By Shawn Lim

Brands that use Western media alone to connect with Chinese-speaking audiences in Australia can find that it is an ineffective way of communication.

There are almost 600,000 Chinese (Mandarin or Cantonese) speakers in Australia in 2016, almost twice the number in 2011, with the 2021 Census showing that the number is increasing.

For many Chinese Australian consumers, English remains a barrier because they are still speaking Chinese at home even after many years in Australia, which 84% of respondents indicate they do.

This is according to a study by EternityX Australia, which examined Chinese speaking consumers’ media habits and the most effective strategies Read full story ›

Source: The Drum