FOR IMMEDIATE RELEASE
February 1, 2010
USING CHINESE MEDIA IS KEY TO CREATING AWARENESS IN METRO-VANCOUVER’S
CHINESE COMMUNITIES
 
Vancouver, B.C. CANADA – S.U.C.C.E.S.S. CEO Tung Chan released public opinion research today that illustrates the importance of Chinese language print media in reaching Metro Vancouver’s growing Chinese community, and the limitations of English language print media. A telephone survey of 555 Mandarin and Cantonese-speaking Metro Vancouver residents conducted by INNOVATIVE Research Group last fall found that the readership of Chinese newspapers outnumbered English newspapers by three to one.

“The reality in the Chinese community today is that far more Mandarin and Cantonese-speaking residents read Chinese newspapers than English newspapers. Even those who say they have no problems reading and writing in English report that they are more likely to read Chinese newspapers,” said Chan. 

INNOVATIVE Managing Director Greg Lyle said that the low number of Mandarin and Cantonese-speaking residents that access English newspapers could explain lower political engagement levels of the Chinese community. “We typically find that the Chinese community is less likely to vote in a municipal election, and more likely to be undecided municipally, provincially, or federally, which is an indicator of lower engagement,” said Lyle.  

“It is important that the growing Chinese community be fully engaged in the affairs of our cities, province, and country,” said Chan. “Effective communication is critical in boosting the current level of engagement.” Chan stresses the importance that all local social, cultural, political, governmental or business entities learn to use the Chinese language media to get their message to Chinese-Canadian communities in Metro-Vancouver. He also wishes to see more English language print media expand their readership base in Chinese-Canadian communities. This practice will help bridge the gap between Chinese-Canadian communities and other local communities in efforts to create multicultural harmony.

The full report can be found at: www.innovativeresearch.ca.  555 Metro Vancouver Mandarin and Cantonese-speaking residents were surveyed by telephone (random digit dial) between September 16th, 2009 and October 5th, 2009.  The margin-of-error is 4.16%, 19 times out of 20.
INNOVATIVE and S.U.C.C.E.S.S. are joint venturing on Mandarin, Cantonese, and Punjabi market research, to improve the understanding of Canada’s immigrant communities.

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