Hkaim social media marketer survey 2010

Hong Kong Social Media Marketers

Survey 2010

Supported by :

Feb 10th, 2011

Objective and Research Areas

Objectives To determine the user habits, preferences and

attitudes towards social media in Hong Kong among knowledge workers

Research areas1. User habits and preferences2. Use of social media in business; and3. Perception of social media relative to established

media

Methodology

Online polling was used and supplied by Radica Systems

The respondent base was provided and pooled using HKAIM, executive committee and members network

The sample size was 219

Target respondents Aged 18 or above Female or male office workers Have used social media in the past 6 months

Source : Social Media Marketers Survey 2010

Respondent snapshots

The respondents of our survey are balanced, female (54%) and male (46%)

They tend to be aged between 26 to 35 (46%), and 36 or older (49%), and mostly work in marketing (40%), or the senior management in their organizations (22%)

A large portion of respondents come from the service company (37%), and 55% of them are working in large corporation of 100 or more staff, while 34% work in SMEs of less than 50 staff


Respondent snapshots

92% of respondents have used social media in the past 6 months

40% of respondents have more than 5 social media accounts, while rest of them have less than 5 accounts


Usages and Preferences


YouTube

Twitter

Sina Weibo

MySpace

LinkedIn

Jiapeng

Forums

Google Groups

Foursquares

Flickr

facebook

Blog

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

81%

32%

40%

6%

49%

11%

40%

14%

16%

23%

98%

47%

Have you used social media in past 6 months ?

Out of all major social media sites people have used over the past 6 months, the most popular are facebook (98%), followed by YouTube (81%), LinkedIn (49%), Blogs (47%), and Forums (40%)People are also keen to use Micro Blogs like Sina Weibo (40%) and Twitter (32%) respectively

% of respondents



YouTube

Twitter

Sina Weibo

MySpace

LinkedIn

Jiapeng

Forums

Google Groups

Foursquares

Flickr

facebook

Blog

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

59%

22%

38%

18%

32%

24%

30%

17%

16%

29%

68%

23%

14%

23%

23%

21%

28%

16%

34%

22%

22%

26%

9%

41%

27%

55%

39%

61%

40%

60%

36%

61%

62%

45%

23%

36%Favorite Neutral Not Favorite

If you have used social media in past 6 months, which ones do you like ?

Of those that have used social media in the past 6 months facebook and YouTube are our respondent’s favorite, with Foursquares, Google Groups and MySpace the least favorite

% of respondents



Socialize with peers

Promote company

Business networking

Gather information

Stay in touch

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

56%

57%

67%

73%

94%

Why do you use social media ?

94% use social media to stay in touch with friends and family, while 73% use it to gather informationInterestingly there are increasing number of people use social media for business networking (67%), to promote company products and services (57%) and to socialize with peers (56%) versus the results in 2009

% of respondents



Mobile phone only1%

Web only21%

Web and mo-bile phone

78%

How do you access various social media in past 30 days ?

More than 3 hours

2 to 3 hours

1 to 2 hours

Less than 1 hour

0% 10% 20% 30% 40%

17%

18%

30%

34%

How much time do you spent social media everyday ?

People are spending more time on social media everyday. Over 65% of users spent more than 1 hour a day on social media, 5% increase versus results in 2009Majority of people are accessing social media through web and mobile phone altogether (78%)

% of respondents

Blogs & Micro blogs

Forums Outdoor ads Print ads Social network

sites

TV ads0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

56% 58% 54%64% 66% 65%

44% 42% 46%36% 34% 35%

Trustworthy & Influential Less Trustworthy & Influential

Social Media as a Medium


If you were to make a purchase, which media would you rate as most trustworthy and influential ?

Social network sites ranked highest percentage (66%) as the most trustworthy and influential media, slightly higher than TV ads (65%)

% of respondents

Blogs & Micro blogs

Forums Outdoor ads Print ads Social network

sites

TV ads0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

65% 66%

36%50%

71%

50%

35% 34%

64%50%

29%

50%

Effective Less effective

Social Media as a Medium


Which media would you rate as being most effective in creating a relationship with your target consumer ?

When it comes to creating a relationship with target customers. Social network sites (71%), Forums (66%) and Blogs & Micro Blogs (65%) outpaces any other media, with its next closest competitor Print ad trailing by 15%

% of respondents

Social Media and Business


More trustworthy media

Can yield higher ROI than other media

A publicity tool that can be measured

Reach target market easily

Generate word-of-mouth effectively

Free or perceived to be affordable

Fast & convenient for networking

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

9%

18%

40%

56%

69%

71%

91%

What do you think are the business benefits of social media ?

Social media is continuously perceived with major business benefits of fast and convenient for networking and sharing (91%) while part of that perception is supported by the fact that 71% of respondents thought social media was free or perceived to be an affordable media, and that 69% thought social media was viral and generate word-of-mouth effectively

% of respondents



70% of respondents say they have already included social media as part of their media and marketing mix, with 15% intending to include social media in their media and marketing budget within the next 3 to 6 months

While more than 65% of respondents intent to increase their budget to spend on social media this year, 31% planning on spending less than 10% of their budget on social media, and 20% intending to increase their budget by 10-20% to spend it on social media



With the increasing demand for social media for business, the positive outlook as indicated by our respondents should be good news for industry players

When asked if Hong Kong has enough digital and interactive agencies and providers that knows how to create effective social media campaigns, 39% of respondents thoughts Hong Kong does not have enough agencies and providers, while more than half our respondents were unsure

Thank you !

For further information, please contact :

Mr. Ralph SzetoVice ChairmanHong Kong Association of Interactive

Marketing Tel 9100 9567Email [email protected] www.hkaim.org

Technology

Hkaim social media marketer survey 2010