PRMMS Hero 2024
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Study: Mobile video consumption by baby boomers in HK on the rise

Study: Mobile video consumption by baby boomers in HK on the rise

share on

Baby boomers in Hong Kong are getting used to a digital lifestyle as the majority turn to the internet every day for entertainment and news content. They also rely on smartphones to navigate the internet, since almost half of the population use their device to watch videos daily, according to the Early Bommer Media Behaviour Study 2022 conducted by OMD. According to the study, 89% of respondents said they had used the internet daily, increasing by 15 percentage points compared to 2018. They also spent 3.2 hours on the internet per day, of which 2.6 hours were via smartphones.bommer study 1Boomers also consume a lot more videos online. The study unveiled that they spent 1.1 hours on watching videos online a day, while 57% of respondents said they had watched videos on YouTube in the past seven days, followed by Facebook(57%), Instagram (27%), MyTVSuper (22%) and iQiyi (16%). Around 47% of boomers used smartphones as a key device to watch online videos daily.bommer study 2Whole almost all boomers watched TV programmes on TV sets, they were more willing to use their smartphones to watch TV programmes. Around 15% of respondents said they had used their smartphone to watch TV programmes in the past month last year. In 2018, only 5% of respondents aged from 55 to 64 had the same habit. In addition to TV programmes, 11% said they had used their smartphone to watch on-demand videos, increasing by nine percentage points compared to 2018.bommer study 3Previously, MARKETING-INTERACTIVE reported that 99.7% of the entire population aged over 13 used social media. With this high penetration rate, boomers in Hong Kong were also keen on using social platforms. Around 46% of respondents said they had used social media, with Facebook (30%) being the most popular platform, followed by YouTube (29%), Twitter (7%), Instagram (5%) and Weibo (3%). Moreover, when it comes to instant messaging apps, 79% of them used WhatsApp, while 54% used WeChat.bommer study 4The study also covered the type of mobile operating systems and mobile phone brands that boomers were using. 46% of respondents aged 55 to 64 said they were using Samsung mobile phones, while only 16% used iPhone. Moreover, 14% of these respondents went for Xiaomi, and 10% of them used Huawei and LG respectively.

Related articles
Study: Which type of social platforms are Hongkongers using for brand research?

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window