ethnic marketing in metro vancouver · knowledge of the english language primary mother tongues...

Prepared By:

Simplified Understanding J u n e 1 6 , 2 0 1 7

ETHNIC MARKETING IN METRO VANCOUVER

Simplified Understanding

ABOUT INSIGHTS WEST

I learned early on that asking the right question is critical.

3

Pollsters get it right MOST of the time

4

REMEMBER: 19 times out of 20

BC Election 2017

ActualInisghts

West Forum IpsosAR

Institute MainstreetIRG –

OnlineIRG –Phone

40% 41% 39% 39% 40% 39% 38% 38%

40% 41% 41% 40% 41% 40% 35% 33%

17% 17% 17% 17% 15% 20% 17% 20%

Other 3% 2% 3% 4% 4% 0% 10% 9%

Differential -3 -2 -2 -4 -7 -14 -18

Insights West accurately calls the most recent BC election.

5

Insights West: Who We Are

6

A progressive, full-service market research company offering insights-driven research solutions and interpretative analysis through leading-edge

tools, normative databases and senior level expertise.

CORE VALUES

Ø Fastest growing market research firm in the West

Ø 20 people, $3M+ in revenueØ Most senior level

team of researchersØ Significant experience in

ethnic research for two decades

Press release strategy: over 250 releases on diverse topics

Tools and normative databases: norms built for brand, communications testing and sector-specific norms

Strong partnerships:allows us to conduct national and international studies easily

Technology enabled: mobile engaged panel

Size: small enough to be nimble, flexible and innovative but big enough to handle large, complex projects

“Your Insights” panel: 30,000+ in BC and AB, including a new multicultural panel of Chinese/South Asians

Great value:lower costs for very high calibre work

Client Benefit:• Trust in the boardroom• PR for your company• Significant earned media

Client Benefit:• Captivating boardroom

presentations• Respondent

engagement/better data

Client Benefit:• National and International

capabilities

Client Benefit:• Better data because of better representation• Owned asset means quick turnaround/ lower costs

Client Benefit:• Context • Comparisons to

competitors/peers

Client Benefit:• Small company

nimbleness, big company assets

Client Benefit:• Top priority client• More value• More robust research

Insights West: A Brief Introduction

7

Some of Our Tools

Brand Reputation

InsightsBrand reputation,

and digital reputation together

in one tool

Creative Test Insights

Quantitative, reliable

measurement of effectiveness of

creative against a normative database

Employee Satisfaction

Insights Straightforward and

insightful tool for measuring employee

satisfaction against benchmarks

Video Insights Adds qualitative insights to online

surveys through use of video captured

by panellists

8

Some of Our Tools

9

Brand Reputation

InsightsBrand reputation,

and digital reputation together

in one tool

Creative Test Insights

Quantitative, reliable

measurement of effectiveness of

creative against a normative database

Employee Satisfaction

Insights Straightforward and

insightful tool for measuring employee

satisfaction against benchmarks

Video Insights Adds qualitative insights to online

surveys through use of video captured

by panellists

Client Benefits:•Context and

comparison to 400+ brands•Comparisons to

peers and competitors• Uncover drivers of

brand reputation

Client Benefits:• Powerful video

collages•Qualitative insight

Client Benefits:•Context •Comparisons to

other creative• ROI on media

spend

Client Benefits:•Comparisons to

large database of other employees• Uncover drivers of

loyalty• Lower cost than

big HR firms

Our Multicultural Panel Was Created to Address the Gap

10

MULTICULTURALpanel

The Your Insights

Multicultural Panel

provides fast &

affordable insights

into the opinions &

perspectives of the

Chinese & South

Asian populations in

Metro Vancouver.

Advantages of the Your Insights Multicultural Panel?Size• 3,000 Chinese and South Asian Metro Vancouver

residents• Over 100 data points for efficient sampling of target

population

Demographically Representative• Broad & fine tuned recruiting strategies designed to build

a more robust, diverse and balanced panel • Sub-segments include mother tongue, country of birth,

length of time in Canada, language spoken at home, etc.

