Where pet owners turn for advice shapes which channels brands should prioritize for content, credibility, and reach. For pet brands operating in Thailand, this makes shifts in trusted information sources worth watching closely, especially when a shift this sharp happens in just a few years.
TGM StatBox data compares the top sources Thai pet owners use for pet care advice in 2023 and 2026, and the results point to a clear changing of the guard.
In 2023, internet search was the undisputed go-to for Thai pet owners seeking care advice, leading the market at 56%, well ahead of veterinarians and social media.
Fast forward to 2026, and the landscape has completely reshuffled. According toTGM Pet Ownership Insights 2026 on pet care information sources in Thailand, internet search plummeted to nearly 40%, while social media surged to a commanding 61%, not just taking the top spot, but redefining how pet owners discover and trust advice.
So where do the other channels stand? Check out the chart below to see the full breakdown.
This isn't a small correction; it's a reordering of where trust and attention sit. A few years ago, a pet owner with a question was most likely to type it into a search bar. Today, they're more likely to be scrolling a feed, picking up advice from creators, communities, and short-form video rather than search results.
Social media’s rise is rooted in engagement and visual proof. While traditional search engines offer static text, social platforms deliver short-form videos, real-time community experiences, and authentic reviews from fellow pet parents. For both daily care and complex questions, this visual context provides a level of immediate reassurance that standard search results simply cannot match.
As a result, brands can no longer rely solely on being found through search. Winning in this space requires investing in influencer partnerships, vet-backed creators, and owned social channels that cultivate a loyal following over time. A shift already evident in markets like China, where the growing influence of pet creators is driving trust and purchasing decisions across APAC
For pet brands and vet service providers, this shift changes where credibility gets built.
Search-optimized content such as blog posts and product pages still has a role, but it's no longer the default first stop for Thai pet owners who are looking for care advice. Social media presence, particularly content that feels native to the platform, is becoming the more direct path to reaching pet owners early in their decision process.
This also raises the importance of who is delivering the message. Search results are typically anonymous and ranked by relevance; social feeds are shaped by creators, communities and algorithmic trust signals.
At the same time, this doesn't mean search is obsolete; it remains a core habit for many pet owners, even as social media grows faster. Rather than choosing one over the other, brands benefit from a multi-channel strategy, tailored to how information preferences vary by age, gender, or pet ownership, since no single channel can effectively reach every segment.
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