Media Consumption Among Canadians of South Asian Origin – Part I

OPAL researched media consumption of South Asian-Canadians. The data was collected online in the Greater TorontoSouth Asian Media study and Vancouver areas. Television, Radio, Print and digital media were studied. Media consumption by age, gender, city, time in Canada, HH income and education were reported.

We are sharing top-line insights of this study via a series of blog posts here. So stay tuned and visit us regularly.

  • Internet and TV are the most widely consumed media, as 91% South Asians (SA) use Internet & 89% watch TV at least a few hours in a week.
  • 75% South Asians read newspapers / magazines and 63% listen to the radio. However, engagement, time spent with these two media, is low.
  • South Asians engage more with new media, as 70% use Internet for more than six hours a week, including 25% SA, who use for more than twenty hours a week.
  • TV viewership is similar among SA in the Greater Vancouver Area (GVA) at 91% & the Greater Toronto Area (GTA) at 89%. Though TV engagement (time spent watching TV) is higher in the GVA.
  • Radio listenership & Newspaper readership are higher in the GTA versus the GVA, as 64% SA in the GTA listen to radio versus 54% in the GVA and 77% read newspapers versus 70% in the GVA.

  • Internet usage is also reported higher in the GTA, as nearly one out of four SA use Internet for more than 20 hours a week in the GTA versus one out of five in the GVA.
  • TV watching “Most-often watched TV channel” is largely fragmented with no channel scoring more than 10%
  • About half of the SA listen to both English and in-language radio programs

Please comment and let me know if the above insights are in line with your observations or findings, thanks.

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Media Habits of South Asian-Canadians

OPAL conducted a market research on media consumption of South Asian-Canadians last year. The data was collected online in the Greater TorontoSouth Asian Media study and Vancouver areas. Television, Radio, Print and digital media were studied. Report metrics includes media consumption by age, gender, city, time in Canada, household income and education.  The research was shared with our clients and purchased by other marketing companies.

We plan to share major findings of this study here through a series of blog posts. So stay tuned and visit us regularly to know media consumption habits of the South Asian market segment.

Cheers,

Super Bowl 2012 Commercials

Many of us watch Super Bowl more for the commercials than the game per se, especially if the teams are not one of our favorites. If you missed out or want to watch the whole line up of Super Bowl 2012 commercials, click at the link below and enjoy.

SUPER BOWL 2012 COMMERCIALS

Which ones are your pick of the commercials?

Media Habits & Attitude Study Among South Asian-Canadians

Are You Effectively Reaching & Connecting With Your Customers?

Find out by knowing recent insights on Media-consumption Habits & Attitude Among South Asian-Canadians:

  • The Media South Asian-Canadians most-often engage with
  • Popular TV and Radio Programs, Publications and Websites
  • Best Times to Advertise and Print Sections to be in
  • Media Ratings
  • Media consumption by sub-segments; Age, Gender, Income, City, Ethnicity & Time in Canada

The study was conducted in August 2011 and includes men and women of South Asian origin, 18 years and older, residing in the GTA and the GVA.  This research helps in market and media segmentation for effectively targeting, reaching and connecting with your market. It will facilitate in achieving higher ROMI and satisfied customers / clients.

Please click here to visit us Read more of this post

Hyper-segmentation – a Caveat

We know from Marketing 101 that Marketing and market segmentation go hand-in-hand. Marketers start by segmenting the market to reach and connect with the customers with relevant products, communication, messages and media mix.  However, if the market segment is too broad, you lose the focus and relevance of the brand. If you cut it too tight, you lose the opportunity, economies of scale and profitability. Thus market segments should be balanced to be relevant and profitable.

Market segmentation is of jugular importance in multicultural marketing and there are 101 ways to segment multicultural markets. Few of these are: culture, language, religion, ethnicity, time in country, country of origin and more, and then sub-segmentation on the basis of age, gender, income, family size and education so on and so forth. This at times lends to hyper-segmentation, which I believe is expensive, time-consuming, prone to pitfalls and ineffective.

Read more of this post

Take a short survey – You may win a $100 Gift Card.

We are conducting an online survey on media preferences and usage by South Asian-Canadians. If you are a Canadian of South Asian origin, 18 years or older, living in the GTA or the GVA, please click at the link below to take part in the survey. Your opinion will help in bringing relevant product and service information to you.

http://opal.checkboxonline.com/SA%20media%20monitor.aspx

Enter code # 608.

All completed responses will be entered in a draw for $100 gift cards. Also, we would share top line findings with you, upon request.

This Survey has ended!

Is Twitter a fad

Twitter is the buzz  word these days and possibly the fastest growing social platform. Results of a recent survey by Nielsen Online riased doubts on the long term potential of Twitter. I provided my two-cents worth on it few days ago. If you are interested in knowing more about Twitter’s status and future posibilities, click at the link below.

http://www.canadianmarketingblog.com/archives/2009/05/is_twitter_a_fad.html

 

Let us know what do you think by posting your comment on it.

Thank you,

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