Highly Engaged • Higher than industry average response rates• Generous reward & incentive program • Meaningful participation through panellist interaction

In Language Capabilities• In-language surveys & translation services• Panellist support services in both Cantonese & Mandarin

Hamazaki Wong & Insights Collaboration

11

Methodology & Sample• This study was conducted as a collaboration between Insights West and the Hamazaki Wong

Marketing Group. • Both surveys were conduced online between June 2nd and 12th, 2017.• The Insights West portion was conducted via our Your Insights Panel and the Hamazaki Wong

portion was conduced via WeChat.o The sample sizes and field dates for the different sample groups are as follows:

*Sample size confidence level is 19 times out of 20.• Statistically significant differences between sample subgroups are marked as follows:

Statistically significantly higher than comparison group.Statistically significantly lower than comparison group.

Fielded By Sample Group Sample Size Survey Language Margin

of Error* Weighting

Insights West Metro Van General Population 396n English ±4.60% Age &

GenderInsights West & Hamazaki Wong

Chinese Metro Van General Population 447n English, Simplified &

Traditional Chinese ±4.64% n/a

Insights West Chinese Metro Van General Population 245n English, Simplified &

Traditional Chinese ±6.26%Age and years in Canada

Hamazaki Wong Chinese WeChat Users 190n Simplified & Traditional Chinese ±7.11% n/a

Introduction Continued

12

Differences in Sample Sources• The table below details some differences in the demographics of the Chinese respondent

sample from Insights West’s Your Insights Panel and the Hamazaki Wong Marketing Group.

Insights West Chinese Sample (n=245)

Hamazaki Wong WeChat Sample(n=190)

AGE

18-34 years 40% 29%

35-54 years 38% 56%

55 years or older 22% 15%

LENGTH OF TIME IN CANADA

Less than 5 years 3% 30%

5 to less than 10 years 5% 27%

10 years or more 57% 38%

My entire life/born in Canada 35% n/a

I do not live in Canada 0% 5%

Statistically significantly higher than comparison group.


METRO VANCOUVER ETHNIC DEMOGRAPHICS

80%

62%

49%45%

41% 40% 38% 37% 37% 35% 34%

Vancouver is already one of the most multicultural cities in the world.

14

Source: http://vancouversun.com/life/vancouver-is-most-asian-city-outside-asia-what-are-the-ramifications

DubaiU.A.E.

BrusselsBelgium

TorontoCanada

VancouverCanada

Los Angeles

U.S.

AucklandNew Zealand

Hong Kong

MiamiU.S.

LondonEngland

SydneyAustralia

RiyadhSaudi Arabia

Foreign-Born as % of Metro Population - 2013

43%

35% 33%

23% 21% 19%

And is the most “Asian” city outside of Asia.

15

Source: http://vancouversun.com/news/staff-blogs/the-rapid-growth-of-ethnic-economies

VancouverCanada

TorontoCanada

San FranciscoU.S.

CalgaryCanada

LondonEngland

SydneyAustralia

% Asian Population

Among over a quarter of a million new permanent residents in Canada, one-in-ten settle in Metro Vancouver each year.

16

New Permanent Residents2016

2015

2014

2013

2012

2011

2010

2009

2008

2007

2006Source: Government of Canada, Citizenship and Immigration Canadahttp://open.canada.ca/data/en/dataset/ad975a26-df23-456a-8ada-756191a23695

296,335

271,815

260,282

259,039

257,809

248,732

280,730

252,218

247,261

236,762

251,649

*Note: Based on 2011 Canadian Census data, 2016 Census data on ethnocultural diversity to be released October 2017.

Source: http://open.canada.ca/data/en/dataset/f7e5498e-0ad8-4417-85c9-9b8aff9b9eda?_ga=2.17842544.834401806.1497288294-2121867608.1497046663

2016BC: 38,060 (13%)

Metro Vancouver: 29,705 (10%)

2015BC: 35,730 (13%)

Metro Vancouver: 28,385 (10%)

The majority of BC’s population growth is coming from overseas.

