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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“Share a Coke” campaign – a must-watch

An excellent interactive marketing campaign by non other than Coca Cola using cross-channel, experiential and social marketing to get up and close with customers. Check it out here.

Enjoy the campaign and let us know what do you think by commenting here.

P.S. Though I like the Coke marketing idea and its execution, I am not trying to promote drinking Coke or any carbonated drinks. 

The AMA Roundtable on the Emerging Ethnic Markets in Canada

It was good to see a full-house in the AMA round-table discussion on The Emerging Ethnic Markets in Canada: The Pioneers of Multicultural Marketing held in Toronto last week. It highlighted the interest in the multicultural and new-Canadians markets.

The panellists for the discussion were from the CPG, Market Research, Telecommunications and Banking sectors. Panellists shared their multicultural marketing approach that differed from each other based on the industry / category they represent. Rubicon Foods primarily focuses on other drivers than ethnicity to expand in Canadian market. Rogers caters to all major ethnic segments with cable TV as TV watching differs across cultures. The RBC engages new-Canadians and also promotes multiculturalism within for continued customer satisfaction and engagement.

There was also discussion on how marketers are still trying to get the multicultural marketing on the map. I think “multicultural marketing not on the map” is an effect and feel that it would be useful discussing the cause to this effect. Why the multicultural marketing has not received the recognition yet? Is it because, Read more of this post

My Popular Marketing & Business Articles

So far I have written more than 80 articles and posts on this and the CMA blog. A visitor to this blog asked which ones were the most visited / viewed. Following are the top five articles by number of visits. Click on the titles to read and do let me know what do you think about the ideas discussed in these articles by providing your comments here.

Happy Reading and cheers,

Thank You & Happy New Year

Thank you for visiting and re-visiting this blog.

Happy New Year

The number of visits were much more last year compared to 2010, though due to my preoccupation with a new business venture, I wrote fewer articles and posts in 2011. I will recap with the top five posts on this blog next. So stay tuned.

Thanks, once again, and do keep coming back and provide with your viewpoint on the topics discussed here by commenting on the posts.

Wishing you and your loved ones the best of health, happiness and prosperity in 2012.

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

Putting Multicultural Marketing On The Fast Track

Though Multicultural Marketing a.k.a. Ethnic Marketing is in vogue for years, its potential hasn’t been harnessed yet. Primarily due to short-term approach, heavy focus on paid-for advertising and lack of measurement. I wrote on putting multicultural marketing on the fast track for the Canadian Marketing Association blog. You can click here or on the CMA icon to learn more.CMA

Please let me know what do you think by providing your comments.

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