Hong Kong, 23 March 2022 – To maximise campaign resonance, marketers need to understand the key drivers around the increased focus and willingness of Hong Kongers to spend more time on at-home entertainment and health-conscious lifestyles.
Hong Kongers’ consumption behavior has changed significantly since the pandemic with reduced time outdoors and increasing concerns about job security. Nielsen today released insights utilising Nielsen Consumer & Media View (CMV) that reported 43% of Hong Kongers were concerned about losing their job in 2021, compared to 37% in 2019.
At-home entertainment is on the rise and does not appear to be slowing down with 71% of Hong Kongers surfing websites (58% in 2019), 50% listening to music (42% in 2019), 19% playing video games (15% in 2019) and 40% reading books (36% in 2019). Mahjong was recorded at 22% in 2019 and dropped to 16% in 2021 which was most likely impacted by social distancing requirements.
Spending on nice-to-have items also dropped with, for example, spending on accessories and dining out on the decline. 37% of Hong Kongers participated in Mark Six in 2019 which dropped to 24% in 2021.
Hong Kongers are turning their attention to financial vehicles. The ratio of income spent on wealth management increased slightly, reaching 24% on average. Spending on retirement plans recorded an increase from 15% in both 2019 and 2020 to 21% in 2021. There was an increasing trend in property investment, with 22% in 2021, compared to 19% in 2019.
Hong Kongers are becoming more health-conscious. More vitamins/ supplements consumption was reported (32% in 2021 vs. 25% in 2019), in particular, Fish oil & Pills, Hair Healthy and Herbal supplements recorded a slight increase.
Clare Lui, Vice President, Nielsen Media, commented: ” Since the pandemic, consumption behaviour has changed significantly. It is important that Hong Kong marketers stay abreast of such changes. Nielsen CMV can help Hong Kong marketers understand optimal ways to reach consumers during this special period.”
Note: 2021 figures come from the data period covering January 2021 to December 2021 while 2019 figures are from the data period covering January 2019 to December 2019.
About Nielsen CMV:
Nielsen Consumer Media View (CMV) is a flagship syndicated trend study since 1969 in Hong Kong, which covers cross-media platforms ranging from conventional TV & Print to innovative Digital & Mobile media consumption and engagement.
It provides vital insights and extensive information on Hong Kong’s general population (aged 12-64) in terms of demographic, personal and household profiling, lifestyle, attitude statements, core value summary, social-economic characteristics as well as purchase behavior and consumption patterns on 100+ products.
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.
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