The Hong Kong digital landscape is evolving rapidly, with new trends shaping how businesses connect with consumers. The 2025 We Are Social and Meltwater report highlights key shifts in online behaviour, e-commerce, and advertising strategies that are redefining the market. For businesses looking to thrive in this dynamic environment, understanding these trends is essential. Here’s a breakdown of the most meaningful insights and how Digital Nomads Hong Kong can help your brand capitalise on them.
Hong Kong’s Digital Behaviour: A Snapshot
Hong Kongers spend an average of 5 hours and 30 minutes online daily, with 50% of internet traffic coming from mobile devices. Google and YouTube dominate as the most visited websites, reflecting the city’s reliance on search engines and video content. Notably, 84.2% of online users utilise search engines during their browsing experience, underscoring the importance of search engine optimisation (SEO) and search engine marketing (SEM) in reaching your audience.
YouTube, in particular, is a powerhouse, with users spending an average of 17 minutes and 30 seconds per visit and 22 hours and 31 minutes per month on the platform. This presents a significant opportunity for brands to engage audiences through video content and YouTube Ads.
Interestingly, Baidu, the Chinese search engine, is gaining traction in Hong Kong, likely due to the growing presence of mainland Chinese workers. This trend highlights the need for businesses to consider multilingual and multi-platform strategies to cater to diverse audiences.
E-Commerce Boom: What’s Driving Online Purchases?
E-commerce continues to flourish in Hong Kong, with 48.4% of online users making weekly purchases. The top product categories include fashion, electronics, furniture, and food, while free delivery, coupons, and reviews are the primary drivers of online purchases.
The report also reveals a 9.6% year-on-year (YoY) growth in online grocery orders and a dramatic 20% YoY increase in holiday package sales. These figures indicate a shift towards convenience and value-driven shopping, with consumers increasingly relying on digital platforms for their everyday needs.
At Digital Nomads Hong Kong, we’ve successfully partnered with numerous e-commerce businesses to develop tailored selling strategies and expand their clientele. Whether it’s optimising product listings, leveraging customer reviews, or implementing targeted promotions, we help brands stay ahead in this competitive market.
One example is Tartes And Pop, a retailer of French tarts, achieved significant online growth with our assistance. Their sales increased by 140% and overall revenue by 115% over a six-month period, compared to the previous six months with a different agency.
The Power of Local Market Authority
A key aspect of building local market authority involves optimising a business’s online presence, particularly through their Google Business Profile. This includes ensuring that all information is accurate and up-to-date, and actively encouraging satisfied customers to leave positive reviews. Positive reviews not only enhance a business’s reputation but also improve their visibility in local search results, making it easier for potential customers to find them.
Social Media vs. Search Engine Marketing: A Complementary Approach
While 6.1 million people in Hong Kong are active social media users, primarily using platforms to fill spare time and stay connected with friends and family, search engines remain the go-to channel for brand discovery and research.
Social media advertising and search engine marketing are not competitors but complementary elements of a comprehensive digital strategy. Search engine users are actively seeking information, products, or services, making them more likely to convert. In contrast, social media users are often browsing for entertainment or news, providing an opportunity to raise brand awareness and build relationships.
By integrating both approaches, businesses can reach potential customers at all stages of the buyer’s journey. For example, social media ads can generate interest and retarget users, while search engine ads capture those ready to make a purchase.
The Dominance of Google Search Ads
Hong Kong businesses predominantly allocate a substantial portion of their digital marketing budget to Google Search Ads. This strategy is driven by the platform’s effectiveness in generating leads and acquiring new customers.
With 670million USD spent on search ads compared to 580 million USD spent on social media ads (including YouTube), it’s clear that search remains a cornerstone of digital advertising in Hong Kong.
Google’s sophisticated targeting capabilities and ability to track and measure results make it an indispensable tool for businesses aiming to maximise their ROI.
YouTube Ads: A Must-Have in Your Strategy
With Hong Kong users spending a significant amount of time on YouTube, integrating your YouTube Ads campaign with your Google Ads strategy is essential. This integration creates a cohesive brand experience, expands your reach, and improves targeting by combining search intent with viewing behaviour.
By aligning your messaging across both platforms, you can reinforce your brand’s identity, enhance measurement, and achieve cost efficiency. At Digital Nomads Hong Kong, we specialise in creating integrated campaigns that maximise your impact in the local market.
Influencer Marketing: A Growing Opportunity
While influencer marketing remains a smaller segment compared to search and social media advertising, its growth is undeniable. The market, valued at $94 million in 2024, saw a 14% YoY increase, indicating its potential as a complementary channel for brand building and engagement.
Why Choose Digital Nomads Hong Kong?
Navigating Hong Kong’s digital landscape requires expertise, creativity, and a deep understanding of local consumer behaviour. At Digital Nomads Hong Kong, we combine data-driven strategies with innovative solutions to help your brand stand out.
From optimising your Google Business Profile to crafting integrated YouTube and Google Ads campaigns, we provide end-to-end digital marketing services tailored to your goals.
Our proven track record with local businesses, coupled with our commitment to staying ahead of trends, makes us the ideal partner for brands looking to expand in Hong Kong. Let us help you harness the power of digital marketing to drive growth and achieve lasting success.
The 2025 We Are Social and Meltwater report underscores the importance of adapting to Hong Kong’s evolving digital landscape. By leveraging these insights and partnering with Digital Nomads Hong Kong, your brand can unlock new opportunities and connect with consumers in meaningful ways. Ready to take your digital strategy to the next level? Contact us today!
