eCMO 2010 Digital lifestyles and media consumption habits of four generations of Hong Kong Consumers

Digital lifestyles and
media consumption
habits of four
generations of Hong
Kong consumers

© 2010. Synovate Ltd. 1

Synovate Media Atlas

• All People aged 12-64 in Hong Kong
• April 2009 – March 2010
• 6,013 successful interviews
• Computer aided telephone interviews
• Quarterly updates of rolling 12 month database


Synovate In:Fact global study on media and
advertising
• All People aged 15-64 in Hong Kong
• September 2009
• 1,003 successful interviews
• Computer aided telephone interviews


4 generations of Hong Kong people

Population
2,092,000 1,714,300 995,200 682,500
GEN Y

Baby
GEN X Post 80s Post 90s
Boomers 30-44 years old 20-29 years old 12-19 years old
45-64 years old

1945 1965 1980 1990 1998


Hong Kong’s diverse media meets the needs of
different generations
Media usage
%
93 12-19 (Post 90s)
89 89 89 90 89
20-29 (Post 80s)
78 30-44 (Gen X)
71
67 66 45-64 (Baby boomers)
62
51 50
47
40 42
34 35
29
24
20
16
13
9

TV Daily Internet Weekly Monthly Radio
newspaper magazine magazine

Yesterday: TV, daily newspaper, internet & radio
Past week: Weekly magazine
Source: Synovate Media Atlas Hong Kong Apr 2009 - Mar 2010 Past month: Monthly magazine

Hong Kongers live media-saturated lives. They are
busy making time for different media

Minutes per day per user
TV
194
Internet
162 Radio
151 Newspaper
138
124 129 Magazine
115
105
88 92

65
56
45 48
41
32 32 28 28
20

12-19 (Post 90s) 20-29 (Post 80s) 30-44 (Gen X) 45-64 (Baby
boomers)

Source: Synovate Media Atlas Hong Kong Apr 2009 - Mar 2010
Target: Those participated in respective activities

The Internet provides up-to-date and useful
information
Gives me useful information Keep me up-to-date %

Internet
TV
12-64 46 24 14 12-64 42 25 7
Newspaper

12-19 (Post 90s) 64 16 13 12-19 (Post 90s) 64 122

20-29 (Post 80s) 73 9 11 20-29 (Post 80s) 66 93

30-44 (Gen X) 53 22 11 30-44 (Gen X) 46 23 6

45-64 (Baby boomers) 23 36 19 45-64 (Baby boomers) 20 38 12


The web is more than a utility for the Post 80s
and 90s
Best entertainment source/ I enjoy spending time on/with %
leisure pastime
Internet
12-64 31 49 TV 12-64 32 38

12-19 (Post 90s) 61 26 12-19 (Post 90s) 52 23

20-29 (Post 80s) 59 27 20-29 (Post 80s) 57 22

30-44 (Gen X) 29 51 30-44 (Gen X) 33 37

45-64 (Baby boomers) 10 67 45-64 (Baby boomers) 13 52


Necessities in life!

I couldn’t live without %

12-64 24 28 25 Internet
TV
Mobile phone
12-19 (Post 90s) 44 17 25

20-29 (Post 80s) 47 13 28

30-44 (Gen X) 22 29 26

45-64 (Baby
8 38 22
boomers)


What are they using
the internet for?


Generational differences in online activities

Features used on the internet

45-64
% 12-64 12-19 20-29 30-44
(Post 90s) (Post 80s) (Gen X) (Baby
boomers)
Using search engines for information 66 69 79 67 51
Using email 65 66 80 66 50
General browsing 65 62 76 65 56
Instant messenger 42 64 68 32 15
Downloading 33 50 47 26 18
Online games 29 43 37 25 16
Online banking/investment 26 2 30 35 27
Listening to live music 24 35 31 19 16
Listening to live radio 18 15 23 18 17
Online auctions 15 18 27 12 5
Online purchase 14 10 25 13 8
Online booking of travel services 13 3 18 15 13
>50%
Source: Synovate Media Atlas Hong Kong Apr 2009 - Mar 2010 25%-50%
Target: Past month internet users <25%

