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Good looks give an edge, say Hong Kong consumers


HONG KONG — Over half of both Hong Kong men and women believe that good looks and beauty offers advantages, with both genders agreeing that handsome men and beautiful women can get ahead in life. To help improve their personal image, the average Hong Kong resident spends HKD 1,661 for perfume, cosmetics or skincare products.

These findings were released today from the third annual Synovate Media Atlas study, which captures a complete cross section of society, revealing the media consumption, attitudes and lifestyles of Hong Kong consumers. Synovate interviewed over 6,000 Hong Kong respondents aged 12 to 64.

Getting the right look

Synovate Executive Director – Media, Steve Garton, said the latest Media Atlas results revealed the attitudes, values and purchasing habits of Hong Kong consumers in their quest to look and feel good.

“Apart from perfumes, cosmetics and skincare products, we found that Hong Kong men and women spend HKD 1,005 per month on other items such as clothes and accessories. However, it wasn’t surprising to discover that women spend a little more than men,” he said.

The survey asked respondents on the types of beauty products and services they had used in the last 12 months. Skincare products topped the list with over half (61%) of women and 21% of men.

Hairdressers and hair saloons were more popular with men (37%) versus women (27%) visiting such outlets at least once every month. Healthy living also came into play among Hong Kong consumers as 31% of women and 17% of men had taken health supplements and vitamins in the last 12 months.

Leisure activities

“Apart from looking good and improving their personal image, Hong Kong consumers like to indulge themselves by dining out (61%) as well as shopping (53%) at least once a week,” said Synovate Research Director in Hong Kong, Susanna Lam.

When it comes to dining out, men spent more than women (HKD 1,456 versus HKD 1,248) in the past month. Men (HKD 1,621) also spend more each month on entertainment than women (HKD 1,276), suggesting that men are picking up the bills most of the time or simply going out more than women.

“Our results show that Hong Kong consumers also try to overcome their busy schedules by visiting karaoke outlets (22%) as well as pubs and bars (16%) at least once every month. However, only one third (32%) of consumers pay attention to their health by working out, playing sports and doing Yoga at least once a week,” she said.

Money matters and luxury items (among 15-64 years)

Half (53%) of Hong Kong consumers have a life insurance policy while over one third (36%) have investments.

One third (33%) of Hong Kong consumers have an integrated bank account while a quarter of both Hong Kong men and women have retirement plans. One in ten has personal loans while close to two thirds (61%) of consumers own a credit card.

“With available credit and steady incomes each month, Hong Kong consumers are treating themselves to luxury items. Again, it wasn’t too surprising to discover that more women (45%) were buying luxury items such as jewellery or watches versus men (36%),” Lam added.

About Media Atlas

Synovate Media Atlas Hong Kong tracks:

1. Media consumption, product ownership, attitudes and values using computer assisted telephone interviews (CATI)
2. Brand, spending pattern and lifestyle insights using online and offline data collection

Synovate runs Media Atlas in Hong Kong, Malaysia, the Philippines and Thailand and works closely with major media specialists, media owners and advertisers in each country to develop surveys relevant to local conditions.

Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.

For more information on Synovate visit


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