17

Source: 2011 Census: Statistics Canada Demography Division, new census not available till October

19%

66%

15%

% Contribution to Population Growth byComponent: BC, 2006 to 2011

Natural IncreaseInternational MigrationInterprovincial Migration

Growth projections predict a continued increase in migration to BC mirrored by a decline in natural increase.

18

Source: BCStats: http://www2.gov.bc.ca/gov/content/data/statistics/people-population-community/population/population-projections

Components of BC Population Change

Thou

sand

s

Net MigrationNatural Increase

Census Year

-20

-10

0

10

20

30

40

50

60

70

80

1971

1972

1973

1974

1975

1976

1977

1978

1979

1980

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

2023

2024

2025

2026

2027

2028

2029

2030

2031

2032

2033

2034

2035

2036

2037

2038

2039

2040

China stands out as the top source country for immigrants to BC from 2000 to 2015.

19

Source: http://canadaimmigrants.com/british-columbia-immigration-by-country/

2000

–20

15

Source Country

Immigrants Landed in BC (2000 to 2015) by Source Country

0

25,000

50,000

75,000

100,000

125,000

150,000

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Immigration from China has continued to be strong since 1999, although Taiwan immigration has declined over the same period.

20

Source: IRCC, June 30, 2016 Data

Admission of Chinese Permanent ResidentsBy Country of Citizenship

ChinaTaiwan

Year

Knowledge of the English Language

Primary Mother Tongues – English

Language Most Spoken at Home English – English

British ColumbiaMetro Vancouver

While the majority of BC adults know English, for many it is not their primary language.

21

Source: 2011 Census, Statistics Canada

94%97%

English

58%72%

English

74%84%

English

The top 4 non-English languages spoken at home (Punjabi, Cantonese, Chinese, and Mandarin) account for over 400,000 Metro Vancouver residents.

22

Source: 2011 Census, Statistics Canada/http://www.cbc.ca/news/canada/british-columbia/punjabi-and-chinese-top-immigrant-languages-in-vancouver-1.1213824

Punjabi

Cantonese

Chinese (unspecified)

Mandarin

Tagalog

Korean

Persian (Farsi)

Spanish

Hindi

Vietnamese

Russian

Japanese

Other

126,000

113,610

86,580

83,832

47,640

38,870

28,970

22,505

18,325

18,225

11,765

9,920

105,140


FINDINGS FROM RECENT INSIGHTS WEST RELEASES

Over three-quarters of Chinese and South Asian British Columbians have experienced discrimination as a result of their ethnicity.

A significant amount

A moderate amount

A small amount

None

Don’t know

4%

18%

59%

16%

3%

13%

23%

47%

15%

2%

Any81%83%

Experienced Ethnic Discrimination in Canada: BC Chinese & South Asian

Base: Chinese & South Asian British Columbians (n=658) Q. Some members of ethnic minority groups have reported experiencing discrimination as a result of their ethnicity. Thinking of your own personal experiences living in Canada, how much discrimination have you personally experienced?

ChineseSouth Asian

Discrimination more likely to be experienced by South Asians

Stereotyping

Poor customer service

Being the subject of a racial joke

Loss of potential employment opportunity

Exclusion from social groups

Exclusion from consideration as dating prospect

Verbal harassment

Name calling/racial slurs

Being mocked or ridiculed

Unfair treatment in the workplace

Violence or physical harassment

Denial of goods or services

Denial of facilities or accommodation

57%

34%

32%

27%

27%

26%

26%

25%

25%

23%

10%

9%

8%

51%

42%

39%

33%

30%

35%

32%

35%

31%

28%

14%

13%

13%

Type of Discrimination Frequently/Sometimes Experienced: BC Chinese & South Asian

Base: Chinese & South Asian British Columbians (n=658) Q. Again thinking of your own personal experiences living in Canada, how often have you personally experienced of each of the following as a result of your ethnicity? (“Frequently” and “Sometimes”” listed.)

