Homepage > Thai Youth Issues > Net changes outlook of City's Youth

Young Thais are becoming more self-reliant, independent of their families and aware of social issues that affect their lives, according to a study by Starcom, a media-planning specialist and affiliate of Leo Burnett.

These trends are in line with previous findings that indicated a broader movement among Thai people towards greater independence and openness towards new things.

Conclusions from Starcom's research study, Teenscope 2000, pointed to behavioural changes among young people, towards themselves and society.

"As in previous years, Thai teenagers are focusing a lot of attention on studies. However, they still spend the majority of their time with friends and free time on entertainment activities," the study found.

The research also found that the most important things for young Thais were their job prospects and developing and maintaining a good family life.

Teenscope 2000 is the latest project of Starcom's ongoing research to track the behaviour of Thai youth and its attitudes towards the economy, society and politics, as well as its consumption behaviour and lifestyles.

The research methodology primarily featured direct interviews with 360 randomly sampled young people. Those participating in the interviews were between 12 and 22 years old and lived in Bangkok and outlying areas like Nonthaburi, Samut Prakan and Pathum Thani.

The growing trend among youngsters revolves largely around Internet use outside the home, mainly at Internet cafes or at school. This differentiates Thai youth from their peers abroad, mostly self-taught and more accustomed to using the Internet at home.

However, spending free time in entertainment complexes and shopping centres is still a popular activity among Thai youth.

"These lifestyle changes among Thai teens are in line with Internet patterns found in other countries, which have found the electronic media quickly becoming the most popular and influential media for people under the age of 24," the study said.

"About 72 per cent of teenagers in Thailand are frequent Internet users, but only 18 per cent of them use the services of local Internet service-providers, indicating that most access the Internet mainly at Internet cafes or at their schools."

The study found that consumption behaviour among today's teenagers was also changing. They are becoming less loyal to brand-name products and are seeking good value for money when making buying decisions.

Excluding a strong preference for branded sports shoes, teens are willing to purchase the newest and hottest products from less well-known companies, focusing on style, quality and price.

"Since the downturn of the economy in 1997, teenagers have been paying more attention to international news, local events and social issues within Thailand and the region that challenge local culture and have the potential to affect their lives," the study said.

"While not as politically active as Thai teens and university students in the past, today's young people in Thailand are becoming quietly confident about their knowledge of world and local affairs, building on their trend towards self-reliance."

The Nation, 12th December 2000.