Today we launch Digital 2021: Hong Kong, part of our series of annual global digital reports (check out our global report, Digital 2021, if you haven’t seen it already). This is a comprehensive report covering digital, social and mobile use in Hong Kong.

Internet users here in Hong Kong spent on average almost a whole hour more online each day in 2020 compared to the previous year, with time spent on the internet daily increasing from 6 hours 16 minutes a year ago to 7 hours 15 minutes today, following a year of Covid-19 related lockdowns.

Internet users aged 16-64 spend on average an hour and 57 minutes a day on social media, making it the second most popular online activity for Hong Kongers after watching broadcast and streamed television. YouTube, WhatsApp and Facebook are our most used networks but Snapchat is growing in popularity with figures published in January 2021 by parent company Snap showing its advertising reach in Hong Kong rose by 13% over the previous quarter.

Other key findings in Digital 2021: Hong Kong include: 

  • Search behaviours are changing with 44% of internet users aged 16-64 using social media for brand research, higher than for most countries, and 34% using voice commands in searches
  • There was a year-on-year increase of 7% in the amount brands spent advertising on social media against a 4% rise in overall digital ad spend for 2020 
  • More than three quarters of internet users aged 16-64 play games on their smartphones, a rate that is higher than in most countries. The three mobile games downloaded most in 2020 were PlayerUnknown’s Battleground, Among Us, and Brain Out, while consumer spend was higher on One Punch Man: The Strongest than any other mobile game
  • Annual ecommerce spend on travel and accommodation fell by 51% in 2020 and the digital ride sharing market shrank by 43%. By contrast, ecommerce spending in the toys, DIY, and hobbies category was up by 40% and the total value of the food delivery market increased by 21% 

To get in touch with We Are Social Hong Kong to discuss your digital marketing approach, shoot us an email at hello@wearesocial.hk