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?
Where do you usually open your emails?
How do you like to receive information from your favourite brands or companies?
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 [highlight](53%) of Hong Kong Instagrammers follow brands[/highlight], 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.