Rahul Sachitanand
Jun 24, 2020

Lockdown blues: Hong Kongers ambivalent about overt use of technology in the pandemic

TOP OF THE CHARTS: Tech usage is on the rise, but they worry about the impact of its overt use on their health.

Lockdown blues: Hong Kongers ambivalent about overt use of technology in the pandemic

While Hong Kong was one of the first regions to go into a lockdown earlier this year and pushed work, school and entertainment indoors, the SAR's residents seem to have mixed feelings about the growing use of technology in their lives. Marketers and brands looking to target these consumers may need to tread carefully, as data from Dentsu Aegis Network's Techlash or Techlove report for the region provides a bunch of mixed messages. 

On the face of things, Hong Kong residents seem to have adopted better in some areas. They have for example, become more open to shopping and banking online and to use a ride-sharing service. However, they seem no keener than their peers globally when it comes to listening to streaming music and are far more reluctant to watch a streaming video service. 

Despite reluctance to wholeheartedly embrace tech, some data suggest that Hong Kongers seem rather fond of their gadgets. According to data for Asia-Pacific, for example, people in Hong Kong are among the most wedded to their devices, with the older demographic especially obsessed with their gadgets. 

This survey also shows how Hong Kongers are yet to fully leverage their use of technology. Barely a third of Hong Kongers find it intrusive to be shown personalised ads online, even as they ramp up their use of technology. Yet, a similar percentage of users believe that tech can be a game changer for their careers.

Data from this DAN report also suggests that younger residents are yet grappling to manage their investment and time spent on technology. While they worry about the impact on their health with the overt use of technology, they also admit these tools can help lift their careers and relax. The oldest demographic surveyed, 55- to 65-year-olds seemed more clued into the benefits of tech—in terms of relaxation and pleasure—than their younger peers. 

This article is filed under...
Top of the Charts: Highlights of recent and relevant research

Related Articles

Just Published

2 hours ago

APAC finishes strong at 2022 D&ADs

The region added six more Yellow Pencils on the second day of the awards, bringing its total winning entry tally to 265.

2 hours ago

Kotex campaign depicts women 'owning the night' ...

Watch the films conceptualised by Ogilvy India here

3 hours ago

Interpublic, Omnicom CEOs condemn Texas elementary ...

Omnicom CEO John Wren also said the holding company supports ‘common sense gun legislation.’

2 days ago

Alibaba posts slowest quarterly growth on record, ...

Losses increased because of decline in value of investments in publicly-traded companies; backing for newer businesses such as Taocaicai and Taobao Deals; and the continued impact of Covid.