Diversity in Canada study deciphers media use of key cultural market groups and finds ads missing the mark » Media in Canada

Diversity in Canada study deciphers media use of key cultural market groups and finds ads missing the mark

Toronto-based Solutions Research Group will be unveiling findings from a study that polls more than 3,000 culturally diverse Canucks from the Vancouver, Toronto and Montreal markets on March 1. The study conducted in nine different languages including: English, French, Cantonese, Mandarin, Punjabi, Hindi, Urdu, Spanish and Italian polled folks on topics ranging from lifestyle habits to social perspectives and media and brand use. The Diversity in Canada study also offers an overview of media preferences by language. Top line findings include:
* Chinese Canadians are above average Internet users (80% used Internet from home in the last 7 days versus 68% in the general population of Toronto/Montreal/Vancouver)
* Chinese Canadians are average in time spent with TV but spend less time with radio than the average population
* 40 % of South Asian Canadians watch TV in a language other than English or French on a weekly basis
* Yahoo is the leading online brand destination by a wide margin for both Chinese and South Asian Canadians
* Hispanic Canadians are more likely than all other groups surveyed to agree with the statement 'I rarely see advertising messages intended for me' (65% agree)
http://www.srgnet.com

Toronto-based Solutions Research Group will be unveiling findings from a study that polls more than 3,000 culturally diverse Canucks from the Vancouver, Toronto and Montreal markets on March 1. The study conducted in nine different languages including: English, French, Cantonese, Mandarin, Punjabi, Hindi, Urdu, Spanish and Italian polled folks on topics ranging from lifestyle habits to social perspectives and media and brand use. The Diversity in Canada study also offers an overview of media preferences by language. Top line findings include:

* Chinese Canadians are above average Internet users (80% used Internet from home in the last 7 days versus 68% in the general population of Toronto/Montreal/Vancouver)

* Chinese Canadians are average in time spent with TV but spend less time with radio than the average population

* 40 % of South Asian Canadians watch TV in a language other than English or French on a weekly basis

* Yahoo is the leading online brand destination by a wide margin for both Chinese and South Asian Canadians

* Hispanic Canadians are more likely than all other groups surveyed to agree with the statement ‘I rarely see advertising messages intended for me’ (65% agree)

http://www.srgnet.com