Eastward Media
In 2020, close to six million people in the United States and Canada report being ethnically Chinese, making this group one of the largest and fastest growing cultural markets in North America by size and buying power. With population growth driven by immigration categories like skilled labor, university enrollment, and entrepreneurship, Chinese consumers arrive in […]
The Chinese consumer is an increasingly important target audience for marketers in Canada. But although they account for $61 billion in consumer spending, there has been little research into the mindset and behaviors of Chinese consumers who live, work, and learn in Canada. That is, until Vivintel’s new study titled ‘Insights into the Chinese Consumer.’ […]
Want to reach Chinese audiences in Canada? Here’s some key information about the audience segment. Canada is home to 1.7 million Chinese, who have either settled in their own generation or in past generations. Chinese Newcomers – people from China who have (typically) less than five years residence in Canada – are net-new consumers for […]
Since the early-2000s, enrollment of international Chinese students at American and Canadian universities has grown exponentially. Today, in both the United States and Canada, Chinese nationals account for roughly 30% of all foreign students. It’s undeniable that Chinese international students are a major market opportunity for North American brands and retailers. But brands are struggling […]
With the growing Chinese population in the United States, it’s becoming more important than ever for brands to meaningfully engage Chinese-Americans across media channels. As the third-largest ethnic market in the US – and also one of the most affluent – Chinese-Americans spend an estimated $117 billion a year domestically. But to successfully engage Chinese-Americans […]