Generation X tops the list of owners of at least two screen devices, making the multi-screen habit a norm for this generation who seeks success and perfection in life, says Intage Thailand, a Tokyo-based marketing research agency.
Its survey found that norm and habit rather than age were influential factors when it came to owning devices. According to the poll, 64% of Gen X (aged 31-44) and 66% of Gen Y (aged 21-30) owned one device while the figure for Gen Z (aged 11-19) was 73%.
Surprisingly, the generation who owned more than two devices was Gen X (36%), ahead of Gen Z at 27%.
Kanittha Tangworapojpithan, corporate planning director at Intage Thailand, said the findings reflected the fact that each generation owned devices for different purposes. Gen Y and Z want all-in-one devices with the maximum number of purposes. Gen Z owns devices for reasons of convenience while Gen X wants devices that reflect success and perfectionism.
Smartphones are the most important screen devices due to their individualism. There has also been a hike in the adoption of tablets, particularly in Thailand, Vietnam and Singapore.
However, the TV set remains the primary screen in terms of entertainment, accounting for three to five hours a day, while the smartphone offers advantages in term of multi-functionality, such as gaming, chatting, entertainment and online shopping. The computer screen is usually used for working, according to the survey.
Ms Kanittha said brands must adapt by developing their websites to meet device usage by targeting customers, particularly those related to IT products and tourism services. Currently, consumers choose the internet to shop and gather information.
The increasing multi-screen habit among Thais has brought about fragmented viewing for the TV industry, reflected in a decline in TV ratings.
With the rising trend of multi-screen habits in Thailand, Channel 7 must provide an internet platform to support this trend, said Chakkrapan Leelamasavat, managing director of BBTV New Media Co, a subsidiary of BBTV's Channel 7.
Last week, Channel 7 launched DO 7 HD, a social TV mobile application, for more viewer engagement, after the success of two previous mobile apps.