Start Marketing to Overlooked Asian Consumers

Advertisers are not taking full advantage of the opportunities of marketing to Asian-​Americans, according to There's Room for More Asian Marketing. Asian-​Americans love smartphones and social media. In Asian Fortune News, Bill Imada said that more than 70% of Asian-​Americans use smartphones, the highest rate of any other American ethnic group.

Tommy Ng, general manager at Admerasia, said in Asian Fortune News: Some of the fastest growing segments of the Asian-​American community are consumers who hail from China and India. Smart marketers see this trend and are already thinking of ways to address these consumers.

A 2013 Nielsen report labeled Asian-​Americans as significant, sophisticated, and savvy. The report suggested that this community was an affluent and quickly growing market segment.

This population involves a wide range of ethnic origins, ages and backgrounds. Ng believes each population merits its own marketing strategy. He also notes that, as with other ethnic groups, Asian Millennials are front and center.

Social media is particularly important to Asians. According to Imada, mobile chat applications are gaining ground in Asian communities. Many Asians use chat applications like Kakao, Viber, Tango, WeChat and WhatsApp to communicate with people in their home countries.

But social media strategies should not stand alone. Imada believes an integrated strategy involving traditional media, social media and grass roots initiatives is the best way to communicate with Asian-​Americans. This includes participating at community festivals, panel discussions, and cultural events.

40% of Asians and Asian-​Americans living in the United States are aged 25 to 34, according to AudienceSCAN results. 42% are divorced and single, and this group is 232% more likely to be. 21.5% have children younger than 5 at home. 47% are renters and 41% live in cities. Traveling across the states is enjoyable to 36% of Asians in America.

You can reach this audience on sponsored search results: 44% took action after seeing an ad here in the past month. They're also fans of daily deals and banner ads, with 64% and 63%, respectively, taking action based on these in the past year. This group of savers like coupons too — 40% said a coupon led them to start online searches.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.