Study: WeChat the most widely used social platform among 'new Hkers'

WeChat maintains its position as the most widely used platform among the "new Hongkongers", who have relocated to Hong Kong from China for less than seven years. Meanwhile, YouTube reigns supreme as the leading entertainment platform among this group of audience. 

These are findings from a survey conducted by iClick Interactive Asia. Titled “Engaging Affluent New Hongkongers: A 2024 Digital Media Report”, the report focuses on "new Hongkongers" aged between 18 and 65 who have resided in Hong Kong for less than seven years, to explore the top social media platforms and digital payment methods used before and after relocating to Hong Kong.

According to the report, WeChat ranks the top as the most widely used platform across all age groups, with usage rates consistently exceeding 90%. This is followed by Xiaohongshu, Facebook, Douyin, Weibo, Instagram and Kuaishou.

Meanwhile, Xiaohongshu demonstrates a strong engagement among younger demographics, particularly those aged between 18 and 29 as well as those aged between 30 and 39. Instagram also enjoys significant popularity among the younger generations, with usage rates exceeding 60% for those aged between 18 and 39.

For the 40-49 age group, Weibo exhibits a slight preference, suggesting a potential correlation with interests and usage patterns. 

Social media motivations of "new Hongkongers"

When it comes to social media motivations, 97% of the surveyed "new Hongkongers" use social media to connect with loved ones and online communities, highlighting its importance for fostering relationships and a sense of belonging.

The report also revealed that 91% of the respondents wish to stay updated on other's activities when using social media, while a majority of the respondents use social platforms to chat (80%) and interact (77%) with friends.

Among all social platforms, WeChat, Weibo, Facebook, and Instagram are primarily used for social connections, enabling users to interact with friends, family, and followed users.

Apart from engaging with personal contacts, 86% of the surveyed "new Hongkongers" leverage social media to receive information. This is even more prevalent among younger demographics (aged 18-39).

Having said that, Douyin and Xiaohongshu are predominantly utilised for receiving information, with Xiaohongshu catering to food and local travel interests, according to the report. This divergence highlights the unique interests of new Hongkongers in exploring Hong Kong's culinary scene and local attractions

Meanwhile, Weibo exhibits a preference for news, current events, and celebrity content, suggesting a distinct user demographic.

Entertainment platform landscape in Hong Kong

The entertainment platform usage among the "new Hongkongers" also varies before and after they relocate to Hong Kong. For example, only 10% of the respondents used YouTube as entertainment platform before they moved to the city. However, the percentage surged to 92% after relocating to Hong Kong. 

Despite YouTube's dominance, mainland Chinese video platforms remain notable in Hong Kong. Among the top 15 video platforms used by "new Hongkongers", 10 are Mainland platforms including iQiyi, Youku, Baidu Video, Mango TV, Bilibili, Douyin and Tencent Video, accounting for 66.6% of total usage.

Usage of mainland video platforms is dispersed across various services, with Douyin holding the highest share at 61%, followed by a range of other platforms with usage rates ranging from 56% to 16%.

Douyin and YouTube co-lead as the most favourable entertainment platform in all age groups. However, Douyin has a stronger presence among the high-income group (aged 30-49) than YouTube, showing its popularity among affluent New Hongkongers with higher spending power, according to the report. 

While ranking fourth overall, ViuTV enjoys strong popularity among viewers under 40, suggesting targeted content resonates.

The primary drivers for using entertainment platforms among "new Hongkongers" are staying updated on TV programmes and enjoying the wide variety of content (98%). 

On the other hand, video platforms influence information consumption more than social media. This is evidenced by the significantly higher proportion (85%) of video platform users relying on these platforms for various aspects, compared to only 40% of social media users using video platforms for information.

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