In Partnership with:

CONSUMER REPORT
CAMBODIA

2024
www.confluences.asia
Consumer Report Cambodia 2024

Foreword
For the second year, Confluences presents its annual However, global uncertainties, such as geopolitical
Consumer Report for the Cambodian market. This tensions, impact consumer sentiments and behaviors. Our
publication provides a detailed analysis of Cambodians’ report reflects this by presenting the strengths and
consumer preferences and perspectives across the challenges faced by Cambodian consumers, highlighting the
Kingdom. Our ongoing collaboration with Standard mix of optimism about the economy and concerns
Insights, an international agency specializing in online influenced by these global conditions. This year's report,
insights and studies, continues to grow. This strategic meticulously analyzed by Confluences and Standard
partnership includes a comprehensive online survey that Insights, offers valuable insights into Cambodian consumer
provides new insights across various industries. These behaviors and preferences. It starts with an overview and
insights include budget priorities and the future of work then dives into a more detailed sector-specific analyses.
based on a larger sample size and a more diverse
respondent pool, building on our 2023 findings. The report, is enhanced with feedback from industry
experts, and ensures the reliability of the Consumer Report
The Cambodian economy is experiencing impressive Cambodia. It is an essential resource for professionals
growth, with a 5.8% increase in GDP this year, across various sectors, providing practical insights for
Soreasmey KE BIN strengthening its position regionally and globally. developing effective strategies and communications suited
Confluences CEO Cambodia has been recognized for its substantial to the Cambodian market. We invite businesses already in
foreign direct investment, with $4.92 billion invested in the market and those looking to enter to use this report as
manufacturing, industries, and infrastructures last year. a powerful tool to understand the Cambodian population
The unique aspects of the Cambodian market, such as and market dynamics better. For a more detailed or
its 60% of Gen Z young and tech-savvy population, also specific report, please get in touch with our team directly.
contribute to its attractiveness for businesses.

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Consumer Report Cambodia 2024

About Confluences & Standard Insights

At Confluences, we have been driving companies' Standard Insights, our project partner, helps
and investors' expansion across Cambodia and organizations access better and faster consumer
ASEAN since 2015. Confluences is a prominent insights to make informed decisions about their
Cambodian-based enterprise that has specialized products and brands. Due to complex reports,
in successfully assisting foreign businesses to enter questionable data quality, and high costs, market
the local market and grow since 2015. With an research has often been a hassle. However, with
experienced local and international team of their unique platform, these issues are a thing of
professionals, we use our vast network within the past. They provide a modern approach to
private institutions and the government to market research, making it accessible and
seamlessly establish clients' presence in the local manageable through direct respondent sourcing,
ecosystem and help accelerate their geographical compelling data visualization, and AI-powered If you have not read it yet, you
footprint through cost-efficient solutions. analysis. can find the Consumer Report
2023 Cambodia by clicking
As a catalyst for Cambodian and ASEAN Standard Insights has a proven track record of HERE.
opportunities, we have reliable expertise that delivering market research services in Cambodia,
enables companies and investors across various Southeast Asia, and worldwide. Whether you
sectors to enhance their development within desire DIY research or require a full-package
Southeast Asia while advising and supporting consultation, they have the tools and the team to
investments and partnerships throughout the empower your decision-making processes.
region.
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About the Report
Standard Insights conducted a research survey in the form of an online study
on the consumer landscape in Cambodia in March 2024. The report explores
Cambodian consumers' thoughts and feelings, revealing their attitudes,
priorities, and spending patterns. It provides insights into their economic
views, environmental awareness, and personal goals. The report examines
essential areas such as budgeting habits, travel preferences, and streaming
habits, to better understand what motivates Cambodian consumers today.

