Market Research in Hong Kong
Market overview of Hong Kong
Hong Kong has a high population density. Households tend to be small in Hong Kong, where about 45% of households are made up of 1 or 2 persons. These small houses are called Coffin homes or Cage homes. On the other hand, Hong Kong has one of the highest literacy rates in the world.
Economy
Hong Kong is a service-oriented economy, with more than 90% of its GDP accounted for by the service sector. It used to be the most business-friendly economy before Singapore took over this spot.
Consumers
Hong Kongers are embracing ecommerce, albeit slowly. Retailers and landlords are also very optimistic towards the growth in online sales. This is largely due to the sales promotions that e-commerce platforms like Taobao and Amazon have, such as Black Friday sales or 11.11 sales.
Market Research in Hong Kong
Although Mandarin and English language are the official languages of Hong Kong, Hong Kongers actually speak Cantonese, a Chinese dialect. Just like Taiwan, they use Traditional Chinese characters instead of the Simplified Chinese used in Mainland China. Hence it is important to have a Cantonese speaking moderator or interviewer to conduct fieldwork, who can also read Traditional Chinese characters. Hong Kongers also behave differently from the Chinese in Mainland China, hence they cannot be generalised to be the same.
Case studies
- Financial Services Study was conducted in Hong Kong and Singapore for the finance industry using computer aided telephone interviews (CATI)
- B2B CX Survey was conducted in Hong Kong, Malaysia and Singapore for the telecommunications industry using face-to-face in-depth interviews
- TBI Biomarker Market Study was condcuted in Hong Kong and Singapore using online IDIs.