Hong Kong affluent most mobile savvy in Asia

Hong Kong -  Affluent Hong Kongers are the highest users of mobile applications such as video messaging, file exchange via bluetooth or infrared and moblogs in Asia, according to the 2008 PAX media survey results from Synovate.

More than 30% of affluent Hong Kong residents use video messaging features on their mobile phones, while 61% exchange files via bluetooth or infrared and 12% write moblogs.

Clare Lui, Synovate research director, said whilst Hong Kong's wealthy are less inclined to use features such as podcasts, RSS feeds, wikis, widgets and tagging, it's a different ball game when it comes to mobile devices.

"Hong Kongers are the most mobile-savvy across the region," she said.

Hong Kong's affluent are also more gadget hungry with 10.7% own a hybrid mobile phone such as a PDA up by over 3% from last year.

Lui pointed out that affluent Hong Kongers love to chat online, spending eight hours a week using applications such as MSN instant messenger to stay in touch with friends, colleagues and family, which is two hours more than the regional average.

She said media owners, planners and advertisers should take note that media pathways clearly encompass both traditional and digital media among Hong Kong elites.

Results reveal that while they spend an average of ten hours a week watching TV, they do in fact spend an average of four hours a week reading online newspapers and magazines.

After email, searching for information on products or services is the next most popular carried out via computer or mobile device with 86% of Hong Kong's affluent doing so. This is followed by reading news alerts and updates at 86% and reading newspapers and magazines online at 82%.

When it comes to attitudes, 30% of respondents have greater trust in products they have seen advertised with almost 25% prefer to buy well known brands.