Google Hong Kong’s our mobile planet smartphone research 2013
Google Hong Kong’s Our Mobile Planet Smartphone Research
Comparison between Hong Kong and other Asian countries
●In partnership with Ipsos MediaCT, Google interviewed 1,000 Hong Kong online adults
(18-64 years of age) who used a smartphone to access the Internet in Q1 2013.
● A smartphone is defined as "a mobile phone offering advanced capabilities, often with
PC-like functionality or ability to download apps".
● The research data is weighted on age, gender, region, brand of smartphone, mobile
Internet usage frequency and tablet usage. Respondents were asked a variety of
questions around device usage, mobile search, video, web and commerce behaviour
and mobile advertising.
Our Mobile Planet Smartphone Research in Hong Kong
1. Smartphones are indispensable to daily life
●Smartphone penetration in Hong Kong has been rising, from 35% in Q1 2011, to 49% in
Q1 2012, to 63% in Q1 2013.
●Smartphone is an important part of our daily lives. 82% of smartphone users have used
their smartphones every day in the past week, and 77% of them don’t leave home
without their devices.
●Smartphones are always on, always with their users:
○Hong Kong has the highest mobile Internet usage rate in Asia Pacific: 96% of
the smartphone users in Hong Kong use mobile Internet service in a daily basis,
followed by those of Japan (94%), Singapore (93%) and Korea (92%).
○Smartphones are used everywhere: 95% of the respondents use their smartphones
at home, 87% on the go, and 77% in a store.
○52% of the users spent more time online with their smartphones in the last 6
●Smartphones have become so important that 22% of users would rather give up TV than
2. Smartphones Have Transformed Consumer Behavior
●62% of the users search on their smartphones every day. The most popular search is
restaurants, pubs and bars (66%), followed by travel information (56%), job opportunities
(40%) and housing information (36%).
●On average each user has installed 39 applications, and 10 of which are paid apps.
●91% of the users have watched videos on their smartphones; 36% of them do it at least
once a day.
●85% of the smartphone users are multi-tasking when using their phones, such as watching
TV (48%) and reading newspapers or magazines (42%).
3. Smartphones Help Users Navigate the World
● 92% of the users have looked for local information on smartphones; 70% of them do it at
least once a week; while 39% of them do it a daily basis.
●86% of the users have taken actions after looking for information, such as shopping,
contacting merchants, visiting shops and sharing relevant information.
4. Smartphones Change the Way that Consumers Shop
● 89% of the users have researched a product or service on their phones.
● Smartphones facilitate cross-channel shopping:
○ 51% of the users note that, after research on their smartphones, they will
complete their purchase through computers.
○ 47% of the users will buy the products in mortar shops after researching on their
● Smartphone is an emerging point of purchase:
○ 43% of the users have purchased a product or service on their smartphones;
68% of them shopped with their smartphones in the past month.
○ 62% of the users make mobile purchase once a month.
5. Smartphones Help Advertisers Connect with Customers
● 90% of the smartphone users notice mobile ads. The mobile ads make an impression
while in an app (50%), on a website (41%), the users using search engines (32%) and
watching videos (23%).
● 83% of the users have performed a mobile search after seeing the offline ads.
Comparison of mobile consumer behaviors in Hong Kong and other Asian countries
● Smartphones are always on, always with the users: 96% of the smartphone users in
Hong Kong use mobile Internet service in a daily basis, ranking at the top among the
markets in Asia Pacific.
●Hong Kong smartphone users are among the top in Asia Pacific on the number of
applications installed and used in their phones: They ranked second on the number of
applications installed (38.7).