Why C Media
Get to know the Chinese-Canadian Audience segments
Updated: Sep 15, 2020
In Canada, there are at least four different Chinese audiences, divided by adaptation, consumer needs, values, and media consumption. We use the principles of leading cultural theory and consumer research to explain each of the following groups.
Hong Kong Chinese Canadian Audience Segment
This group falls into the "integration" category. Hong Kong Chinese from the former British colony grew up in a dual culture. They are influenced by a long history of mixing Eastern and Western cultures, including bilingual lifestyles and education systems. In the late 1980s and late 1990s, around the same time that Hong Kong was handed over to China, most Hong Kong Chinese immigrated to Canada.
Use English and Cantonese (traditional Chinese script) content according to age. These audiences can be attracted through general marketing channels. Hong Kong's Chinese audience is transitioning to a China-Canada (assimilation) audience.
Audience segmentation in Mainland China
Mainland Chinese people mostly identify with Chinese culture and belong to the category of "separation". This group is the newest member of Canada, with many people coming to Canada since the early 2000s and the 2010s. In addition to the differences in length of stay, the differences between Chinese and Canadian cultures, as well as the language barrier, also give mainland Chinese audiences a greater incentive to maintain mainstream Chinese culture. This is one of the reasons why it is difficult to attract Canadian mainland audiences through general market channels.
Depending on age, more than half of the content can be consumed in Mandarin (simplified Chinese script). This audience also USES websites and applications that are disconnected from the Google and Facebook networks, making it difficult to interact through normal marketing channels.
Taiwanese Chinese Canadian audience
Taiwanese Canadians of Chinese descent fall into the "integration" or "assimilation" category. Because of the economic and governance influence of the United States, immigrants have grown up in an East-West culture. The average length of residence in Canada is quite long because of immigration from Taiwan in the 1980s.
Use English and Mandarin (traditional Chinese script) content according to age. These audiences can be attracted through general marketing channels. The Taiwanese Chinese audience is transitioning to the Chinese Canadian audience.
Canadian of Pan-Asian Chinese descent
Pan-Asian Chinese Canadians are People of Chinese descent who immigrated to Canada from other Asian countries. They fall into the "integrated" category and grow in a culturally diverse environment. They are the smallest Chinese audience in Canada and are usually not recorded in consumer surveys.
Consume content in English, Chinese and other languages. These audiences can be attracted through general marketing channels.
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