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According to the 2017 census Chinese population in the US is estimated at 5,025,817; representing 1.5% of the population.

Chinese language the third most-spoken language in the United States is spoken by nearly 3.5 million people in the United States including, mandarin and cantonese.

When asked about the language spoken at home 64,7% respond with only “Chinese” and 16,8% (about 487,250) identify mandarin as the language spoken at home.

The highest concentration of mandarin speakers are in North Dakota (31.8%), District of Columbia (26%), Maine (24.4%), Utah (23%), California (21.3%), Nevada (21.3%), Montana (20.1%), New Jersey (18.4%), Oregon (18.2%), Washington (18%), Texas (17.4%), Massachusetts (17.4%).


Mandarin speakers by place of birth

43.1% of mandarin speakers identify China as their place of birth, 1.2% are born in Hong Kong, 26.2% in Taiwan, 0.7% in Vietnam, 0.7% in other Asia.



Characteristics



Spending habits

mandarin spending habits tableau

Chinese-Americans buy brands and foods they know.
67% rate healthy ingredients/nutrition as a critical or significant factor influencing their purchases.


Digital presence


Views from some popular chinese youtube channel


Trade

China is currently USA largest goods trading partner with $659.8 billion in total (two way) goods trade during 2018.
Goods exports totaled $120.3 billion; goods imports totaled $539.5 billion. The U.S. goods trade deficit with China was $419.2 billion in 2018.


Sources:
https://en.wikipedia.org/wiki/Chinese_Americans
https://www.quora.com/What-percentage-of-Chinese-speakers-in-the-US-speak-Mandarin
http://aapidata.com/blog/wp-content/uploads/2016/10/NORTH-COOC-2F2F-PAPER-2F2F-AAPI-Data-Challenge-Chinese-Diversity_Cooc_Leung.pdf
https://www.pewsocialtrends.org/fact-sheet/asian-americans-chinese-in-the-u-s/
https://www.migrationpolicy.org/article/chinese-immigrants-united-states#Income_Poverty
https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/nielsen-asian-american-consumer-report-may-2016.pdf
https://www.researchgate.net/publication/318640781_Dynamic_CGE_Model_of_the_Chinese_Economy_for_Fiscal_and_Financial_Policy_Analysis#pf6
https://slideplayer.com/slide/1640209/
https://vidooly.com/top-youtube-channels/CN/mostviewed
https://www.slideshare.net/DataReportal/digital-2019-china-january-2019-v01
https://ustr.gov/countries-regions/china-mongolia-taiwan/peoples-republic-china
https://www.census.gov/foreign-trade/balance/c5700.html


 

Capricorn arranges multi channel advertising solutions using independent media, while maximizing brand exposure and customer acquisition.

Since 1999, Capricorn explores opportunities in highly specific ethnic and immigrants markets, beyond what other ad agencies have exploited before.

Capricorn helps to promote companies and organizations looking to reach specific communities:

  • People who have a strong interest in foreign destinations and cultures like Francophiles.
  • Expatriate people who live in the US with a foreign born origin like Australian, Belgian, Brazilian, Dutch, French, German, Greek, Italian, Irish, New Zealander, Portuguese, Swiss, African, Sub Sahara African, Asian, Hispanic.
  • People in the US who speak a specific language like Arabic, Brazilian, Dutch, Cantonese, Creole, French, German, Greek, Hebrew, Italian, Kannada, Mandarin, Portuguese, Spanish, Urdu.


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