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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.
Simplified Understanding
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
Simplified Understanding
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%
Simplified Understanding
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
Statistically significantly higher than comparison group.
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?
Chinese (n=245)Gen Pop (n=611)
Past week Ever
Statistically significantly higher than comparison group.
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
Statistically significantly higher than comparison group.
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)
Statistically significantly higher than comparison group.
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%
Statistically significantly higher than comparison group.
Chinese (n=245)Gen Pop (n=611)
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?
Statistically significantly higher than comparison group.
Chinese (n=447)Gen Pop (n=611)
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%
Statistically significantly higher than comparison group.
Chinese (n=245)Gen Pop (n=611)
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?
Statistically significantly higher than comparison group.
Chinese (n=245)Gen Pop (n=611)
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?
Chinese (n=245)Gen Pop (n=611)
Annually27%9%
Ever90%47%
Statistically significantly higher than comparison group.
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%
Statistically significantly higher than comparison group.
Chinese (n=245)Gen Pop (n=611)
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
Simplified Understanding
Suite 304, 1140 Homer StreetVancouver, BC
V6B 2X6www.insightswest.com
For more information:
Steve MossopPresident
stevemossop@insightswest.com778.891.4762
Mario CansecoVice President, Public Affairs
mariocanseco@insightswest.com778.929.0490
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