Synovate findings show people of Hong Kong are confronting SARS head on (but hands-off...)
9 April 2003
HONG KONG — GLOBAL market research firm, Synovate, today issued data that shows the people of Hong Kong are doing whatever it takes to combat the Severe Acute Respiratory Syndrome (SARS) virus, even if it means abandoning social conventions.
Indeed, 59 per cent of Hong Kongers are now hesitant to shake hands and 64 per cent avoid touching surfaces in public places - more concerned about possible contact with the disease than with observing niceties.
Steve Garton, Media Director of Synovate Hong Kong, said the results showed Hong Kongers have mobilised rapidly to control the spread of the disease.
"In normal circumstances, getting entire cities of people to change long-term habits is next to impossible." But these are extraordinary times...
Hong Kong is to be congratulated on quickly adopting more fastidious standards of hygiene - in just some of the changes, 86 per cent of the population are washing their hands more often since the advent of SARS; 85 per cent have worn a face mask at some time since the start of the outbreak; and of the mask-wearers, 53 per cent wear one at work or school.
"This disease is being fought in three main ways in Hong Kong - via Government, medical and personal intervention or changes. The Synovate survey results show that people have seized control of their own habits - with personal hygiene as the one area where control is available to them," Mr Garton said.
Other changes in personal behaviour include:
- almost everyone is ensuring ventilation at home, with 95 per cent opening the windows;
- 35 per cent of Hong Kongers are changing their diet in response to SARS, especially females at 45 per cent versus males at 25 per cent;
- 38 per cent of the population are taking more rest - 41 per cent of Hong Kong women are doing so and 34 per cent of men; and
- women wash their hands 9.4 times more often than before the SARS outbreak, with men doing so 7.9 times more often (this is 8.7 times more frequently across the population).
The research company surveyed 500 respondents between the ages of 15 and 64, via telephone, about behaviour changes and habits as a result of SARS. It was conducted from Thursday, 3 April to Saturday, 5 April and the data was weighted to reflect the Hong Kong domestic population.
Please click here for a fact sheet with more survey results.
Contact(s) for this press release
|
Linda Collard
Director, Marketing Communications |
|
|
9/F Leighton Centre |
Telephone: +852 2830 2588 |
About the Company
Synovate generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of leading research solutions. Companies which will become Synovate on January 6th are Market Facts and its subsidiaries in the Americas; Asia Market Intelligence and Research Fact in Asia Pacific; and Market&More, Pegram Walters, Demoscopie, The Sample Surveys Research Group, INNER Strategic Research and MEMRB Custom Research Worldwide in Europe, the Middle East and Africa. More information on Synovate is available on www.synovate.com.
About Aegis Group plcAegis Group plc is the holding company for Carat, its media strategy, planning and buying business, and Synovate, its market research business. These two operating groups provide clients with a range of services across media communications, marketing consultancy and market research. Listed on the London Stock Exchange, Aegis is capitalised at around £1.1 billion and operates in 64 countries.
More information on Aegis Group plc can be found at www.aegisplc.com.