Note: This blog is based on the Global Digital Report 2024 – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2024. Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.
--
As we approach 2024, marketers and companies hoping to take advantage of the enormous potential of digital interaction still need to be aware of how Hong Kong's digital media environment is transforming. In this evolving digital age, Hong Kong's social media scene provides special insights into the habits and tastes of its vastly connected people. Given Hong Kong's high internet and smartphone usage rates, there is plenty of digital platform potential for businesses to interact with customers.
No matter your brand's status or degree of experience, maximizing your exposure and customer engagement is possible using appropriate social media platforms and digital marketing strategies. With the most recent trends and social media statistics, this updated look at Hong Kong's social media statistics attempts to provide companies with the tools to adapt to the shifting digital landscape. By discovering Hong Kong's latest online trends, companies may improve their strategy to reach and connect with their target consumers more successfully.
This guide covers you from social media platform preferences to demographic changes to consumer e-commerce and digital spending to make the most of your digital marketing in Hong Kong. Stay one step ahead in this dynamic metropolis by looking at what's worked and what's been working in the country's digital world.
--
Want to read more about other APAC countries' evolving social media landscapes? Check out the digitalisation of the media landscape in Malaysia and the digitalisation of the media landscape in Singapore.
Table of Contents
General social media statistics in Hong Kong
Internet usage statistics in Hong Kong
Social media usage statistics in Hong Kong
Mobile usage statistics in Hong Kong
Ecommerce statistics in Hong Kong
Digital marketing statistics in Hong Kong
What's ahead for social media in Hong Kong in 2024?
General social media statistics in Hong Kong
The city's population has remained relatively stable at 0.08%, or an increase of 6,055 citizens, with a total population of 7.49 million. With a ratio of 54.0% female and 46.0% male, Hong Kong's gender demographic split slightly leans towards females; the country also has a more mature population, with a median age of 46.1 years old, indicating a country inhabited by middle-aged and elderly individuals. Fitting for one of the world's most densely inhabited locations, Hong Kong is fully urbanized, with 6,819 inhabitants per square kilometer. The percentage of adults in Hong Kong who are literate remains high, at 93.5%. The literacy rate for men is slightly higher than that of females, at 96.9% versus 89.6%.
Digital connection is an integral part of Hong Kong people's everyday life, as seen by how 95.6% of its population uses the internet. This amounts to 7.17 million citizens relying on the internet for various reasons, such as connecting with acquaintances or simply spending free time. With a gain of 0.08%, or around 5,789 new users, the number of internet users has seen a little uptick over the last year. Notably, there has been no change in the ratio of internet users to the overall population from the previous year, suggesting that the growth rate has plateaued heading into 2024. Companies in Hong Kong with the resources to conduct social media analytics with a solid foundation to adapt their strategies will thrive.
The average daily internet use is 6 hours and 19 minutes, a 1.8% drop, or around 6 minutes fewer, compared to last year. 93.9% of internet users in Hong Kong use their mobile phones to access the internet, showing the prevalence of mobile connectivity among Hong Kong's internet usage habits.
Internet usage statistics in Hong Kong
Of the 6 hours and 19 minutes that Hong Kong users aged 16-64 spend on the internet daily, 3 hours and 17 minutes are spent using their mobile phones, constituting more than half of all online time. The significant use of mobile devices to access the internet reflects Hong Kong's mobile-first culture, where mobile phones - increasing in usage by 3.4% over the previous year - are the main means of accessing the internet.
However, tablets and PCs also contribute significantly, accounting for 3 hours and 3 minutes of daily internet use. Tablets, in particular, have increased usage by 4.9% among Hong Kong's people over the previous year. Among other noticeable trends in terms of devices to access the internet is the increase in usage of smart home devices, which have increased by 24.6% heading into 2024.
Internet users in Hong Kong engage in a wide variety of online interests and purposes. Finding information ranks as the primary motivation for internet usage in Hong Kong, as 61.4% use the internet to find answers to their questions, do research, and collect data on their online searches.
56.4% of people use the internet for general browsing in their leisure time; this covers a wide range of things to do, from casually surfing the web to actively seeking out digital material. With 56.4% of users viewing videos, TV programs, or movies online, multimedia content consumption is equally popular. To meet this need, video-sharing platforms and streaming services have become more prevalent, putting a wealth of media at the fingertips of Hong Kong internet users.
