Of all the smartphone owners participating in the survey dubbed Hong Kong Smartphone Advertising and Marketing Study, 56 percent use brand-related mobile apps but only 26 percent of companies have adopted mobile apps for marketing. The majority of marketers, at 57 percent, are still using SMS and/or MMS for mobile marketing.

Conducted jointly by the , the , and the from June to July 2011, the survey had 323 mobile apps users filled out questionnaires via social networks like Facebook and 68 companies responded to a different set of questions on mobile marketing practices and adoption.