Hong Kong Social Media Usage and Trends 2024
What are the Social Media Habits of Hong Kongers
Hong Kong people spend a significant amount of time on social media platforms every day, with many engaging in influencer marketing activities. Big data analytics company, CSG Data, recently released a market research report titled "Hong Kong Social Media Usage Habits and Development Expectations 2023," shedding light on influencer marketing trends. The report compared the usage of Facebook, Instagram, and YouTube, revealing that Instagram remains the favourite platform among young Hong Kongers, with over 98% of respondents under the age of 30 using it daily. On the other hand, older individuals tend to prefer Facebook. In terms of user experience, Instagram has the highest proportion of "heavy users," while negative content is most prevalent on YouTube.
What are the Platform Preferences among Different Age Groups in Hong Kong?
According to the report, a majority of respondents in Hong Kong use Facebook, Instagram, and YouTube daily. Instagram is particularly popular among young users, with over 98% of respondents under the age of 30 stating that they use it every day. On the other hand, Facebook is more popular among older individuals, with a daily usage rate of 93.1%.
In terms of usage duration, Instagram has the highest proportion of "heavy users," with nearly a quarter of respondents using it for more than 3 hours per day. YouTube follows with 17.8%, while Facebook has the lowest percentage at only 15.6%.
Content Analysis: Positivity vs. Negativity Across Platforms
The report highlights that discussions on Hong Kong's online platforms tend to have a higher proportion of negative content related to YouTube (48.2%), particularly concerning the quantity of advertisements and user experience. In contrast, Instagram has the highest proportion of positive content (33.1%), mostly related to the introduction of new features.
Emerging Social Media Platforms Trends and Interest in 2024
In recent years, several emerging social media platforms have gained attention. The survey indicates that podcasts, Discord, and Patreon have garnered interest, with over half of the respondents expressing current or potential usage of these platforms.
Regarding different types of content, 92% of respondents express a preference for viewing images on social media. Text, vertical short videos, and horizontal videos are supported by around 60% of respondents, while only 9.78% prefer watching live streams.
Unveiling Insights from Digital Marketing Professionals and Consumers
The research conducted by CSG Data primarily targeted marketing professionals and consumers in the Hong Kong market. The study comprised an online questionnaire, capturing respondents' attitudes and usage frequency towards different social media platforms. Of the respondents, 62.22% were marketing professionals, while 37.78% were consumers. The second part of the research involved online opinion analysis, using CSG Data's xMiner big data analytics platform to analyse over 8,600 posts and comments from various platforms between November 2021 and October 2022.