AccultuRates

AccultuRates is designed to help organizations find effective ways to connect with cultural groups, by determining the acculturation levels within Canada’s two largest visible minority groups: Chinese and South Asian populations. Because all visible minority Chinese and South Asian households are not uniform, it is important for marketers to identify language preferences, the drivers of purchase decisions and the degree of affinity with Canada versus their homeland to understand the diversity within the diversity.

AccultuRates classifies the Chinese and South Asian populations into six segments of acculturation based on demographic data such as age, language spoken at home and period of immigration. Every dissemination area (DA) with a significant percentage of the Chinese or South Asian population has been assigned an AccultuRates segment. Of Canada’s visible minority Chinese, AccultuRates classifies 99.1 percent of the household population in 35 percent of all DAs, representing 4.8 percent of the nation’s total population. For the South Asian population, the system classifies 37 percent of all DAs, representing 99.7 percent of all visible minority South Asians—7.2 percent of the total Canadian household population.

In addition, the segments of both groups have been characterized with select variables so users can gain a detailed understanding of their purchase behaviour, lifestyle activities and media preferences.