4
Methodology

Location
530
Total number of respondents

Gender

Age Distribution

Note: Respondents not living in Cambodia were removed from the survey
5
Cambodia Country Overview 6
Table of Contents
About the Report —----------------------------------------------— 04 Health & Leisure —--------------------------------------------------------- 26

Methodology —---------------------------------------------------— 05 Future of Work —---------------------------------------------------------— 33

General Attitudes and Beliefs ----------------------------------— 08 Media and Information Sources —-----------------------------------— 44

2024 Budgets and Priorities -----------------------------------— 16 Conclusion —---------------------------------------------------------------— 50

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 Consumer Report Cambodia 2024

General Attitudes
and Beliefs

8
 How hopeful are you about the future?

Single Choice | 530 participants | 530 answers

Future Outlook
The survey reveals a predominant pessimism
towards the future among respondents. The age
groups 25-34 and 18-24 show the highest levels of
pessimism. Males tend to be more pessimistic than
females, and respondents from 'Other' locations and
Battambang exhibit the most pessimistic views.
Conversely, the over-65 age group and respondents
from Takeo demonstrate relatively less pessimism,
with a more balanced outlook.

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 Consumer Report Cambodia 2024

General Attitudes and Beliefs : Due to pandemic impacts and geopolitical tensions,
mixed feelings about Cambodia's economic future persist, yet optimism grows with
new financial strategies.

"I think we can understand some aspects of pessimism or hesitation towards future outlook, as the country has not fully
recovered since the pandemic and there are still economic challenges being felt due to geopolitical tensions and
conflict.

While the government and private institutions should address the concerns, especially if the younger working force will
be instrumental in developing Cambodia’s economic future, the public, investors and the youth should also trust the
new economic strategies and initiatives showing positive signs that we are moving in the right direction as a country.

With more than 60 per cent expressing confidence in the direction of the economy (and nearly 40 per cent ‘very
confident’), there is more optimism in areas which are starting to see the benefits of investment outside of the traditional
hubs."
Dara N. VAN
Confluences
Business Development Manager

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Cambodia Economic Sentiment

The analysis shows varying confidence levels in Cambodia's economy, with most respondents expressing "Very Confident" or "Neutral" sentiments. Younger people,
especially those under 24, were more optimistic, while older groups were unsure. Both men and mainly women were very confident. Certain areas like Takeo,
Kampong Speu, and Kandal were very confident, while others like Siem Reap, Phnom Penh, and Prey Veng were less so. Kampong Thom had the lowest confidence
levels.

How would you rate your current confidence level in Cambodia’s economy? Single Choice | 530 participants | 530 answers

11
 How concerned are you about environmental issues?

Single Choice | 530 participants | 530 answers

Environmental Concern

The survey indicates widespread concern for

environmental issues across all demographics. The
survey reveals that young adults aged 18-24 are most
worried about the environment, with over 50%
expressing high concern. Females are more concerned
than males, with about 52% expressing significant
worry. Regarding location, places like Kampong Thom
and Kampot show high levels of concern, at 75% and
69%, respectively. Even in larger cities like Phnom
Penh, there's notable concern. Overall, the data shows
widespread and significant worry about environmental
issues in Cambodia.

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Consumer Report Cambodia 2024

Environmental Awareness: Cambodia face growing ecological concerns,

prompting urgent calls for sustainability education and action across provinces.

"It is encouraging to observe Cambodia's widespread awareness of environmental issues, transcending various
demographic groups. The country, being vulnerable to the effects of global warming due to its geographical location and
reliance on agriculture and tourism, underscores the importance of addressing these concerns.

Particularly in the provinces, there is a noticeable increase in concern, reflecting a closer experience of the potential
impacts. We must collectively focus on educating and instigating changes in our interactions with the environment to
promote sustainability and mitigate the long-term damages already incurred.

An emphasis on awareness programs is crucial, as prevention is often more effective than remediation. It is no longer
acceptable to overlook unsustainable practices, especially when we are aware of their adverse effects."
Sébastien UNG
Asia Data Destruction
Cambodia Branch Director

13
 How important is sustainable living to you?

Single Choice | 530 participants | 530 answers

Importance of Sustainable Living

In Cambodia, sustainable living is widely recognized as

necessary. The significant respondents value it as
"Important" or "Extremely Important." However, the 55-64
age group shows comparatively lower emphasis, with some
considering it "Not important at all." Both males and females
prioritize sustainable living, with no significant gender
disparity. Across different locations, the importance of
sustainable living remains consistently high, with particular
emphasis in areas like Kampong Speu and Takeo.

