Unveiling the New Hongkonger Consumer: A Data-Driven Perspective

Hong Kong's consumer landscape is rapidly transforming, partly driven by the influx of mainland Chinese immigrants. This dynamic demographic, often referred to as "New Hongkongers," presents a varied chance for businesses. While characterized by different economic backgrounds, new Hongkongers collectively represent a significant and growing consumer segment.

To better understand this evolving market, iClick conducted a comprehensive study, "Engaging Affluent New Hongkongers: A 2024 Digital Media Report." This research delves into new Hongkongers' digital behaviors, spending habits, and preferences, providing valuable insights for businesses seeking to capture this lucrative opportunity.

Table of Content:

1. Defining the New Hongkonger Consumer
2. The Digital Footprint and Social Media Landscape of New Hongkongers
   2.1 Platform Preferences
   2.2 Social Commerce Behavior
   2.3 Digital Content Consumption
3. New Hongkonger Spending Power and Preferences
   3.1 Luxury Consumption
   3.2 Key Spending Categories
   3.3 Brand Preferences
4. Recommendations for Targeting New Hongkongers

>> Get a glimpse of the report and unlock the potential of the New Hongkonger market

1. Defining the New Hongkonger Consumer

New Hongkongers are people who moved to Hong Kong from mainland China in recent years. They come from different backgrounds. While the term often evokes images of affluent professionals, it's essential to understand the diversity of this group. Although there is a significant number of high-income earners, especially those who come through programs such as the Top Talent Pass, the wider community includes people from diverse socioeconomic backgrounds.

To accurately understand the new Hongkonger market, it's crucial to consider factors such as age, gender, education level, digital behavior, and occupation. While specific data points are essential for a comprehensive analysis, general trends suggest a younger demographic with a higher proportion of individuals holding university degrees.

2. The Digital Footprint and Social Media Landscape of New Hongkongers

2.1 Platform Preferences

According to our research findings, the new Hongkongers are deeply immersed in the digital realm. They exhibit a strong affinity for social media and mobile platforms, are early adopters of new technologies, and demonstrate a high degree of stickiness to Chinese social media platforms. Platforms like WeChat, Xiaohongshu, and Douyin are their primary channels for communication, information consumption, and e-commerce.

A notable shift in platform preference occurs post-migration. While WeChat remains a dominant force, there's an increasing adoption of Instagram and Facebook among new Hongkongers, indicating a broader digital footprint. This dual-platform strategy is crucial for brands aiming to reach this audience effectively.

>> What is XiaoHongShu (Little Red Book) ?

2.2 Social Commerce Behavior

New Hongkongers are avid social commerce consumers, leveraging platforms like Xiaohongshu and Douyin to discover and purchase products. Live-streaming shopping has gained significant popularity among this demographic, highlighting the importance of interactive and engaging content.

>> Top 10 Most Popular Chinese Social Media, Sites & Apps

2.3 Digital Content Consumption

New Hongkongers exhibit a strong preference for visually appealing and informative content. Short-form video content, such as those on platforms like Douyin and Instagram Reels, resonates well with this audience. Additionally, they are increasingly interested in luxury lifestyle content and product reviews.

3. New Hongkonger Spending Power and Preferences

3.1 Luxury Consumption

New Hongkongers wield significant spending power, driving consumption across various sectors. They exhibit a pronounced penchant for luxury goods and experiences, positioning them as prime targets for high-end brands. This demographic's affinity for quality, exclusivity, and social status is evident in their spending patterns.

3.2 Key Spending Categories

Beyond luxury goods, new Hongkongers also exhibit strong spending power in other areas, including dining, travel, education, and healthcare. Identifying key spending categories can help businesses tailor their offerings accordingly.

3.3 Brand Preferences

Building strong brand loyalty among new Hongkongers requires a deep comprehension of their preferences. Identifying which brands resonate with their lifestyle and values is essential, as is understanding their attitudes towards domestic versus international brands.

4. Recommendations for Targeting New Hongkongers

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