CHINESE MEDIA INDEX RELEASED IN TORONTO
By Adnews Staff
DJC Research of Toronto released its Toronto Chinese Media Index last month. The database delves into the consumption, lifestyle, products and services usage of Toronto's Chinese community. According to the index, 96% of the adult Chinese population watched TV in a week. Eighty-seven per cent watched Chinese television while 64% watched English TV. They spent less than 10 hours watching Chinese TV and just under six hours watching English TV programs. Fifty percent listened to Chinese radio in a week while 44% listened to English radio. With three major Chinese dailies to choose from, 77% read one Chinese newspaper in a week. About 39% said they read an English language newspaper in a week. Just over half reported spending over $50 million on long distance calls per month and 43% pave travelled to Asia in the past two years. One-third owned or leased a cellular phone and 56% owned a personal computer at home. Thirty-seven per cent owned fax machines at home. DJC estimates that there are about 360,000 Chinese living in Toronto.