Hong Kong – When it comes to health and wellness information offered by social media influencers, close to half of younger consumers from Gen Z (48%) and Millennials (46%) consider them to be reliable, compared to less than two-fifths of Gen X (38%). This is according to the latest data from YouGov on health information sources the Asia-Pacific market consumes the most.
According to the data, while most Gen X (61%) and Millennials (53%) in Hong Kong regard medical practitioners as a reliable source of health information, less than half of Gen Z (48%) say the same. Meanwhile, millennials are significantly more likely than other generations to trust their gym/personal trainer (35%) to provide reliable health information.
It is also worth noting that close to two-fifths of consumers in Hong Kong (38%), say they find at least some health and wellness information offered by social media influencers to be trustworthy – compared to just a sixth (16%) of consumers internationally. Hong Kong also shares a similar sentiment to some of its Southeast Asian neighbors, with over a third in Indonesia (36%) and a fifth in Singapore (21%) echoing the same sentiment for social media influencers.
Consumers in Hong Kong and Indonesia are also significantly more likely to look to their friends/family and pharmaceutical companies for health and wellness advice.
Meanwhile, Over half of consumers in Hong Kong (51%) and two-fifths of consumers in Indonesia (40%) say they trust health-related information provided by family/friends, compared to just a third (33%) internationally.
Lastly, almost a third of consumer in Hong Kong (31%) and a quarter of consumers in Indonesia (26%) find pharmaceutical companies to be a reliable source of health information, compared to less than barely a fifth (19%) internationally.
