Survey: Gen Z in HK seeks localised content, tends to safeguard data privacy

Gen Zs in Hong Kong rely on social media as search engines, as they seek localised video content, spend considerable time on music, and actively safeguard their data privacy, a report finds. 

Conducted by OMD Hong Kong, the latest “Youngster report” is based on a survey of 302 Hong Kong residents aged between 13 and 24. It aims to explore the media habits of Hong Kong's Gen Z and the Next Gen Alpha in terms of social media usage, video consumption, music preferences, gaming trends, and data privacy concerns.

The survey sees the significance of social media to Gen Z and its diverse choices on social platforms. With Instagram taking the lead, Gen Z starts to explore Instagram’s new platforms Threads and turns to Chinese social media platforms such as Douyin and Xiaohongshu for entertainment. 

Brands should leverage messaging solutions such as Messenger, WhatsApp, or Instagram for personalised conversations and retargeting non-converting audiences to cope with the changing media consumption habits of the young generation, said the survey. 

In terms of video consumption, the report revealed that Gen Z predominantly streams video content on smartphones and smart TVs, preferably on YouTube, with 52% of their viewing time spent on smartphones. Youngsters are also attracted to video-focused platforms such as Instagram, Facebook, and X/ Twitter. Meanwhile, fads for Chinese social platforms Douyin and Xiaohongshu decline.

According to the report, smart TVs and smartphones are key devices used to stream most video platforms. Youngsters exhibit a higher likelihood of subscribing to cheaper ad-supported subscriptions for smooth user experiences. As such, brands should consider connected TV and platforms such as Bilibili to reach younger audience, said the survey. 

Gen Zs' music and gaming preferences

Daily music listening time among the respondents has increased to 1.9 hours compared to the previous wave. Pop stands out as the most popular genre. 

Furthermore, YouTube Music continues to dominate, offering user-friendly features such as Discovery, Personalisation, and Community. The report attributed YouTube Music’s popularity to its effective engagement with the audience through 30-second audio ads, enabling CPM bidding and optimised creative targeting for both music and non-music content using Google’s solutions.

When it comes to gaming trends, the average mobile gaming time has slightly dropped from 2.3 hours to two hours, though it remains dominant. The report argues that it is likely due to increased post-pandemic physical meet-ups.

The report also observes a finding on the console. While market sales of PlayStation and Nintendo Switch have declined, handheld consoles such as Logitech G Cloud have gained traction among female teens. 

Female teens are increasing their presence in gaming and outspending males. Male youngsters prefer intense multiplayer games, while females gravitate towards immersive gaming experiences. 

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Moreover, the report notices an age and gender difference in data privacy concerns. Youngsters aged between 18 and 24 prioritise data privacy and security but are more open to data exchange for personalised offers, while female teens (13-17) show lower concern for data privacy.

Both male and female youngsters take proactive measures to protect their data, such as using ad blockers, declining cookies, and utilising VPNs, with males being more ad-averse and having higher VPN usage.

Based on the findings, marketers should consider 1P data collection, DMPs, and API connections for effective data collection and reach protection strategies, according to the survey.  

Florence Wong, CEO of OMD HK, said: "With the release of the third wave of the youngster survey, OMD HK continues its commitment to providing valuable insights into the media habits of Hong Kong's youth. This survey reflects the changing media landscape and offers a glimpse into the emerging Generation Alpha, who will shape the future of media consumption."

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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