香港新常态-消费趋势2021年7月（英）-益普索-2021-37页_323kb

Summary of the Hong Kong New Normal Tracking Study (June 2021)

Core Content

The Hong Kong New Normal Tracking Study is a monthly survey conducted by Ipsos since April 2020, tracking changes in consumer behavior in response to the Covid-19 pandemic. The study focuses on a wide range of topics, including demographics, key concerns, shopping and dining habits, lifestyle trends, investment strategies, and expectations. It covers the general adult population in Hong Kong, with a sample size of 1,000+ interviews per wave.

Key Findings

1. Adjustment to the Pandemic

• Hong Kong residents are gradually adjusting to the ongoing Covid-19 crisis.
• The top concerns are beginning to shift, with the Covid-19 pandemic still being the most significant worry, followed by the Hong Kong economy, political situation/leadership concerns, and personal financial concerns.
• Fear and boredom are declining, while calmness and optimism are on the rise.

2. Shopping and Dining Habits

• There is a return to shopping malls as the pandemic's impact on daily life recedes.
• Mobile payment is increasingly used to avoid unnecessary contact.
• Online grocery shopping and grab-and-go purchases remain common for urgent needs.
• Eating out and socializing in person are increasing, reflecting a growing comfort with in-person interactions.
• Streaming services and fitness apps are still popular, indicating continued reliance on digital entertainment and health.

3. Financial Impact

• Income reduction is still a major issue, with 2 out of 3 respondents reporting a reduced level of income.
• Financial setbacks include delaying big purchases, changing investments to safer options, reducing working hours, and using savings to pay bills.
• Investment strategies are more active yet cautious, with a focus on safety and stability.

4. Expectations and Travel Plans

• Expectations about the end of the virus outbreak and the economic recovery remain cautious.
• Leisure travel delays are expected, with Mainland travel being the most anticipated, followed by short-haul and long-haul.
• Online and offline purchase channels show mixed usage, with a slight preference for offline purchases in 2021.

5. Virtual Banking Trends

• Virtual banking awareness, consideration, and usage are increasing, with more respondents using virtual banking accounts.
• Virtual banking account ownership has grown, with 309 respondents in May 2021 having virtual banking accounts, up from 284 in April 2021.

Demographics and Respondent Profiles

• Gender distribution is evenly split between male and female respondents.
• Age groups are represented across the spectrum, from 18-24 to 60+.
• Monthly household income is categorized into three groups: below HKD 30,000, HKD 30,000–59,999, and HKD 60,000 or above.
• Working status is split between working and non-working individuals.

Key Trends and Insights

• Consumer behavior is showing signs of normalization, with increased in-person activities and a return to physical shopping.
• Digital habits remain strong, especially in online food delivery and virtual banking.
• Trust in information sources about the coronavirus is still high, particularly in government and health authorities.
• Expectations about the future are cautiously optimistic, but there is still a significant portion of the population that believes the situation is not yet under control.

Conclusion

The Hong Kong New Normal Tracking Study highlights a gradual return to normalcy in consumer behavior and lifestyle trends, despite the ongoing economic and social uncertainties. While there is a reduction in pandemic-related concerns, the financial impact remains significant, and trust in information sources is still a critical factor. The growth in virtual banking and continued use of online services indicate a digital adaptation in response to the crisis, and travel expectations remain delayed, especially for long-haul trips.