ChineseSouth Asian

Strongly agree

Moderately agree

Moderately disagree

Strongly disagree

Not sure

Nine-in-ten Chinese British Columbians agree that the BC Government was correct in apologizing to the Chinese community for historical wrongs.

59%

31%

4%

1%

5%

Agree90%

Disagree5%

Base: Chinese British Columbians (n=505) Q. Was it correct for the government of B.C. to apologize to the Chinese community?

Agreement BC Government Should Apologise to Chinese Community: BC Chinese

Strongly agree

Moderately agree

Moderately disagree

Strongly disagree

Not sure

A smaller majority agree that the apology should have included monetary compensation for the people who suffered injustices.

32%

29%

17%

8%

14%

Agree61%

Disagree25%

Agreement That Apology Should Have Included Monetary Compensation: BC Chinese

Base: Chinese British Columbians (n=505) Q. Should the apology have included monetary compensation to the people who suffered these injustices?

Chinese British Columbians praise weather, political freedom and their home in comparison to life in their country of originHowever, social life, cost of living, shopping, entertainment and jobs suffer.

The Same

Don’t know

Weather/climate 7% 1%

Political freedom 15% 5%

Your home 12% 2%

Health care system 8% 3%

Education system 12% 4%

Quality/availability of food/grocery items 19% 2%

Culture 25% 5%

Feeling of community 22% 3%

Quality/availability of restaurant dining 22% 4%

Financial situation 25% 6%

Quality/availability of retail shopping 19% 3%

Employment/job opportunities 11% 7%

Quality/availability of entertainment 17% 3%

Cost of living 19% 3%

Social life 22% 5%

59%

47%

41%

40%

32%

31%

20%

24%

20%

17%

19%

16%

19%

10%

14%

81%

77%

75%

68%

67%

65%

54%

53%

47%

44%

43%

39%

36%

33%

32%

2%

2%

4%

5%

3%

2%

5%

6%

6%

12%

14%

12%

15%

9%

10%

2%

9%

22%

17%

13%

16%

21%

27%

24%

36%

42%

43%

45%

40%

A lot better Somewhat betterSomewhat worse A lot worse

BetterWorse

Chinese Immigrants Rating of Specific Aspects of Life in Canada

Base: British Columbian Chinese Immigrants (n=231) Q. Compared to the country you emigrated from, how would you rate each of the following aspects of living in Canada for you personally?

Four-in-five East Asian and European British Columbians think a tax on people who buy homes they do not live in is a good idea.

29

Very good idea

Good idea

Bad idea

Very bad idea

Not sure

42%

41%

3%

5%

8%

48%

31%

7%

4%

10%

Base: British ColumbiansQ. There has been a lot of talk recently about levying a tax on people who acquire properties in a city, but do not live in them. All things considered, do you think levying this tax would be a good idea or a bad idea?

Opinion on Empty Property Tax: BC East Asians & Europeans

East Asian (n=107)European (n=514)

Good Idea83%79%

Bad Idea8%

11%

However, East Asian British Columbians are significantly more likely than those of European decent to agree that foreigners who buy homes here boost the value of Canadian owned homes.

30

When foreigners buy homes here, their purchases boost the value of

homes that are owned by Canadians

People who own homes but don’t live in them are speculators and not really

part of the community

The debate on foreign real estate ownership in British Columbia is

inherently racist

Base: British ColumbiansQ. Thinking about real estate, do you agree or disagree with each of the following statements?

Agreement with Real Estate and Housing Statements: BC East Asians & Europeans

30%

28%

58%

60%

14%

4%

88%

77%

87%

88%

29%

30%

Agree

Strongly agree Somewhat agreeStrongly agree Somewhat agree

Statistically significantly higher between Chinese and General Population.

East Asian (n=107)European (n=514)

Chinese Metro Vancouverites consume half their media in a language other than English.

Average: 51%

Base: Chinese Metro Vancouverites (n=308) Q. Thinking about all the different media mentioned in the previous question that you might use to access news or other types of information, overall, what percent of your time is this news or information in English?

