AMI Uncovers Hong Kong's Decision Makers

Asia Market Intelligence (AMI), rebranding as Synovate in January 2003, has this week revealed the affluent of Hong Kong are more likely to be making decisions in shopping malls than in the office or boardrooms.

The findings are drawn from Quarter 3 (Q3) of the Pan Asia Pacific Cross Media Survey (PAX) 2002/03 a study that tracks media, prosperity and influence across 13 markets in Asia. The top line results from PAX were launched last week in Singapore.

Steve Garton, Media Director of AMI Hong Kong, said that the Q3 PAX information showed the elite of Hong Kong were still spending on personal consumer items but business decision-making had become more restrictive. 'The PAX study tracks media consumption, following a significant group of Asian consumers the affluent, business decision-makers and top management. Not surprisingly, in their personal lives, this group is least impacted by the economic climate even more are able to purchase the latest watch, camera, mobile phone or laptop. Where the results become interesting is looking at what is happening to these people in their workplaces the freedom to make decisions is being pushed higher up the command chain. For instance, in Hong Kong over the past year, there has been a one third decrease in the number of business decision-makers empowered to recommend or purchase computers for the workplace. By contrast, this same group have increased their personal ownership of desktop and laptop computers by 11 per cent and 15 per cent respectively. The business environment has not dampened their enthusiasm for technology in the home'.

Mr Garton said that similar trends emerged from the figures on telecommunications spending. 'Whereas the affluent and business decision-making respondents were more likely to purchase a mobile phone for themselves, 14 per cent less of them were making this decision in 2002 in their places of employ. Many bosses who previously had this decision-making authority are now more likely to recommend suppliers or courses of action to boards or top management. Spending money is not a decision being taken lightly in Hong Kong businesses at the moment.'

The PAX survey showed rigorous decision-making control in business was a trend in Singapore as well, with a 27 per cent decrease in the number of business decision-makers empowered to recommend or purchase computers for the workplace. 'The business environment is tough across the board. However, where Singapore differs from Hong Kong is in the number of people still working on international business strategies year-on-year. From 2001, the figure has increased by 14 per cent in Singapore, but is off by 20 per cent in Hong Kong. This sounds a strong cautionary note for Hong Kong business as it grapples to maintain international relevance as North Asia's business hub,' Mr Garton added.

The PAX survey also looks at consumer buying behaviours, such as current ownership and intention to purchase. According to Mr Garton, 'Differences between affluent consumers in the two regional hubs show Hong Kong is a highly acquisitive society - especially in new technology. In fact, 2002 saw a 29 per cent increase in purchase of a mobile phone with Internet access in Hong Kong, where figures stayed steady for the same period in Singapore. This means that Hong Kong has double the ownership of mobile phones with Internet access. This type of information is significant for advertisers as they seek to optimise the way they target their markets having a sense of how these decisions are made, by whom and with what timing is crucial to marketing products and services to Asian business people. PAX now tracks buying behaviour like intention to purchase on a quarterly basis, meaning the latest information is always available and we can see the immediate effects of major events across the region.'

In its sixth consecutive year, PAX now features larger samples, new markets (Sydney and Tokyo) and quarterly reporting - meaning that the subscriber's information is current, comprehensive and accurate.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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