2024 Série Diverse Intelligence
Reaching Asian
American Audiences
Understanding Asian influence
and media consumption
The Asian American, Native Hawaiian and Pacific Islanders (AANHPI) are a valuable group for marketers to engage. Understanding their media preferences is critical to resonating in the long term with this diverse community.
Croître en influence et en pouvoir
The AANHPI community consists of about 22 million people with roots in more than 20 countries, each with unique cultures, languages and experiences. Brands, media platforms and community organizations looking to reach this diverse and growing population need to understand better who they are, what they care about and how they’re spending.
En 2060
Les Américains d'origine asiatique disposent d'un pouvoir d'achat considérable : avec 1
Près de deux tiers des membres de l'AANHPI cesseront d'acheter auprès de marques qui dévalorisent leur communauté.
Sources des données : U.S. Census, Selig Center for Economic Growth, and Nielsen Attitudes on Representation Study 2024
Rencontrer les consommateurs de l'AANHPI là où ils regardent et dépensent
Ce rapport se penche sur les dépenses et les habitudes médiatiques des Américains d'origine asiatique afin d'aider les spécialistes du marketing à s'engager de manière pertinente.
Un puissant groupe de consommateurs
Asian Americans have tremendous spending capabilities, with a median household income of $104,646, well above average income for the U.S.
Le public de l'AANHPI est un super streamer
Compared to the general population, Asian Americans spend less time with traditional media channels. Streaming, however, stands out as an area of opportunity. Asian Americans are voracious streaming consumers, with 45.4% of total TV time spent with streaming services.
La représentation résonne pour un retour sur investissement à long terme
Representation goes a long way toward creating trust with AANHPI audiences, ultimately building brand affinity and delivering long-term returns on your investment (ROI) with this community.
Les informations sur l'audience des Américains d'origine asiatique dont vous avez besoin
Asian audiences cannot be gained through a “general market” approach—there are distinct patterns of engagement, trust and affinity. Download the Reaching Asian American Audiences: Understanding Asian influence and media consumption report to understand this audience better and earn long-term brand trust.
