HK boomers are getting digitally savvy, AI-curious, and brand-conscious

Hong Kong's baby boomers have firmly established their digital footprint, now dedicating 70% of their media time to online channels, according to a new study by Omnicom Media Hong Kong.

The Hong Kong Boomers Study provides a comprehensive look into the demographic’s digital habits, preferences, and behaviours. The research synthesises syndicated data from NIQ and GWI, supplemented by OM’s own Video Content Landscape 2025 Q2 and Euromonitor insights, surveying over 4,000 locals—including more than 1,000 aged 55 to 64.

The findings reveal a generation that is highly active online. Instant messaging dominates daily life, with 88% of boomers using it to connect with family and friends. Online video is equally popular, watched by 87%, while 37% actively search for financial information online. Notably, 64% of those aged 60+ have experimented with Generative AI to seek information and recommendations, signaling an openness to emerging technologies.

Online video viewership among boomers stands at 71%, with consumption surging across a variety of platforms. Short-video platform Douyin leads with 57% penetration—a notable 16-point year-on-year increase—closely followed by YouTube and Facebook, both at 54%.

When it comes to content preferences, news (50%), food (40%), travel (33%), and health (31%) are consistently popular across both TV and online platforms. However, traditional television maintains a distinct edge for drama content.

Social media usage among boomers has reached 70%, with Facebook (52%) serving as the primary hub for news, connection, and sharing personal moments. It is followed by Instagram (14%) and Xiaohongshu (6%).

News and current affairs consistently rank as the top genre across online video, social media activity, and online searches. There are clear gender differences: males, particularly those aged 55-59, show a stronger preference for news and financial information, while females favor food, cooking, and entertainment content.

This appetite for news is driving a decisive shift away from print. Boomers are increasingly turning to digital sources, especially news apps, with digital readership for most major titles now surpassing print—a clear signal of changing information consumption habits.

Boomers typically discover new brands through search engines, TV ads, word of mouth, and product placements in TV shows or films. These channels are pivotal in shaping their purchasing decisions and brand awareness.

On the other hand, smartphones are essential for early boomers and they seek faster, higher quality 5G mobile service plans, along with user-friendly and competitively priced smartphones,

Nearly 40% of Boomers is currently subscribed to a 5G plan, representing an increase of 13 points from last year. China Mobile is a leading mobile network provider among Boomers (37%, index 121), offering customised plans that include unlimited data for social and entertainment apps, as well as packages with Mainland China and Macau data roaming.

Meanwhile, 76% of Boomers use Android phones. There is a growing presence of Mainland mobile phone brands in Hong Kong— including Honor, Xiaomi, Huawei, and Lenovo—who are attracting Boomers with senior-friendly features and more competitive pricing.

Furthermore, they are highly active on apps designed for seamless communication (67%) —whether through voice or messaging—as well as platforms for transportation(46%) / navigation, news (45%), general information (35%), and financial management (27%).

Florence Wong, CEO OMD Hong Kong, said: “Our Wave 3 Early Boomers’ Study reinforces a clear reality, this audience is no longer on the fringes of digital adoption, they are deeply embedded in it. From mobile video and social platforms to eCommerce, digital news, and even generative AI, Hong Kong’s early boomers are actively shaping today’s media and consumption landscape. For brands, this represents a powerful opportunity to move beyond outdated assumptions and engage this influential demographic with relevance, respect, and data‑driven precision.”

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