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

34 minutes ago

UM names former Mediacom US leader as global CEO

Sasha Savic takes up the role and will report to IPG Mediabrands chief Eileen Kiernan.

7 hours ago

A Chinese New Year controversy: is Gucci fur-real?

The Italian luxury house scrambles to remove products, after animal rights activists called out the use of rabbit felt in its Year of the Rabbit capsule. Can Gucci hop out of this mess?

7 hours ago

‘Purpose’ still has a purpose

From Cannes to the pages of Campaign, purpose fatigue is taking hold, as creatives rail against po-faced, sanctimonious campaigns devoid of humour.

8 hours ago

Mindshare names global Unilever account lead

Ailsa Lochrie was most recently chief commercial officer, EMEA.