香港社交媒體聯盟 – 社交媒體應用調查報告

上星期的 Social Media Week, 小弟亦有參與兩日當中的環節,其一就是由香港社交媒體聯盟公佈的『2010市場業務人員社交媒體應用調查』。小弟是其中參與的一員,所以當然地出席了。

Hkaim social media marketer survey 2010 — Presentation Transcript

  1. Hong Kong
    Social Media Marketers Survey 2010
    Feb 10th, 2011
    Supported by:
  2. Objective and Research Areas
    Objectives

    • To determine the user habits, preferences and attitudes towards social media in Hong Kong among knowledge workers

    Research areas
    User habits and preferences
    Use of social media in business; and
    Perception of social media relative to established media

  3. 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

  4. 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

    Source : Social Media Marketers Survey 2010

  5. 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

    Source : Social Media Marketers Survey 2010

  6. Usages and Preferences
    Have you used social media in past 6 months ?
    % of respondents
    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
    Source : Social Media Marketers Survey 2010
  7. Usages and Preferences
    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
    Source : Social Media Marketers Survey 2010
  8. Usages and Preferences
    Why do you use social media ?
    % of respondents
    94% use social media to stay in touch with friends and family, while 73% use it to gather information
    Interestingly 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
    Source : Social Media Marketers Survey 2010
  9. Usages and Preferences
    How do you access various social media in past 30 days ?
    How much time do you spent social media everyday ?
    % of respondents
    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 2009
    Majority of people are accessing social media through web and mobile phone altogether (78%)
    Source : Social Media Marketers Survey 2010
  10. Social Media as a Medium
    If you were to make a purchase, which media would you rate as
    most trustworthy and influential ?
    % of respondents
    Social network sites ranked highest percentage (66%) as the most trustworthy and influential media, slightly higher than TV ads (65%)
    Source : Social Media Marketers Survey 2010
  11. Social Media as a Medium
    Which media would you rate as being most effective in
    creating a relationship with your target consumer ?
    % of respondents
    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%
    Source : Social Media Marketers Survey 2010
  12. Social Media and Business
    What do you think are the business benefits of social media ?
    % of respondents
    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
    Source : Social Media Marketers Survey 2010
  13. Social Media and Business
    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
    Source : Social Media Marketers Survey 2010
  14. Social Media and Business
    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
    Source : Social Media Marketers Survey 2010

About Jonathan Sin
市場發展顧問、資深博客、香港旅遊專欄作者、電台美食節目嘉賓主持。 個人部落格《敗家手記》內容圍繞美食、旅遊、3C 小物、汽車、手錶、電影、音樂、威士忌等簡評介及推薦,對喜歡來香港、澳門旅遊的朋友作出行程、景點、美食等專題介紹。