Target audience: Gen Z / Generation Z in Hong Kong

Selected insights on target group: Gen Z / Generation Z in Hong Kong

• Gen Z / Generation Z typically have a low annual household income
• Having a good time has more importance to Gen Z / Generation Z than to the average consumer
• Gaming and eSports are relatively prevalent interests of Gen Z / Generation Z
• Gen Z / Generation Z are more likely to have video gaming as a hobby than the average consumer
• Gen Z / Generation Z remember seeing ads in video games more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Hong Kong
• Gender of consumers in Hong Kong
• Consumer’s level of education in Hong Kong
• Share of consumers in Hong Kong in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Hong Kong live
• Communities where consumers live in Hong Kong

• Most important aspects of life for consumers in Hong Kong
• Top 10 interests of Gen Z / Generation Z in Hong Kong
• Top 10 hobbies and leisure activities of Gen Z / Generation Z in Hong Kong

• Agreement with statements in Hong Kong
• The 10 most important issues facing Hong Kong according to Gen Z / Generation Z
• Political attitudes of consumers in Hong Kong

• Top 10 places where Gen Z / Generation Z in Hong Kong have come across digital advertising in the past 4 weeks
• Devices consumers in Hong Kong use regularly to access the internet
• Social media activities in Hong Kong by type
• Places where consumers in Hong Kong have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Hong Kong have been using in the past 4 weeks