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CHINESE CANADIANS TUNE INTO ETHNIC MEDIA Chinese Canadians in Toronto are tuning into Chinese radio and television more than ever before, according to a study by Markham, Ont.-based ACNielsen. According to the Chinese Media Index, an annual study of Chinese media...

CHINESE CANADIANS TUNE INTO ETHNIC MEDIA

Chinese Canadians in Toronto are tuning into Chinese radio and television more than ever before, according to a study by Markham, Ont.-based ACNielsen. According to the Chinese Media Index, an annual study of Chinese media consumption, Chinese Canadians are consuming about 12 hours of Chinese-language TV and 8.5 hours of Chinese-language radio per week. Those figures have increased by 27% and 21%, respectively, since 1996. The results are music to the ears of advertisers looking to reach the lucrative Chinese demographic. The study found almost 70% of Chinese Canadian car buyers in Toronto paid cash for their automobiles and more than 40% own a single family home.

CANADIAN E-COMMERCE SITES POPULAR ABROAD

Canadian e-commerce sites are internationally popular, with more than half the sales at Canadian online retail sites coming from outside the country, according to a survey jointly sponsored by the Retail Council of Canada and Visa Canada. About 47% of the sales volume on Canadian sites was generated by Americans – almost on par with the 48% generated by domestic shoppers – with a further five per cent coming from other international buyers, according to the survey. Additionally, the survey of more than 220 Canadian online retailers revealed that the vast majority advertise – 61% online, 59% via print, 44% in their bricks-and-mortar locations, 36% via direct mail, 16% through radio and 11% on television.

WOMEN WIRED DIFFERENTLY THAN MEN

Marketers looking to reach Canadian women on the Internet should not make the mistake of lumping them into the same category as men, says a survey from ACNielsen. For while Canadian women are logging onto the Net in record numbers, they are often looking for very different kinds of information. About 36% of women surveyed log on to the Internet regularly looking for health-related information, as opposed to 23% of men. Similarly, about 30% of women report looking for recipes online, while only 13% of men do the same. Both men and women, however, are turning to the Web to research future purchases.

CMO Interview: Where do we go from here?

For over a year and a half, we had to pivot to manage massive change, constantly shift plans, and do ...

For over a year and a half, we had to pivot to manage massive change, constantly shift plans, and do it all remotely. What does marketing look like in the new normal? Andrea Hunt of Arterra Wines and Eva Salem of Canadian Tire dive into the universal challenges marketers in Canada are facing, sharing some solutions and experiences, while scoping out ideas on the nature and ramifications of the challenges ahead.

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