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Consumer panel · Asia-Pacific

Real consumers of Hong Kong, profiled by Frequent Research.

Know them by age and gender.

  • CurrencyHong Kong dollar (HKD)
  • LanguagesChinese (Cantonese), English
Explore the panel Get the panel book 22,467profiled consumers33profile tablesHK$Hong Kong dollar
  • GenderFemales53.4% · 11,997
  • Age30-4940.5% · 9,099
  • Education (highest level completed)Secondary / high school graduate22.4% · 5,033
  • Occupation / Employment StatusFull-Time Employee44.3% · 9,953
  • Marital StatusMarried / Civil Partnership54% · 12,132
  • Life Stage / GenerationMillennials (born 1981–1996)31.5% · 7,077
  • Ethnicity / Population BackgroundChinese93% · 20,894
  • District DistributionSha Tin9.1% · 2,044
  • Annual Household Income (gross, HKD)Middle Household Income · HK$370,000 – HK$499,99922.9% · 5,145
  • Annual Personal Income (gross, HKD)Middle Income · HK$220,000 – HK$299,99921.4% · 4,808
  • Home Category (living arrangement)Own Primary Residence39% · 8,762
  • Dwelling TypeApartment / Flat – with balcony or garden43.2% · 9,706
  • Parents of Children (age of youngest child)18+ Years (adult children)35.5% · 7,976
  • AutomotiveElectric Vehicle (EV) Owners43% · 9,661
At a glance

Hong Kong in 7 numbers

  • 22,467profiled consumers in Hong Kong
  • Gender53.4%Females
  • Age40.5%30-49
  • Where they live9.1%Sha Tin
  • Occupation44.3%Full-Time Employee
  • Personal income21.4%Middle Income · HK$220,000 – HK$299,999
  • Technology18.8%iOS Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 46.6%10,470 Males
  • 53.4%11,997 Females

Largest group: Females at 53.4%

Age

5 groups
3.4%76413-17 19.4%4,35918-29 40.5%9,09930-49 24.5%5,50450-64 12.2%2,74165+

Largest group: 30-49 at 40.5%

Education (highest level completed)

9 groups
  • Less than secondary / high school16.5%3,707
  • Secondary / high school graduate22.4%5,033
  • Post-secondary vocational / technical training11.9%2,674
  • Some college / university – no degree9.4%2,112
  • Associate / short-cycle tertiary diploma3.6%809
  • Bachelor's degree21.5%4,830
  • Master's degree (MA, MSc, MBA, etc.)11.1%2,494
  • Professional degree (MD, DDS, LLB, JD, etc.)2.4%539
  • Doctorate (PhD, EdD)1.2%270

Largest group: Secondary / high school graduate at 22.4%

Marital Status

5 groups
  • Married / Civil Partnership54%12,132
  • Single / Never Married30.5%6,852
  • Divorced5.3%1,191
  • Widowed / Separated6.6%1,483
  • Living with Partner (Cohabiting)3.6%809

Largest group: Married / Civil Partnership at 54%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)31.5%7,077
  • Gen X (born 1965–1980)27.2%6,111
  • Gen Z (born 1997–2012)23.3%5,235
  • Baby Boomers (born 1946–1964)14.6%3,280
  • Silent Generation (born before 1946)3.4%764

Largest group: Millennials (born 1981–1996) at 31.5%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee44.3%9,953
  • Retired15.8%3,550
  • Student10.9%2,449
  • Homemaker7.5%1,685
  • Self-Employed / Contract / Freelance4.9%1,101
  • Part-Time Employee4.3%966
  • Unemployed4.2%944
  • Disabled / Not Able to Work3.5%786
Show all 11

Largest group: Full-Time Employee at 44.3%

Annual Household Income (gross, HKD)

