CHINESE MEDIA INDEX EXPANDS TO TORONTO
By Adnews Staff
A survey of the Toronto Chinese community's media usage and product usage behavior will be conducted this fall by DJC Research of Toronto, an ACNielsen company. It will be available in November. The data will help advertisers and marketers target this largely young audience (over 60% are under 40 years old) that has a taste for luxury goods. Ownership of cell phones and CD players, for example, is much higher among Chinese-Canadians, and the proportion with home computers is almost twice the average reported for Canadians in general. Toronto's Chinese community has swelled in numbers since 1987, due mainly to the influx of Hong Kong immigrants leaving before the territory is handed over to China. This trend is expected to continue until next year, a fact important to marketers since media habits and product usage are different for those who have been in Canada for a shorter length of time. The survey will be combined with a similar one done in Vancouver last year by DJC to form a national standard for buyers and sellers of Chinese media in Canada.