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WE Communications reveals Hong Kong results from annual research publication “Content Matters”


Hong Kong, 18 May 2016 – WE Communications, a leading independent integrated agency, today revealed the Hong Kong results from their annual regional research publication, Content Matters. This year, the report added the element of time such as life experiences that trigger purchasing decisions, when and how they share those moments and what social platforms they use to share brand content.

In its third edition, a snapshot study was conducted in partnership with YouGov, an international market research firm. Respondents answered a series of questions related to their content consumption preference and how they interact with brands across different business categories. The report covers 11 sectors: Automobile, Beauty, Consumer Electronics, Finance & Banking, Food & Beverage, Healthcare, Luxury Goods, Mobile Devices & Tablets, Personal Care, Restaurants, and Travel & Tourism.

Key Findings from the Hong Kong Report:

  • Top life stages that affect new purchases or upgrades: Consumers are most keen to make new purchases or product upgrades when they land their first job (22%), get a promotion (19%), or when they leave school (17%).
  • Most popular platforms for sharing content: this year WhatsApp has risen to top spot for sharing content, speaking to a potential future of closed communities. Another rise is Instagram showing popularity for visual content optimised for smartphones.
  • The month, day and time consumers hunt for information: December (12%), January (12%) and July (11%) are the months when consumers are most likely to search for information on new products/upgrades.


  • Saturday (27%), Sunday (24%) and Friday (15%) are the days of the week when consumers are most likely to look for information, especially between the time slots of 5-9pm (27%), 9pm-12am (19%) and 2-5pm (17%).
  • Ultimately, weekends remain the most popular time for consumers to do their research and it tends to happen at night, i.e. after work or dinner.


Henry Wood, VP Head of Insight & Analytics and Creative, Asia Pacific, WE Communications presented the findings of the research at a cross-industry event organized by the American Chamber of Commerce: “The research offers valuable insights that will help our clients and marketers get the most out of their content. Not only does the report hold essential informationfor brands on how best to engage audiences but also when. The insights will enable better targeting – by psychographic data rather than demographics.” 

Senior marketers Harold Li, Head of Communications, North Asia, Uber and Fiona Foxon, Marketing Manager, Mattel Asia Pacific, were present at the event as panelists. Both shared their thoughts on timeliness in communications - how time on customer acquisition and also looking beyond the product so that the story stays relevant to consumers and brands.

“Three years ago we made the decision to invest in thought leadership in a serious way, using our global partnership with YouGov to develop a point of view around content that is not only viewed but leads to purchase behavior. As we move from a world that is less focused on demographics and more on the communities and common events in life, this report is valuable in understanding when consumers are most open to brand communications. We feel strongly our investment is paying off in terms of our own thinking and the value it brings to the market,” added Matthew Lackie, EVP Asia Pacific at WE Communications.

Following the Hong Kong report, the reports in Singapore, China, Australia and South Korea will be released later this year.

Download Content Matters 2016 Hong Kong report at

Download Content Matters 2016 India report, released on 9 March 2016 at

More information on WE is available at

More information on our WE Insight & Analytics, and Creative Team at


About Content Matters

Debuted in 2014, Content Matters is the annual proprietary research conducted in Asia Pacific by leading independent integrated agency WE. Working in partnership with YouGov, renowned international market research firm, WE first explored how content on social media channels drove the bottom line for businesses in creating brand advocacy and purchase consideration.

In 2015, the focus shifted to what content is most likely to be shared by customers online, using which device and on what platforms across multiple key sectors.

Now in its third year, Content Matters is delving into the issue of time and how it heavily influences consumer purchase decisions rather than demographic indicators in 2016. Unlike the first two editions, WE will be releasing the report market by market to generate more in-depth discussions.

For the Hong Kong report, the results are based on N=300, with a confidence level of 95%, creating a confidence interval of 5.66%.


About WE

WE works with some of the most innovative companies on the planet — those focused on delivering the next big thing. We partner with clients to transform their businesses through storytelling, in many different forms. Our playground is consumer, healthcare, social innovation and technology. Our fiercely independent mindset allows us the freedom to bring together the best talent, partners and ideas to create powerful, persuasive campaigns. That’s the power of WE. Shiny accolades like Cannes Lions, Integrated Communications Agency of the Year, Digital Firm of the Year, Best Large Agency to Work For, Communications Agency of the Year, Technology Agency of the Decade and, most recently, a PRWeek Award for Best Use of Social Media/Digital adorn our offices. But it's not about us, it's about our clients, their customers, and sparking a more elemental and immersive conversation. Talk soon.


For more information, press only:

Olivia Chung+
+852 9721 1139