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Study: Multicultural media habits in Canada

Toronto-based Mediabrands has released the results of a study on multicultural media in Canada. The study surveyed approximately 2,000 Chinese and South Asian first generation Canadians living in Toronto and Vancouver. According to the results, 88% of Chinese respondents speak a Chinese dialect at home. In addition, 96% of Vancouver South Asian respondents speak a South Asian dialect at home, compared to approximately 66% in Toronto. About 80% of respondents reported watching ethnic television programming each week. "The high ratio of ethnic home language usage points to the importance of in-language and customized advertising campaigns to address these sectors in the Canadian population mosaic," said Charles Li of Mediabrands. "Our research also highlights the diversity among the two ethnic groups themselves, as they are different with respect to country of origin and language usage in Toronto and Vancouver because of the different phases of immigrant influx to Canada."

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