A short report highlighting some key findings from a survey of Chinese Canadians just after the Chinese New Year 2013

1. 2013 CHINESE NEW YEAR CAMPAIGN EVALUATION
An Environics Syndicated Study Report
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2. Study Background
•
•
Chinese New Year is the most commonly leveraged advertising opportunity by Canadian
companies and organizations who wish to build rapport with Chinese Canadians, one of
the largest and fastest growing cultural groups in Canada.
Six campaigns participated in the 2013 Chinese New Year Campaign Evaluation study.
These campaigns were from one financial institution, one telecommunications services
provider, three consumer package goods companies and one public service provider.
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3. Methodology
•
Online survey with 210 first generation Chinese Canadians:
City
The Greater Toronto Area
The Greater Vancouver Area
Have lived in Canada for
no more than 10 years
51
58
Have lived in Canada for
more than 10 years
51
50
Tenure
•
•
•
Each campaign was viewed by approximately 200 respondents evenly split by tenure and
city.
Survey language options included English, traditional Chinese and simplified Chinese.
The results were weighted by tenure and source country.
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4. Chinese New Year is a Time of
Significant Spending
•
•
•
•
•
The majority of Chinese Canadians (87%) made special shopping trips for the CNY.
Chinese grocery stores and shopping malls top the store lists, including T&T, Foody Mart,
Pacific Mall/Market Village, Aberdeen Centre, etc. Mainstream banners including WalMart, Costco, No Frills and Real Canadian Superstore are also popular shopping
destinations for CNY.
Food, candies and gourmet dessert are the most popular shopping items for Chinese New
Year; about 3 in 10 Chinese Canadians purchase non-alcoholic beverages in preparation
for Chinese New Year.
For the special Chinese New Year dinner, the most commonly served beverage is tea
(68% among those who attended a special CNY dinner); About half of respondents said
fruit juices were served during the dinner, and 4 in 10 respondents said they had
carbonated drinks during the dinner.
More than 2/3 of Chinese Canadians participated in CNY special events, mainly those in
Chinese shopping malls or Chinese community festivities.
Chinese Canadians gave an average of $235 in red packets in the past CNY, this is
significantly lower than the average amount in 2012 ($448).
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5. Chinese New Year Attitudes and Habits
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6. Chinese New Year Special Shopping
Destinations (Comparison to 2012)
2012
(n=109)
2013
I did not make any special shopping trips for this… 13%
NET: GROCERY STORES
T&T
30%
Walmart
23%
Costco
23%
Foody Mart
18%
No Frills
15%
Real Canadian Superstore
12%
Asian Food Centre
Save-On-Foods 9%
Dollarama 8%
Loblaws 8%
61%
NET: SHOPPING MALLS/ PLAZAS
31%
Pacific Mall/Market Village
13%
First Markham Place
Aberdeen Centre 9%
Richmond Centre 8%
Fairview Mall 7%
Scarborough Town Centre 7%
Toronto Eaton Centre 7%
Metropolis/Metrotown 7%
Crystal Mall 5%
Yorkdale Shopping Centre 5%
86%
65%
16%
69%
46%
22%
16%
15%
15%
12%
6%
6%
10%
13%
48%
14%
7%
9%
5%
4%
4%
7%
7%
2%
A1. Some people make special shopping trips for the Chinese New Year. That could include shopping for special food items, decorations, gifts, red envelops, greeting cards, tableware, clothing, etc. Where did
you shop for those items, if at all, for this Chinese New Year? (n=205) Grocery stores 8% or higher, Malls/Plazas 5% or higher mentions shown.
6
/
Significantly higher/lower than 2012, at 95% confidence level

7. Beverage Items Served during the
Special Chinese New Year Dinner
What beverages were served during your special
Chinese New Year dinner?
Did you attend a special
dinner for Chinese New
Year?
Tea
68%
Wine
54%
Fruit juice
27%
Yes
52%
Water
46%
Beer
73%
44%
Carbonated drinks
43%
Coffee
No
Champagne
18%
Chinese white spirits
Yes
20%
17%
Other 4%
A9. Did you attend a special dinner for Chinese New Year? (base size = 210)
A10.What beverages were served during your special Chinese New Year dinner? (base size = 156)
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8. Participation in Special Chinese New Year
Events (Comparison to 2012)
2012
(n=400)
2013
Did not go to any special events
30%
34%
Special events or shows in Chinese shopping malls
30%
18%
19%
Other Chinese community festivities
17%
Special events or shows in regular shopping malls
16%
Vancouver Chinese New Year Parade 2013
12%
Downtown Chinatown Chinese New Year Festivities
9%
NET: LunarFest
18%
17%
11%
10%
6%
Vancouver Chinatown Spring Festival & Cultural Fair
5%
10%
Year of the Snake Celebration at Chinatown’s
International Village
5%
6%
Chinese Cultural Centre of Greater Toronto
4%
6%
Chinese Cultural Heritage Day at the ROM (Royal
Ontario Musuem)
Chinese New Year Carnival 2013 at the Toronto
Centre for the Arts
3%
n/a
2%
n/a
A3. Did you go to any of the following Chinese New Year special events? (n=210)
/
Significantly higher/lower than 2012, at 95% confidence level
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9. Average Amount of ‘Red Packets’
Money Gifted (Comparison to 2012)
2012
(n=400)
2013
$0-$49
$50 - $99
8%
8%
$100 - $249
38%
$250 - $499
16%
$500 - $999
>$1000
30%
24%
11%
4%
Average (Including 0): $236
28%
13%
11%
8%
$448
A5. How much did you give out in red envelops this Chinese New Year. Your best estimate will be fine. Please do not include the
amount for business if any. (n=210)
/
Significantly higher/lower than 2012, at 95% confidence level
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10. Heavy Media Consumption Over New
Year Concentrated in Key Titles &
Channels
•
•
•
•
TV is the most widely used (65%) media during CNY, with Fairchild, Omni, Phoenix and
Talentvision topping the list.