Percent of Media Time on English Language Media: Chinese Metro Van

0%=3%

1%-49%=27%

50%-74%=26%

75%-99%=18%

100%=26%


HIGHLIGHTS FROM OUR RECENT SURVEY WITH CHINESE & METRO VAN GEN POP

ANY CHINESE LANGUAGE MEDIAANY ENGLISH LANGUAGE MEDIA

Chinese language TVEnglish language TV

Chinese language radioEnglish language radio

Chinese language print magazinesEnglish language print magazines

Chinese language print newspapersEnglish language print newspapers

Just over half of Chinese Metro Vancouverites spend time consuming Chinese language media each week, most commonly Chinese language TV.

Weekly Hours Spent on In-Language Media: Metro Van Chinese & Gen. Pop.

33

9%49%

8%40%

17%

3%

5%

8%19%

5%16%

8%13%

4%6%

2%11%

18%15%

12%14%

8%24%

9%13%

15%18%

17%8%

20%10%

22%26%

25%45%

20%38%

52%91%

46%80%

39%81%

38%67%

36%72%

Base: All Metro Vancouver respondentsC1a - d. How many hours each week do you spend reading [INSERT Chinese/English] language [INSERT MEDIA]?

Chinese (n=245)Gen Pop (n=611)

5 to 10 hours 2 to 5 hours10 hours+ >2 hours None


Any Hours/Week

Facebook is the most popular social media site among Chinese and general population Metro Vancouverites, with a majority using the site in the past week. Almost a third of Chinese Metro Vancouverites have used WeChat in the past week.

Social Media Usage: Metro Van Chinese & Gen. Pop.

34

69%73%

23%27%

29%28%

36%33%

27%5%

14%13%

3%1%

2%1%

83%85%

51%56%

50%49%

46%44%

39%8%

26%24%

11%2%

10%2%

Base: All Metro Vancouver respondentsC2. Which of the following social media platforms have you ever used?C3. Which of the following social media platforms have you used in the past week?


Past week Ever


BRI NORM

Compared to the general population, Chinese Metro Vancouverites are significantly more likely to be familiar with the BC Children’s Hospital and UBC, but less likely to be familiar with BCLC and Save-on-Foods.

Familiarity with BC Organizations: Metro Van Chinese & Gen. Pop.

35

53%78%

51%41%

51%49%

30%21%

30%51%

91%97%

91%81%

88%84%

78%66%

72%83%

Base: All Metro Vancouver respondentsB1a. How aware and familiar are you with [INSERT BRAND]?

31% 57%

Chinese (n=245)Gen Pop (n varies)

Very familiar Somewhat familiar


Familiar

Don’t Know

BRI NORM 16%

8%16%

1%9%

1%2%

7%9%

5%5%

Among those familiar with the organizations, Chinese Metro Vancouverites give significantly higher overall ratings to BC Children’s Hospital and lower ratings to Save-on-Foods compared to the general population.

Overall Ratings of BC Organizations: Familiar Metro Van Chinese & Gen. Pop.

36

21%25%

12%8%

8%13%

6%3%

6%9%

28%20%

21%17%

12%14%

11%12%

8%9%

27%24%

28%34%

31%37%

28%24%

21%17%

77%68%

61%59%

51%64%

46%39%

35%34%

Base: All Metro Vancouver respondents, excluding don’t knowB1b. On a ten point scale where 10 means “excellent” and 1 means “poor”, how would you rate [INSERT BRAND]?

8% 12% 24% 44%

9/10 8/1010-Excellent/10

Chinese (n varies)Gen Pop (n varies)


Rated 8-10/10

Strongly support

Somewhat support

Somewhat oppose

Strongly oppose

Don’t know

Chinese Metro Vancouverites are significantly less likely than the general population to support the Kinder Morgan Pipeline, and more likely to say they “don’t know”.

Support for Kinder Morgan Trans Mountain Pipeline: Metro Van Chinese & Gen. Pop.

