What Facebook Taught Me About Girls in Bangkok

Nathan Millard (@Nathan_Mill) for beLAUNCH (South Korea) asks “What is your key tip for this week?”


Advice:  Don’t leave base without a valid persona (aka Customer Architecture).

Tip:  Facebook ad manager is a fun way to backup market assumptions.


It’s easy to sit around a table, with your buddies, and make hypothesis about your demographic.  But when it comes time to develop, and market, you don’t have to be a big shot marketing agency to validate your claims.  Save experimentation and cash.

There are simple tools everywhere to help you fortify your assumptions about income levels, language barriers, and all the goodies Google doesn’t give you.


Case Study:  Girls in Bangkok using iOS vs Android


For the longest time, I thought nobody, never-the-less girls, used Android smartphones in Bangkok.  But it turns out that Android indeed has a larger market share (like the rest of the world) and I’m living in a bubble.  However, when I turned to online dating sites OKCupid and Tinder for answers, the numbers still didn’t add up.  almost 90% of girls were using iPhones.

The theory goes, in Thailand, iPhone is a status symbol.  Therefore iOS users come from a background of higher education (English speaking) and are often well-traveled and diverse.  I compared females (18 – 26) within 25 miles of Bangkok based on what music they liked on Facebook.  Facebook is an interesting research tool.  Because, Thailand likes  loves their Facebook.



iOS (15.6%) are more likely to like Thai bands than Android (12%)— A 30% increase.  Cool, that’ll be our benchmark.

That’s based on bands (Body Slam, Carabao, Silly Fools, Loso, Potato, Big Ass)


North America:

iOS (24%) are more likely to like American artists than Android (13.9%) — a surprising 72.7% difference.

(based on Lady Gaga, Justin Bieber, PitPull, Avril Lavigne, Katy Perry, Maroon 5 — even more lop-sided for Techno.)


South Korea:

iOS users (24%) love Kpop more than Android users (7.7%) by a whopping 212%!

You think Girls’ Generation pulls their weight endorsing Samsung?  But iOS users love Girls’ Generation  84% (11.6% vs 6.3%) more

(based on Girls’ Generation, EXO, Super Junior, 2NE1, Kara, Big Bang)


There are a lot of assumptions we can take from this.  If you were to narrow our ranges, and peel back more layers, we’d unravel even more secrets about our demographics.   Music was just one of many other metrics I used to help Dipify refine its personas into 4 quadrants.  I then helped prove it with a small campaign, where each quadrant clicked on their tailored ad at a higher rate than ads tailored for other quadrants.


The most important take from this blog is that everything, including music, does have silly little indicators that can help you be more effective in marketing, development, and business planning.