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Hispanic Americans, African Americans, and Asian Americans make up 18.1%, 13.4%, and 5.8%, respectively, of consumers in the U.S., according to PQ Media and ANA AIMM’s U.S. Multicultural Media Forecast 2019. Yet, the marketing revenue for all of these demographics combined last year was only 5.17%.
Tag: Asian American
Retailers to Target Asian-American Consumers Digitally
"Asian Americans are among the most digitally enabled and tech-adopting consumers in the country, and that plays a big role in how this group is influenced, engages with brands, seeks out information makes purchase decisions and ultimately decides which products and services to buy, reports Nielsen. This process is often described as the path to purchase. Brands able to connect with Asian American consumers along this path can form mutually beneficial relationships with a powerful consumer group, while also peeking around the corner at the future of consumption among all consumers."
The Average Asian-American Spends $1,151 Each Year Shopping Online
"Asian Americans’ preference for everything digital boils down to two things: convenience and customization, according to Nielsen. What if they’re away from the TV? No problem, as most programs can be streamed on a smartphone. What if they want news designed specifically for them? That’s easy, by tuning into an online Asian-American news show broadcast. The convenience that mobile devices have brought to digital content platforms can also be found in the ever-growing world of e‑commerce, where Asian Americans lead, both in total dollars spent and in number of purchases made."
Upscale Asian Americans to Become New Target Audience for Advertisers
Marketers surely couldn’t miss the news reports earlier this summer that proclaimed Asian Americans to be the fast growing immigrant group in the U.S. While Asian-Americans comprise only 5.8% of the population, they possess tremendous spending power. Researchers point out that on a per capita basis, Asian-American spend more than Hispanics or African-Americans so marketers should be fine-tuning their plans to target this group.