The internet is also an important means of communication, as 54.2% of people use it to keep in touch with loved ones. Online communication tools such as social media, messaging applications, and video chats through various digital platforms make it simpler to stay in touch with loved ones who live far away. Staying updated about local and worldwide events is another popular internet usage activity among Hong Kong citizens, with 51.3% of users looking to online sources for news. For those who want to be up-to-date on current events, the internet is a great resource because of the many different perspectives and real-time updates it provides, coupled with an algorithm that knows exactly what users want to see.
Social media usage statistics in Hong Kong
With a decline of 4%, or 270,000 fewer users compared to last year, the number of social media identities in Hong Kong is 6.46 million. Hong Kong social media users spend an average of 1 hour and 51 minutes a day on various social media platforms, which is down by 1 minute from a year before.
Hong Kong has an 86.2% social media penetration rate, showing people's regular use of social networks. Among users 18 and up, the penetration rate is even higher at 89.1%, demonstrating the pervasiveness of social media among the country's adult population; females make up 54.7% of the total social media user identities, while males account for 45.3%. People in Hong Kong typically engage with 6.6 unique social media platforms every month.
In January 2024, Meta's advertising audience in Hong Kong had clear patterns across different age groups, focusing on the younger and middle-aged demographics.
The 25-34 age bracket is the most engaged with Meta's platforms, which include Facebook, Instagram, and Messenger, with 11.8% of the advertising audience male and 18.3% female. The 35-44 age group follows, with 10% of males and 14.7% of females exhibiting involvement with social media ads. The youngest group at 18-24 years old, indicated in the graphic above, also exhibits significant participation, with 5.7% male and 10.1% female in the advertising audience.
In light of these statistics, it's crucial to use customized marketing strategies that appeal directly to the preferences and habits of these age groups using the many social media channels. Additionally, it is worth mentioning that there is a higher proportion of female engagement among these highly engaged audiences. By focusing on these three age groups, we find that 43.1% of the ad audience is female and 27.5% is male, with a substantial gender bias towards the female Hong Kong online audience.
These consumer choices may be monitored with the help of real-time, dynamic data gathered from social media users' diverse opinions and feedback.
Among the 45.8% of social media users in Hong Kong, the majority utilize these platforms to fill their spare time. The unending supply of engaging content on platforms like Instagram, Facebook, and TikTok makes it easy for Hong Kong social media users to remain engaged and stay connected. Following this closely, 45% of users use social media to maintain contact with loved ones via messaging applications, posted stories, or group chats.
Also, 32.4% of people get their news from social media. This mirrors the increasing frequency of online news consumption, as more people rely on platforms as their main source of information. Brands and media outlets are responsible for ensuring their material is trustworthy, easy to share, and relevant to users' needs for quick updates.
Observing what is being discussed on social media is another important factor—31.4% of users use it to keep up with hot topics, viral memes, and trending conversations. As a result, users are incentivized to browse content shared by others and remain engaged in the larger social discourse.
Most used social media platforms in Hong Kong
With 77.6% of users regularly engaged each month, WhatsApp tops the list of social media platforms as the most preferred platform. Among social media users in Hong Kong, personal communication ranks high, and the platform's dependable messaging services help make that a reality.
Next on the list is Facebook, which is routinely used by 76.9% of the online population. Facebook's long-lasting popularity comes from its ability to let users connect, share, and interact with content and communities. This makes it important for businesses that want to build communities and target their ads.
Popular for its eye-catching photos and videos - on top of its integrated messaging and sharing features - Instagram attracts 62.9% of users. Images, videos, and narratives come together on the platform, making it perfect for marketers who want to engage their audience via visual storytelling and influencer partnerships.
WeChat, utilized by 54.8% of the population, combines messaging, social networking, and monetary transactions to form an all-encompassing ecosystem that promotes business accounts, among other marketing tactics. When it comes to communicating, 46% of Facebook users use Facebook Messenger, which enhances Facebook's functionality and reinforces Hong Kong's urge to communicate with one another at the press of a button.
It is becoming increasingly vital for Hong Kong's companies to pay attention to and listen to chatter on social media platforms through social listening. Access to these kinds of social media statistics allows them to draw actionable insights and properly publish sound social media on their engagement platforms. Since their audiences are and will continue to be, growing in online places, addressing issues raised there is at the top of the to-do list for marketers in Hong Kong.
