Survey emphasises need for more ethnic communications
A survey by social research agency McNair Ingenuity Research shows that the propensity with which the 4.62 million ethnic Australians speak their own language at home does not mirror their ability to speak English, nor is it proportionate with the amount of ethnic media listened to, watched or read. Lee Hubber, principal of I&G says the findings prove that the desire for migrants to connect with their culture becomes stronger the longer they are settled in Australia. “That is why multi-cultural media, across all platforms, has continued to grow strongly in recent years,” he says. “Marketers need to be communicating via in-language media if they want to effectively tap into multi-cultural Australia and really create an emotional connection with those audiences.” Read the full article here: Read full article
