September 7th, 2022, Samuel Tan
IKEA has registered the biggest increase in advertising awareness in Hong Kong for the month of August 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 Ad Awareness of the mobile payment service saw an uplift of 6.6 percentage points over the four-week period.
In mid-August, the Swedish-Dutch furniture retailer launched a new sustainability-themed store in K11 Art mall, Tsim Sah Tsui, which features a large variety of green and low carbon home décor and household products.
According to data from YouGov BrandIndex, IKEA’s Ad Awareness score rose from a low of 12.3% on 26 July to a high of 18.9% by 11 August. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.
Additionally, restaurant chain Tai Hing recorded a 6.4-point spike in Ad Awareness from 11.0 on 26 July to 17.4 by 17 August, while online shopping platform Ztore saw its Ad Awareness climb 5.7 percentage points from 26.5 on 27 July to 32.2 by 17 August.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Hong Kong from 26 July to 25 Aug 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.