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A short report highlighting some key findings from a survey of Chinese Canadians just after the Chinese New Year 2013
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2013 CHINESE NEW YEAR CAMPAIGN EVALUATIONAn Environics Syndicated Study Report
Study Background
• Chinese New Year is the most commonly leveraged advertising opportunity by Canadian companies and organizations who wish to build rapport with Chinese Canadians, one of the largest and fastest growing cultural groups in Canada.
• Six campaigns participated in the 2013 Chinese New Year Campaign Evaluation study. These campaigns were from one financial institution, one telecommunications services provider, three consumer package goods companies and one public service provider.
2
Methodology
• Online survey with 210 first generation Chinese Canadians:
• Each campaign was viewed by approximately 200 respondents evenly split by tenure and city.
• Survey language options included English, traditional Chinese and simplified Chinese. • The results were weighted by tenure and source country.
The Greater Toronto Area The Greater Vancouver Area
Have lived in Canada for no more than 10 years 51 58
Have lived in Canada for more than 10 years 51 50
Tenure City
3
Chinese New Year is a Time of Significant Spending
4
• The majority of Chinese Canadians (87%) made special shopping trips for the CNY. Chinese grocery stores and shopping malls top the store lists, including T&T, Foody Mart, Pacific Mall/Market Village, Aberdeen Centre, etc. Mainstream banners including Wal-Mart, Costco, No Frills and Real Canadian Superstore are also popular shopping destinations for CNY.
• Food, candies and gourmet dessert are the most popular shopping items for Chinese New Year; about 3 in 10 Chinese Canadians purchase non-alcoholic beverages in preparation for Chinese New Year.
• For the special Chinese New Year dinner, the most commonly served beverage is tea (68% among those who attended a special CNY dinner); About half of respondents said fruit juices were served during the dinner, and 4 in 10 respondents said they had carbonated drinks during the dinner.
• More than 2/3 of Chinese Canadians participated in CNY special events, mainly those in Chinese shopping malls or Chinese community festivities.
• Chinese Canadians gave an average of $235 in red packets in the past CNY, this is significantly lower than the average amount in 2012 ($448).
5
Chinese New Year Attitudes and Habits
2012(n=109)
16%69%46%22%16%15%15%12%6%6%
10%13%48%14%7%9%5%4%4%
-7%7%2%
Chinese New Year Special Shopping Destinations (Comparison to 2012)
A1. Some people make special shopping trips for the Chinese New Year. That could include shopping for special food items, decorations, gifts, red envelops, greeting cards, tableware, clothing, etc. Where did you shop for those items, if at all, for this Chinese New Year? (n=205) Grocery stores 8% or higher, Malls/Plazas 5% or higher mentions shown. 6
I did not make any special shopping trips for this Chinese New Year
T & T
Costco
No Frills
Asian Food Centre
Dollarama
NET: SHOPPING MALLS/ PLAZAS
First Markham Place
Richmond Centre
Scarborough Town Centre
Metropolis/Metrotown
Yorkdale Shopping Centre
13%
86%
61%
0.652197759005757
0.299208332396032
0.234493490771554
0.229951876572346
0.180255282280852
0.146277259118529
0.122613888140688
0.0920219220567254
0.0823255603366568
0.0801962603772147
0.306232408452716
0.131807787965566
0.0903872363735765
0.0840293793518221
0.0681926082249028
0.0678535320408855
0.0671905606249419
0.0665196511139115
0.0496374228640491
0.0488096371655309
/ Significantly higher/lower than 2012, at 95% confidence level
2013
Beverage Items Served during the Special Chinese New Year Dinner
7A9. Did you attend a special dinner for Chinese New Year? (base size = 210)A10.What beverages were served during your special Chinese New Year dinner? (base size = 156)
73%
27%
Yes No
Tea
Wine
Fruit juice
Water
Beer
Carbonated drinks
Coffee
Champagne
Chinese white spirits
Other
68%
54%
52%
46%
44%
43%
20%
18%
17%
4%
Did you attend a special dinner for Chinese New
Year?
What beverages were served during your special Chinese New Year dinner?
Yes
2012(n=400)
34%
18%
18%
17%
11%
10%
6%
10%
6%
6%
n/a
n/a
Participation in Special Chinese New Year Events (Comparison to 2012)
8
Did not go to any special events
Special events or shows in Chinese shopping malls
Other Chinese community festivities
Special events or shows in regular shopping malls
Vancouver Chinese New Year Parade 2013
Downtown Chinatown Chinese New Year Festivities
NET: LunarFest
Vancouver Chinatown Spring Festival & Cultural Fair
Year of the Snake Celebration at Chinatown’s International Village
Chinese Cultural Centre of Greater Toronto
Chinese Cultural Heritage Day at the ROM (Royal Ontario Musuem)
Chinese New Year Carnival 2013 at the Toronto Centre for the Arts
0.297051575294259
30%
19%
17%
16%
12%
9%
5%
5%
4%
3%
2%
A3. Did you go to any of the following Chinese New Year special events? (n=210) / Significantly higher/lower than 2012, at 95% confidence level
2013
30%
8%
28%
13%
11%
8%
Average Amount of ‘Red Packets’ Money Gifted (Comparison to 2012)
9
$0-$49
$50 - $99
$100 - $249
$250 - $499
$500 - $999
>$1000
24%
8%
38%
16%
11%
4%
A5. How much did you give out in red envelops this Chinese New Year. Your best estimate will be fine. Please do not include the amount for business if any. (n=210)
Average (Including 0): $236 $448
2012(n=400)
/ Significantly higher/lower than 2012, at 95% confidence level
2013
Heavy Media Consumption Over New Year Concentrated in Key Titles & Channels
10
• TV is the most widely used (65%) media during CNY, with Fairchild, Omni, Phoenix and Talentvision topping the list.
