Hong Kong – According to the latest Nielsen Media Index, Hong Kong people are increasingly multi-tasking because of the rapid pace of life and the ease of access to various forms of media. TV remains the primary medium for Hong Kongers (97% watched yesterday) with an average daily time of 4.6 hours spent watching it. In addition to terrestrial TV, news channels offered by pay-TV are the most-watched channels these days. Cable News Channel (11% viewed yesterday) and now News Channel (7%) were among the top three most-watched pay-TV channels. By consumer segments, people aged between 12 and 34 are glued to the TV and the internet the most. The ranking of usage varies for mature adults aged 35-44 who opt for newspaper over the internet. People aged 45 to 64 picked radio over the internet as their third used medium for entertainment or information. Close to two thirds of the population are hooked up to the internet (63%) and spending an average of 2.5 hours online daily, an increase of 10 percent compared to last year. Reading newspapers and magazines online has also became more common, with close to half (45%) of Hong Kong’s internet users regularly reading newspapers or magazines online, an increase from 38 percent in 2006.
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