37

8%

24%

24%

23%

20%

14%

26%

22%

27%

11%

Base: All Metro Vancouver respondentsA3. Do you support or oppose the proposed expansion of Kinder Morgan’s Trans Mountain Pipeline?

Support32%41%

Oppose47%49%



Another party/independent

Don’t know

Chinese Metro Vancouverites differ significantly from the general population when it comes to who they would vote for in a provincial election.

Provincial Party Would Vote For: Metro Van Chinese & Gen. Pop. & H.W. WeChat

38

39%

27%

7%

4%

23%

27%

42%

15%

4%

12%

All Insights West Metro Vancouver respondents & Hamazaki Wong WeChat respondents A2. If the provincial election were held today, which party’s candidate would you vote for in your constituency?



Very good

Good

Poor

Very poor

Not sure

Just under two-thirds of Chinese and general population Metro Vancouverites have positive impressions of the current economic conditions in BC today. Chinese show a little less enthusiasm than the general population.

Perception of Provincial Economy: : Metro Van Chinese & Gen. Pop.

39

3%

62%

24%

6%

8%

7%

58%

23%

6%

6%

Base: All Metro Vancouver respondentsA4. How would you describe the economic conditions in British Columbia today?

Good65%65%

Poor27%29%



Improve

Stay the same

Decline

Not sure

Chinese Metro Vancouverites are slightly more pessimistic about the future of their own household’s finances compared to the general population.

Expectations for Household Finances Over Next 6 Months: Metro Van Chinese & Gen. Pop.

40

13%

63%

19%

6%

17%

63%

16%

3%

Base: All Metro Vancouver respondents A5. Over the next six months, do you expect your own household’s finances to improve, remain the same, or decline?



At least once every three months

At least once every six months

At least once a year

At least once every two years

Less than every two years

I have never travelled to Asia

Nearly all Chinese Metro Vancouverites have travelled to Asia before, with one-quarter visiting at least once a year.

Frequency of Travel to Asia: Metro Van Chinese & Gen. Pop.

41

1%

3%

23%

25%

39%

10%

<1%

2%

7%

8%

30%

53%

Base: All Insights West Metro Vancouver respondents A1. How often do you travel to Asia?


Annually27%9%

Ever90%47%


Very likely

Somewhat likely

Not too likely

Not likely at all

Not sure

Chinese Metro Vancouverites are almost twice as likely to purchase a new car in the next six months than the general population.

Next 6 Months New Car Purchase Likelihood: Metro Van Chinese & Gen. Pop. & H.W. WeChat

42

10%

22%

27%

35%

6%

6%

11%

18%

63%

2%

All Insights West Metro Vancouver respondents & Hamazaki Wong WeChat respondents A6. Over the next six months, how likely is it that you will purchase a new car?

Likely32%17%

Not Likely62%81%



Final Thoughts

43

1. Ethnic marketing should be on every marketer’s agenda and the ante needs to be raised.

2. Brand perceptions are different among the ethnic market, and marketers need to pay attention.

3. Marketing messages need to be crafted to match attitudes/nuances of the ethnic market.

4. Vancouver stands out among global cities in its ethnic makeup, and should generate more global headlines for this.

5. The Chinese/South Asian market does not receive its fair share of marketing $ spend.

6. The Chinese market is not homogenous, there are several sub-segments based on length of time in country, and country of origin.

7. There’s a need for more data on ethnic attitudes, behaviours and media habits.

8. There needs to be more marketing promotion from the Asian/South Asian community to the mainstream.

9. Asian/South Asian community is often overlooked, despite the fact they are different, wealthy, attractive consumers to marketers.

© 2017 INSIGHTS WEST ALL RIGHTS RESERVED


Suite 304, 1140 Homer StreetVancouver, BC

V6B 2X6www.insightswest.com

For more information:

Steve MossopPresident

[email protected]

Mario CansecoVice President, Public Affairs

[email protected]

ethnic marketing in metro vancouver · knowledge of the english language primary mother tongues...

Documents