華裔統計

深入華裔社區的價值觀 The VALUE of REACHING Chinese-Americans

華裔人口 Chinese-American Population

2000年美國人口普查：美國華裔居民為270萬，此一數目比1980年的華裔人口多200萬。
在1970年代，僅約25%華裔美國人在海外出生。目前在海外出生的華裔已達76%。
因此，極需要中文電話簿。英文電話簿並不適用。
華商居民不斷成長，華裔社區也擴展到許多新地區，並不斷購置住宅，消費者的需要也大於往年。

2000 U.S. Census: 2.7 million Chinese residing in the U.S.
There are approximately 2 million more Chinese in the United States than in 1980.
In the 1970s only about 25% of Chinese-Americans were foreign-born.
Now 76% are foreign-born. Hence, the great need for Chinese directories.
English directories miss the mark.
As Chinese immigration continues to grow, the Chinese-American community expands to new areas and increasingly more homes are bought. Consumer needs are greater than ever.

華裔資料統計 Chinese-American Demographics

強勁購買力量
Strong Purchasing Power:		   230億美元(1999)
$23 billion (1999)
高家庭數入
High Household Income:
30% higher than general population		   比一般家高30%，$54,000比$42,000(美國)
$54,000 vs. $42,000 (U.S.)
高房屋擁有率
High Rate of Home Ownership:		   65%比54%(美國)
65% vs. 54% (U.S.)
購買高價房屋
Home Purchases High in Value: 		  30%比40%(加州)
30%-40% (CA)
年輕屋主
Young Homeowners:		   約84%的35－44歲華裔擁有房屋
Between Ages 35-44, nearly 84% own a home
年輕夫婦
Young Married Couples:		   30%比33%
30 vs. 33
高百分比結婚率
High Percentage Married:		   83%(美國)
83% (U.S.)
家庭平均人口多
Large Average Household:		   每家3.8人比每家3.2人(美國)
3.8 per household vs. 3.2 per household (U.S.)
接受高等教育
Highly Educated: 		  學士或更高學位38%比22%
38% vs. 22% with Bachelors Degree or higher

華商消費心態 Chinese-American Psychographics

  • 在建立品牌和購買行為上採開放心態
  • 堅強的推介基礎和回頭顧客
  • 在意品質與價值。

Clean Slate for Building Name Branding and Purchasing Behavior
Strong Referral Base and Repeat Customer
Quality and Value Conscious

資料來源：美國人口普查1990和2000, 商業周刊96年3月, 聖荷西水星版1992
Source: U.S. Census 1990 & 2000, Business Week Magazine 3/96, San Jose Mercury News, 1992

語言偏好

華裔社區對時尚語言電話簿的需求
Mission StatementThe NEED for In-Language Directory

語言偏向 Language Preference

  • 目前，76%的華裔美國人在海外出生。
    Today 76% of Chinese-Americans are foreign-born.
  • 大約78%的華裔美國人在家以中文交談，雖然86%的華裔美國人會說英文，
    但是偏向於喜歡以英文閱讀的只有5%。
    About 78% Chinese-Americans speak Chinese at home. Even though 86% of Chinese-Americans can SPEAK English, only 5% prefer to READ in English.
  • 就算在美國居住20年以上，63%的華裔美國人還是喜歡用中文閱讀及書寫。
    Even after 20 years of living in the U.S., 63% still prefer to read/write in Chinese.
  • 會有如此顯著的調查結果，接因英文與中文的巨大差異。
    This significant finding can be attributed to the vast difference between the English language and Chinese language.
  • 75%~80%的英文媒體將華裔美國人觀眾排除在外。
    English media excludes 75%-80% of Chinese-American audience.
  • 98%的華裔美國人覺得以市場慣用的語言刊登廣告對生意有絕大的幫助。
    98% of Chinese-Americans view in-language advertising as top indicator of interest in their business.

Source: U.S. Census, 1990 & 2000

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2006 截止日期

 
全國委刊截止日
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本地委刊截止日
Local
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出版月份
Publishing
Month
紐約／新澤西版
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(051500)
2月
Feburary
3月
March
3月
March

北加州北灣版
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4月
April
5月
May

6月
June
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5月
May
6月
June

7月
July
美國東北部版-
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10月
October
11月
November
12月
December

南加州洛杉磯版
Southern California
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9月
September
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September
11月
November
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12月
December
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價目表格 Rate Card

南加州洛杉磯版
Southern California
Los Angeles
北加州南灣版
Northern California
South Bay
紐約／新澤西版
New York
New York / New Jersey
聖地牙哥／橙縣
Southern California
San Diego/Orange County
北加州北灣版
Northern California
North Bay
美國東北部版
華盛頓/波士頓/費城
Northeast
DC / Boston / Philadelphia