Target audience: Baby Boomers in Hong Kong

Selected insights on target group: Baby Boomers in Hong Kong

• Many Baby Boomers have a medium annual household income
• Traditions and an honest and respectable life are relatively important to Baby Boomers
• History is a relatively prevalent interest of Baby Boomers
• A relatively high share of Baby Boomers consider socializing a hobby
• Baby Boomers remember seeing ads in newsletters less 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 Baby Boomers in Hong Kong
• Top 10 hobbies and leisure activities of Baby Boomers in Hong Kong

• Agreement with statements in Hong Kong
• The 10 most important issues facing Hong Kong according to Baby Boomers
• Political attitudes of consumers in Hong Kong

• Top 10 places where Baby Boomers 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