Hong Kong's social media users spend an average of 23 hours and 55 minutes each month on YouTube, making it the platform they frequent the most. Its extensive video collection, which includes entertaining and informative material, keeps viewers engaged for long periods. This bodes well for companies looking to boost interaction with their marketing initiatives and brand narratives on YouTube. It is also a big part of how Hong Kong's digital users fill their spare time.
Users spend an average of 16 hours and 49 minutes monthly on Facebook. Despite competition from emerging platforms like TikTok, its wide range of material, including news and group conversations, ensures everyone can find something they like. Businesses can continue to engage with communities and run tailored ads with Facebook's continued staying power. Meanwhile, users spend an average of 11 hours and 57 minutes monthly on Instagram.
On average, users spend 11 hours and 16 minutes monthly chatting and making audio and video conversations on WhatsApp, the country's favorite social media platform according to social media statistics. It is crucial for direct contact, customer service, and private group creation and is popular and reliable among Hong Kong's online community.
At 9 hours and 46 minutes each month, TikTok users make up the last spot in the top five. Thanks to its short-form content, which is very popular among younger audiences, TikTok offers a platform for marketers to produce eye-catching content.
Facebook ranks high among Hong Kong consumers' preferred social media platforms. By engaging 4.50 million people per month through ads, the platform reaches 60% of Hong Kong's population and 62.8% of all adults online. In terms of usage and time spent on social media platforms, Facebook ranks as a top choice for discussion, recreation, and information dissemination in Hong Kong.
From a demographic perspective, ad reach on Facebook is 55.2% female and 44.8% male. A total of 69.8% of people aged 18 and above have been reached by ads, with a breakdown of 67.7% of women and 67.2% of men. The advertising statistics show that Facebook's ad reach rose by 50,000, or 1.1%, in the last quarter heading into 2024. Meanwhile, the platform's user base increased by 300,000 (7.1%), over the previous year. Facebook's capacity to draw in new users and stay relevant in the face of shifting digital trends is shown by the platform's longevity and versatility, as seen by the consistent growth of its advertising audience.
To create a well-rounded social media engagement strategy, businesses need a firm grasp on the effects of digital media and how they may profit from the information gleaned from social media. In Hong Kong's cutthroat business environment, brands need every edge to stay ahead of the competition and connect with their consumers through authentic and entertaining methods.
The target audience that the platform potentially reaches for advertisements is 6.46 million individuals, 86.2% of the population and 90.1% of all internet users aged 18 and above. For marketers seeking to reach a diverse audience, YouTube is an excellent platform due to its large user base and usage in Hong Kong.
Despite the amount of time Hong Kong social media users spend on the platform, YouTube's advertising viewing has dropped by 4%, or 270,000 individuals, compared to the previous year. Males make up 45.3% of YouTube users, and females make up 54.7% of the total, according to the demographic split of ads on the site, while ads reach 89.1% of those aged 18 and above. Ads may be targeted more precisely by age and gender using these statistics, and regardless of the decline in ad reach among its viewers, marketers can engage broad audiences through YouTube.
Mobile usage statistics in Hong Kong
Hong Kong has a highly connected population, with 16.8 million cellular mobile connections in January 2024. This figure stands out since it represents 224.2% of the population, indicating that a sizable portion uses multiple mobile devices and connections.
In the last year, the number of cellular mobile connections increased by 356,000, or 2.2%. This increasing pattern demonstrates the growing need for mobile internet in Hong Kong, as 99.9% of these phones are broadband. The high penetration rate shows that Hong Kong's well-developed telecommunications infrastructure is the reason for the city's broad availability of high-speed mobile internet.
Due to the combination of a highly accessible internet infrastructure and reliable mobile connections, businesses and marketers may reach clients via digital advertising strategies that prioritize mobile devices, especially given Hong Kong's citizens' tendency to use their phones to access the internet.
The average user spends 3 hours and 38 minutes daily on their smartphones, which provides an accurate picture of the distribution of time across different app categories.
Social networking applications account for 36.5% of smartphone usage, emphasizing the significance of messaging applications and social media platforms like Facebook, Instagram, and TikTok for maintaining connections and spending free time.