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Impact of Social Media on Society

The impact of social media on society varies across different demographics and regions in Cambodia. Younger age groups exhibit mixed views, while those aged
35-44 tend to be somewhat negative. Males generally have more positive perceptions compared to females, who are divided. Different locations show varying
responses, with Takeo being the most negative, Kampong Speu being the most positive, and others ranging from neutral to somewhat negative.

How do you view the impact of social media on society? Single Choice | 530 participants | 530 answers

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 Consumer Report Cambodia 2024

2024 Budgets and

Priorities

16
Financial Goals

In 2024, the leading financial priority across all demographics in Cambodia is paying off debt. Younger individuals below 18 focus on reducing expenses and
increasing income through side jobs, while those aged 35-44 and 25-34 are primarily concerned with debt repayment. For those over 65, saving for retirement is
significant. Both males and females prioritize paying off debt and reducing unnecessary expenses. Across all regions, paying off debt is a common goal, but in
Kampong Speu, increasing income through side jobs or business stands out as notable.

What are your primary financial goals for 2024? Multiple Choice | 530 participants | 717 answers

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 Which major items do you plan to purchase in 2024?

Purchasing Plans Multiple Choice | 527 participants | 839 answers

In 2024, Cambodia's top planned purchases are

vehicles, electronics, and real estate. Across
different age groups, preferences vary under-18s
favor vehicles, educational courses, and electronics,
while older demographics prioritize vehicles, real
estate, and other items like insurance policies or
home furniture. Males lean towards vehicles and
electronics, while females also include real estate in
their plans. Overall, vehicles and electronics are
popular choices across most locations, with
variations such as real estate and books in Siem
Reap, educational courses and jewelry in Kampong
Thom, and clothing and fashion products in Takeo.

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 Consumer Report Cambodia 2024

Budget and Financial Priorities: Cambodians should prioritize financial literacy and
savings amidst pandemic-related economic challenges.

"Debt has become an increasing concern as we deal with the ongoing effects of the pandemic. This aspect of financial
literacy is critical for Cambodia to continue its economic growth and help more and more people better understand
finance and budget management topics. Similarly important is understanding savings to prepare for the future - especially
with key investments like cars and real estate being among the main planned acquisitions."

Cindy NGUYEN
BRED BANK CAMBODIA
Senior Relationship Manager
International Corporate Banking

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Consumer Interests
In 2024, consumer interest in purchasing various product categories appears diverse. Electronics, travel, and home improvement show slightly higher interest
levels than others. This suggests prioritizing technology upgrades, leisure activities, and home enhancements. While hobby-related items, home appliances, and
health and wellness products garner interest, they may be less prominent in consumers' purchasing plans. The data reflects a dynamic consumer landscape with
diverse preferences across different product categories.

Rank the following product categories you are most interested in purchasing in 2024 Rank | 530 participants | 7950 answers

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 How many times do you intend to travel in 2024?

Single Choice | 530 participants | 530 answers

Travel Plans & Preferences

Most respondents intend to avoid traveling or embark
on 1-2 trips in 2024. Among different demographics,
individuals aged 18-24 are most interested in traveling,
while males show less inclination than females.
Geographically, respondents from Phnom Penh
display the most interest in taking 1-2 trips, whereas
many in Kandal, Kampong Cham, and Takeo have no
travel plans.

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 If you have plans to travel in 2024 where do you intend to travel?

Multiple choice | 296 participants | 419 answers

Travel Plans & Frequency

The majority of respondents plan to travel within Cambodia
in 2024. Notably, people aged 35-44 and over 65 show
significant interest in international travel. Females lean
slightly toward domestic trips, while Phnom Penh
respondents are most interested in international travel.
Many respondents in Siem Reap and Kampong Thom also
express intentions to travel internationally, highlighting
diverse travel preferences across demographics and
locations.

