Survey Shows Chinese Americans Are Concerned About China Globalization

Survey Shows Chinese Americans Are Concerned About China Globalization

First Time Joint Survey is Conducted by Leading Asian Broadcasters LA 18 and KTSF

LOS ANGELES and SAN FRANCISCO, Nov. 1 /PRNewswire/ -- A new survey jointly-commissioned by the two leading broadcasters serving primarily Chinese viewers, LA 18 KSCI in Los Angeles and KTSF in San Francisco, has revealed that over a third of California Chinese are concerned about globalization of China. This is the first time the two broadcasters have teamed-up for market-based research and analysis.

The results of the survey found conclusions to the following questions:

Statements: Agree
You are worried about backlash from American
society due to the rising power of China 36%
In the future, there will be conflict between
the U.S. and China due to the rise of China as
an economic superpower. 41%
In the future, there will be conflict between
the U.S. and China due to the rise of China as
a political superpower. 41%
The Globalization of China industries will have
positive impact on how you, as a Chinese
descendant, are perceived or treated in
the U.S. 45%
The Globalization of China industries will have
negative impact on how you, as a Chinese
descendant, are perceived or treated in
the U.S. 31%

Conducted by Lieberman Research Worldwide and Interviewing Service of America, the survey sought responses on media and consumer preferences. In addition, the information released today specifically asked respondents their opinions about the increasing news about China's globalization efforts.

"With the daily headlines on growing globalization efforts of China and the recent acquisition attempts of U.S. companies by Chinese corporations, many Americans are uneasy with the rising power of China. This survey indicates that Chinese Americans are also uneasy, because more people feel that future conflicts are inevitable between the two countries as China rises to become a geopolitical and economic superpower. However, on an individual level, more people seem to feel that the globalization of China industries will have a positive impact on how they as Chinese descendants are perceived or treated in the U.S.," commented Peter Mathes, CEO of AsianMedia Group which owns LA 18 KSCI.

Michael Sherman, General Manager of KTSF said, "Our viewers have a unique perspective on the rapid growth of China's globalization and clearly see both the positive and negative potential of the rise of China. Although the state of California is home to the largest Chinese population outside of China and Taiwan, I think it may be the first time anyone asked them about how they feel about the rise of China."

Illustrating how many Taiwanese feel detached from mainland China, the survey also showed that those born in Taiwan are less likely to agree (39% vs. 45% overall) that they will enjoy a positive impact for themselves as a Chinese descendant due to China globalization.

This is the first consumer survey conducted as a joint effort by the two broadcast stations, which together serve California's largest metropolitan areas accounting for over 90% of all Chinese in the state. California is home to over 1.1 million Chinese Americans according to the 2000 Census.

"This survey is groundbreaking for so many different reasons," said Bill Imada, president of the Asian American Advertising Federation (3AF), a national trade organization of agencies specializing in the growing U.S. Asian Market. "It is the first time that two leading Asian Pacific American broadcasters have joined forces to study the unique demographic and psychographic characteristics of one of the largest Asian sub-segments in the state, Chinese consumers. We applaud LA 18/KSCI Television and KTSF Television for taking the initiative to educate marketers about this critically important consumer segment."

The survey also found that Chinese Californians rely heavily on a variety of in-language media:

-- California Chinese prefer to use Chinese language media versus
English media (88% vs. 12%)
-- Use of Chinese language media as a whole is heavily widespread: 83%
watch Chinese TV several times a week or more, 60% listen to Chinese
radio several times a week or more, and 60% read Chinese newspaper
several times a week or more.
-- Of those who watch some Chinese TV programs, 90% report regularly
watching local US and Chinese community news. Approximately the same
number report regularly watching news from Asian countries.

For the survey, 800 Chinese descendents (over 18 years old) were questioned in the five counties surrounding and including Los Angeles (400 respondents) and the nine counties surrounding and including San Francisco (400 respondents). Those surveyed had to be of Chinese origin or descent. Interviews were conducted in the language of respondent's choice: Cantonese, Mandarin or English. For more details on the survey, please visit www.ktsf.com or www.kscitv.com.

Information on the second part of the survey involving consumer opinions and preferences will be released soon.

The 2005 California Chinese Consumer Survey was conducted by:

Lieberman Research Worldwide a full service research firm is headquartered in Los Angeles, California and has a network of affiliates in over 65 countries spanning Europe, Latin America and Asia Pacific. More information can be found at http://www.lrwonline.com/ .

Interviewing Service of America (ISA) is a market research data collection, data processing and multicultural information service company with headquarters in Van Nuys, California and regional offices in New York, Washington D.C., Chicago, Dallas, and Seattle. More information can be found at www.isacorp.com.

LA 18 / KSCI-TV reaches 6.2 million households in the six counties of Los Angeles, Orange County, San Bernardino, Riverside, Ventura and San Diego. LA 18 is carried by all local cable systems, DirecTV and DISH Network.

KTSF reaches 2.7 million households in the Bay Area. KTSF is available over-the-air on channel 26 and on cable channel 8 on Comcast Cable throughout the market. KTSF is also carried by both DirecTV and Dish Network.

Contact: Eddie Michaels, +1-310-777-1150, or Paul Fadelli, +1-510-813-2513, both for KTSF; or Mike Sherman of KTSF, +1-415-468-2626, or msherman@ktsf.com; or Alice Lee of LA 18 KSCI, +1-310-478-1818, or alee@kscitv.com.

Source: KTSF-TV

CONTACT: Eddie Michaels, +1-310-777-1150, or Paul Fadelli,
+1-510-813-2513, both for KTSF; or Mike Sherman of KTSF, +1-415-468-2626, or
msherman@ktsf.com; or Alice Lee of LA 18 KSCI, +1-310-478-1818, or
alee@kscitv.com

Web site: http://www.lrwonline.com/

Web site: http://www.isacorp.com/

Web site: http://www.kscitv.com/

Web site: http://www.ktsf.com/

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