粤港澳大湾区：新兴挖金旅游区（英文版）_28页_4mb

报告摘要

GBA Travel Zone Summary

Core Content

The Greater Bay Area (GBA) is a major economic initiative involving Hong Kong, Macao, and nine cities in Guangdong Province, with an estimated GDP of US$1.34 trillion and a population of 68 million. It is considered one of the world's largest city clusters, surpassing the Tokyo Metropolitan Area in population. The GBA has seen significant development in transportation infrastructure, including the Guangzhou-Shenzhen-Hong Kong Express Rail Link (XRL) and the Hong Kong-Zhuhai-Macao Bridge, which have enhanced connectivity and reduced travel times, thereby increasing the frequency and diversity of travel within the region.

Key Travel Trends

Transportation Impact: The launch of transportation infrastructure led to an 8.21% increase in UU (unique users) for GBA travellers in October, with a steady rise in subsequent months.
Travel Patterns:
- Hong Kong to Mainland China: The number of UU increased steadily after October, peaking at 0.35% in January before the Chinese New Year.
- Hong Kong to Macao: The number of UU rose steadily, reaching a peak of 10.19% in December, likely influenced by festive events in Macao.
Frequency of Travel: Hong Kong travellers increased their travel frequency within the GBA after infrastructure launch, with an average of over 2.27 trips per month to Mainland China.

Destination Preferences

Hong Kong to Mainland China: Guangzhou (39.7%) and Shenzhen (32.0%) are the top destinations.
Hong Kong to Macao: Macao (5.6%) is the most popular destination, with a notable increase in December.
Mainland China to Hong Kong: Yau Tsim Mong (25.7%) and Northern District (20.6%) are the top destinations.
Mainland China to Macao: Data not as detailed, but trends suggest a growing interest in Macao.

Mobile Usage Behavior

Hong Kong Travellers:
- Less active on weekends when out of town, with mobile usage dropping to 0.61% and 0.99%.
- More active during weekday working hours (9am – 5pm).
- Campaign interests before and during trip: Finance (22.9%), Apparel and Accessories (9.4%), Retail & Automotive (7.2%).
Mainland China Travellers:
- More active on weekdays during trip, with a slight drop on Wednesdays (1.69%).
- Campaign interests before and during trip: Finance (25.2%), Cosmetics (9.4%), Retail (8.4%).
Macao Travellers:
- More active on weekends during trip, with a rise in mobile usage from Friday to Monday.
- Campaign interests before and during trip: Cosmetics (14.29%), Sports (13.79%), Food & Drinks (6.25%).

Audience Profiles

Hong Kong Travellers:
- Primarily businessmen and retail lovers.
- Show interest in cosmetics, clothes, accessories, and automotive.
Mainland China Travellers:
- Typically e-commerce and offline shoppers.
- Show interest in beauty and cosmetics, computer and technology, and Hong Kong's public activities.
Macao Travellers:
- Mostly health care takers and sports lovers.
- Tend to focus on health care, sports, and daily necessities.

Data Insights

Vpon Big Data Group used its proprietary TRATA DMP and advanced analytics to track 900 million unique devices monthly.
The data collected spans from 1st September 2018 to 31st January 2019.
Vpon has strategic partnerships across APAC, providing access to 21 billion daily biddable inventory.
The report highlights how digital footprints and travel intent can be leveraged by advertisers for precise targeting.

Conclusion

The GBA presents a significant opportunity for advertisers to engage with a diverse and growing audience. With improved infrastructure and clear travel patterns, the region's digital footprints and audience profiles offer valuable insights for targeted marketing. The fundamentals of GBA travel are expected to remain strong, making it a promising new travel zone for gold digging in the advertising industry.