Does Your Marketing Budget Match Your True Audience? – Andrew Collins

Published on 2012-04-04

THE SOCIAL FABRIC OF AUSTRALIAN and American demographics have changed. Today, ethnic Chinese, many of whose primary language is Mandarin, or a dialect, live abroad in Western countries, but still access Chinese language websites and portals for news and entertainment.
Andrew Collins, founder of Mailman Group in China, highlights this with the fact that 15% of traffic to the official China-based, and Chinese language, Australian Football League (AFL) website actually originates from Australia. Simply put, Chinese Australians living in Australia are often bypassing English language websites, in favour of sites in their preferred, native language.
Established in 1999, Mailman pioneered many of China’s early media and advertising initiatives. Today, the group focuses on social media that spans both Western and Chinese audiences. (Sic)