10 groups
3.8%854Very Low Household Income · Below HK$170,000 17.1%3,842Low Household Income · HK$170,000 – HK$269,999 19.5%4,381Lower-Middle Household Income · HK$270,000 – HK$369,999 22.9%5,145Middle Household Income · HK$370,000 – HK$499,999 15.3%3,437Upper-Middle Household Income · HK$500,000 – HK$649,999 11.5%2,584Comfortable Household Income · HK$650,000 – HK$849,999 6.3%1,415Affluent Household Income · HK$850,000 – HK$1,199,999 1.7%382High Household Income · HK$1,200,000 – HK$1,699,999 1.2%270Very High Household Income · HK$1,700,000 – HK$2,799,999 0.7%157Top Household Income Tier · HK$2,800,000 and above

Largest group: Middle Household Income · HK$370,000 – HK$499,999 at 22.9%

Annual Personal Income (gross, HKD)

10 groups
2.8%629Very Low Income · Below HK$90,000 17.4%3,909Low Income · HK$90,000 – HK$159,999 17.8%3,999Lower-Middle Income · HK$160,000 – HK$219,999 21.4%4,808Middle Income · HK$220,000 – HK$299,999 17%3,819Upper-Middle Income · HK$300,000 – HK$389,999 10.2%2,292Comfortable Income · HK$390,000 – HK$499,999 9.2%2,067Affluent Income · HK$500,000 – HK$749,999 2.2%494High Income · HK$750,000 – HK$999,999 1.2%270Very High Income · HK$1,000,000 – HK$1,699,999 0.8%180Top Income Tier · HK$1,700,000 and above

Largest group: Middle Income · HK$220,000 – HK$299,999 at 21.4%

Banking & Financial Services

12 groups
  • Credit Card Holders16.4%3,685
  • Debit Card Users14.8%3,325
  • Digital Wallet / Mobile Money Users14.1%3,168
  • Online / Mobile Banking Users13.5%3,033
  • Home Loan / Mortgage Holders8.6%1,932
  • Life Insurance Policy Holders7.6%1,707
  • Retirement / Pension Savers6.6%1,483
  • Stock / Equity Traders4.7%1,056
Show all 12

Largest group: Credit Card Holders at 16.4%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence39%8,762
  • Rent Primary Residence30.6%6,875
  • Live with Family Member(s) in Their Residence23%5,167
  • Live in Student / University Accommodation3.5%786
  • Other Living Arrangement3.9%876

Largest group: Own Primary Residence at 39%

Dwelling Type

11 groups
  • 43.2%9,706Apartment / Flat – with balcony or garden
  • 25.1%5,639Apartment / Flat – no outside space
  • 10.6%2,382Condominium / Serviced Apartment
  • 7.3%1,640Semi-Detached House
  • 6.5%1,460Terraced / Row House / Townhouse
  • 2%449Other Dwelling Type
  • 1.8%404Dormitory / Hostel / Group Quarters
  • 1.3%292Detached House
  • 1%225Bungalow / Single-Storey House
  • 0.7%157Cottage / Farmhouse
  • 0.5%112Mobile Home / Caravan

Largest group: Apartment / Flat – with balcony or garden at 43.2%

Parents of Children (age of youngest child)

5 groups
10.6%2,3820-2 Years 13.2%2,9663-6 Years 17.7%3,9777-12 Years 23%5,16713-17 Years 35.5%7,97618+ Years (adult children)

Largest group: 18+ Years (adult children) at 35.5%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner17.2%3,864
  • Primary Grocery Shoppers14%3,145
  • Household Budget Managers13.2%2,966
  • Dual-Income Households12.9%2,898
  • Childcare / Nanny Service Users8%1,797
  • Multi-Generational Households7.6%1,707
  • Single Parents6.8%1,528
  • Grandparents Caring for Grandchildren6.8%1,528
Show all 12

Largest group: Household Head / Main Earner at 17.2%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users28.5%6,403
  • Household Service Decision Makers12%2,696
  • Air-Conditioning / Cooling Service Customers11.1%2,494
  • Laundry / Dry-Cleaning Service Users9.2%2,067
  • Home Maintenance & Handyman Service Users9.2%2,067
  • Plumbing Service Customers8.4%1,887
  • Electrical Repair Service Customers8.1%1,820
  • Pest-Control Service Customers7.2%1,618
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 28.5%

Where they live

Regions and background across the country.

