The Asian Network for Public Opinion Research (ANPOR), in collaboration with the Doctor of Marketing Communication at the University of the Thai Chamber of Commerce (UTCC) and Boromarajonani College of Nursing Saraburi, recently conducted a nationwide survey titled “Media Exposure, Media Literacy, Knowledge, and Preventive Behaviors Against COVID-19 Among the Thai Public.” The survey was conducted between April 17–27, 2020, gathering responses from 3,277 participants across every province in Thailand.
Key Findings
The survey found that 54.7% of respondents were confident that the government would be able to bring the outbreak under control within three months, while an additional 25.4% believed containment would be achieved to a satisfactory degree. Overall, Thai people demonstrated strong self-protective behaviors against infection and showed a good level of adaptability — despite experiencing some degree of stress.
However, a key area of concern identified by the research team is the economic impact of an extended lockdown. A one-month extension of lockdown measures is projected to significantly heighten anxieties around employment and income, with job losses and income reduction emerging as major stressors.
Research Overview
Assoc. Prof. Dr. Jantima Kheokao, President of ANPOR and Academic Advisor for the Doctoral Program in Marketing Communication at UTCC, explained that the survey was a collaborative effort among three institutions. Data was collected via online questionnaire from 3,277 respondents spanning all provinces, with participants categorized by age group, occupation, and income level.
Nattapol Jitprapai, a doctoral student in Marketing Communication who contributed to the project, noted that the preliminary findings highlight important social dimensions — including diverse media consumption patterns, particularly news exposure through social media — as well as individual economic conditions and, critically, the mental health and psychological stress experienced by Thais during the COVID-19 crisis.
Stress and Income Impact
Among government employees and salaried workers, 42.3% reported feeling stressed but were able to adapt. In contrast, 57.7% of contract workers and those without a stable income were directly impacted, broken down as follows:
- 18.8% lost their jobs immediately
- 14.7% saw their income drop by 50%
- 12.9% experienced a 75% reduction in income
- 11.3% saw income decline by less than 25%
Meanwhile, 45.7% of respondents reported no stress from the outbreak and said they could adapt to the New Normal.
Concerns About Employment
Regarding work-related anxieties, 45.7% of respondents believed that working from home and online learning were effective in slowing the spread of the virus. However, 8.0% reported significant work-related stress, with 6.5% worried that their workplace had already shut down and another 6.5% fearing potential closures and salary cuts. Additionally, 21.7% reported a decline in professional skills due to lack of access to tools and disrupted work routines.
Wellbeing and Emotional Outlook
On the positive side, 59.8% of respondents reported feeling happy, citing more time for personal development and pursuing personal interests. Nationwide, 46.2% said they felt stressed about the outbreak but were able to cope, 14.2% remained stressed due to concerns about their families, and 13.6% reported no stress at all.
From a psychological perspective, 46.2% of respondents demonstrated resilience — managing stress and adapting well to the situation. Another 13.6% reported feeling calm and unbothered, viewing the lockdown as an opportunity for inner peace, while 12.4% remained content in their daily lives, appreciating additional time with family and personal pursuits.
On the other hand, 14.2% of respondents reported heightened stress and anxiety due to concerns about work and family, and 3.0% described their stress levels as nearly overwhelming — driven by social isolation, household tensions, and the monotony of daily routines.
Policy Recommendations
Ronnaphob Nopsuwan, another doctoral student in Marketing Communication and project team member, suggested that a partial lockdown — easing certain restrictions — could help reduce stress levels, particularly around unemployment and income loss. However, he cautioned that phased relaxation may not be sufficient to address the needs of all sectors, including restaurant and hospitality workers, freelancers and repair service providers, and the domestic tourism and aviation industries. Any policy easing, he stressed, must be balanced against ongoing efforts to maintain effective containment of the virus.
