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May 26 2009
Hong Kong
The Nielsen Company is pleased to announce the Media Index reaching its 40th anniversary in 2009. The Nielsen Media Index, first introduced in Hong Kong in 1969, is a unique single-source multi-media survey that provides insights into media habits, lifestyles, attitudes and product consumption of consumers across nine markets in Asia Pacific. Released quarterly, the latest study in Hong Kong polled over 5,800 individuals aged 12-64 via a combination of face-to-face and online interviews.
“We are proud to announce the 40th anniversary of Media Index. It is not common for a service to prevail for 40 years, particularly one such as the Nielsen Media Index, a service that is widely recognized by the media industry as a currency,” said Ms Fanny Chan, Managing Director, The Nielsen Company, Hong Kong.
To commemorate the occasion and continue to contribute to the development of Hong Kong’s media industry, Nielsen will be hosting a number of industry-related activities in the coming months, with more details to follow.
In the meantime, Nielsen today released Hong Kong’s latest media consumption figures. Compare to 10 or 20 years ago, Hong Kong people are increasingly multi-tasking because of the rapid pace of life and the ease of access to various forms of media - a fifth of people watch TV while reading a newspaper or a magazine, and a fifth talk on the phone while watching TV. It is also more likely for people to be watching TV or talking on the phone while surfing on the Internet - marketers may want to revisit their media mix for their next marketing campaign!
More and more Hong Kong people are now glued to their computer screens - and for longer than ever before, with close to two thirds of the population now hooked up to the Internet (63%) and spending an average of 2.5 hours online daily, an increase of 10 percent compared to last year.
Reading newspapers and magazines online has also became more common, with close to half (45%) of Hong Kong’s Internet users regularly reading newspapers or magazines online, an increase from 38 percent in 2006.
The newspaper market has also become most competitive than ever with Free newspapers gaining stronger momentum in 2008. According to the Nielsen Media Index, Hong Kong people read an average of two newspapers per day. Over the past few years with more free newspapers launched in Hong Kong, the proportion of free newspaper-only readers has been on the rise since 2006 (from 5% to 8%). The percentage of people reading both paid and free newspapers also jumped from 14 percent in 2006 to 21 percent in 2008.
TV remains the primary medium for Hong Kongers (97% watched yesterday) with an average daily time of 4.6 hours spent watching it. In addition to terrestrial TV, news channels offered by pay-TV are the most-watched channels these days. Cable News Channel (11% viewed yesterday) and now News Channel (7%) were among the top three most-watched pay-TV channels.
By consumer segments, people aged between 12 and 34 are glued to the TV and the Internet the most. The ranking of usage varies for mature adults aged 35-44 who opt for newspapers over the Internet. People aged 45 to 64 pick radio over the Internet as their third used medium for entertainment or information.
“Media Index has monitored the ups and downs of Hong Kong’s consumer market for the past 40 years, against a backdrop of an uncertain economy, the swine flu and increasing unemployment, consumers are inevitably changing their lifestyles in one way or the other,” Ms Chan commented. “It is not surprising to see consumers turning to in-home entertainments if the scope of the Swine Flu pandemic expands.”
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information, media information, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com
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