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 Toronto 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.

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 Toronto 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,

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

Results of a Survey on South Asians – Jan 2010

I conducted an online poll and survey among South Asians using email and the social media, that is, LinkedIn, this blog and Facebook. People from India, Pakistan, Bangladesh and Sri Lanka were contacted for this survey. The aim was to find out what inspires South Asians more, money or pride. The question posed was what is more important to you, Money or Pride? Please refer to the post below and the poll at http://ca.linkedin.com/in/fazalsiddiqi for details about the poll question and possible answers to choose from. 

What is more important for you, Money or Pride?

I am contemplating an advertising campaign targeting South Asians market segment for high-end products. I would like to have your input regarding importance for money and pride. Could you please click at the Have Your Say! tab above to participate in a poll. You would also be able to view the result there.

Thank you in advance.

Good Analysis

I found a cool analysis and summary of my recent articles on South Asian Canadians posted by Jim on a blog. Thought you would find it interesting. Check it out by clicking on the following link – Thanks. 

http://influenceresources.blogspot.com/2008/07/south-asian-canadians.html

Family is most important for South Asians

Earlier this month I asked South Asians what they like. I used e-mails & social media (Facebook, Linkedin and Blog) to pose this questions. Mostly Indians, Pakistanis and Bangladeshis living in Canada, the USA, India, Pakistan, Bangladesh, the UAE and Saudi Arabia responded. Many non-Asians also commented. Altogether, I received about 100 comments. Two interesting and distinct findings of the survey are; (i) the family came out as the major consideration by majority of the respondents of South Asian origin, (ii) comments from non-Asian respondents were very different from the preferences shown by the South Asian respondents highlighting a lack of understanding of South Asian culture by the non-Asian respondents.

Further detail and analysis of the outcome of the survey are as follows: 

(i) Majority of the respondents mentioned that family is most important to them followed by relations (relatives or relationships). It shows that marketing communication leveraging family, family values and relationship themes would have an “emotional connect” with South Asians with a greater possibility of striking a chord with them. Based on this survey, as South Asians are family oriented, they would mostly move together and could be reached at family events and melas in large numbers. Furthermore, it could be safely deducted that word-of mouth publicity will be effective in South Asian market segment.