Note: This blog is based on the Global Digital Report 2025 (Digital 2025 Hong Kong) – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Essential Guide to the Global State of Digital in 2025. Download the Global Digital Report 2025 for free.
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The digital environment of Hong Kong exemplifies the city’s tradition-meets-innovation spirit, on full display from the neon-lit streets of Central to the tranquil serenity of the Big Buddha. With its high internet and mobile penetration rates and fully urban population, the city continues to lead in digital connectivity and social engagement across Asia.
In January 2025, Hong Kong’s total population stands at 7.4 million, down slightly from the previous year. Despite this, the city’s digital ecosystem remains strong. With a 235% mobile penetration rate—equating to each resident having multiple mobile connections—Hong Kong boasts a robust mobile infrastructure. In addition, 7.1 million people, or 96% of the population, are connected to the internet. Meanwhile, 83.1% of the population, or 6.15 million user identities, actively participate in social media.
From Hong Kong’s historic “Ding Ding” trams and bustling street markets to the iconic Star Ferry, there’s no shortage of spots to people-watch. But you’re just as likely to see residents and tourists live-streaming from Harbourfront Shared Spaces or snapping photos for social media. Understanding how people connect, share, and consume content in this city is key to reaching Hong Kong’s mobile-first population.
Using these statistics as a starting point, we’ll explore how this one-of-a-kind metropolis is shaping the region’s digital future—and how marketers, brands, and communicators can effectively connect with Hong Kong’s audience in 2025.
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 2025?
General social media statistics in Hong Kong
With a year-on-year reduction of 0.5%, or 36,000 fewer individuals, the city's total population stands at 7.4 million in January 2025. Despite this slight decline, Hong Kong remains densely populated, with 6,729.8 people per square kilometer. The city is also known for its notoriously compact living spaces—some so small and costly they’ve earned the nickname “coffin homes,” where everything one needs is crammed into a room no larger than a coffin.
The city's aging population is reflected in its median age of 47.4 years. This places Hong Kong above many Western nations and among the oldest populations globally, ranking just behind Japan (49.8) and Italy (48.2). The gender breakdown reveals a slight majority of women, at 55% female and 45% male. An interesting aspect of Hong Kong’s gender demographics, with potential implications for digital literacy, is the literacy gap: 96.9% of men are literate compared to 89.6% of women.
Hong Kong’s age distribution reveals a population that skews noticeably older, with most of its residents concentrated in age groups above 40. Because of this, marketers and communicators should no longer assume that younger audiences dominate the online space—at least not in Hong Kong, where the situation is quite different.
Top 5 Age Groups by Population in Hong Kong (Feb 2025):
- Age 60–64: 623,000 (8.4% of the population)
- Age 40–44: 596,000 (8.1%)
- Age 50–54: 578,000 (7.8%)
- Age 65–69: 574,000 (7.8%)
- Age 45–49: 572,000 (7.7%)
These figures show that the largest demographic is between the ages of 40 and 69—a group often overlooked in digital campaigns. But in Hong Kong, these individuals are highly likely to see your ads, click through your content, and engage with your brand.
Are these same age groups also the most active on social media, or is there a gap between access and actual engagement? In the next section, we’ll explore how this demographic profile aligns with usage patterns across Hong Kong’s top platforms.
Internet usage statistics in Hong Kong
Heading into 2025, 7.1 million individuals, or 96% of Hong Kong's population, regularly use the internet. Residents spend an average of 5 hours and 30 minutes online each day, slightly below the global average of 6 hours and 38 minutes. However, this figure is trending downward, with a 0.5% decrease from last year.
Despite the dip in usage, Hong Kong remains a highly mobile-driven market. A significant 93.7% of internet users access the web via their mobile phones.
With a mobile penetration rate of 235% and 96% of the population online, Hong Kong’s digital infrastructure is deeply embedded in daily life. Most people own multiple devices, and the widespread availability of high-speed internet allows residents of all ages to engage actively with social media, digital marketing, and online content.
The highly active and fast-paced lifestyle of Hong Kong's internet users in 2025 reflects the city’s dynamic culture. 55.9% of users regularly watch videos, TV shows, or movies—whether it’s catching the latest TVB dramas on MyTV SUPER or tuning in to global hits on Netflix. This strong engagement with streaming highlights the city's appetite for diverse entertainment options.
