Hong Kong – According to the latest 2008 Nielsen Media Index, consumption of internet, magazines and pay-TV recorded an increase while conventional media such as TV and Newspapers have maintained over the past 12 months. The study also indicated a growing importance of advertising on-the-move. Released quarterly, the latest study in Hong Kong polled over 5,000 individuals aged 12-64 via a combination of face-to-face and online interviews. As the latest study reveals, TV topped the list for engaging consumers the most, with a stable viewership of 97 per cent (past week), whilst newspapers rank second, with 81 per cent readership (yesterday). The internet is up from 53 per cent to 60 per cent (yesterday usage); magazines and pay-TV also enjoyed an increase in past week consumption: up to 50 per cent from 41 and 47 per cent respectively. Amongst all forms of channels, advertising on-the-move is presenting new space and opportunities for marketers. According to the Nielsen Media Index, bus body ads are found to be the most seen, with 83 per cent of the Hong Kong population saying they had seen an advertisement on a bus body in the past week. Bus shelters follow, capturing 78 per cent of eyeballs. Railways (including Mass Transit Railway, Kowloon Canton Railway and Light Rail), one of the most used forms of public transport, attracted almost 73 per cent of passengers’ attention. According to Nielsen’s Advertising Information Services (AIS), outdoor has attracted an increasing amount of advertising spending over the past years. The advertising spending on outdoor platforms in the first three quarters increased from HK$2.18 billion (US$270 million) in 2007 by six per cent to HK$2.3 billion (US$296 million) in the same period in 2008. Among all outdoor advertising platforms, Bus Body recorded the biggest advertising growth, up for 25 per cent. Mobile advertising in the meantime is fast emerging as a new and influential medium for marketers. According to the Nielsen Media Index, 97 per cent of Hong Kong people from 12 to 64 years old own at least one mobile phone. Almost half of the respondents use the SMS feature and almost one-fifth uses the MMS function, supporting the potential for advertising via the mobile platform.