A TNS study reveals that Facebook is the most popular digital platform in Hong Kong, with video a key growth channel.
Facebook is the leading channel for social media engagement in Hong Kong, while video remains a key growth area, according to a survey conducted by market research company Taylor Nelson Sofres (TNS).
The 2014 Hongkongers on Facebook TNS Insights Report found that 91 percent of survey respondents use Facebook more than any other digital network. In addition, 44 percent use the social platform as their first source for breaking news, while about 50 percent use it to either give, share, seek, or receive advice about a product.
Jayne Leung, head of Facebook, Greater China says, "Our social network presents a huge opportunity for businesses looking to extend their reach within Hong Kong," noting that video should be seen as a primary growth tool for marketers.
Some 58 percent of survey respondents revealed that they had watched videos on Facebook, while 42 percent had posted videos, or links to videos.
Video advertising combines the power of sight, sound, and motion with reach, mobile engagement, and finely grained targeting capabilities, notes Leung. The result is greater interactivity and better-targeted storytelling, which may not be possible with other more traditional media channels, such as TV.
The TNS report surveyed 1,068 Hong Kong-based individuals over a two-week period in January 2014. All respondents were over the age of 18 and were Facebook users.
More than 4.4 million people access Facebook each month in Hong Kong.
Sophie Loras is the Asia editor at ClickZ and is based in Hong Kong.
Her career has spanned journalism, media and education, across a range of industries in Australia and Mainland China. She has worked for a number of Australian media outlets, including the Australian Financial Review, the ABC, and most recently, as managing editor of Australia China Connections. She holds a Bachelor of Arts from The University of Melbourne and a Post Graduate Diploma of Journalism from RMIT.
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