Turning Goals into Informed Choices

ETFs already play a meaningful role for many Hong Kong investors. The next opportunity is helping them turn their goals into informed choices. Explore how investors are using ETFs, where they need clarity and what builds their trust.

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Three adults seated together in a bright home interior.

Key insights at a glance

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Strong momentum, more room to grow

31% of Hong Kong adults surveyed hold ETFs, while 49% intend to invest or allocate more in the next 12 months. The next step is turning this interest into more informed choices.

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Investing with purpose

76% of current ETF investors contribute to a monthly ETF savings plan, while 69% are interested in goal-based investments, reflecting a growing interest in using ETFs to support longer-term financial goals.
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More choice, greater need for clarity

As interest extends to active, income-generating and thematic ETFs, more than half of current and prospective ETF investors (54%) prefer clear, simplified product explanations.
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Trust matters alongside performance and cost

Brand reputation and trust (53%) ranks alongside track record and performance history (54%) and low fees (52%) when investors choose an ETF provider.

YouGov, iShares ETF Investor Insights Survey of 2,007 Hong Kong adults, March 2026.

Interest is broadening across ETF approaches

Equity and bond ETFs remain widely held, while intended investment is higher than current ownership for active, income-generating and thematic ETFs. This suggests investors are considering a broader range of approaches for different portfolio needs.

Types of ETFs Currently Held and Intend to Invest in Next 12 Months
Types of ETFs Currently Held and Intend to Invest in Next 12 Months

Q12: Which, if any, of the following types of ETF do you hold? (Please select all that apply) Base: Current ETF Owner (622).
Q8: Which, if any, of the following types of ETFs (Exchange Traded Funds) are you considering to invest in the next 12 months (i.e. between now and March 2027)? Base: All ETF Considerer (1,009).

Download the Hong Kong iShares ETF Insights Report

Discover what our survey of over 2,000 Hong Kong adults reveals about how investors are using ETFs, where they need greater clarity and what can help them make more informed choices.