Hong Kong Social Media Marketer Survey 2009 by HKAIM


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Hong Kong Social Media Marketer Survey 2009 by Hong Kong Assoication of Interactive Marketing (HKAIM) conducted during Sept, 2009

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Hong Kong Social Media Marketer Survey 2009 by HKAIM

  1. 1. 24th September, 2009 Conducted by: Supported By:
  2. 3. <ul><li>1. Research Objectives </li></ul><ul><li>To determine the user habits, preference and attitude towards social media in Hong Kong among knowledge workers. </li></ul>BRIEF RECAP
  3. 4. <ul><li>2. Areas of Investigation </li></ul><ul><li>User habits and preference; </li></ul><ul><li>Use of Social Media in Business; and </li></ul><ul><li>The perception of Social Media relative to established Media </li></ul>BRIEF RECAP
  4. 5. <ul><li>3. Methodology </li></ul><ul><ul><li>Online polling was used and supplied by Radica Systems. The respondent base was provided and pooled using HKAIM executive committee and members peer network. </li></ul></ul><ul><ul><li>The sample size was 127 </li></ul></ul>BRIEF RECAP
  5. 6. <ul><li>3. Methodology </li></ul><ul><li>Target Respondents </li></ul><ul><li>Aged 18 or above. </li></ul><ul><li>Female or male office workers. </li></ul><ul><li>Have used social media in the past 6 months. </li></ul>BRIEF RECAP
  6. 8. Respondents Demographics <ul><li>The respondents of our survey are very balanced, with an almost equal distribution of men and women. </li></ul><ul><li>They tend to be aged between 26 and 35 (46%), and 36 or older (45%), and mostly work in marketing (43%), or are senior management in their organization (20%). </li></ul><ul><li>While our respondents tend to come from a broad cross section of industries, a large portion come from the service industry (34%) and the IT&T industry (19%), and almost half work in large corporation of 100 or more staff (48%), while 44% work in SMEs of less than 50 staff. </li></ul>
  7. 9. Respondents Demographics <ul><li>90% of respondents have used social media in the past 6 months. </li></ul><ul><li>56% of respondents have 3-5 social media accounts, while 25% have 1-2 accounts. </li></ul><ul><li>The type of accounts they would register would be ranked by the following likelihood: </li></ul><ul><li>Social Network </li></ul><ul><li>Instant Messaging </li></ul><ul><li>Video sharing </li></ul><ul><li>Internet Forum </li></ul><ul><li>Blog network or Blogging </li></ul>
  8. 10. User Habits & Preferences <ul><li>In terms of time spent using social media, 46% of users spent on average between 1 to 3 hours a day, with 39% of users spending less than 1 hour a day, but still keeping an effort to remain plugged into their social media. </li></ul><ul><li>Interestingly, 5% of all users spend 6 hours or more on their social media each day. </li></ul>
  9. 11. User Habits & Preferences <ul><li>Out of social media people have used over the past 6 months, the most popular are Social Networks such as Facebook and Xanga, Instant Messengers like MSN and Yahoo, and Video sharing sites like Youtube and Tudou. </li></ul><ul><li>Interestingly 98% of those that visit blogs or use blogs themselves, also use social networking sites like Facebook. </li></ul><ul><li>Out of those that use business networking sites like LinkedIn, 93% of them use IM, with the ability to chat or make an instant connection with those in their business network being very important. </li></ul>
  10. 12. User Habits & Preferences <ul><li>Of those that have used social media in the past 6 months Instant Messaging (IM) and Social Networks (Facebook) are our respondent’s favorite, with business networking sites the least favorite. </li></ul>Question: If you have used social media in the past 6 months, which is your favorite? 53% 26% 21% 70% 11% 19% 41% 38% 21% 26% 38% 36% 70% 13% 17% 48% 29% 23% 49% 31% 12%
  11. 13. User Habits & Preferences <ul><li>94% use it to stay in touch with friends and family, while 74% use it to gather information. The interesting fact is although 55% use it for business networking, 59% of respondents think business networking sites are their least favorite social media. This could be due in part to user experience. </li></ul>Question: Why do you use Social Media? % of Users 94% 55% 32% 38% 74%
  12. 14. Social Media & Business <ul><li>Social media has a positive perception among respondents in terms of its business application, with 90% that believe social media is a fast and convenient way for networking and sharing, part of that perception is supported by the fact that 75% of respondents thought social media was free or perceived to be an affordable media , and that 68% thought social media was viral and generates word-of-mouth effectively . </li></ul>Question: What do you think are the business benefits of social media? 90% 54% 36% 18% 75% 68% 33% 100%
  13. 15. Social Media & Business <ul><li>In support of social media as a business tool, 46% of respondents say they have already included social media as part of their media and marketing mix, with 21% intending to include social media in their media and marketing budget within the next 6 months. </li></ul><ul><li>While 42% of respondents do not intend to change their marketing budget to include social media, more than half our respondents intend to increase their budget to spend it on social media , with 30% planning on spending less than 10% of their budget on social media, and 21% intending to increase their budget by 10-20% to spend it on social media. </li></ul>
  14. 16. Social Media & Business <ul><li>With an expected increase in demand for social media campaign planning, the positive outlook as indicated by our respondents should be good news for industry players, especially those with a low profile or those that specialize in social media. </li></ul><ul><li>This is because when asked if Hong Kong has enough digital agencies that know how to create effective social media campaigns, 39% of respondents thought Hong Kong does not have enough good digital agencies, while more than half our respondents were unsure . </li></ul><ul><li>This lack of awareness creates a very good opportunity for operators in this space to gain rare mind share as well as market share. </li></ul>
  15. 17. Social Media as a Medium <ul><li>With social media fast rising as a media option for marketers, HKAIM asked our respondents to rank popular mass media options in terms of Trustworthiness and Influence, as well as its ability to create a relationship with target audiences. The results are both surprising and insightful: </li></ul>Question: If you were to make a purchase, which media would you rate as most trustworthy and influential ? 94% 94% 94% <ul><li>Due to its popularity and ability to generate word-of-mouth effectively, Social Media, the youngest media option came in a very close second (55%) to TV (57%) as the most trustworthy and influential media. </li></ul>33% 36% 31% 36% 31% 33% 26% 39% 35% 28% 41% 31% 21% 38% 41% 12% 33% 55% 19% 24% 57%
  16. 18. Social Media as a Medium Question: Which media would you rate as being most effective in creating a relationship with your target consumer? 94% 94% 94% <ul><li>When it comes to creating a relationship with target consumers, Social Media far outpaces any other media (71%), with its next closest competitor eDM trailing by 20%. </li></ul>
  17. 20. For further information, please contact: Mr. Francis Fong Chairman Hong Kong Association of Interactive Marketing Mob: 9103 8196 Email: [email_address] Website: http://www.hkaim.org