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Consumer Report Cambodia 2024

Travel trends: Cambodian youth show a strong interest in regional travel, benefiting
from Phnom Penh's robust air and road connections.

"Younger respondents show a greater sense of adventure and are most interested in traveling in the coming year. This is
where generational factors play a significant role in Cambodia. Overall, exposure to tourism, streaming channels, and
better education and income means a strong desire to see the world, which could be seen globally.

Those based in the capital still enjoy the best international air connectivity that is conducive to travel. From Phnom Penh,
they can also easily reach the coast or the provinces via the rail and road networks. By air, destinations such as Thailand,
Vietnam, Malaysia, and Singapore remain popular, mainly due to the presence of many low-cost carriers. Short travel times
make these destinations ideal for weekend getaways.”

Cyril GIROT
Cambodia Airports
CEO

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Retail Spending Intentions
In summary, most Cambodian respondents avoid dining at or ordering from fast-food restaurants, with occasional visits occurring every few months. Younger age
groups showed diverse responses regarding fast food consumption, while most over 65 refrained from it. Cambodian males were likelier to report never eating
fast food than females. Preferences varied significantly by location, with a majority in Takeo avoiding fast food and responses in places like Phnom Penh evenly
distributed across different options.

For each retail industry indicate whether you plan to reduce, keep the same or increase your spending in 2024 Matrix | 530 participants | 8480 answers

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Consumer Report Cambodia 2024

Spending trends: Economic uncertainty prompts reduced discretionary spending,

with a shift towards health and education investments.

“Several compelling factors can be attributed to the reduced spending on dining, high-end retail, specialty foods, leisure
activities, etc. Firstly, the economic impact of the global pandemic has led to financial constraints for many individuals and
families, prompting them to cut down on discretionary expenses such as dining out. Concerns about health and safety have
also played a significant role, particularly in the wake of the global pandemic, which is correlated with a need to spend
more on 'Health & Wellness Services" as there seems to be a healthier outlook.

Moreover, the uncertainty surrounding the future has prompted a more conservative approach to spending, with many
choosing to save rather than splurge on dining and food delivery services. Education has also shown an increase, with
respondents expressing a desire to boost spending, which is a positive sign."

Borarangsey KORM
Confluences
Market Access Associate

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 Consumer Report Cambodia 2024

Health & Leisure

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 Consumer Report Cambodia 2024

Health and Leisure: Cambodians increasingly value health and wellness

post-pandemic, favoring individual sports and physical activities.

"Post-pandemic, and due to better education and sports being promoted by hosting the SEA Games, most demographics
are showing a positive attitude towards health and wellness across age groups and genders.

The biggest positive is that more than three-quarters see physical activity or sports as important, almost a third exercise
occasionally, and nearly a quarter engage in physical training and sports frequently and very frequently!

The preferences for individual activities like running, cycling, hiking, and the gym are dominant, and although they could
also be done in groups, team sports only rank 4th overall."

Thierry Chantha BIN

Preah Khan Reach Svay FC
Professional Football Player

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 How interested are you in health and wellness?

Single choice | 530 participants | 530 answers

Health & Wellness Interest
Cambodians from all demographics exhibit a
significant interest in health and wellness.
Cambodians aged 18-24 and 35-44 are most
enthusiastic about health and fitness, while those
under 18 and aged 55-64 show less interest. Interest
is also seen among those over 65 and aged 45-54,
though sample sizes are small. Cambodian males
and females are interested, with females being
slightly more interested. Battambang and Kampong
Chhnang show high interest, while Takeo and
Kampong Speu are less interested. Kampot and Prey
Veng show mixed responses.

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Physical Frequency
Respondents' exercise habits range from occasional to frequent, with a smaller portion exercising frequently. Among different age groups, younger individuals
show a balanced distribution across these categories, while older groups exhibit slightly higher frequency. The oldest group tends to exercise only occasionally.
Males exercise more frequently than females, who primarily exercises occasionally. Across all locations, "occasionally" is the most common response. However,
in Siem Reap, Takeo, and Other areas, "very frequently" is the second most common response, while in Phnom Penh and Kandal, "frequently" holds this position.

