Chinese Consumer Insights Study Launches in Canada

Vivintel, the custom research arm of not-for-profit consumer and audience insights provider Vividata, has launched a study called 'Insights into the Chinese Consumer', tracking how Chinese people in Canada shop, think, consume media, travel and plan their finances.

Vividata is a consortium governed by a Board of Directors representing the interests of Canadian publishers, agencies and advertisers, and providing cross-platform audience measurement for publishers. For its new study, Vivintel surveyed just over 2,500 respondents (aged 18 and over) residing in Toronto and Vancouver, who identified as being of Chinese origin. The sample consisted not just of those born in Canada or holding Canadian citizenship, but also included Chinese international students, those on an international co-op or internship, permanent residents, and those residing in Canada on a temporary work permit. It excludes those visiting the country.

Top-line results show that these consumers account for $61 billion in self-reported consumer spending; that one in three Chinese consumers in Canada buy luxury brands 'to feel different from the rest of society'; and that 40% of Chinese consumers in Canada report that they 'prefer to drive a luxury vehicle' This is Vivintel's first in a series of surveys focused on capturing the consumer habits and mindset of various ethnic groups residing in Canada: its next 'ethnicity study' will focus on the South Asian population in Canada.

CEO and President Pat Pellegrini (pictured) comments: 'With the growing number of Chinese living, working and studying in Canada, the need to understand this consumer segment is of significant importance to Canadian marketers, particularly with regards to luxury brands. We are excited to be launching this new ethnicity study which will help marketers understand what is driving consumption and enable them to better influence media buying decisions amongst this consumer group'.

Web site: www.vividata.ca .