Almost half of the Chinese Canadians also used websites (49%), especially 0-10 tenure
group (67% vs. 39% of the 11+ tenure group) and 51.ca is most popular among this group
(31%).
Newspapers and magazines (47%) are also used by almost half of during the CNY, with
Sing Tao, Ming Pao topping the list. There is little differentiation among the tenure groups.
Radio is relatively less used (39%), but more popular among Cantonese-speaking
Chinese (62% vs. 30% of Mandarin-speaking Chinese).
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11. Print Read Over Chinese New Year
(Comparison to 2012)
2012
(n=400)
2013
47%
NET: PRINT LIST
33%
Sing Tao Daily
22%
Ming Pao Daily
World Journal Daily
New Star Times
Sing Tao Star Magazine
Free Chinese Newspaper
Sing Tao Weekly Magazine
The Chinese News (DaZhongBao)
Epoch Times
Today 701 Magazine
The Canadian City Post
Ming Pao Sunday Supplement
Today Commercial News
Ming Pao Saturday Supplement
Global Chinese Press
The Chinese Canadian Times
Toronto Chinese News
North American Weekly Times
Herald Monthly
Ming Pao Property Gold page
Popular Lifestyle & Entertainment Magazine
Sing Tao Trend Magazine
Canadian Chinese Express Toronto
Canadian Stamp News
8%
8%
7%
6%
6%
6%
5%
5%
4%
4%
4%
3%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
A2. Did you use any of the following media during the Chinese New Year? (n=210)
/
Significantly higher/lower than 2012, at 95% confidence level
68%
31%
25%
12%
8%
13%
5%
12%
5%
7%
2%
7%
12%
4%
13%
4%
7%
4%
3%
2%
3%
8%
1%
-
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12. Other Media Over Chinese New Year
(Comparison to 2012)
2012
(n=400)
2013
65%
NET: TV
40%
Fairchild Television
Omni 2 TV
Phoenix TV
Talentvision
Shaw Multicultural Channel
Great Wall TV
Omni BC
LSTimes TV
WowTV
19%
10%
9%
8%
6%
6%
5%
3%
FM88.9 (Fairchild Radio)
AM1430 (Fairchild Radio)
AM1540 (A1 Chinese Radio)
FM96.1 (Fairchild Radio)
Toronto Chinese Broadcasting
AM1470 (Fairchild Radio)
AM1320 (CHMB)
International Chinese sites such as …
51.ca
singtao.ca
Internet TV, such as PPTV, tudou.com, youku.com
yorkbbs.com
10%
14%
5%
6%
10%
6%
5%
20%
19%
11%
10%
4%
4%
2%
31%
7%
9%
8%
8%
3%
9%
2%
49%
NET: ONLINE/WEBSITES
34%
26%
39%
NET: RADIO
65%
19%
19%
17%
16%
14%
51%
16%
16%
12%
13%
7%
A2. Did you use any of the following media during the Chinese New Year? (n=210) Online 14% or higher mentions shown
/
Significantly higher/lower than 2012, at 95% confidence level
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13. 2013 Chinese New Year Campaign
Awareness
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14. Top 15 Total Unaided Ad Awareness
(Comparison to 2012)
2012
(n=400)
2013
DK/NA
13%
20%
T&T
22%
19%
Walmart
21%
15%
TD Canada Trust
18%
9%
No Frills
14%
9%
Loblaws/PC
14%
9%
Other grocery store
14%
14%
Rogers Communications
12%
13%
11%
5%
Shopping centres
9%
n/a
Superstore/Real Canadian Superstore
9%
6%
Specific broadcaster/media
9%
n/a
Other retail
8%
n/a
Other bank
Toyota
0%
RBC
6%
11%
Shaw
/
6%
6%
3%
Significantly higher/lower than 2012, at 95% confidence level
B1 + B2. Any others that you can think of? Please include any advertising you may have seen (that includes in
newspapers, magazines, radio, online, billboards, in stores or in the mail). (n=210)
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15. For more information, please contact:
Robin Brown
416.969.2841
robin.brown@environics.ca
OR
Kathy Cheng
416.969.2747
kathy.cheng@environics.ca
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