chinese community profile

CHINESE COMMUNITY PROFILE

Julie Newton-Werro

Brad Fry

SOURCE: 2011 CENSUS OF POPULATION AND HOUSING (LANP) 4 DIGIT LEVEL

(GROUPED: CANTONESE, MANDARIN & CHINESE, NFD),

*% OF AUSTRALIA’S TOTAL LOTE POPULATION (EXC NOT STATED IN CENSUS 2011).

• 16% of Australia’s LOTE population speak

Cantonese/Mandarin*

• 17% were born in Australia or NZ (i.e. 2nd generation

Australians)

• 45% male | 55% female

• 218,000 households*

• 42% Cantonese speakers (264,000)

• 54% Mandarin speakers (336,000)

624,000 AUSTRALIANS SPEAK MANDARIN and/or CANTONESE

SOURCE: 2011 CENSUS FOR POPULATION AND HOUSING; LANGUAGE SPOKEN AT

HOME (LANP) EASTERN ASIAN (CANTONESE+CHINESE,NFD+MANDARIN) & PERSONS,

PLACE OF USUAL RESIDENCE (GCCSSA)

73% of the East Asian LOTE community live in the

Sydney and Melbourne greater metropolitan areas –

453,000 people

CHINESE AUSTRALIANS ARE EASY TO FIND

29% 44%

SOURCE: 2011 CENSUS OF POPULATION AND HOUSING (LANP) 4 DIGIT LEVEL (EXCLUDES JAPANESE &

KOREAN),

*% OF AUSTRALIA’S TOTAL LOTE POPULATION (EXC NOT STATED IN CENSUS 2011).

SBS COVERS 96% OF THE CHINESE LOTE COMMUNITY

4%

40%

1%

52%

3%

Chinese, nfd

Cantonese

Hakka

Mandarin

Min Nan

Other Eastern Asian Languages, nec

LANGUAGES SPOKEN

SOURCE: ROY MORGAN SINGLE SOURCE DATA, JULY2014-JUNE2015; LOTE (CANTONESE AND

MANDARIN)

THE CORE VALUES OF CHINESE AUSTRALIANS

38%

28%

17%

17% Young Optimism

Visible Achievement

Conventional Family Life

Socially Aware

VALUE SEGMENTS

• Migrants’ household spending – food, housing &

leisure activities

• Business Expansion – investment to produce extra

goods & services

• Expansion of Government Services – health,

education & welfare

• Increased travel & tourism in Australia – including

by overseas friends and families of migrants

• Migrant contributions to technology

• Increased access and knowledge of international

business markets

CHINESE AUSTRALIANS BOOST NATIONAL

SOURCE: HTTPS://WWW.EMBRACENI.ORG/MIGRATION/THE-PROS-AND-

CONS-OF-MIGRATION/

PRODUCTIVITY

SOURCE: ROY MORGAN SINGLE SOURCE DATA, JULY2014-JUNE2015; SPEAK A LANGUAGE OTHER THAN ENGLISH AT HOME (CHINESE LANGUAGES GROUPED: CANTONESE & MANDARIN)

APPROXI,MATE NUMBER OF HOUSEHOLDS IN=218,000. HOUSEHOLD EXPENDITURE SURV EY 2009-2010, AVERAGE WEEKLY EXPENDITURE MIGRANTS DATABASE #34150DS0061

THE EAST ASIAN COMMUNITY SPENDS $13.9 BILLION YEARLY

$128,210,160

$261,974,960

$277,505,280

$358,330,960

$509,326,480

$571,901,200

$776,289,280

$803,722,400

$1,316,449,680

$1,751,978,800

$2,058,504,240

$2,396,770,480

$2,670,874,960

Tobacco products

Personal care

Alcoholic beverages

Domestic fuel and power

Clothing and footwear

Household furnishings and equipment

Household services and operation

Medical care and health expenses

Miscellaneous goods and services

Recreation

Transport

Food and non-alcoholic beverages

Current housing costs (selected dwelling)

Chinese Australian Annual Household Expenditure

SOURCE: ROY MORGAN SINGLE SOURCE DATA, JULY2014-JUNE2015; SPEAK A LANGUAGE

OTHER THAN ENGLISH AT HOME (CHINESE LANGUAGES GROUPED: CANTONESE &

MANDARIN).

