Hong Kong's affluent are the most mobile savvy in Asia
14 October 2008
HONG KONG — Affluent Hong Kong residents are the highest users of mobile applications such as video messaging, file exchange via Bluetooth or Infrared and moblogs in Asia, according to the 2008 PAX media survey results by Synovate (思緯), a leading global market intelligence company.
Exploring all things digital, the Synovate PAX study introduces Digital Life, a new initiative which tracks how elites move through their day, locations, activities as well as platforms used to access media in detail - enabling media owners and media specialists to have a truly cross-media perspective on the online and off-line behaviour of their target groups.
Over 30% of affluent Hong Kongers use video messaging features on their mobile phone (regional average is 17%) while 61% exchange files via Bluetooth or Infrared (regional average is 40%) and 12% write moblogs (regional average is 8%).
"Whilst Hong Kong's wealthy are less inclined to use features such as podcasts, RSS feeds, wikis, widgets and tagging, it's a different ball game when it comes to mobile devices. Hong Kongers are the most mobile-savvy across the region," said Clare Lui, Research Director for Synovate.
"They also love to chat online, spending eight hours a week using applications such as MSN instant messenger to stay in touch with friends, colleagues and family. This is two hours more than the regional average," added Lui.
Over a third of Hong Kong respondents acknowledged that they try to keep up with developments in technology, an increase of over six per cent from the same time last year. Seventy-five per cent of affluent Hong Kongers watch video clips on a shared site (regional average is 62%) and over half enjoy playing video games (regional average is 38%).
"Media owners, planners and advertisers should take note that media pathways clearly encompass both traditional and digital media among Hong Kong elites. Our results show that while they spend an average of ten hours a week watching TV, they do in fact spend an average of four hours a week reading online newspapers and magazines - this is the highest in the region after Taipei," said Lui.
After email, searching for information on products or services is the next most popular carried out via computer or mobile device with 86% of Hong Kong's affluent doing so. This is followed by reading news alerts and updates (86%) and reading newspapers and magazines online (82%).
"Financial institutions will also be pleased to know that close to two thirds (76%) of Hong Kong elites use the convenience of online banking, a number which will continue to grow in the near future as the city becomes more digitally advanced," Lui added.
For more information on PAX (non-digital) 2008 results, please see the facts sheet (PDF, 236Kb).
Types of websites visited regularly
(% websites regularly visited by affluent Hong Kong consumers)
Average hours of weekly media consumption in a typical week
(Mean hours of media consumption time by affluent Hong Kong consumers)
Contact(s) for this press release
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Pia Wong
Marketing & Communications Manager, Asia |
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Tel: +852 2830 2533 |
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Already in its twelfth year, Synovate PAX is the region's most comprehensive consumer study, tracking media and digital consumption, prosperity and influence across 11 markets in Asia Pacific — Hong Kong, Singapore, Malaysia, Korea, Taiwan, Thailand, Indonesia, Japan, Australia, India and the Philippines.
PAX Digital Life study was conducted from Q3 '07 to Q2 '08 and Synovate spoke with 1347 Hong Kong respondents to get the 2008 results. It covers 7 markets in Asia Pacific — Hong Kong, Singapore, Malaysia, Korea, Thailand, Taiwan and Australia. The target respondents are PAX eligible respondents with Internet usage of 60 minutes or above in an average week.
About Synovate
Synovate generates insights to help clients drive competitive brand, product and customer experience strategies. Now part of Ipsos, with offices in over 80 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.
For more information on Synovate visit www.synovate.com.