Online Survey of Chinese Americans: Immigrants from Mainland China shown to be Thriving.

A new survey conducted by Global Advertising Strategies in conjunction with Chinese Media Net looks at a sub-segment of the second largest immigrant group in the United States — Chinese-American Internet users. The survey covers preferences and consumer habits across several categories including media, finance, automotive, travel and the telecommunications industry. There are over 100 questions in all.

With over 89% of respondents originating from Mainland China, the survey helps marketers to better understand the fastest growing segment of the Chinese American market which in of itself is the 2nd largest immigrant group in the United States.

69% of respondents reported a post-graduate degree and boasted a median household income of $55.6K annually. By comparison, the average mainstream Internet user increasingly reflects the demographic make-up of the United States all together: with a median income of $48K annually and a lower educational level (only 30% possess post-graduate degrees.)

Respondents credit card ownership was an astounding 95% as compared to a US average of only 67.9% and 44% reported banking online at least twice a week.
Other interesting findings from the study include:

– Over 40% are frequent domestic travelers, tearing down the misconception that Chinese only travel to Asia.

– Nearly 80% of respondents own their car bucking the national trend in recent years to lease-up in status.

– Over half remit money back to Chinawith the majority choosing to use banks for their transactions.

– Chinese language websites accounted for over 70% of preferred content but Chinese search engines accounted for less than half of search engine usage.

Larry Moskowitz, Globals VP of Integrated Marketing Services and an Asian marketing expert, commented that, todays Chinese immigrants are dynamic and savvy members of the American marketplace and while they do appreciate Chinese language communications and customer service, they no longer view those attributes as viable substitutes for product value and reliability. This view is reinforced by the fact that among this group of Chinese immigrants, the conventional caring about my community and Chinese customer service rank at the bottom two of importance, concluded Moskowitz.

Ms. Mingdi Yang, CEO of Chinese Media Net indicated that the Online Chinese community in America is ripe for all marketers to reach. She went on to add that, we know that they are heavy users of Chinese content but comfortable with consuming goods and services in a non-Chinese environment all marketers need to do is invite them to their brand experience.