June 14th, 2022, Samuel Tan
MTR (Mass Transit Railway) has registered the biggest boost in the number of people who are talking about the company of all the brands we track in Hong Kong, over the month of May. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Word of Mouth (WOM) Exposure of the transport provider rose 6.8 percentage points over the four-week period.
On 15 May, the public railway operator opened a fourth cross-harbour route directly connecting the northeastern New Territories, central Kowloon and Hong Kong Island. Known as the Hung Hom-Admiralty section of the Sha Tin to Central MTR link, this extension of Hong Kong’s East Rail line allows commuters to reach the city’s commercial and financial centre in Wan Chai North and Admiralty without changing trains and rail lines.
According to data from YouGov BrandIndex, MTR’s WOM Exposure score rose from 38.2 on 1 May to 45.0 by 30 May. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Hong Kong from 1 to 30 May 2022. Learn more about BrandIndex.