55.7% of users go online to stay connected with friends and family, relying on messaging apps like WhatsApp and WeChat. These platforms are essential in helping people maintain close relationships despite their packed schedules.
Another 55.5% turn to the internet for general browsing or to pass the time—whether they’re riding the MTR home from work or queuing at a cha chaan teng with a view of Harbour City. Beyond just killing time, this habit helps users stay entertained and in the loop throughout the day.
54.7% of users rely on the internet to find information, making it an essential part of everyday life. From checking traffic updates to discovering the latest restaurants in Central, Hongkongers use online tools to navigate the city efficiently. Similarly, 50% of users are online to stay updated with news and current events—proof that the internet remains a vital source for staying informed.
These digital habits show how deeply embedded the internet is in Hongkongers’ daily routines and highlight the importance of making relevant, accessible content available to this always-connected population.
As one of the most chronically online cities in the world, Hong Kong’s population turns to the internet in 2025 for three main things: communication, information, and commerce.
Chat and messaging applications lead the way, with 95.7% of users relying on them. Closely following are social networks, used by 93.1% of internet users. From Xiaohongshu’s user-generated content to YouTube’s endless stream of videos, these platforms are central to how Hongkongers express themselves, discover trends, and stay informed.
Whether it’s checking the latest headlines or doing a quick Google search, 84.2% of users depend on search engines and web portals for instant access to information. At the same time, 71% continue to use email, likely for work and formal communication.
Rounding out the top five, 69.3% of Hongkongers visit shopping, auction, and classifieds sites. With platforms like Taobao and secondhand marketplace Carousell on the rise, the city’s appetite for online commerce shows no signs of slowing down.
Social media usage statistics in Hong Kong
While internet usage in Hong Kong remains stable and consistent, social media usage is on a slight decline. Even though nearly everyone in the city is online, only 83.1% of the population has a linked social media account. This figure—6.15 million—is down 4.8% from the previous year, or about 310,000 fewer identities. Meanwhile, the average time spent on social media has dropped to 1 hour and 42 minutes per day, an 8% decrease year-on-year.
This places Hong Kong near the bottom of global rankings for total social media use. In contrast, users in the Philippines and Indonesia spend over three hours daily on social platforms. Among Hong Kong’s adult users (aged 18+), 85.5% are active on social media; of all user identities, 54.1% are women, while 45.9% are men.
According to Meta's ad audience statistics, digital advertising in Hong Kong still targets a younger demographic, despite the city’s population being mostly older and nearly everyone having access to the internet.
Here’s how Meta’s adult ad audience breaks down by age:
- Users in the 18–24 age group make up 8.2% female and 5.4% male. While Gen Z is present, they don’t dominate the space the way they do in markets with longer social media usage.
- The majority of users are in the 25–34 age group, with 16.8% female and 12.1% male. These millennials can be best engaged on Meta platforms, making them a key target for marketers and communicators in Hong Kong.
- Those aged 35–44 follow, with 15% female and 10.8% male. Although their engagement is slightly lower than the group before them, they still represent a substantial portion of the audience.
- Among users aged 45–54, the numbers taper to 7.8% female and 6.8% male; meanwhile, the 55–64 age group accounts for 4.3% female and 4.4% male. Remember that this age range makes up a large share of Hong Kong’s overall population and internet users—but not its social media audience, making it a challenge to engage this group with campaigns that rely solely on social platforms.
- Lastly, users aged 65 and above account for 4.4% female and 4.1% male.
Millennials form the bulk of Hong Kong's ad-targeted demographic. The gap between the targeted audiences and the actual online population highlights the importance of more suitable social media monitoring and listening to better understand who users really are and how they behave online.
Hong Kong stands apart from other regional markets in that older generations are online—but not targeted with ads. What makes its social media audience especially worth watching is the strong presence of users aged 35–44 at a time when viral trends, marketing language, and platform culture—especially on TikTok and Instagram—can often miss the mark with older crowds.
In general, keeping in touch and staying informed are the two main reasons why Hongkongers use social media. The most popular reason is simply to fill spare time, with 43.6% of users turning to social media when they have a minute to spare. A close second, 42% use it to keep in touch with friends and family—showing that users enjoy staying connected with loved ones during the hour-plus they spend on these platforms each day.
Reading news articles ranks third at 30.6%, demonstrating that many rely on social media to quickly scan updates and headlines. Related to this, 29.7% say they use it to see what’s being discussed—whether it’s breaking news, viral posts, or trending topics.
