Cido Research Announces Results Of First Ethnic Omnibus Study

April 2, 2013 - PRLog -- Mississauga, Ontario, April 2, 2013 --- Cido Research (www.cidoresearch.com) recently concluded polling on their inaugural ethnic omnibus study, EVA Express. The study polled more than one-thousand ethnic Canadians to understand their household purchases and preferences, focusing on Chinese and South Asians residing in Toronto and Vancouver with added emphasis on newly tenured citizens.

In total five providers of products and services contributed to questions to the study, spanning a wide range of consumer industries. For some, the study marked their first step into the ethnic marketplace, while others used it as an opportunity to further the insights of their already established ethnic research divisions.  The study provided a great deal of insight into the differences between ethnic Canadians and their general population counterparts.  

“This is the first real study of its kind,” said Steve Male, Director of Online Services and
Marketing for Cido Research.  “The ethnic population in Canada continues to grow and will be a focal point of interest for companies to grow their products and services.  This study serves as a cost-effective tool for companies who want to poll ethnic markets and gain insights into how their products and brands are perceived by these individuals.”
The study brought to light some interesting figures surrounding ethnic Canadians.  65% of all newly tenured respondents received some or all of their education on arriving in Canada. The increased education level factored into job selection with only 3% of ethnic respondents working in manual labor, including skilled trades and manual material handling versus 10.7% when compared to a similar omnibus study conducted among Non ethnic Canadians by Cido Research.

Although respondents of the study tended to have higher education level and higher stature jobs, their overall income level came in much lower than the general population with an average annual salary of $62,000 compared with that of $77,000.  

82% of respondents admitted to using Facebook at least once a month scoring much higher than their Canadian counterparts. A recent study by Socialbakers.com (http://www.socialbakers.com/facebook-statistics/canada) reported that only 52.7% of the entire Canadian population was engaged with Facebook  This shows that ethnic Canadians are engaged with mainstream online social hubs more so than their non ethnic counterparts.

About Cido Research

Cido Research is the world’s largest privately owned market research data collection firm. Their North American division specializes in ethnic research, including a 15,000 member online ethnic consumer panel, the Ethnic Voice Accord.  The panel focuses on key ethnic markets including Chinese, South Asian and Southeast Asians. EVA Express is a quarterly ethnic omnibus study utilizing the Ethnic Voice Accord panel.  It runs quarterly with the next wave of the study fielding on 10 June, 2013.  

For additional information, please contact:

Steve Male
steve.male@cidoresearch.com
1-416-503-4343 ext 4050.