Knowledge Sharing
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Grasping the opportunities brought by the increasing access to connected
devices and the capabilities of those devices, many retailers are now
working on their online shopping channel, which helps to shape the
behaviours and purchasing habits of consumers in Hong Kong. According
to our findings, over 80% of Hong Kong households use smartphones, 6
percentage-points more than the U.S. Along with this increase in mobile
usage, particularly smartphones, m-commerce is playing an increasingly
significant role in the Hong Kong retail landscape, with more than one
quarter of consumers in Hong Kong (28%) now reporting to shop on
their mobile phones. However, when it comes to grocery shopping, only
17% of Hong Kong consumers are ordering online for delivery to home, a
20 percentage-point lowered than APAC average. For grocery shopping
through mobile app, only 23% of Hong Kong consumers prefers to use
store app, 8-percentage point lowered than consumers in mainland.
For the remainder of 2015, Hong Kong’s retail sales performance will
continue to face headwinds as a result of declining inbound tourism.
Despite the challenges, however, the continuing (albeit slow) global
economic recovery and stable labour market will continue to support
stable consumer sentiment, and safe-guard against any significant
pressures on consumer spending.
不少零售商均看準了互聯網及手機程式裝置大行其
道，紛紛另闢銷售據點，積極拓展本港消費者的購
物習慣新模式。根據我們調查發現，本港逾
80%
家庭
戶擁有及使用智能手機，該數字較美國高出
6
個百分
點。加上流動應用程式日益蓬勃，令本港流動商貿
(m-commerce)
在零售領域內所佔的地位不斷提升。
據尼爾森調查所得，現時本港逾四分一
(28%)
消費
者利用其手機購物。然而，在購買家居雜貨方面，只
有
17%
本港消費者利用網上訂購和送貨上門服務，
較亞太區平均值低
20
個百分點。在通過流動應用程
式購買家居雜貨方面，只有
23%
本港消費者喜歡使用
商戶的流動應用程式，較中國內地的消費者低
8%
。
展望
2015
年餘下數月，預料本港的零售銷售表現將
繼續面對不利因素，當中包括內地旅客人數下跌。雖
然面對挑戰，但全球經濟繼續復甦
(
雖然緩慢
)
和穩
健的勞動市場將繼續為消費者的消費信心帶來支持，
抗衡任何打擊消費者消費的重大壓力。
25
Information is provided by the Nielsen Hong Kong.
資料由香港尼爾森提供。
The Nielsen Global Survey of Consumer Confidence and Spending
Intentions was conducted quarterly in 60 countries worldwide
尼爾森消費者信心及消費意慾季度調查覆蓋全球
60
個國家