However, the fifth reason stands out the most. According to 26.5% of Hong Kong social media users, seeing content from their favourite brands is a major reason they use these platforms. This shows that users aren’t just aimlessly scrolling—they’re actively awaiting new product drops and exclusive updates from brands they follow. In this way, social media plays a key role in how consumers discover, shop, and maintain a relationship with the labels they love—giving brands in Hong Kong a clear opportunity to engage their audience with thoughtful marketing strategies.
Most used social media platforms in Hong Kong
Among Hong Kong's social media users aged 16 and above, 70.6% use both Facebook and WhatsApp. Hong Kong’s numerous millennials and Gen Xers use Facebook as a central hub for community news and content sharing. WhatsApp, on the other hand, is a key part of daily communication, whether for personal or professional use, thanks to its reliable messaging features and simple interface.
Instagram is the third most used platform in Hong Kong, with 58.2% of users active on it monthly. WeChat ranks fourth at 49.4%. While more widely adopted in China, it remains important in Hong Kong—particularly for those with strong personal or professional ties to the mainland.
These platform preferences show that Hongkongers have varied communication needs. They also reflect the straightforward way social media is used in the city: to stay connected and stay informed.
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.
While YouTube doesn't rank among the most popular social networking sites in terms of monthly users, it is the most popular among Hongkongers when it comes to time spent. YouTube leads in engagement time, with an average of 22 hours and 31 minutes per month.
Several things make YouTube so popular in Hong Kong. When people want to watch videos they can't find anywhere else, they go to YouTube first. They rely on it for entertainment, product research, and educational content. This makes it an effective platform for companies to connect with consumers. Given the significant local interest in topics such as "Hong Kong," "music," and "movie," YouTube continues to serve as a key space for both entertainment and advertising. Notably, the popularity of the search term "Hong Kong" itself reflects users' strong interest in local news, food, culture, and everything tied to the city.
Following YouTube, Facebook users spend an average of 13 hours and 47 minutes per month on the platform, while Instagram users average 12 hours and 53 minutes. WhatsApp users engage for about 9 hours and 46 minutes monthly, and TikTok rounds out the top five with 8 hours and 58 minutes per month.
The demographics of YouTube's Hong Kong advertising audience closely mirror the city’s population: middle-aged and older. Ad reach on YouTube increases with age, unlike other platforms that typically cater to younger users. The largest share of YouTube ads targets those aged 65 and above, with a near-perfect declining trend across younger age groups. Given the global dominance of Gen Z and millennials on social media, insights like this are only possible through proper social listening and media monitoring tools.
Here’s the breakdown of YouTube ad audience in Hong Kong:
- 65+ years old: 9.7% female, 9.1% male
- 55–64 years old: 8.6% female, 7.8% male
- 45–54 years old: 9.7% female, 6.9% male
- 35–44 years old: 10.2% female, 7.3% male
- 25–34 years old: 7.1% female, 6.9% male
- 18–24 years old: 3.2% female, 3.2% male
Without the right tools and resources, your YouTube ad spend could easily go toward content made by influencers or campaigns aimed at Gen Z. But in Hong Kong, the cost of that kind of miscalculation could reach millions. Imagine crafting a youth-oriented TikTok-style collaboration with a trendy brand, only for your ad to be shown to a 70-year-old man who just wants to watch the news. Knowing your target demographic isn’t just helpful—it’s the line between a successful campaign and a total miss.
Mobile usage statistics in Hong Kong
Shown here in 2025 are mobile usage statistics in Hong Kong that exemplify a society deeply connected through the black screens in their pockets, supported by excellent infrastructure and extensive use of mobile technology.
Mobile usage stands out in Hong Kong: on average, every resident has more than two cellular mobile connections, with 17.4 million connections accounting for 235% of the total population. This reflects the pervasive integration of mobile devices into everyday life and shows that most individuals maintain multiple connections.
A total of 790,000 new mobile connections were added over the past year, marking a 4.8% increase. A high percentage of these connections are broadband (3G, 4G, or 5G), guaranteeing dependable and fast communication across all devices.
To sum up, mobile usage in Hong Kong in 2025 reflects a population that is tech-savvy and equipped with access to state-of-the-art services. The city’s high penetration rates and widespread 5G adoption show just how central mobile connectivity is to everyday life.
