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.
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