Key points:
Social media are exclusively accessed via mobile devices in Hong Kong, while the readership of financial publications via desktop is also sharply decreasing in favour of mobile, according to research by Fundamental Media.
Print and desktop readership are declining in general, although print is still widely used especially for leading local newspapers. Business TV channels are also very popular in Hong Kong.
In 2019, Fundamental Research surveyed wholesale and retail intermediaries in Hong Kong, Taiwan and Singapore about their views on fund selection, asset manager communication and their media consumption habits.
Around two-thirds of respondents have been influenced by an industry event to conduct research into a new fund, while for one-third, online editorial pieces have been an important factor. Advertising both online and in print is also an influential factor for 11% of respondents. Financial intermediaries in Asian countries tend to be more responsive to marketing factors than their counterparts in Western countries.
Similar to Singapore and Taiwan, financial intermediaries in Hong Kong are mainly looking for communications from asset managers on investment-related topics such as market analysis and updates to their current investments.
About a third of respondents in Hong Kong said they are happy with the current communications they receive from asset managers. This result might be partially explained by cultural reasons, i.e. a reluctancy to address direct complaints.
Other findings from the Hong Kong Financial Intermediary Research include:
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