Surveys Capture Lifestyles of Asians in Canada - New Canadian Media
Fabian Dawson
March 9, 2021
Ethnic news sources reach over 6 out of 10 South Asian adults, with the reach highest among those not born in Canada and here for less than 5 years says a new study that analyzed the mindset and behaviours of Canadians with roots in South Asia.
The Vivintel study also reveals that of the over 1 million Canadians in the areas of Toronto, Vancouver, Calgary and Edmonton with South Asian origins, 91 per cent were not born in Canada, with 53 per cent arriving within the last 10 years.
“This is the first syndicated study we feel will give our clients essential knowledge into the emerging South Asian consumer in Canada,” said Lilian Lo, Vice President Media, Dyversity Communications Inc.
“It’s size, scope, and depth into the community’s media preferences, shopping behaviour, overall attitudes and more, will be a tremendous benefit to our strategic planning efforts as we look to connect with South Asian Canadians in ever more real and relevant ways.”
Surveying over 3,400 participants in areas of Toronto, Vancouver, Calgary and Edmonton that identified as having South Asian origins, ‘Insights into the South Asian Consumer’, delves into the community’s demographic profiles, media habits, shopping behaviour, opinions and more, helping to shed light on how this vibrant community is quickly becoming an ever more vital thread in the fabric of Canada.
The sample for the study consisted not just of those born in Canada or holding Canadian citizenship, but also surveyed South Asian international students, those on an international co-op or internship, permanent residents, and those residing in Canada on a temporary work permit. The survey excludes South Asian visitors to Canada.
“One of the many key insights we found in our new study is how South Asian consumer behaviour evolves – from the time new Canadians arrive, to getting settled, to starting and raising families,” said Pat Pellegrini, President and CEO of Vividata noted.
“Each phase tells its own unique story, and seeing that come to life through the data was not only inspirational but a testament to its quality and the industry-wide support that made this study a reality.”
Key Demographics
Key Shopping Behaviours
Key Media Behaviours
This is the second installment Vivintel’s series of surveys focused on capturing the consumer habits and mindsets of various ethnic groups living in Canada.
An earlier ethnic study highlighted the Chinese consumer in Canada.
That study showed that nearly 1.2 million Chinese consumers (aged 18 and over) in Canada account for $61 billion in self-reported consumer spending.
Findings from the Chinese study include:
“We often fall into a hole when talking about the Chinese Canadian Consumer,” said Sonny Wong, President & Creative Director of Hamazaki Wong Marketing Group.
“We tend to lump the Chinese government and Chinese consumers into the same pile, preventing us from making the rational marketing decisions we make for other consumer segments.”
A multiple-award winning journalist, Fabian Dawson is an internationally acclaimed author, filmmaker and media expert. His work over the last four decades spans the globe and he also serves as a consultant/strategic advisor to a variety of international companies. As deputy editor-in-chief of The Province, part of the Postmedia chain, Dawson led initiatives within a special publications group to provide directed content for a variety of organisations. He was named the 2019 recipient of the Bruce Hutchison Lifetime Achievement Award at Jack Webster Awards. Dawson has been invited by the governments of India, Malaysia, Taiwan, China, Hong Kong and the United States to act as a media observer/advisor on a variety of Asian-Canada issues. Dawson, now operates FD Media, which specializes in harnessing editorial assets to revenue generating opportunities.
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