Hkaim social media marketer survey 2010


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Hkaim social media marketer survey 2010

  1. 1. Hong Kong <br />Social Media Marketers Survey 2010<br />Feb 10th, 2011<br />Supported by:<br />
  2. 2. Objective and Research Areas<br />Objectives<br /><ul><li>To determine the user habits, preferences and attitudes towards social media in Hong Kong among knowledge workers</li></ul>Research areas<br />User habits and preferences<br />Use of social media in business; and<br />Perception of social media relative to established media<br />
  3. 3. Methodology<br /><ul><li>Online polling was used and supplied by Radica Systems
  4. 4. The respondent base was provided and pooled using HKAIM, executive committee and members network
  5. 5. The sample size was 219
  6. 6. Target respondents
  7. 7. Aged 18 or above
  8. 8. Female or male office workers
  9. 9. Have used social media in the past 6 months </li></ul>Source : Social Media Marketers Survey 2010 <br />
  10. 10. Respondent snapshots<br /><ul><li>The respondents of our survey are balanced, female (54%) and male (46%)
  11. 11. They tend to be aged between 26 to 35 (46%), and 36 or older (49%), and mostly work in marketing (40%), or the senior management in their organizations (22%)
  12. 12. A large portion of respondents come from the service company (37%), and 55% of them are working in large corporation of 100 or more staff, while 34% work in SMEs of less than 50 staff </li></ul>Source : Social Media Marketers Survey 2010 <br />
  13. 13. Respondent snapshots<br /><ul><li>92% of respondents have used social media in the past 6 months
  14. 14. 40% of respondents have more than 5 social media accounts, while rest of them have less than 5 accounts</li></ul>Source : Social Media Marketers Survey 2010 <br />
  15. 15. Usages and Preferences<br />Have you used social media in past 6 months ? <br />% of respondents<br />Out of all major social media sites people have used over the past 6 months, the most popular are facebook (98%), followed by YouTube (81%), LinkedIn (49%), Blogs (47%), and Forums (40%)<br />People are also keen to use Micro Blogs like Sina Weibo (40%) and Twitter (32%) respectively<br />Source : Social Media Marketers Survey 2010 <br />
  16. 16. Usages and Preferences<br />If you have used social media in past 6 months, which ones do you like ? <br />Of those that have used social media in the past 6 months facebook and YouTube are our respondent’s favorite, with Foursquares, Google Groups and MySpace the least favorite<br />% of respondents<br />Source : Social Media Marketers Survey 2010 <br />
  17. 17. Usages and Preferences<br />Why do you use social media ? <br />% of respondents<br />94% use social media to stay in touch with friends and family, while 73% use it to gather information<br />Interestingly there are increasing number of people use social media for business networking (67%), to promote company products and services (57%) and to socialize with peers (56%) versus the results in 2009<br />Source : Social Media Marketers Survey 2010 <br />
  18. 18. Usages and Preferences<br />How do you access various social media in past 30 days ? <br />How much time do you spent social media everyday ? <br />% of respondents<br />People are spending more time on social media everyday. Over 65% of users spent more than 1 hour a day on social media, 5% increase versus results in 2009<br />Majority of people are accessing social media through web and mobile phone altogether (78%)<br />Source : Social Media Marketers Survey 2010 <br />
  19. 19. Social Media as a Medium<br />If you were to make a purchase, which media would you rate as <br />most trustworthy and influential ?<br />% of respondents<br />Social network sites ranked highest percentage (66%) as the most trustworthy and influential media, slightly higher than TV ads (65%)<br />Source : Social Media Marketers Survey 2010 <br />
  20. 20. Social Media as a Medium<br />Which media would you rate as being most effective in <br />creating a relationship with your target consumer ?<br />% of respondents<br />When it comes to creating a relationship with target customers. Social network sites (71%), Forums (66%) and Blogs & Micro Blogs (65%) outpaces any other media, with its next closest competitor Print ad trailing by 15%<br />Source : Social Media Marketers Survey 2010 <br />
  21. 21. Social Media and Business<br />What do you think are the business benefits of social media ? <br />% of respondents<br />Social media is continuously perceived with major business benefits of fast and convenient for networking and sharing (91%) while part of that perception is supported by the fact that 71% of respondents thought social media was free or perceived to be an affordable media, and that 69% thought social media was viral and generate word-of-mouth effectively<br />Source : Social Media Marketers Survey 2010 <br />
  22. 22. Social Media and Business<br />70% of respondents say they have already included social media as part of their media and marketing mix, with 15% intending to include social media in their media and marketing budget within the next 3 to 6 months<br />While more than 65% of respondents intent to increase their budget to spend on social media this year, 31% planning on spending less than 10% of their budget on social media, and 20% intending to increase their budget by 10-20% to spend it on social media<br />Source : Social Media Marketers Survey 2010 <br />
  23. 23. Social Media and Business<br />With the increasing demand for social media for business, the positive outlook as indicated by our respondents should be good news for industry players<br />When asked if Hong Kong has enough digital and interactive agencies and providers that knows how to create effective social media campaigns, 39% of respondents thoughts Hong Kong does not have enough agencies and providers, while more than half our respondents were unsure<br />Source : Social Media Marketers Survey 2010 <br />
  24. 24. Thank you !<br />For further information, please contact :<br />Mr. Ralph Szeto<br />Vice Chairman<br />Hong Kong Association of Interactive Marketing<br /> <br />Tel 9100 9567<br />Email<br />Website<br />
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