Marketers are seeking an effective way to communicate with Generation C, touted as the next powerful customer group with high spending.
In the near future, execution of a marketing plan will be more complex because niches are so segmented.
The media research giant The Nielsen Company coined the term Gen C in early 2012, describing the group as Americans aged 18-34, who are connected to the internet all the time. The ''C'' stands for ''connected''.
Their use of different devices means advertisers have to think of new ways to reach them.
''We should understand these people, who will have high purchasing power,'' said Ariya Banaomyong, country manager of Google Thailand.
However, many Thai companies do not adjust themselves to cope with the change of consumer behaviour.
For example, only 20% of Thai companies have mobile-ready websites, but 40% of Thai internet users access websites via mobile devices.
Nuvee Lertbunnapong, head of invention at Mindshare Thailand, said integrated media between online and offline can begin with offline media and then spread a brand's message online.
''If the brand content is strong enough, it will widely and rapidly spread,'' said Mr Nuvee said.
Chakrapun Leelamasavat, managing director of BBTV New Media Co, Channel 7's website provider, said Gen C is also a new challenge for media providers. Channel 7 has aggressively expanded into the online platform for two years and received a good feedback.
Currently, 72% of Thai mobile users have watched video content through mobile devices, 42% have watched TV online outside the home and 75% are multi-tasking workers on two screens.
This is the trend of Gen C and millennials who prefer accessing information online.
However, TV remains a key medium to communicate with the masses.