By placing advertisements in English only publications, advertisers are effectively missing out on a large percentage of the population for whom English is not a first language.
In 2013, the Australian Bureau of Statistics reported that Australia’s migrant population had exceeded 25% of the total population (6Million residents). English is not the first language for approximately 10% of the total Australian population, while and more relevantly, 2% of Australians do not speak English at all.
CHINA, INDIA AND VIETNAM ARE AMONGST THE TOP 10 COUNTRIES CONTRIBUTING TO AUSTRALIA’S POPULATION
This leads to high reliance on family, friends and Ethnic Media for their news and information. Pi works with clients to devise and develop media strategy and planning, messaging, and creative via an integrated approach to connect their brand and message to the right audience, in the right environment. We are platform agnostic and work across Print, Digital, TV, Social, Radio, OOH, and Events to ensure the success of any campaign.
Australia’s Ethnic Population
- 319 Thousand Chinese
- 295 Thousand Indian
- 185 Thousand Vietnamese
- 171 Thousand Filipino
- 146 Thousand South African
- 116 Thousand Malaysian
- 85% Living in urban areas
In 2011, 81% of Australians aged 5 years and over, spoke only English at home, while 2% were not conversant with English at all. The most common languages spoken at home (other than English) were Mandarin (1.7%), Italian (1.5%), Arabic (1.4%), Cantonese (1.3%) and Greek (1.3%).
Our comprehensive network of newspapers, magazines and websites spans all major ethnicities.
The ethnic print media is thriving in Australia, and hence, the optimum method to reach a specific ethnic group is via a targeted ethnic print campaign.
Ethnic Digital media has an extensive reach across Australia.