Just 22 per cent of privately-owned businesses in Hong Kong use social media to communicate with their customers, a rate that is almost half the global average - 50 per cent in the newly emerging markets of Brazil, Russia, India and China (the so-called BRIC countries), and 53 per cent among the world leaders - the Latin American countries.
In the mature G7 markets, the figure falls to 40 per cent, and in Europe, it is just 35 per cent - but still more than the rate in Hong Kong.
Social media is used mainly by Hong Kong companies for advertising purposes (14 per cent of businesses), recruitment (12 per cent), communication with customers (10 per cent) and communication with staff (10 per cent).
This compares with worldwide preferences of 23 per cent who use social media for advertising and 22 per cent who use it to communicate with customers - more than double the rate in Hong Kong.
The figures, from Grant Thornton J