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 21.4%30,687Casual Social Media Content Posters
  • 15.6%22,370Short-Form Video Creators
  • 12.9%18,498Long-Form Video Creators
  • 12.2%17,495Photo & Visual Content Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. In-Store Shoppers15.5%22,2272
  2. Value & Discount Seekers19.5%27,9631
  3. Online Shoppers12.3%17,6383
  • Value & Discount Seekers19.5%27,963
  • In-Store Shoppers15.5%22,227
  • Online Shoppers12.3%17,638
  • Fashion & Apparel Shoppers9%12,906
  • Home & Furnishing Shoppers7.4%10,611
  • Brand-Loyal Shoppers6.8%9,751
  • Omnichannel Shoppers6.6%9,464
  • Social Commerce / Live-Shopping Buyers5.7%8,174
  • Impulse Buyers5.6%8,030
  • Cross-Border Online Shoppers4.6%6,596
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

Panel book PDF

Get the Thailand consumer panel book

Every table on this page in one PDF graded in the Thailand flag colours, with percentages and whole numbers, charts and the panel size. Fill in your details below and it opens in your browser. The form is asked for every download.

More Asia-Pacific consumer panel books