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New Marketing Research Study Unveils Celebration Preferences across Singapore, Hong Kong and China

Family, Vacation Time Primary Focus in China

SHANGHAI (February 5, 2016) — With festivities soon underway, a recent survey of Lightspeed GMI panellists revealed 93% of Chinese families will celebrate the Lunar New Year. The majority of respondents in Singapore (80%) and Hong Kong (78%) will also welcome the year of the monkey.2016_LunarNewYear_APAC_half

The survey measured behavioral preferences across Hong Kong, China and Singapore, as well as festival intentions. Respondents detailed their feedback through Lightspeed GMI’s mobile survey platform, as well as a video component.

“We are exploring ways to augment our data collection,” stated Martin Filz, Chief Executive Officer, Asia Pacific. “The insights captured in this survey showcase a deeper understanding of cultural preferences while leveraging emerging market research technologies.”

Family Time Matters
More than 77 percent of Chinese respondents plan to celebrate the New Year with immediate family, compared to respondents in Singapore (30%) and Hong Kong (31%) who will spend the holiday with a friends and family.

From dining out to rest and relaxation, Chinese respondents opt for downtime; 52 percent of respondents are planning a vacation, but six percent will work during the festival.

Additional findings also revealed:

  • Overall, respondents in all countries place high importance to this holiday: China (95%), Singapore (75%), Hong Kong (69%)
  • Chinese panellists also reported to be significantly more likely to host celebrations in their own home (72%) vs Singapore (44%) and Hong Kong (33%) during the festival
  • Singaporeans are most likely to attend celebrations hosted by others (72%)
  • Only 17 percent of Chinese panellists will spend the holiday with a mix of friends and family

For the full results of the 2016 Lunar New Year study, click here. For more information regarding Lightspeed GMI’s mobile surveys, visit

Note to editors: Survey conducted January 2016 on Lightspeed GMI’s China, Hong Kong and Singapore Panel; 765 respondents age 18+.


Lightspeed GMI is an award-winning global digital data collection enterprise. Founded in 1996, its innovative technology and proven sampling methodologies deliver operational excellence throughout the online research process. With more than 5.5 million online research respondents in 45 countries, Lightspeed GMI’s proprietary panels deliver unparalleled quality, capacity and targeting.

Headquartered in Warren, New Jersey, Lightspeed GMI is part of Kantar, the data investment management arm of WPP, the world leader in marketing communication services. For more information, visit

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