SUMMARY
The annual audience survey uses online questionnaire to uncover behaviors and lifestyle of iTalkBB Chinese TV viewers. Randomly selected iTalkBB Chinese TV viewers received the survey link via emails. Each unique IP address is allowed to answer this questionnaire once. All respondents are required to answer all questions. Respondents who completed the whole questionnaire will receive $10 Amazon gift card.
DEMOGRAPHIC DATA
What is your age?
The majority of iTalkBB Chinese TV set-top box subscribers are between ages 35 – 64.
What is your gender?
52% female, 47% male.
How long ago did you immigrate?
The Majority of iTalkBB Chinese TV subscribers have been living abroad for at least 10 years with 80% for over 16 years
Including yourself, how many people are currently living in your family?
Median Household Size: 3
Estimated Average Household Size: 3.2
What is the main language of communication between your family members?
89% of respondents speak at least Mandarin when
communicating with family members at home.! 31% respondents chose both Mandarin and English.
What is your total household income in 2020?
Estimated Median Household Income: $ 93,572
The highest level of education among your family members is?
69% respondents have Bachelor’s or higher degree.!
(Bachelor’s Degree, Master’s Degree, and Doctoral Degree.)
VIEWING BEHAVIOR
Which language of TV content do you consume most at home?
95% iTalkBB subscribers prefer watching Mandarin-language TV programming, while 26.7% of them consume both English and
Chinese language content at home.
Which Chinese media do you use the most
The most used Chinese media are TV, digital and social media.
What types of TV programs interest you the most?
Viewers are interested in different types of TV programs, while drama is the most popular category.
FINANCIAL SERVICES & INSURANCE
Please select the financial products you are interested in.
Top three financial and investment products that interest
respondents most are Retirement Plan, Stocks, and Mutual
Funds.
In addition to banking and insurance, which of the following financial products have you used?
Top three financial and investment products chosen by
respondents are Fidelity, TD Ameritrade and E-trade. 24%
viewers are considering investing in financial products.
What are your main methods for international money remittances?
The most popular international remittance methods are wire
transfer through bank, WeChat and Western Union.
Whom have you purchased insurance for in the past year?
The majority of respondents have purchased insurance for family members and themselves last year.
What type of insurance have you or your family purchased before?
Three major insurances purchased by respondents are:
Health Insurance, Auto Insurance, and Property/Casualty insurance.
Which healthcare insurance providers are your family currently using?
Top Three most popular health insurance providers among
respondents are Anthem BlueCross BlueShield, United
Healthcare, and Kaiser Permanente. !
Which life insurance are you or your family currently using?
The majority of the respondents have purchased life insurance, while 24% are still considering.!
Top two life insurance providers chosen by respondents are
MetLife and New York Life.
Which auto insurance and property/casualty Insurance do you or your family currently purchase?
Top three vehicle insurance and property/casualty insurance!
chosen by respondents are from the following providers:!
GEICO (Berkshire Hathaway Insurance), State Farm, and!
AAA.
What are the three most important attributes when purchasing insurance products?
Top three key attributes respondents think are: Efficiency of Claims, Brand Awareness, and Price compared to other same kind of insurances. The least important attribute is product yield.
AUTOMOBILE
How many automobiles do your family currently have?
The majority of respondents and their families possess at least
two automobiles.
What are the brands of vehicles owned by your family?
Top three automobile brands owned by viewers are: Toyota,
Honda, and Lexus.
What car model would you consider purchasing in the near future?
44% respondents are most interested in SUV (Crossover
included) when purchasing their next automobile.