Data Dive: Reaching South Asian and Chinese Canadians

Exclusive research from Mediabrands on where the growing demographics are spending the majority of their media time.

South Asian and Chinese demographics are growing in Canada, expected to reach 3.7 million and 2.7 million respectively by 2031.

In order to get a better look at where the groups are spending their media time, MiC got exclusive data from Mediabrands, which it compiled from Statistics Canada, Environics and its in-house multicultural survey.

Results show that a quarter of the group’s weekly media time is spent with ethnic media channels, accounting for 9.7 hours of the total media time of 43.3 hours for South Asians and 13.8 hours of the total 49 hours for Chinese Canadians.

Read on for a deeper dive into the segments and their media consumption habits (click infographic to expand).

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