The Shopping Habits of Chinese Consumer in Canada


Chinese Canadians are one of the largest ethnic groups in Canada. Since the 1900s, Chinese Canadians have increasingly settled in urban areas of the country, particularly in Vancouver and Toronto. With the growing number of Chinese now living, working and studying in Canada, the need to understand this consumer segment is of significant importance to Canadian marketers.

At the end of 2019, Vivintel (Vividata’s custom research arm) released its inaugural ‘Ethnic Study: Insights into Chinese Consumers’. This study reveals that nearly 1.2 million Chinese consumers in Toronto and Vancouver (aged 18 and over) account for approximately $61 billion in self-reported consumer spending, making for a valuable consumer segment to not be ignored. This report specifically highlights:

       •   The profile of the Chinese population in Canada
       •   Their tenure in Canada
       •   Attitudes toward in-language ads
       •   Shopping event and festival participation
       •   Shopping habits and attitudes

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Results for this report are from Vivintel’s 2019 Ethnic Study: Insights into Chinese Consumers, providing consumer data on how this expanding consumer group shops, thinks, consumes media, travels and plan their finances. Interested in gaining software access to this extensive database to perform your own custom analysis? Contact us.

Study Methodology

From mid-August to the end of September 2019, Vivintel surveyed 2,502 respondents (aged 18 and over) residing in the Toronto cumulative market area (CMA) and Vancouver CMA that identified as being of Chinese origin. The sample consisted of those born in Canada, Chinese Canadian citizens and permanent residents, international students, those on an international co-op or internship, and those residing in Canada on a temporary work permit. The survey excludes Chinese visitors to Canada. Results are projected to StatsCan’s reporting of the Chinese population in Toronto and Vancouver by age and gender.

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Additional information


A PDF of the report


Charts within the report available for download as a PowerPoint file


Excel file of all data presented within the report