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Threads Hong Kong Usage Survey
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Market Insights: Instagram Threads Hong Kong Usage Survey Report

Reading Time: 5 min

Is Instagram Threads destined to become the next social media giant? How are users in Hong Kong engaging with this new platform? To gain a deeper understanding of the local market, we surveyed local users to uncover the truth about their Threads habits, from usage frequency to preferred content types. Dive in to discover the surprising insights we uncovered.

Summary

Threads Adoption

Nearly everyone in Hong Kong seems to be trying Threads. Our survey found that 97.9% of respondents have used the platform, and a significant 89.58% report their usage has either increased or remained steady over the past three months. This impressive figure suggests considerable interest in Threads.

While younger users remain the most active, Threads is rapidly gaining traction among older demographics. Over 70% of those aged 30-45 and 45-60 reported increased usage in the past three months, demonstrating the platform’s expanding appeal.

Threads Usage Frequency

Our survey data reveals a significant daily engagement with Threads. 81.25% of participants reported using the platform every day, with 71.79% of those daily users engaging multiple times a day. This high frequency of interaction suggests strong user interest and stickiness, indicating that users are moving beyond initial exploration and integrating Threads into their regular social media routines.

Comparison with Other Social Media Platforms

Despite being a relatively new entrant, Threads demonstrates competitive time spent metrics against established social media platforms. While YouTube leads with 35.42% of respondents reporting over three hours of daily use and Instagram follows in second place, Threads’ performance approaches that of Facebook in several key areas. This is particularly striking given the platforms’ differing content focuses, with Facebook heavily emphasising video content.

User Active Time on Threads

Understanding user behaviour is crucial for effective engagement on Threads. Our data reveals that 80% of users are active during the evening, presenting a critical window for interaction. This necessitates a shift in engagement strategies, moving beyond the typical 9-to-5 approach to engage with audiences when they are most active at night.

Interestingly, we observed gender-based differences in usage timing, with women more likely to engage in the morning and men more active in the afternoon and late evening. These insights underscore the need for a responsive community management strategy aligned with their target audiences.

Threads Algorithm's Impact on User Behaviour

Threads’s algorithm, which prioritises interest-based content delivery, significantly influences user behaviour. With 87.5% of respondents relying solely on algorithmic feeds and a high satisfaction rate (93.75%), the algorithm’s effectiveness is evident. This shift in content discovery, combined with the fact that 62.5% of participants do not follow any brands, necessitates strategically adapting social media content. Brands must leverage Threads’ algorithm to gain more reach rather than depending on traditional follower-based strategies. Engaging content tailored to user interests will be essential for achieving organic reach on the platform.

Extended Reading: Instagram Threads Algorithm Explained

Preferred Threads Content Format

We found that content preferences on Threads differ from those on other social media platforms. Our survey reveals a strong preference for text content on Threads(93.75%), with images at second with 54.17%. This differs significantly from our 2023 social media survey, where user preferences were ordered as images (92%), text (61.33%), and videos (57.78%).

While text content resonates strongly on Threads, brands shouldn’t neglect the potential of visual media. Although only 31.25% of users share images and 10.42% share videos, a considerably more significant portion (54.17% and 27.08%) enjoy consuming such content. This discrepancy between supply and demand presents a valuable opportunity for brands to stand out by meeting this unmet demand. Brands can leverage this gap by strategically incorporating images and videos into their content mix alongside the predominantly text-based approach users favour.

Extended Reading: Hong Kong Social Media Usage Survey 2023

Preferred Threads Content Topics

Understanding audience segmentation is crucial for effective content creation on Threads. While humorous memes enjoy broad appeal, particularly among younger users, distinct preferences emerge along demographic lines. Male users gravitate towards news and current events (61.54%), while female users show a greater affinity for product recommendations. This underscores the importance of tailoring content to resonate with specific target segments.

While the popularity of memes warrants consideration, brands should prioritise content that is aligned with follower motivations. Our survey reveals that attractive content (50%) and the latest product information (27.78%) are primary drivers for brand follows, while promotional tactics like discounts rank surprisingly low. This suggests a potential disconnect between current marketing strategies and audience interests. An inbound marketing approach, focused on providing valuable and engaging content, may be more effective in attracting followers than traditional hard-sell tactics.

About this survey

This study examined Threads adoption, usage frequency, and content preferences among Hong Kong consumers. Data was collected via an online questionnaire. The respondent demographic was 72.92% female and 27.08% male. 22.92% of participants are under 30, 54.17% aged 30-45, and 22.92% aged 46-60.

Conclusion

This survey provides valuable insights into Threads usage and content preferences among Hong Kong consumers. The data highlights the platform’s high daily engagement, the effectiveness of its interest-based algorithm, and the divergence in content preferences compared to established platforms like Instagram.

The findings suggest a strategic opportunity for brands to leverage text-based content, address the unmet demand for visual media, and tailor their approach to specific demographic interests. Further research is needed to explore the long-term evolution of user behaviour on Threads and the platform’s impact on the broader social media landscape.

Finally, it’s important to remember that any survey is influenced by factors such as questionnaire design, sampling methods, timing, and industry context. Therefore, we recommend staying informed about market developments and current trends to develop the most effective marketing strategies.

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