Mainland Chinese expats in HK favour Douyin and WeChat: report

Source: EternityX

• Mainland Chinese expats constitute 15.7% of Hong Kong's population, particularly those aged 35 to 54. They are mostly an affluent, highly educated demographic holding influential positions in technology, marketing, and government sectors.
• Over 65% hold a bachelor’s degree or higher, and 72% earn more than HKD 40,000 (US$5,147) per month, which is defined as high-income expats.
• Notably, women in higher and middle-income brackets are driving significant increases in spending, with their financial investments, real estate purchases, and interest in luxury goods far exceeding industry averages.

• In terms of cultural relevance and media engagement, Chinese platforms like WeChat, Douyin (the TikTok sister app in Mainland China), Xiaohongshu (Red), Weibo, and Dianping are essential for building long-term brand loyalty.
• Mainland Chinese expats remain deeply connected to their cultural roots through these platforms, making them key touchpoints for brands seeking to foster authentic engagement.
• The most frequently used apps, regardless of gender, income and length of stay, are Alipay and Google. However, females tend to prefer Xiaohongshu, while males show a preference for LinkedIn. Weibo and QQ also remain the top apps for them.
• When it comes to social-media platforms used prior to making a purchase, regardless of gender, income and length of stay, Douyin, WeChat, and Weibo rank at the top. Although males favour Weibo and females lean towards WeChat, Douyin emerges as the predominant social-media platform overall.

• The length of stay in Hong Kong influences the habits of Chinese expats and their preferred advertising touchpoints, particularly after four years. While Chinese social media content and influencers continue to be critical touchpoints, official brand content and overseas social media are gaining increasing significance.

• Regarding media behaviour and cross-platform touchpoints, WeChat remains the dominant platform, used daily by over 80% of expats. Its multifunctional capabilities—enabling social interaction, mobile payments, and ecommerce—make it the leading channel for consumer engagement.
• Douyin and Xiaohongshu are increasingly utilised for entertainment and to inform purchase decisions, particularly by affluent expatriates seeking lifestyle inspiration.  
• With 65% of expats regularly using Douyin, brands have an opportunity to create engaging short-form content that aligns with this demographic’s entertainment and shopping preferences.
• The effectiveness of advertising varies based on demographics, such as gender, age, and income levels. Young expats aged 25-34 are more responsive to influencer marketing and video-based content on platforms like Douyin. In contrast, senior professionals tend to prefer informative content and testimonials on WeChat.
• Regardless of age, high-income expats are more likely to be influenced by celebrity endorsements and partnerships with luxury brands.
• Being culturally relevant is crucial for effective engagement in this segment. Brands must prioritise cultural relevance, particularly for younger expats who value authenticity and familiarity through compelling storytelling. Additionally, Simplified Chinese characters are essential when compared to Traditional Chinese characters.