“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.”
Nielsen has released the third edition of its Asian-American consumer report: “Asian-Americans: Culturally Connected and Forging the Future”ÛÓ profiling the fastest-growing and most racially diverse segment of the U.S. multicultural majority.
Advertisers are not taking full advantage of the opportunities of marketing to Asian-Americans, according to ThereÛªs Room for More Asian Marketing. Asian-Americans love smartphones and social media.