Read more: http://www.afr.com/news/policy/education/chinese-students-do-better-in-australia-

20140831-jdge9#ixzz3sTlSZQsA

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Chinese Australians:

• 79% say ‘success’ is important to them

• 55% consider themselves as intellectual

• 51% more likely to say that schools don’t place enough

emphasis on academic achievement

Compared to the general population, Chinese Australians

are:

• almost twice as likely to undertake tertiary study

• 49% more likely to have a degree

EDUCATIONAL ACHIEVEMENT IS A PRIORITY

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• 47% are of mid-high socio-economic (A,B,C)

• 64% want job security (11% higher)

• 56% are households with more than one income

Compared to the population average, Chinese

Australians are:

• 24% more likely to be professionals/managers

• 13% more likely to be white collar workers

FINANCES

SOURCE: ROY MORGAN SINGLE SOURCE DATA, JULY2014-JUNE2015;

SPEAK A LANGUAGE OTHER THAN ENGLISH AT HOME (CHINESE

LANGUAGES GROUPED: CANTONESE & MANDARIN).


• 74% say they prefer to do online banking

• 77% say they like to be well insured

• 74% do not have any personal loans, which is 15%

more likely than the general population 14+

• 1 in 5 have a current mortgage for a home, which is

16% lower than the general population 14+

• over one third have a credit card, which is 10% lower

than the general population 14+

RETAIL BANKING


• 55% do not make additional personal

superannuation contributions


Australians are:

• 21% less likely to have wealth management

• 51% less likely to have any shares

RETAIL BANKING





• 58% say they trust well known brands better than

stores own, which is 22% more likely than the

population average

• 86% say they believe quality is more important than

price

• 64% are always ready to try new and different products

• more than half say they want to look stylish

Compared to the population average, Chinese Australians

are:

• 27% more likely to buy a European car

RETAIL SPENDING




Chinese migration is having a positive impact on the

Australian tourism industry.


Australians are:

• twice as likely to organise holidays for family & friends

• twice as likely to book packaged holidays


• 80% like to holiday where they can experience nature

and local culture

• 74% intend to take a trip overseas in the next 12

months

TRAVEL & TOURISM




Chinese Australians place an emphasis on quality meals.

However, the younger segment tends to eat more fast

food.


Australians are:

• 29% more likely to have eaten at a QSR fast food

outlet in the last 3 months

• 26% more likely to experiment with new foods

• 23% more likely to have traditional meals at home

• 17% more likely to entertain spontaneously

• 49% more likely to buy natural medicines & health

products

FOOD




Chinese Australians are tech savvy early adopters.


• more than half say they ‘cannot live without a mobile

phone’


Australians are:

• almost twice as likely to say they need a mobile phone

when they travel

• 94% more likely to say a mobile phone gives them

more control over their life (56%)

• 79% more likely to need a mobile phone to access the

internet

TELECOMMUNICATION





• 72% say they accessed entertainment & amusement

activities online in last month

• 78% used the internet for communication (e.g. email)

• 52% used the internet to look up blogs and/or online

communities

Compared to the population average Chinese Australians

are:

• 58% more likely to keep up-to-date with the latest

technology

TECHNOLOGY




Due to the high amount of In Language media available

to Chinese-speaking Australians, it is no surprise that

only 51% of Cantonese speakers and 55% of Mandarin

speakers say they are proficient in English.

In fact, the average Chinese adult says they consume

more than half of all media In Language.

The top reasons for listening In Language:

1. News from home country

2. Australian news & information In Language

3. News about Chinese community in Australia

4. Government & community services information

5. Music & entertainment

MEDIA CONSUMPTION

SBS RADIO SUPPORTS AND INFORMS

0%

10%

20%

30%

40%

50%

60%

70%

80%

News from HomeCountry

Aust News & Infoin-Language

News about In-Language comm in

aust

Music &Entertainment

Govt & CommServices Info

Programs I try notto miss

trustworthyBalanced POV

High Quality

Professional

Independent

Can't get elsewhere

Relevent to me

Cantonese

Mandarin

SOURCE: MCNAIR INGENUITY RESEARCH, COMMISSIONED BY SBS IN-

LANGUAGE MEDIA, REPORT ON CANTONESE (JAN2014) &/OR MANDARIN

(JAN2014) MEDIA CONSUMPTION.

SOURCE: THE EXCHANGE, SBS MANDARIN RADIO QUESTIONNAIRE, FEB2014 AND

SBS CANTONESE QUESTIONNAIRE, NOV2014:, IN YOUR OWN WORDS WHAT ARE THE

REASONS YOU LISTEN TO THE SBS MANDARIN/CANTONESE RADIO PROGRAM?

BASE: ALL RESPONDENTS MANDARIN N=149 AND CANTONESE N=352

“Your broadcast talks about national and

international news, weather, cooking,

medical care, gardening, computer

technology, sports, legal matters, a wide

range of topics, all in a language

so familiar to me”

Shu, F, 55-64, Sydney

SBS RADIO ENTERTAINS

“Get updated news explained in

Cantonese for better understanding

about events around the world and

locally in Australia too”

Andy, M, Melbourne

“Getting information and news not only

focusing on Australia”

Anthony, M, 45-54,Sydney

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