Ethnicity / Population Background

7 groups
  • Chinese93%20,894
  • Filipino1.5%337
  • South Asian (Indian, Pakistani, Nepalese)1.5%337
  • Other ethnic groups / minorities1.5%337
  • White1%225
  • Other Asian1%225
  • Indonesian0.5%112

Largest group: Chinese at 93%

District Distribution

18 groups
  • Sha Tin9.1%2,044
  • Kwun Tong9%2,022
  • Yuen Long8.6%1,932
  • Eastern7.2%1,618
  • Kwai Tsing6.6%1,483
  • Tuen Mun6.6%1,483
  • Sai Kung6.5%1,460
  • Kowloon City6.1%1,370
  • Sham Shui Po5.7%1,281
  • Wong Tai Sin5.5%1,236
Show all 18

Largest group: Sha Tin at 9.1%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 43%9,661Electric Vehicle (EV) Owners
  • 15.1%3,393Hybrid Vehicle Owners
  • 8.7%1,955Mass-Market Car Owners
  • 7.5%1,685Vehicle Purchase Intenders (next 12 months)
All 11 groups

Technology & Digital Usage

  • 18.8%4,224iOS Smartphone Users
  • 12.5%2,8085G Mobile Network Users
  • 11.5%2,584Android Smartphone Users
  • 11.4%2,561Generative AI & Chatbot Users
All 11 groups

Travel

  • 19.3%4,336Frequent Domestic Travellers (3+ trips a year)
  • 12.2%2,741International Travellers
  • 9.7%2,179Family Vacationers
  • 9.5%2,134Business Travellers
All 12 groups

Lifestyle & Hobbies

  • 13.7%3,078Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 13.6%3,056Eco-Conscious / Sustainable Living Consumers
  • 12.6%2,831DIY & Home Improvement Enthusiasts
  • 10.5%2,359Arts, Crafts & Hobby Enthusiasts
All 12 groups

Media & Entertainment

  • 18.6%4,179OTT / Subscription Video Streaming Subscribers
  • 13.7%3,078Linear / Pay-TV Viewers
  • 13%2,921Music Streaming Users
  • 10.7%2,404Free Ad-Supported Video Platform Viewers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 48.3%10,852Non-Tobacco / Nicotine Users
  • 12.6%2,831Former Tobacco / Nicotine Users
  • 9.4%2,112Adult Tobacco Product Users
  • 9.3%2,089Beer Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 16.3%3,662Laptop / Desktop Computer Owners
  • 13.9%3,123Consumer Electronics Purchase Decision Makers
  • 11.8%2,651Smart TV Owners
  • 9.9%2,224Wearable Device Owners (smartwatch, fitness band)
All 10 groups

Content Creators & Social Media Influence

  • 18.4%4,134Casual Social Media Content Posters
  • 14.7%3,303Short-Form Video Creators
  • 12.5%2,808Photo & Visual Content Creators
  • 10.5%2,359Long-Form Video Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. Value & Discount Seekers12.3%2,7632
  2. Online Shoppers19.8%4,4481
  3. Omnichannel Shoppers12%2,6963
  • Online Shoppers19.8%4,448
  • Value & Discount Seekers12.3%2,763
  • Omnichannel Shoppers12%2,696
  • In-Store Shoppers9%2,022
  • Fashion & Apparel Shoppers8.7%1,955
  • Home & Furnishing Shoppers7.1%1,595
  • Brand-Loyal Shoppers7%1,573
  • Impulse Buyers5.1%1,146
  • Subscription / Auto-Replenish Shoppers5%1,123
  • Second-Hand & Re-Commerce Shoppers4.9%1,101
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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