How often do you engage in physical exercise or sports activities? Single Choice | 530 participants | 530 answers

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 Which physical activities or sports do you primarily engage in?

Multiple Choice | 530 participants | 752 answers

Preferred Sports

Running was the top choice for physical activity

among Cambodians of all ages and genders.
However, cycling was preferred by those under 18
and over 65. Males favored running, cycling, and
team sports, while females leaned towards hiking,
cycling, and dancing. In different locations, running
was popular in Siem Reap, Phnom Penh, and others,
hiking in Takeo and Kampong Chhnang, dancing and
team sports in Prey Veng and Kampong Thom, and
cycling and gym activities in Battambang.

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Daily Physical Activity
Physical activity or sports are significant for most Cambodians of all ages. Males tend to place slightly more importance on sports than females. Across most
locations, physical activity or sports are regarded as extremely important, with Battambang, Kampong Chhnang, and Takeo showing the highest importance.

How important is physical activity or sports in your daily routine? Single Choice | 530 participants | 530 answers

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During Free Time
"Relaxing at home" emerges as the most preferred free time activity across all ages, genders, and locations. Younger individuals under 18 like this, along with
visiting malls, while those aged 55-64 show interest in sports and cultural events. Ages 35-44 and 25-34 prefer relaxing at home. Both males and females favor
relaxing at home, but males also engage in sports while females participate in community events. Across most locations, "Relaxing at home" is the top activity,
except in Battambang, where engaging in sports is more popular.

What are your preferred activities during your free time? Multiple Choice | 530 participants | 840 answers

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Consumer Report Cambodia 2024

Future Of Work

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 Consumer Report Cambodia 2024

Future of Work: Job security and advancement opportunities are key priorities,
balancing financial returns with concerns about work-life balance.

"Arguably job security is one of the most globally critical considerations, especially during the past few years. From a job
seeker and hiring point of view, the data is fascinating and helpful for the market to understand and adjust what companies
can offer new hires, in terms of salary and opportunities for advancement, which appeals across all locations and
demographics.

It makes sense that younger age groups seek opportunities for advancement as a job priority. However, some of the least
desired priorities still come as a surprise, especially when considering the environment, culture, and diversity of a
workplace. This makes it look like financial returns are more highly sought after, which contradicts the strong emphasis on
work-life balance, which is also in demand.
Denis Barre
Convergences Executive Search
Managing Partner

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Key Job Priorities
Job Security, Competitive Salary, and Opportunities for Advancement are deemed the most important factors across all age groups, genders, and locations.
Younger groups prioritize Opportunities for Advancement, while older groups value Job Security more. Both males and females highly prioritize Job Security
and Opportunities for Advancement. Competitive salary is the top priority in Takeo and Battambang, whereas Job Security is the main concern in Siem Reap
and Other locations.

What are the most important factors for you in a job? Multiple Choice | 530 participants | 1288 answers

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Importance of Work-Life Balance
Work-life balance is considered necessary and extremely important by most respondents. Among different age groups, the 35-44 and 25-34 age groups value it
the most, with a majority rating it as 'extremely important'. Both men and women find it crucial, but more women rate it as 'extremely important.' Regarding
location, opinions vary: in Prey Veng and Kampong Thom, most respondents view it as 'extremely important,' while in Takeo, Siem Reap, and Kampong Cham,
opinions are divided between 'important' and 'extremely important.'

How important is work-life balance to you? Single Choice | 530 participants | 530 answers

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Work Arrangement
'Mostly on-site' is the most preferred work arrangement across age groups, genders, and locations. Preference for 'A balanced mix of remote and on-site'
increases with decreasing age, peaking in the 35-44 age group. While males have a reasonably even preference for all arrangements, females prefer 'Mostly
on-site.' Across most locations, 'Mostly on-site' is preferred, with 'A balanced mix of remote and on-site' being favored in Siem Reap and Phnom Penh. Notably,
'Fully remote' is the least preferred arrangement across all demographics.

