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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. 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 services sector. It used to be the most business-friendly economy before Singapore took over this spot.

Consumers

Hong Kongers are embracing e-commerce, albeit slowly. Retailers and landlords are also very optimistic about the growth in online sales.

This is largely due to sales promotions that e-commerce platforms like Taobao and Amazon offer, such as Black Friday sales or 11.11 sales.

Market Research in Hong Kong

Although Mandarin and English 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 conducted in Hong Kong and Singapore using online IDIs.

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