• Almost half of the Chinese Canadians also used websites (49%), especially 0-10 tenure group (67% vs. 39% of the 11+ tenure group) and 51.ca is most popular among this group (31%).
• Newspapers and magazines (47%) are also used by almost half of during the CNY, with Sing Tao, Ming Pao topping the list. There is little differentiation among the tenure groups.
• Radio is relatively less used (39%), but more popular among Cantonese-speaking Chinese (62% vs. 30% of Mandarin-speaking Chinese).
2012(n=400)
68%31%25%12%8%
13%5%
12%5%7%2%7%
12%4%
13%4%7%4%3%2% -3%8%1% -
NET: PRINT LIST
Sing Tao Daily
Ming Pao Daily
World Journal Daily
New Star Times
Sing Tao Star Magazine
Free Chinese Newspaper
Sing Tao Weekly Magazine
The Chinese News (DaZhongBao)
Epoch Times
Today 701 Magazine
The Canadian City Post
Ming Pao Sunday Supplement
Today Commercial News
Ming Pao Saturday Supplement
Global Chinese Press
The Chinese Canadian Times
Toronto Chinese News
North American Weekly Times
Herald Monthly
Ming Pao Property Gold page
Popular Lifestyle & Entertainment Magazine
Sing Tao Trend Magazine
Canadian Chinese Express Toronto
Canadian Stamp News
0.46577788636613633%
22%8%8%7%
6%6%6%5%
5%4%4%4%3%3%3%3%2%2%2%2%1%1%1%
Print Read Over Chinese New Year (Comparison to 2012)
A2. Did you use any of the following media during the Chinese New Year? (n=210) 11/ Significantly higher/lower than 2012, at 95% confidence level
2013
2012(n=400)
65%
34%
26%
10%
14%
5%
6%
10%
6%
5%
31%
7%
9%
8%
8%
3%
9%
2%
51%
16%
16%
12%
13%
7%
Other Media Over Chinese New Year (Comparison to 2012)
A2. Did you use any of the following media during the Chinese New Year? (n=210) Online 14% or higher mentions shown 12
NET: TV
Fairchild Television
Omni 2 TV
Phoenix TV
Talentvision
Shaw Multicultural Channel
Great Wall TV
Omni BC
LSTimes TV
WowTV
NET: RADIO
FM88.9 (Fairchild Radio)
AM1430 (Fairchild Radio)
AM1540 (A1 Chinese Radio)
FM96.1 (Fairchild Radio)
Toronto Chinese Broadcasting
AM1470 (Fairchild Radio)
AM1320 (CHMB)
NET: ONLINE/WEBSITES International Chinese sites such as baidu.com, sina.com, s.weibo.com, qq.com, ifeng.com,
yahoo.cn, msn.cn, tom.com, appledaily.com 51.ca
singtao.ca
Internet TV, such as PPTV, tudou.com, youku.com
yorkbbs.com
0.645041563903973
0.391727063967106
0.487066290722548
40%19%
10%9%8%
6%6%5%3%
20%19%
11%10%
4%4%
2%
19%19%
17%16%
14%
/ Significantly higher/lower than 2012, at 95% confidence level
2013
13
2013 Chinese New Year Campaign Awareness
Top 15 Total Unaided Ad Awareness (Comparison to 2012)
14B1 + B2. Any others that you can think of? Please include any advertising you may have seen (that includes in newspapers, magazines, radio, online, billboards, in stores or in the mail). (n=210)
20%
19%
15%
9%
9%
9%
14%
13%
5%
n/a
6%
n/a
n/a
0%
11%
3%
2012(n=400)
DK/NA
T & T
Walmart
TD Canada Trust
No Frills
Loblaws/PC
Other grocery store
Rogers Communications
Other bank
Shopping centres
Superstore/Real Canadian Superstore
Specific broadcaster/media
Other retail
Toyota
RBC
Shaw
13%
22%
21%
18%
14%
14%
14%
12%
11%
9%
9%
9%
8%
6%
6%
6%
2013
/ Significantly higher/lower than 2012, at 95% confidence level
15
For more information, please contact:
Robin Brown416.969.2841
Kathy Cheng416.969.2747