Social media is the natural habitat of the Post
80s and 90s
Online activities participated in past month
12-19 (Post 90s) 20-29 (Post 80s) 30-44 (Gen X) 45-64 (Baby boomers) %

51 50
48
43 42
39 38 38
35 34
32 31 33 33
28 28 28 28 29
24 23 23
20 20
16 16
12
9

Read a blog Read a blog Created/ Read others’ Updated/ Read online Contributed to
without and updated a social network maintained a forums or online forums
making commented blog profile page profile on discussion or discussion
comments social groups groups
networking
site
Target: Past month internet users

Mobile phones are truly multi-function devices

Features used via mobile devices in past month
12-19 (Post 90s) 20-29 (Post 80s) 30-44 (Gen X) 45-64 (Baby boomers) %

68
6466 64

49 48
44 45
39
3333 32 31
29 29 29 26
22 21 20 2321 2322
20 19 18
16 15 16 13 16
10 10 11
8

Took SMS Recorded Listened to Played Surfed the Used MMS Instant
photos videos radio/ games internet email messaging
music

Target: Those have any mobile device

Keep advertising, it works!

Strongly agree/agree %
15-19 (Post 90s)
20-29 (Post 80s)
30-44 (Gen X)
56 45-64 (Baby boomers)
50 50 48

20
17 17 18

Sometimes I'll buy a product because Adverts are a good way to learn about
its advertising is good new products and services


Making ads work harder
and better to break
through the clutter!


Too many ads on magazines and mobiles!

Too many ads on...

54%
49%

38% 38%
32%

22%

Magazine Mobile phone TV Newspaper Internet Radio


The Post 90s are more tolerant of ads

Too many ads on...
15-19 (Post 90s) 20-29 (Post 80s) 30-44 (Gen X) 45-64 (Baby boomers)

66%

58%
53%
51%
49%
45% 44%
42% 42%
40%
38%
36% 37%
34% 34% 34%
32% 31%
27% 28%
24%
23%
19% 19%

Magazine Mobile phone TV Newspaper Internet Radio


More importantly,
consumer is in control!


Consumers choose what to interact with

11 global markets China Hong Kong

87% 91%
81% 80%
76%
66%

Skipped TV or radio ads by turning off or Avoided websites with intrusive advertising
changing channel or fast forwarding or pop ups
recorded programs


Especially the Post 80s and 90s


96% 96% 98% 96%
91% 87% 86%

64%

Skipped TV or radio ads by turning off or Avoided websites with intrusive advertising
changing channel or fast forwarding or pop ups
recorded programs


Potential for behavioural marketing

39% like it if "websites and
TV channels developed
technology that monitored the
sites you use and the TV
channels you watch so they
could make the ads you see
more relevant to your
interests".


As long as such technologies do not collect
personal data that could identify the consumer
individually

I'd like this and would have few, if any
8%
concerns about it

I'd like this as long as none of the data 39%
26%
they collected could identify me

I'd like this for another reason 5%

I'm not interested in changing what ads I
25%
see

I'd not like this because I'd be concerned
16%
about them collecting data about me
27%
I'd not like this for another reason 11%


Younger generations like to see tailored ad
based on their activities and interests

I'd like this I'm not interested in changing what ads I see I'd not like this

49%
46%
40%

32%
30% 29% 30%
28%
24% 24%
22%
19%



Show me the money
(and then you can show me your ad?)


Would you be willing to accept more ads on any of
the following media if you were paid to do so?

Yes


41%
36% 35%
32% 33%
30% 30%
26% 27%
24%
18% 19%

TV On the internet On your mobile phone


My Brand, my way


However, people are willing to engage with the
brands that get it right!


95%93% 93%91% 97%95%
91%90%
80% 84%
75% 77%
71%
53% 53% 52%

Searched for an ad on Shared links to ads I Discussed ads I’ve Promoted a brand or
the internet like with my friends seen with friends ad on my social
networking page /
become a fan


Thank you!

Susanna Lam

susanna.lam@synovate.com


eCMO 2010 Digital lifestyles and media consumption habits of four generations of Hong Kong Consumers

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