Chinese-Americans Are 'Bilingual' Online

• Posted: Tuesday, January 22, 2008
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• Author: pradhana
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• Filed under: Digital Content, Internet Advertising, Online Advertising

The universal language of the Web says it all.

Chinese-language media may be the best way to target Chinese-Americans, but the language itself does not factor into important purchasing decisions.

That is the main finding announced in a January 2008 Global Advertising Strategies-Chinese Media Net study.

The firms found that Chinese-Americans consumed nearly equal amounts of Chinese- and English-language Internet content, while usage varied considerably for other media, partially based on content availability, not merely language preference.

Global Advertising Strategies said there were some sample characteristics that could affect their data and thus account for the high level of English-language media consumption.

For one, respondents were highly educated (69% reported having a post-graduate degree). Nearly all respondents were also foreign-born (mostly in mainland China). The 2000 US Census found that only 65% of Chinese-Americans at the time were born abroad.

Global Advertising Strategies said that respondents' language preferences indicated that mainland Chinese immigrants were adapting to both American and Chinese-American culture.

Read more - eMarketer

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