Which work arrangement do you prefer? Single Choice | 530 participants | 530 answers

37
Consumer Report Cambodia 2024

Work From Office: Cambodians prefer on-site work environments for cultural and
social reasons despite global trends towards remote work.

"While globally there is a trend towards work-life balance, with more opportunities for remote work, in Cambodia, more
than half strongly prefer to work on-site. Less than a fifth of the population strongly desire to work remotely, which could
be due to various reasons.

However, the cultural aspect of Cambodian society should be considered, as it highly values personal relations. Moreover,
many workplaces in the city offer better environments than home life, such as modern facilities and often better internet
connections. Most importantly, workplaces in Cambodia align with our social culture where colleagues are often seen as
more than coworkers; they are viewed as friends, and sometimes even as family.”

Chila HEANG
Confluences
HR & Admin Officer

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 What are your views on automation and ai in the workplace?

Automation and AI Single choice | 530 participants | 530 answers

Concerns about job security due to automation and AI

were widespread across all age groups, genders, and
locations. Younger individuals showed interest in
efficiency and skills, while older groups expressed
concerns about job satisfaction and workplace dynamics.
Both genders expressed job security concerns, with
males viewing AI as an opportunity for skill development
and females highlighting ethical and privacy concerns.
Job security concerns were prevalent across all
locations, with Prey Veng showing the highest rate and
Kampong Speu expressing high ethical and privacy
concerns.

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 Are you currently using ai to support work or studies-related tasks?

Multiple choice | 530 participants | 784 answers

Adoption Trends

Many respondents either plan to use AI in the future

or are already using it for data analysis and
reporting. Some don't use or plan to use AI. Younger
age groups are more inclined, while older groups,
especially those over 65, are less interested. Males
are more likely to use AI, while females prefer it for
research or academic studies. Phnom Penh, Kampot,
and Kandal use AI for data analysis more, while
Takeo and Kampong Speu use it less. Planning for AI
usage is widespread, with Kampong Cham and Prey
Veng leading.

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Job Security Perceptions
Most participants feel their jobs are at least somewhat secure in the age of automation and AI, with the predominant perception being "highly secure and
indispensable" across age, gender, and location. Younger age groups and those aged 35-44 feel more secure, while older groups and the very young express
more concern. Males generally find their jobs more secure than females, and this perception is consistent across locations.

How do you perceive the future of your current job in the era of automation and AI? Single Choice | 276 participants | 276 answers

41
Consumer Report Cambodia 2024

AI Unlocks Potential: AI adoption in Cambodia offers competitive advantages and

enhances productivity without significant job displacement fears.

"I view the integration of AI not as a harbinger of job displacement but as a gateway to unprecedented opportunities. In
Cambodia, while concerns about AI taking over jobs remain minimal, the potential it unlocks for those willing to embrace it
is vast. Cambodian professionals willing to adopt AI have a unique opportunity to leapfrog local competition, excel beyond
regional boundaries, and meet or surpass international standards.

In my communications department, I witnessed this potential firsthand. Approximately two-thirds of my team regularly
employ AI tools for tasks such as content creation, drafting presentations, and conducting strategic research. This adoption
echoes throughout our entire organization, and it's not just about keeping pace with technological trends—it's about
establishing a new standard of productivity and innovation."

Gabriel TAN
Prince Holding Group
Chief Communications Officer

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Job Security Across Demographic Groups
People generally feel somewhat secure about their future job prospects, but opinions vary based on demographics and locations. The youngest (under 18)
and oldest (55-64) age groups express the highest levels of confidence, while those aged 35-44 and 45-54 have more mixed feelings. Males tend to feel
somewhat secure, whereas females are more likely to have neutral feelings about job security. In terms of location, respondents from Kampong Speu feel
very secure, whereas those from Prey Veng feel very insecure. Other locations exhibits mixed sentiments regarding job security.

