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Asian Shoppers Get Digital Along the Path to Purchase
Are you looking to connect with Chinese, other East Asian, and South Asian shoppers in Canada? These fast growing segments of the population have piqued the interest of marketers, who are looking for ways to connect with them.
While the role of digital media continues to increase in the lives of Canadians overall, it has an even larger role to play in connecting with Asian Canadians.
While digital channels can be very effective for connecting with multicultural shoppers, marketers need to understand the differences compared to the average Canadian shopper to optimize impact and ensure a strong ROI on their investment.
Consider TV consumption for a moment: Asian Canadians are spending much less time watching TV through traditional channels such as cable or dish networks than the average Canadian. The balance of their attention is likely to have shifted to online TV channels where they can watch programming in their native tongue.
Mobile is another area of the digital landscape that presents strong opportunities for marketers to engage with Asian Canadians. Smartphone and tablet ownership is higher among this segment than among Canadians in general, accounting for more than 6 in 10 Asian Canadian shoppers. Mobile provides marketers an opportunity to reach these shoppers at critical moments along the path to purchase. For instance, in the home electronics category, smartphones are often used in-store to compare product features and prices, as well as read consumer reviews, before shoppers make their final decision.
For consumer packaged goods, mobile provides digitally savvy shoppers access to flyer and coupon apps, geo-targeted messages, as well as leveraging call to action text initiatives at the point of purchase, to increase persuasion in-store.
Digital content consumption habits are not the only way in which Asian Canadian shoppers are ahead of the curve. Canadian marketers also need to be aware of these shoppers’ e-commerce behaviour. The habits of Chinese Canadians in particular is mirroring the habits of shoppers in China, where online shopping has become the norm across a broad range of categories. In Canada, Chinese shoppers are more likely than others to shop online. Strong representation and distribution across e-commerce channels needs to be top of mind for brands aiming to source growth from this cultural segment.
As marketers continue to test new digital tactics and learn how to best use new media to engage shoppers, a focus on Asian Canadians will provide a glimpse at how digital habits may evolve for Canadians overall.