HK Marketers Spending Over 20% in Mobile Marketing Surge 78%

More local marketers have jumped on the bandwagon of smartphone advertising and marketing to capture new customers with creative smartphone apps, according to Hong Kong’s first comprehensive study on this emerging marketing platform, jointly conducted by the Hong Kong Wireless Technology Industry Association (WTIA), Hong Kong Wireless Development Centre (HKWDC) and the Hong Kong Productivity Council (HKPC) from June to July 2011.

The “Hong Kong Smartphone Advertising and Marketing Study” aims to provide a useful reference on the smartphone user landscape, mobile marketing trend and technology implications for the industry.

Mr Ken Fong, Chairman of WTIA, said, “Both the global and local landscapes have shown that marketers are now assigning more of their budgets on mobile marketing, with smartphone apps emerging as one of the fastest growing marketing platforms.”

According to the Study, the number of local companies spending over 20% of their marketing budgets on mobile platforms rose by 78% compared with one year ago. Also, 36% of those not making budget provisions for mobile marketing last year have started to do so in 2011.

Moreover, 90% of the smartphone users surveyed accepted smartphone apps as a marketing tool. For those who use branded apps, the Study found that they are more willing to purchase those branded products or services at retailers (58%) or through apps (54%).

Commenting on the technology implications for the industry, Dr Lawrence Cheung, Principal Consultant (IT Industry Development) of HKPC, said, “Mobile technology is at the heart of successful smartphone apps, which provides relevant content and entertainment based on their users’ surrounding and encountering scenarios. Apps developers and marketers should be more forward looking in combining creative ideas with mobile technologies in apps development, offering a fascinating experience to the users for marketing success.”

The Study is part of a project jointly organized by WTIA, WDC, HKPC and Hong Kong Cyberport Management Company Ltd. and sponsored by the CreateSmart Initiative of Create Hong Kong (CreateHK) of the HKSAR Government to promote smartphone advertising and marketing. The project also includes the “2011 Hong Kong Marketing Smartphone Apps Popularity Contest”, seminars and roadshows.

Mr Jerry Liu, Head of CreateHK, welcomes the release of the Study findings. “Hong Kong is well known for its creativity in advertising and marketing. We look forward to more research on this area which will further help promote Hong Kong as a centre of mobile advertising and marketing in Asia,” he said.

Mr Herman Lam, CEO of Cyberport, said, “Cyberport is fully committed to nurturing ICT talent and promoting creativity. We are happy to support this project and the Study to encourage the development of more outstanding smartphone apps to be used in advertising and marketing, and further promote the industry development.”

For more details about the Study, please contact Dr Victor Ng of HKPC’s IT Industry Development Division, at tel.: (852) 2788 5880 or email: victorng@hkpc.org. For other media enquiries, please contact Mr Felix Chan of Corporate Communications Division at tel. (852) 2788 5036 or email: felixchan@hkpc.org.

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Mr Jonathan Ho
General Manager
Corporate Communications
Hong Kong Productivity Council
Tel: (852) 2788 6390
Fax: (852) 2788 5056
Email: jonathanho@hkpc.org
Website: www.hkpc.org


10 August 2011

Mr Ken Fong, Chairman of Hong Kong Wireless Technology Industry Association (left), and Dr Lawrence Cheung