July 18th, 2022, Samuel Tan
HKTVmall has registered the biggest boost in Word of Mouth (WOM) Exposure in Hong Kong for the month of June 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the number of people who are talking about the retail group saw an uplift of six percentage points during the four-week period.
In early June, the OTT provider cum retail business opened its fourth and largest supermarket in Ma On Shan, Sha Tin district. During the first month of its opening, shoppers who had spent $200 or more at HKTVmall Ma On Shan were offered a 5% discount on their purchases.
According to data from YouGov BrandIndex, HKTV mall’s score rose from a low of 28.5 on 1 June to a high of 34.5 by 19 June. 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.
Additionally, flag carrier Cathay Pacific recorded a 5.7-point increase in WOM Exposure from 16.9 on 1 June to 22.6 by 25 June, while electronic payments brand Octopus Card saw its WOM Exposure climb 5.5 percentage points from 33.9 on 13 June to 39.4 by 25 June.
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 June 2022. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.