Although advertisers are starting to recognize the importance of multicultural marketing, there is very little research on distinct ethnic groups to assist companies in their marketing decisions. With our global reach, SINA can provide advertisers data on, and access to, Chinese audiences worldwide, assisting marketers in developing effective, targeted marketing programs. Cognizant of significant cultural and language differences within the Asian American population, SINA commissioned Interview Service of America to interview North American residents of Chinese descent to determine their demographic profile and Internet usage patterns. This included surveying their frequency in going online, online purchase behavior, types of sites most frequently visited, and levels of interest in such select product and service categories as travel, telecommunications and finance. About six out of 10 Chinese households in the U.S. and Canada have an Internet connection at home.
Books are the most frequent onlinepurchases followed by computer products and electronics.
Telecommunications products are more likely to be purchased by Chinese-Canadian Internet users. Forty-two percent of Chinese Internet users in Canada have an investment portfolio, and 51 percent of them trade online with an average of approximately five trades per month. Close to a quarter of Chinese Internet users in both the United States and Canada conduct online banking. Chinese Internet users visit Chinese-language websites. The vast majority of Chinese Internet users in the United States and Canada make an average of eight international calls a month.