The time per day Thais spend on mobile devices has now surpassed TV viewing and traditional internet use, according to a mobile media survey.
Social media and entertainment are driving mobile growth in Thailand, said the survey commissioned by InMobi, the world's largest independent mobile advertising network.
On average, mobile web users in Thailand spend 6.6 hours daily.
Of this time, mobile devices represent 27% compared to 26% people spent online via desktops and laptops and 25% on TV.
The study also found 44% of mobile web users in Thailand say mobile devices are their preferred method of going online.
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Some 57% of mobile web users play with their devices while watching TV, 46% while lying in bed, 39% while commuting and 23% while waiting for something.
Mobile web users spend 22% of their time on social media like Facebook and Twitter, 20% on music or videos, 17% on gaming, 13% searching for general information like news, and 10% on shopping.
The survey also found that 7% of users have been influenced by mobile advertising when making in-store purchases, and 9% have been influenced to buy via their mobiles.
"We see continued growth in mobile usage in Thailand in the coming year, with social media growing 46%, entertainment 38%, email 23%, searches 23% and mobile banking 23%," said Phalgun Raju, regional director and general manager for Southeast Asia, Hong Kong and Taiwan at InMobi.
The company's study also shows that 68% of mobile web users plan to conduct mobile commerce over the next 12 months, a 17% increase from the current level.
The study covered 20 key markets across Asia, Africa, Europe, North and South America, surveying 20,000 consumers overall, including 817 users in Thailand.
In another development, LINE, the world's leading free calling and messaging service, announced it has reached 30 million global users in only 10 months since launching.
The company's newly introduced LINE Card and LINE Camera applications have played an important role in boosting LINE's services.
The LINE Card has recorded 2 million local downloads in two weeks after launching in March this year. It also claimed the No.1 ranking from the App Store for five countries including Japan, Taiwan and Thailand.