In a survey conducted by McCann Worldgroup Thai teenagers were asked about their favourite form of media. The results – Internet and mobile phone take up the two top ranks, followed by TV in third place.
This outcome could be interpreted as a shift from traditional to more innovative and interactive media, and while it is not unexpected, the speed of the change is nonetheless surprising.
However, even though mobile and Internet are now Thai youth’s preferred screens, TV remains the top medium when it comes to advertising. For the most part the teens are still disappointed when an incoming text message turns out to be an ad.
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