What are Hong Kongers’ top New Year Resolutions for 2024?

As Hong Kong ushers in 2024 – the year of the Wood Dragon in the lunar calendar – what are Hong Kongers’ aspirations and hopes for the coming months?

In this article, we dive into the goals that Hong Kong’s denizens most want to achieve in 2024 – and how they have changed since the year before across genders and generations – which can provide marketers key insights on how best to engage consumers this year.

What do Hong Kongers most want to achieve in 2024?

Latest YouGov Surveys research show that over half (53%) of Hong Kong residents say they plan to manage their money better in 2024 – the top New Year resolution.

More than two in five also hope to improve their physical health and travel more (both 44%), as well as spend more time with friends/family (43%) – ahead of improving mental health (39%) and making more sustainable purchases (28%).

Compared to last year, there was a sharp drop in Hong Kongers who have set a goal to improve their physical health (-21%) – 2023’s top new year resolution – and a significant fall in residents hoping to improve their money management (-9%) this year.

In contrast, there was a year-on-year increase in Hong Kongers who have set goals to make more sustainable purchases (+10%), spend less time on social media (+6%) and on their phone in general (+3%), as well as reduce/stop drinking alcohol (+6%).

How do men and women differ in their new year resolutions?

For most resolutions, there were no significant differences in the proportion of men and women who have set them as their 2024 goals.

However, men are significantly more likely than women to list improving their physical health (12% difference) as one of their new year resolutions, while women are significantly more likely than men to list spending less time on their phone (8% difference).

How do various age groups differ in their new year resolutions?

Across generations, better money management is the top new year resolution. But while travelling more is the next most popular goal among Gen X and Baby Boomers, spending more time with friends/family is next most popular among Gen Z and improving mental health among Millennials.

Across generations, improving physical health is the top new year resolution. But while better money management is the next most popular goal among Gen Z, Millennials and Gen X, spending more time with friends/family is next most popular among Baby Boomers.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 510 and 2,044 for each market. All surveys were conducted online from December 2022 to October 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.

_{Cover Photo by DoctorEgg}