Although the popularity of the monster-hunting game has been declining, the study suggested several ways to help marketers and brands get a better understanding of the demographics and behaviour of the game players.
The survey was conducted from August 22-28 on more than 1,480 participants residing in urban areas across the country.
Kantar commercial director Gareth Ellis said 35 per cent of respondents aged between 15 and 49 years said they played Pokemon Go. However, the game was most popular among those aged 20 to 29.
“The survey found that almost half, or 49 per cent, of the group of respondents aged between 20 and 24 years revealed that they played the game and 44 per cent of the group aged between 25 and 29 years did so,” Ellis said.
Other age groups were found to have below-average interest in the game.
The survey suggested the game is most popular in the Central region and Greater Bangkok. Some 43 per cent of respondents in the central provinces and 42 per cent of total participants said they enjoyed playing the game.
A total of 11 per cent of players had purchased Pokecoins, which are used as a currency in the game, to buy some items. The survey suggested that respondents aged 15 to 19 were the biggest spenders, because 20 per cent of this group acknowledged buying Pokecoins.
Males were more likely to spend their money on Pokecoins than females, as the survey found that 13 per cent of men had paid for the currency compared with 11 per cent of women.