Entertainment apps follow closely, accounting for 24.9% of smartphone usage. Subscribers to video-sharing websites like YouTube and Netflix are captivated by the abundance of content and feature films. Mobile gaming occupies 14.6% of all smartphone time, with users installing gaming apps for relaxation, competition, and entertainment on the go.
With 13.5% of smartphone time going to productivity and utility apps, users rely on their devices for tasks like time management, note-taking, and daily planning. Meanwhile, shopping apps make up 2.8% of daily smartphone usage in Hong Kong, while various other apps account for the remaining 7.6%, demonstrating the wide range of activities made available by mobile phones. These trends highlight the multifaceted role of smartphones in Hong Kong, serving as sources of entertainment, productivity aids, and means of connection.
Ecommerce statistics in Hong Kong
Online shopping has deeply influenced consumer behavior in Hong Kong and is still shaping the city's online purchasing habits. Social media statistics have shown that aspects such as those influencing prices are particularly effective in encouraging clients between 16 and 64 to complete a purchase.
First and foremost, 57.8% of internet users would be more likely to finish their online purchases if offered free delivery. Providing free delivery holds significant appeal in a city that prioritizes convenience. This service addresses a big concern for clients who value quick and cheap transactions; offering free delivery to clients is a way to boost sales and encourage repeat purchases for online companies.
46.6% of all online buyers use some kind of discount code or coupon when they make purchases online. In this competitive market, smart shoppers are always seeking ways to save money. Online brands that entice budget-conscious shoppers with time-sensitive discounts, unique deals, or personalized promotions will thrive.
Customer reviews and a straightforward online checkout process also affect Hong Kong e-commerce. With 30.1% of consumers seeking a streamlined checkout process and 28.4% using customer reviews, businesses must ensure their platforms are user-friendly and provide reliable information from satisfied customers about their products.
Offering free shipping and tempting discounts will help in achieving higher conversion rates in Hong Kong when marketing products online. By improving the online buying experience and focusing on these main purchase drivers, businesses may build tighter relationships with customers and drive growth in a rapidly evolving digital market.
In 2024, Hong Kong consumers' online shopping habits have shifted, with essentials ranking high among the most rapidly expanding product categories. This shift reflects the growing popularity of online shopping to obtain basic needs.
Spending on housekeeping essentials has climbed by $20 million, reaching $90 million, a 28.6% yearly growth rate. This expansion reflects the growing importance of e-commerce for necessities like cleaning products, paper goods, and kitchen essentials due to the ease of receiving these items directly at home.
An additional $10 million, or 16.7%, brought the total to $70 million for tobacco items sold online. Similarly, sales of over-the-counter pharmaceuticals experienced a 16.7% increase, amounting to an additional $10 million, thus reaching a total of $70 million. Customers also purchase their usual health necessities online, as seen by the inclusion of essential first-aid drugs in the category.
Hong Kong customers spend the most money online in the fashion industry, with a growth rate of 14.8% and an additional $1.2 billion, bringing the total to $9.24 billion. Many people still shop for clothing, accessories, and shoes online because of the ease, cheap pricing, and extensive product selection. The eyewear category, which includes fashionable sunglasses, contact lenses, and prescription glasses, also had a 14.3% increase, reaching $80 million with an extra $10 million.
The significant increase in purchasing essential goods like food, over-the-counter drugs, and household items online indicates a shift in consumer behavior towards simpler online procurement of these necessities. Online shopping is becoming more popular among Hong Kong internet users for essential and non-essential purchases, driven by preferences for convenience, free shipping, and savings.
The total budget for digital media is $701 million, an increase of $63 million (9.8%), over last year. A big part of this increase is the interest in video-on-demand services, which has digital spending at $261 million, an increase of 10.9% ($26 million).
Additionally, digital spending in the video game category is $218.2 million, representing a 9.3% ($19 million) growth, carrying the digital media spend category along with the video-on-demand subscriptions.
Furthermore, digital music expenditure has risen, reaching $142.1 million, an increase of 11.5% ($15 million), compared to the prior year. Streaming services such as Spotify, Apple Music, and local offers have expanded the variety of music streaming platforms available to Hong Kong residents.
A rise of 4.7% ($3.5 million), brought spending on electronic publishing to $79.5 million. The growing market for electronic books and magazine subscriptions demonstrates that readers are finding digital reading options beneficial for both leisure and informational purposes.