While mobile internet use is high in Hong Kong, the graph above demonstrates that many people still prefer to access the internet using desktop computers and laptops. Traditional computing remains significant alongside mobile, with 43.84% of online traffic in Hong Kong originating from laptops and desktops.
That said, mobile phones are still the leading source, accounting for 50.86% of all online traffic—a 5.6% increase from the previous year.
As a footnote to mobile usage in Hong Kong, the prevalence of Android smartphones is a notable observation about mobile web traffic. In December 2024, Android phones accounted for 50.61% of all mobile web page requests, slightly more than iOS at 46.33%.
Ecommerce statistics in Hong Kong
Online shopping is becoming more popular in Hong Kong. In 2024, 3.84 million individuals shopped for consumer goods online, up 9.7% from the previous year, or 340,000 more buyers. Additionally, online purchases of consumer products reached $4.77 billion USD, an increase of 9.2% or $402 million compared to the previous year, indicating a general trend of growth in online spending. Online shoppers brought in an average of $1,242 USD annually, a decline of 0.6% from the previous year’s total; although this figure is down, the rise in overall spending signals strong consumer activity in Hong Kong’s e-commerce space.
With a year-over-year growth of 7.1%, mobile commerce contributed significantly to this trend, making up 45% of total e-commerce expenditure in 2024. This further reflects the confidence and trust that Hongkongers have in using mobile phones for purchases.
In 2024, fashion was by far the most popular online shopping category in Hong Kong. At $2.31 billion USD, the fashion industry was the undisputed leader in e-commerce sales. Online marketplaces like ZALORA offer products from well-known global brands like PUMA, Calvin Klein, and New Balance, while Lane Crawford features luxury labels such as Balenciaga and Bottega Veneta. At the same time, local brands like Sau Lee appeal to the city's multicultural palate by fusing Eastern and Western styles.
Online sales in the electronics sector also performed well, reaching $540 million USD. Fortress, which sells a variety of appliances and consumer gadgets, was a popular destination for online shoppers in Hong Kong. With $529 million USD in online sales, furniture emerged as a key category in the e-commerce scene. Many people now shop for stylish pieces for their homes at stores like IKEA. Sustainable furniture is also gaining traction through local retailers like TREE, which attract eco-conscious shoppers.
Lastly, the food category generated $462 million USD in online sales in Hong Kong, rounding out the top four e-commerce categories. Services such as foodpanda and Deliveroo have grown in popularity by facilitating delivery from a wide range of eateries and shops. Additionally, stores like Specialities Express provide a variety of traditional Hong Kong meals for those seeking local flavors.
These trends highlight the evolving nature of Hong Kong's online retail landscape, where both domestic and international brands thrive across diverse sectors.
Buying things online in Hong Kong's dynamic e-commerce market is clearly driven by two factors: convenience and value. The most important factor for half of all online shoppers—50%—is the availability of free delivery promos. Because of the city's dense population and high standard of living, Hong Kong residents have come to expect the convenience of doorstep delivery at no extra cost. Customers in the area value free delivery the most, perhaps because it saves them time and effort compared to dealing with public transport and congested city streets.
Another notable reason that pushes Hongkongers to make purchases online is the appeal of coupons and discounts, with 44.4% of users seeing them as a primary incentive. People in Hong Kong, a market with a relatively high per capita income, are still quite price sensitive and responsive to sales and limited-time offers—particularly when shopping online, where price comparisons are easy. In the local e-commerce scene, perceived value remains a strong motivator, with consumers seeing clear benefits in how discounts shape their purchase decisions.
The most popular shopping-related Google searches in Hong Kong in 2024 mirror the city's online purchasing patterns. Nike had the highest volume of Google search activity, reinforcing the fashion category's dominance in Hong Kong e-commerce. It’s clear that local customers have a strong affinity for fashion, both athletic and high-end, as global clothing giants like Adidas (#4) and luxury labels like Dior (#5), Chanel (#6), and Louis Vuitton (#7) all featured prominently.
In addition to being the second-biggest e-commerce sector in Hong Kong, the high demand for electronics is reflected in the strong presence of iPhone (#2), Samsung (#3), and Sony (#10). These search patterns show that consumers in Hong Kong value brand recognition and frequently turn to Google to research products online, also turning to social media to see how their favorite brands are presented. It’s a strong reminder for firms to prioritise visibility, especially in an environment where local shoppers actively search for both fashion and function.
