October 04, 2012
Leaving Tips is a Cultural Norm with 71% of Respondents Regularly Doing So
Hong Kong, 4 October 2012 – Local diners are big tippers, love to check for deals and write reviews online, can’t finish a meal without browsing social media sites via their smartphones, and some even feel extremely uncomfortable dining without their digital devices, a recent MasterCard Worldwide survey revealed.
In a city nicknamed “Gourmet Paradise”, Hong Kong residents are among the most generous in the Asia/Pacific region when it comes to tipping. Hong Kong leads in Greater China and ranks third in the region with 71% of respondents claiming they would tip in a restaurant or bar, behind Thailand (89%) and Philippines (75%).
With the popularity of social media, it is no surprise that nearly half of respondents check online for credit card promotions available at restaurants (45%) and for reviews of dining establishments (46%). More than one in five surf the net or social networks like Facebook (26%), and post pictures onto social networking sites (23%) while dining. Of course, they also enjoy posting comments and reviews about their dining experiences online (30%). And if there is one final thing that most diners won’t forget before paying the bill, it is checking for any credit card promotions available (68%).
When it comes to staying connected, Hong Kong ranked third in Asia/Pacific with more than half (55%) of consumers feeling somewhat or very uncomfortable dining without their digital devices such as smartphones, behind Malaysia and China who came in first (61%) and second (57%) respectively.
In terms of dining expenditure, respondents from Hong Kong spend an average of HK$1,654 (US$212) per month, the second highest in Asia/Pacific behind China (US$213) and a slight increase from HK$1,520 (US$195) in 2011. Mid-range family restaurants, fast food restaurants and food courts are the most popular dining establishments among local diners.
Ling Hai, division president, Greater China, MasterCard Worldwide, said, “Apart from findings unveiling Hong Kong consumers’ eating out preferences in a city that boasts a wide range of restaurants and cuisines, the survey also shows robust outlook from local diners. One in five (21%) respondents plan to dine out more in the coming six months, making it the fourth most optimistic market in Asia/Pacific after China, Thailand and Malaysia.”
The survey also reveals local consumers’ preferences on leisure and entertainment activities. One in five (22%) respondents plan to spend more time going to the movies and visiting theme parks in the next six months, the two most popular leisure activities in Hong Kong. However, they are spending less of their personal monthly income on leisure and entertainment activities (15%) compared to a year ago (18%), lower than China (17%) but higher than Taiwan (10%) and the regional average (13%).
The latest MasterCard survey on Consumer Purchasing Priorities – Dining and Entertainment was conducted between April and June 2012 and involved 6,904 consumers in 14 markets in Asia/Pacific. Data collection was via internet surveys, personal, telephone and Computer Aided Telephone interviews, with the questionnaire translated to the local language wherever appropriate and necessary. The Index and its accompanying reports do not represent MasterCard financial performance.
The MasterCard Worldwide Index suite in Asia/Pacific, Middle East and Africa includes the long-running MasterCard Worldwide Index of Consumer Confidence, as well as the MasterCard Worldwide Index of Women’s Advancement, Online Shopping, Index of Financial Literacy, and the Index of Global Destination Cities. In addition to the Indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series on Consumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).
MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004.
MasterCard has also released a series of four books on Asian consumer insights, authored by Dr. Yuwa Hedrick-Wong, Global Economic Advisor for MasterCard Worldwide and published by John Wiley & Sons.
MasterCard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews, join the discussion on the Cashless Conversations Blog and subscribe for the latest news.