How secure do you feel about your job in the coming years? Single Choice | 276 participants | 276 answers

43
Consumer Report Cambodia 2024

Media
and Information
Sources

44
Consumer Report Cambodia 2024

Media Consumption: Online platforms dominate as primary news sources among

Cambodian youth, while traditional media retains trust among older demographics.

"With more than half of those in the survey indicating online websites are their primary source of information, and just
under half also indicating social media as a top choice for news and information, we can see how the media landscape has
changed globally and in Cambodia.

TV still has its place in the Kingdom, but the impact of traditional newspapers, magazines, and other older formats has
decline. Generationally, younger age groups who are more familiar with new media tend to trust these platforms, while
older age groups have faith in traditional media. However, there is still an overwhelming leaning towards the latter in trust.”

Clara NOUTH
Apsara Media Services
Executive Director

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Preferred News Sources
Online websites are the top choice for news and information, followed by social media and TV. Younger generations prefer online sources, while older
generations use a mix, including newspapers. Both genders opt for online platforms, with TV slightly more favored. Online websites are highly preferred in
Phnom Penh and Siem Reap, TV is more prevalent in Takeo, and social media is widely utilized in Kampong Speu and Battambang.

Which sources do you prefer for news and information? Multiple Choice | 530 participants | 798 answers

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Trust in Media How would you compare your level of trust in traditional media channels to new media channels ?

Single Choice | 530 participants | 530 answers

Trust levels vary between traditional and new media

channels across different demographics and locations.
Younger age groups, especially those below 45, tend to
trust new media more, while older age groups favor
traditional media, except for individuals above 65 who
trust new media.

Both genders generally trust traditional media more,

although males exhibit slightly higher trust in new media.
Trust levels also vary significantly by location, with
residents of Kandal and Phnom Penh trusting traditional
media more, while those in Kampong Thom and Prey Veng
prefer new media. Residents of Takeo demonstrate a
more balanced trust level between conventional and new
media.

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 Which platforms do you most commonly use to watch movies and tv shows?

Streaming Preferences Multiple Choice | 530 participants | 733 answers

YouTube is highly popular across all age groups,

genders, and locations, particularly among younger
demographics. While older age groups also prefer it,
they prefer traditional cable or satellite TV more.
Both males and females predominantly use
YouTube, and females utilize platforms like Wetv and
Apple TV+. Despite YouTube's widespread
popularity, other platforms like Netflix, traditional TV,
and Apple TV+ also have significant usage in various
regions. In Phnom Penh, Netflix has become more
popular than other platforms
 Consumer Report Cambodia 2024

Digital Media Landscape: YouTube leads as Cambodians' preferred streaming

platform, reflecting shifting preferences towards online entertainment sources.

"This has been an ongoing debate over recent years, but these responses indicate that a massive majority prefer YouTube
as their streaming service. Nearly 90 percent favor the platform for streaming movies and TV series over traditional cable
or satellite TV, which are lagging behind. Conventional TV channels streaming on social media platforms, highlight how
traditional media are adapting to the digital landscape, by using social media to reach audiences who may not engage with
traditional cable or satellite TV. This reflects the shifting preferences of Cambodian consumers towards online platforms
for entertainment content. Netflix, traditional TV, and Apple TV+ show regional bias, with Phnom Penh showing a stronger
preference for Netflix, possibly due to its international constituents and higher income levels.”

Marissa NOUV
Actress and Executive Producer

49
Conclusion
The Consumer Report provides valuable insights into Cambodia's
diverse demographics and consumer behaviors in 2024. It highlights
significant trends such as the importance of sustainable living, concerns
about job security amidst automation and AI, and preferences in media
consumption. Across age groups, genders, and regions, Cambodians
prioritize factors like work-life balance, affordability in purchasing
decisions, and access to reliable information. These findings serve as a
roadmap for businesses and policymakers seeking to understand and
cater to Cambodian consumers' evolving needs and preferences in the
coming years.

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អរគុណច្រើន
THANKS, MERCI !