hong kong digital marketing stats 2015Q4

Experian and Nielson have released some very useful insights for brands marketing to Hong Kong (and Asia) which takes a look at consumer behaviors across device, content and channels. Hope you haven’t been on autopilot with your email efforts or ignoring Instagram!

Let’s take a look at the Hong Kong stats from Experian’s Digital Consumer View 2015 report, a study of 1,200 digital consumers from Singapore, Indonesia, Malaysia, Thailand, Hong Kong and Mainland China between the ages of 18 and 55.

The key thing I took away from the study is that Email still rules Hong Kong!

Have you purchased something as a result of promotional content that you received from the following channels?

  • % Hong Kongers
  • % Asia

Where do you usually open your emails?

  • % Hong Kongers
  • % Asia

How do you like to receive information from your favourite brands or companies?

Email 80%
Social Media / Networks 39%
SMS 31%

The top reason for unsubscribing to email was sheer volume (52% for Asia), and worth noting that the second reason was irrelevance.

Brands important to Hong Kong Instagrammers

A study by Nielsen found that more than half of users (53%) of Hong Kong Instagrammers follow brands, with followers spending a longer average time scrolling their feed.

Brands rank third in the categories users are most interested in, below celebrities and friends but above family.

More than 70% of the platform’s users in Hong Kong are aged between 18-34 years old.

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