Hong Kong, 23 March 2022 – To maximise campaign resonance, marketers need to understand the key drivers around the increased focus and willingness of Hong Kongers to spend more time on at-home entertainment and health-conscious lifestyles.
Hong Kongers’ consumption behavior has changed significantly since the pandemic with reduced time outdoors and increasing concerns about job security. Nielsen today released insights utilising Nielsen Consumer & Media View (CMV) that reported 43% of Hong Kongers were concerned about losing their job in 2021, compared to 37% in 2019.
在家娱乐的比例正在上升，而且似乎没有放缓的趋势，71%的香港人上网（2019 年为 58%），50%的香港人听音乐（2019 年为 42%），19%的香港人玩电子游戏（2019 年为 15%），40%的香港人看书（2019 年为 36%）。麻将在 2019 年占 22%，到 2021 年下降到 16%，这很可能是受到社交距离要求的影响。
在 "好东西 "方面的消费也有所下降，例如在饰品和外出就餐方面的消费都在减少。2019年有37%的香港人参与六合彩，2021年降至24%。
香港人开始关注理财工具。用于财富管理的收入比例略有上升，平均达到 24%。用于退休计划的支出从2019年和2020年的15%增至2021年的21%。房产投资呈上升趋势，2021 年为 22%，而 2019 年为 19%。
Hong Kongers are becoming more health-conscious. More vitamins/ supplements consumption was reported (32% in 2021 vs. 25% in 2019), in particular, Fish oil & Pills, Hair Healthy and Herbal supplements recorded a slight increase.
Clare Lui, Vice President, Nielsen Media, commented: ” Since the pandemic, consumption behaviour has changed significantly. It is important that Hong Kong marketers stay abreast of such changes. Nielsen CMV can help Hong Kong marketers understand optimal ways to reach consumers during this special period.”
请注意： 2021 figures come from the data period covering January 2021 to December 2021 while 2019 figures are from the data period covering January 2019 to December 2019.
关于尼尔森 CMV：
Nielsen Consumer Media View (CMV) is a flagship syndicated trend study since 1969 in Hong Kong, which covers cross-media platforms ranging from conventional TV & Print to innovative Digital & Mobile media consumption and engagement.
It provides vital insights and extensive information on Hong Kong’s general population (aged 12-64) in terms of demographic, personal and household profiling, lifestyle, attitude statements, core value summary, social-economic characteristics as well as purchase behavior and consumption patterns on 100+ products.
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对所有渠道和平台上的受众及其行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。
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