Google Reveals That 96% of Hong Kongers Never Go Without their Smartphones and Browse the Internet Daily, Highest Rate in Asia

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Startups always need good data to show to investors – so if you’re building a mobile app we have the newest stats from Google for you right here.

Google and Ipsos MediaCT jointly announced results of the “2013 Our Mobile Planet: Hong Kong” research, offering a detailed analysis of trends in local smartphone usage as well as statistics around the Internet, search, video, advertising and commercial activities in the mobile space. Aside from redefining the role smartphones play in our lives, the research aims to offer insights to advertisers on how they can use mobile ads to stay abreast of the latest trends in this multi-screen era.

So we thought we’d share that research with you here – the full release from Google Hong Kong below:


2013 Hong Kong Smartphone Research Results Revealed

  • Hong Kongers Never Go Without their Smartphones: 96% of Users Browse the Internet Daily with their Smartphones, Highest Rate in Asia
  • Increasing Convenience of Mobile Shopping, Advertising Across Multi-Screens Drives e-Commerce Trends

The power of smartphones cannot be ignored as they have already become everyone’s new “best friend”. Most people start the day with their smartphones, and they are the last thing people touch before going to bed. Google and Ipsos MediaCT jointly announced results of the “2013 Our Mobile Planet: Hong Kong” research, offering a detailed analysis of trends in local smartphone usage as well as statistics around the Internet, search, video, advertising and commercial activities in the mobile space. Aside from redefining the role smartphones play in our lives, the research aims to offer insights to advertisers on how they can use mobile ads to stay abreast of the latest trends in this multi-screen era.

Smartphones help users navigate the world, facilitating the marketing strategies that target towards the new generation. Google Hong Kong Head of Sales, Stella Cheung said: “Smartphones have become an indispensable part of local people’s lives, as 96% of Hong Kong users use their smartphones to browse the Internet every day, the highest figures within the APAC region. The research has also shown the significant influence of smartphones in this multi-screen era. We have noticed that smartphones are changing the purchasing patterns of consumers, as an increasing number of Hong Kongers use their phones for online shopping or searching for product information. Smartphones have become an emerging channel for marketing and shopping, serving as an effective platform for marketers to promote their products.”

Over 90% of Hong Kongers Use the Mobile Web Everyday, Topping APAC Charts
The local smartphone penetration rate has been steadily increasing, with the rate reaching 63% in the first quarter of 2013, compared to 49% in 2012 and 35% in 2011. Among this year’s respondents, 82% use their smartphones every day, and 77% never leave home without their devices; while 96% use the mobile web every day, the highest among APAC figures – an evidence that smartphone user behaviors in Hong Kong are frequent and have reached a mature level.

The report also lends insight to the habits and behaviors of smartphone users. 91% of the users have watched videos on their smartphones and 36% of them do it at least once a day. Most smartphones users enjoy multitasking: 85% use their smartphones while viewing other media, such as watching television (48%) and reading newspapers or magazines (42%). Not only are smartphones a multi-activity portal, they are also flexible enough to be used in conjunction with other media platforms to provide a wealth of information to users.

Consumer Shopping Behavior Changing in Multi-Screen Era
Beyond changing the lives and habits of users, smartphones are creating a new model of shopping for consumers. The survey shows that 92% of respondents have used their mobile devices to look for local information and 86% take action as a result, such as contacting a business (46%) and visiting a merchant’s website or physical store (43%). Smartphones have become a critical shopping tool, 89% of users researched a product or service and 43% made purchases on their phones. This shows that smartphones have significant influence on buyer decisions and purchases, and are becoming a key channel for mobile transactions.

Mobile Ads Captures Eyeballs, 90% of Smartphone Users Notice Mobile Ads
In terms of effectiveness of mobile advertising, 90% of respondents say that they notice mobile ads, including those appearing on mobile apps (50%), websites (41%), search engines (32%), and videos (23%); 83% of users reported to have used their smartphones to search for a product or service after seeing an offline advertisement. Certainly, smartphones have an important role in the formulation of traditional advertising strategies, as supported by Google Hong Kong Head of Sales, Stella Cheung: “In this multi-screen world, consumers shop differently across devices, with smartphones serving as the backbone of their daily usage. Smartphones have become the most common starting point for various activities; thus going mobile has become a business imperative. Advertisers need to tailor and optimize the mobile experience to effectively reach target consumers.”

“2013 Our Mobile Planet: Hong Kong” research was conducted during the first quarter of 2013, interviewing 1,000 Hong Kong residents between the age of 18-64 who have used smartphones to browse the mobile web. Respondents were asked about their various smartphone usage patterns, including search, video, social networking, web, commercial activities and mobile advertising.

To learn more about the “Our Mobile Planet: Hong Kong” research report, please visit the Our Mobile Planet website: http://www.thinkwithgoogle.com/mobileplanet/en/

About Google Inc.
Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout the Americas, Europe and Asia. For more information, visit www.google.com.