Given the lack of any official statistics, I decided to conduct an online survey to better understand the current situation of Threads in Hong Kong. I collected responses from 212 participants, uncovering some fascinating insights.

Multiple daily Logins: 70.3% of users log in at least three times a day, indicating a high level of activity and engagement among Hong Kong users on Threads.

Frequent but brief: 31.1% of users spend an average of 15 to 30 minutes per session on Threads, making it just the right amount of time to catch up on entertainment and gossip during a subway ride.

Mobile first: An overwhelming 96.2% of users access Threads via smartphones, making it the ideal “time killer” companion anytime, anywhere.

Entertainment and gossip: 84.9% of users use Threads for entertainment, chatting, and gossip, while 65.6% use them to stay informed on trending topics and viral content.

Selective following: 44.3% of users follow fewer than 50 accounts, indicating that on Threads, content quality matters more than quantity.

Infrequent posting: 62.7% of users post content less than once a week, suggesting that content creators are in the minority, while users are more inclined to consume content. For brands, this means focusing on creating valuable content rather than posting frequently, like on X (Twitter).

Preference for personal accounts: 68.4% of users prefer following personal accounts over brands, as real-life stories often resonate more. This makes Threads an ideal platform for building a personal brand, which brands CEOs or executives should consider.

Small social circles: 42.9% of users have 0-50 followers, making Threads the perfect place for intimate, fireside chats.