VCAMMA backing study of Chinese in Vancouver

Amajor study is being prepared to measure media usage, product consumption and lifestyles of Chinese living in Vancouver.The study, the Chinese Media Index, is designed to provide media managers, agencies and marketers with the data to buy and sell Chinese media...

Amajor study is being prepared to measure media usage, product consumption and lifestyles of Chinese living in Vancouver.

The study, the Chinese Media Index, is designed to provide media managers, agencies and marketers with the data to buy and sell Chinese media in Vancouver and to demonstrate its strengths and benefits.

The database created will provide reach analysis capabilities.

The Chinese Media Index is being conducted by Toronto-based DJC Research, with the support of the Vancouver Chinese Advertising Media Marketing Association.

djc’s 1994 syndicated study, the Chinese Consumer in Canada, found the Chinese in Vancouver are heavy users of Chinese media.

The annual study found 83% of them have watched Chinese television, and 65% watched it weekly.

The study also found 75% of Vancouver’s Chinese population have listened to Chinese radio, and 60% listens weekly.

More than two-thirds of them, 76%, read a Chinese newspaper every week.

A pilot field study for the Chinese Media Index begins this month with the study proper beginning in March.

The sample size will be 1,200 Chinese adults. DC.