Digital marketing statistics in Hong Kong
Along with the expansion of online shopping and the e-commerce industry in Hong Kong, digital marketing efforts are also on the upswing. Brands are stepping up their online advertising game to keep up with the growing number of customers in Hong Kong who choose digital platforms for both purchasing and content consumption across its many industries. The most recent data shows that overall ad spending was $3.44 billion USD, up 5.3% from the prior year (an additional $172 million USD).
Digital ad expenditure, which encompasses platforms such as social media and search engines, reached $2.26 billion USD, demonstrating significant year-on-year growth of 8.6% ($179 million USD more). With digital ads accounting for 65.7% of all ad expenditure in Hong Kong, having a strong online presence is crucial for modern marketing strategies in the country—of course adjusting to all the actionable insights mentioned so far.
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.
The importance of search advertising in Hong Kong's digital marketing strategies is rising as the country’s digital economy continues to grow. Brands are investing more in search because Hong Kong shoppers rely heavily on it for product discovery, price comparisons, and research.
The yearly budget for internet search advertising in Hong Kong reached $670 million USD in 2024, reflecting a 10.5% increase from the previous year—an additional $63.8 million USD in spending. With a 1.7% increase from last year, search now accounts for 29.7% of total digital ad expenditure.
Searching, researching, and comparison shopping are everyday behaviors among Hongkongers online. Whether it’s fashion or electronics, most queries begin with a Google search—making search advertising one of the most effective ways to capture intent-driven traffic and drive conversions in Hong Kong's online landscape.
Advertising on social media is also becoming a top strategy by brands in Hong Kong, where 26.5% of social users identify viewing material from their favourite businesses as a primary motivation for using these sites. Advertisers see social media as an appealing space because of the highly engaged and interested audience.
Social media advertising in Hong Kong reached $580 million USD in 2024, a 13.7% increase from 2023 and a $70 million USD rise from the previous year. With a 4.7% increase year-on-year, social media currently makes up 25.7% of all digital advertising spending.
People in Hong Kong aren't only mindlessly scrolling through social media; they're scrolling with intent, actively following businesses, engaging with them, and even buying from them. In a market where social platforms are also search engines, it's important to use social ads to make your company known and build relationships with customers.
What's ahead for social media in Hong Kong in 2025?
Hong Kong remains one of the most networked cities in Asia, with 96% of its population online. Hongkongers rely heavily on social media for a variety of daily needs, including keeping up with news, finding new products, and making online purchases. Here are five must-dos for marketers in 2025 to engage the distinct demographic of Hong Kong, according to this year’s data:
- Transport Yourself Back to the Middle Ages
The city's most populated age groups are 40–69, and although they are online, they aren't always targeted. While youth-centric approaches lead in global social marketing, businesses in Hong Kong need to adjust their messaging to appeal to an underserved yet technologically adept audience. Advertisements on YouTube, in particular, as well as other online campaigns, should cater to their interests, lifestyle, and habits. - Think of Social Media Like Search Engines
Shoppers in Hong Kong go beyond simple scrolling to research, evaluate, and make purchases. Social media platforms serve as discovery engines for product reviews and the latest trends. Content needs to be both discoverable and shoppable in order to engage Hong Kong’s social media audience. - Leverage Purposeful Browsing
When it comes to socialising, Hongkongers are methodical. Brands need to be where the people are—with relevant, timely content that delivers clear value and strong creative—because social media now receives 25.7% of all digital ad spending and continues to grow. Stay top of mind with high-intent audiences by using retargeting and interest-based ad formats. - Integrate Desktop and Mobile Usability
Even with an average of 2.35 mobile connections per person, 43.84% of all website traffic comes from desktop computers. Brand experiences must be consistent across devices, whether that means aligning mobile-friendly checkouts with desktop layouts or syncing ad messaging across platforms. - Know Your Audience—Like, Really Know Them
The temptation to use cookie-cutter approaches is strong. But consumers in Hong Kong differ from those in other regional markets, especially with its audience on social media being predominantly female at 54.1%. Automatically targeting Gen Z on social media may be a mistake, as local behaviours don’t always match global norms. Use listening tools, media monitoring, and local insights to understand your audience and how they prefer to be addressed.
To build lasting relationships with Hong Kong audiences in 2025 and beyond, brands need to be attentive, adaptable, and consistent across all digital channels.
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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.