The city has grown substantially in all areas of digital media and e-commerce due to several factors, including a high rate of smartphone ownership, widespread availability of the internet, and an overall shift towards a digital way of life.
Digital marketing statistics in Hong Kong
Data shows that Hong Kong consumers have been spending more time interacting with digital ads recently. As more citizens do brand research online and interact with digital touchpoints, new opportunities for marketers to engage consumers appear.
The percentage of Hong Kong internet users who study brands online before purchasing has increased by 3.7% from last year, reaching 50.2%. Also, 41.5% of internet users have visited a brand's website in the last 30 days, a 2.5% rise over the previous year. Additionally, 19.1% of internet users have downloaded a sponsored mobile app in the previous 30 days, an increase of 8.5% from last year.
This growth emphasizes the importance of having a strong online presence and providing valuable information to potential customers as they make selections. Companies should make improving the user experience a top priority on their websites, as this will ensure that customers can easily discover the information and offers they need.
With the slight boost in digital marketing engagement in Hong Kong, the growing importance of targeted and well-planned marketing strategies online is clear. Brands that effectively reach out to online shoppers by providing incentives to buy, such as free shipping or significant savings, may succeed in influencing these trends. By analyzing consumer trends and focusing on key purchasing variables, brands may increase audience engagement.
But knowing how to reach people more likely to be interested in your products or services is tricky. This may be easier with the necessary social listening tools to guide you in listening to the chatter that matters.
Many Hong Kong businesses continue to invest heavily in online marketing and digital ads in response to increased online consumer interaction, leading to a 9% increase in overall digital ad spending. The total now stands at $2.12 billion, a rise of $175 million.
Overall, digital banner advertising increased by 7.9%, and online search ads by 8.7%. As more people turn to search engines to learn about products and services, businesses are realizing the need for search engine marketing to attract targeted visitors.
Digital video ads have grown 8.6%, to $308.1 million in total, which shows that visual content is still an effective way for companies to engage the Hong Kong digital audience. Brands may thrive on social media platforms like YouTube, Instagram, and TikTok if they create interesting and unique videos to promote their products with the help of influencers.
The use of influencers in marketing has increased significantly, with spending increasing by 15.9% to $84.4 million. Influencers are becoming increasingly important in shaping the opinions and purchasing decisions of their followers. Businesses are capitalizing on influencers' sway over their followers to promote their products and services in a more trustworthy and accessible manner.
Advertising spending on digital platforms is on the rise as an increasing number of companies understand the importance of connecting with consumers online. Brands are diversifying their online marketing efforts to capitalize on the growing importance of search, banner, video, and influencer marketing, to name a few.
Tip: Take a look at the top Instagram Influencers in Hong Kong to find the right influencers to partner with.
What's ahead for social media in Hong Kong in 2024?
In conclusion, the internet and social media landscape in Hong Kong is shaped by a population that is highly mobile and technologically savvy, and this group is increasingly influencing the way businesses use digital marketing strategies. Marketers are confronted with a constantly evolving digital environment where user behaviour is always shifting, thanks to the increase in smartphone use and the change in online purchasing habits. Social media platforms like WhatsApp, Facebook, Instagram, and YouTube continue to influence communication, content consumption, and e-commerce, even if their usage overall has remained steady.
In 2024, companies aiming to take advantage of digital developments in Hong Kong should prioritize a customer-centric approach that covers every aspect of social media. Capitalizing on the powerful impact of developing customized marketing strategies that appeal to specific demographics will be crucial, especially for younger viewers on platforms like TikTok and Instagram. Furthermore, the rise of influencer marketing, increased spending on digital commercials, and the popularity of video content have all contributed to a shift in emphasis toward creative storytelling and authentic brand experiences.
Future success in Hong Kong's competitive online economy will depend on companies' ability to streamline the online shopping experience for consumers, incentivize purchases with price deals and free shipping, and connect with consumers via social media. Keeping an eye on these trends and making real-time adjustments will be necessary to discover the endless potential of this dynamic city.
---
If you want to use social media to promote your brand, contact Meltwater Hong Kong by filling out the form below. We'll work with you to develop a plan that begins with social media monitoring and extends all the way to the metrics you'll need to measure the success of your social media marketing. You may spread the word about your company and win over the hearts and minds of customers in Hong Kong.
