互联网使用率持续上升，迅速逼近传统电视 随着网络的扩展，地铁成为最受欢迎的交通工具
香港--2017年5月31日--在互联网挑战日益加剧的情况下，电视仍然是香港最受欢迎的媒体渠道（92%），各种新电视频道的出现和OTT（Over-the-Top）收视率的成熟为其提供了支持。互联网（91%）正迅速赶超电视，成为第二大最受欢迎的媒体渠道。在报纸消费方面，通过印刷版和数字版阅读新闻的读者呈上升趋势。根据尼尔森《香港媒体指数2016年终报告》，随着港铁网络的扩展，港铁成为最受欢迎的交通工具，港铁广告预计将成为最受欢迎的广告平台之一。
Emergence of TV channels and Over-the-Top (OTT) viewership maturation support TV as most popular media outletIt has been a general perception that TV would soon be surpassed by the Internet as the most popular media channel in Hong Kong, however, the situation has slightly changed driven partly by new TV channels, ViuTV, coupled with increasing OTT viewership. The penetration of television has increased from 88% in 2015 to 92% in 2016, still able to increase despite fierce competition. The maturation of OTT viewership resulted from rapid technological advancement and has made a significant contribution to the growing TV penetration. Audiences can now watch TV anywhere at any time and on any platform. The increase in TV penetration, expectedly, does not translate into a reduction in internet penetration. People who watch TV as well as use the internet increased from 76% in 2015 to 83% in 2016. It is also worth noting that the traditional prime TV sessions (18:00 – 20:59 & 21:00 – 23:59) are still the peak time for audiences who watch TV, while the majority of people use internet during 14:00 – 17:59.
Internet usage continues to rise rapidlyToday’s internet serves the largest and most diverse community of network users in the digital world. The evolution and development of the internet has changed the daily lives of people, from personal activities to work productivity. It is therefore not surprising to see that Hong Kong people’s internet usage has increased 6 percentage points in the past two years, from 85% in 2015 to 91% in 2016. Their average daily time spent on the internet has increased from 171 minutes in 2015 to 265 minutes in 2016, an increase of over 50%. Looking into different age groups, the average time spent on internet has increased among all age groups, among which, the penetration of internet of the silver hair age group, i.e. 55-64 years old, has shown significant increase from 46% in 2015 to 69% in 2016. This change further indicates that the internet is now no longer of the interest of the younger generation but has also reached across all generations, including the more mature population groups.
除了互联网的发展，智能手机的兴起也与互联网使用率的提高同步进行。智能手机的拥有率从2015年的85%上升到2016年的91%。
随着互联网的发展，人们与数字世界的联系比以往任何时候都更加紧密。超过 90% 的互联网用户使用互联网进行即时通讯（96%）和社交网络（91%），另有 88% 的用户在网上观看视频，81% 的用户进行信息搜索。购物也成为一种流行趋势，每 10 个香港购物者中就有 8 个在过去 12 个月中进行过网上购物。
"随着互联网的覆盖范围越来越广，营销人员要想有效地吸引消费者，就必须精确衡量其在电视和数字屏幕上的广告投资回报率。尼尔森香港媒体高级总监Cherry Lau表示："通过多种渠道接触消费者的机会越来越多，因此最大化跨设备和平台的广告投资总额对当今品牌的成功至关重要。
印刷版报纸与数字版报纸相辅相成随着各种形式的数字内容的兴起，印刷媒体面临着激烈的竞争。然而，值得注意的是，虽然阅读印刷版报纸的人仍然保持着他们的习惯，但同时阅读数字版和印刷版报纸的人的比例已从2015年的16%上升到2016年的23%。这表明，读者可能会继续依赖印刷版对新闻故事进行深度报道，但他们也依赖互联网上的数字版获取更及时的新闻更新。
港铁网络延伸，港铁广告成为最受欢迎的户外广告随着最新的网络延伸，港铁已超越巴士，成为最受欢迎的交通工具，从2015年的67%上升至2016年的73%。随着港铁成为使用频率最高的交通工具，港铁广告的到达率（71%）也高居户外广告榜首，其次是巴士车身广告（66%）和巴士候车亭/巴士站广告（62%）。预计这一趋势将进一步发展。
關於尼爾森媒體指數尼爾森媒體指數於 1969 年創立，是香港首個多媒體消費調查，就香港消費者的人口統計、社會經濟特徵、一般消費模式及生活方式，提供有關媒體及購買習慣的重要洞察。媒体指数覆盖 12-64 岁的香港一般人口。 该调查每年访问 6,000 名受访者，采用国际认可的方法，数据以 12 个月滚动为基础进行处理，并根据政府统计数据按香港已知人口加权/推算。
ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. The Company’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.
CONTACT:Cheryl Wen, cheryl.wen@nielsen.com, +886 2 2171 5590, +852 6772 8517 (mobile)
