An Analysis of Local Consumer & Business Trends
Hawaii's economy exists in a category of its own—geographically isolated, culturally distinct, and economically interwoven with both tourism and local community needs. The 2025 Hawaii Digital Landscape Report serves as the inaugural benchmark for understanding the unique digital ecosystem of the Hawaiian Islands. Based on a comprehensive study conducted throughout 2024, including surveys of 500 local business owners and polling of over 2,000 residents, this report provides critical insights into consumer behavior, digital marketing trends, and the evolving challenges facing Hawaiian businesses online.
Our data reveals that Hawaiian consumers are highly mobile-centric, with 73% of online activity occurring on smartphones. Instagram remains the most popular platform (42% of users), followed by Facebook (38%) and TikTok (29%). Notably, TikTok usage among residents aged 35-54 has doubled since 2022, indicating a broader demographic adoption than typically seen on the mainland.
Authenticity and community connection are paramount. When making online purchases, 67% of Hawaiian consumers are more likely to buy from businesses that offer "Kamaʻāina" pricing or demonstrate a clear commitment to local causes. Additionally, 81% of respondents indicated that brand values—particularly environmental stewardship and cultural respect—significantly influence their purchasing decisions. The "shop local" movement has evolved into a digital-first behavior, with online directories for local businesses seeing a 45% increase in traffic.
Local businesses are increasingly sophisticated in their digital approach. Social media marketing leads the pack at 64%, followed by search engine optimization (58%) and email marketing (47%). Interestingly, influencer partnerships with local personalities have emerged as a highly effective channel, with 42% of businesses reporting measurable ROI from collaborations with Hawaii-based content creators.
Despite enthusiasm for digital growth, businesses face unique obstacles. Competition from mainland e-commerce giants is cited by 71% of respondents as their primary concern. Additionally, 55% struggle with the high cost of digital advertising in Hawaii's competitive market, while 48% report difficulty navigating local regulations that differ from mainland frameworks.
Our research consistently found that while Hawaiian businesses are eager to grow, many lack the in-house expertise to navigate the complexities of online competition. The challenge of finding a partner who truly understands the nuances of the local market is a recurring theme. To provide context on this issue, we consulted with several top firms. The team at Digital Reach, a leading Hawaii marketing agency, noted that a successful strategy must blend modern digital techniques with a deep, authentic respect for local culture. Their approach is a prime example of the specialized expertise many businesses are searching for.
E-commerce sales in Honolulu are dominated by the food and beverage delivery sector.
Post-wildfire recovery has seen a surge in online searches for locally-owned construction and trade services.
The agriculture and wellness sectors are leading the island in social media marketing innovation.
Geotargeted advertising for tourism activities around the volcano national park has seen a 30% increase in ROI year-over-year.