Nearly four in 10 Americans lack confidence in the media, according to a 2023 Gallup poll.ย In an election year where more eyes and ears will be on political news and events, how can news media and brands ensure theyโre creating trust with audiences actively looking to stay informed? This question is particularly important for the Asian American community.
According to APIA Vote, 83% of Asian American Native Hawaiian Pacific Islanders (AANHPIs) have concerns about misinformation in the U.S. election, among Democrats and Republicans alike. At the same time, 78% of Asian Americans consume news at least once a day and are also 34% more likely to trust in the accuracy of news than the general U.S. population, creating opportunities for news media and brands to connect with the fast-growing segment of the U.S. population with $1.3 trillion in buying power1. Doing so effectively requires a deeper understanding of the relationship between Asian Americans and the news.
Dari mana orang Asia-Amerika mendapatkan berita?
Warga Amerika keturunan Asia lebih cenderung menggunakan media sosial (Instagram, LinkedIn, dan Threads) dan situs agregator berita sebagai sumber utama untuk mendapatkan berita. Mereka juga 69% lebih mungkin mengandalkan teman dan keluarga, pergi ke orang-orang di komunitas mereka yang erat yang dapat menguraikan berita utama dengan konteks yang tepat dan informasi yang relevan.
Dalam hal konten surat kabar, penelitian Nielsen menemukan bahwa audiens Asia kemungkinan besar akan beralih ke situs web surat kabar gratis. Bagi para pemasar yang ingin melibatkan audiens AANHPI tahun ini, memanfaatkan konten yang dapat diandalkan di situs berita non-berlangganan dan platform media sosial untuk membantu mengedukasi para pemilih AANHPI dapat menjadi titik penghubung yang berharga.
Membangun kepercayaan melalui representasi
With the always-on connectivity of smartphone apps and sites that Asians prefer, how can brands tap into them to create lasting engagement? Platforms with authentic, representative content is key, as 41% of AANHPI audiences are more likely to buy from brands that advertise with news outlets they trust2.ย
And hereโs where the influence of journalists who are representative of the community comes in. For example, ABCโs World News Tonight with co-anchor Juju Chang and MSNBCโs Morning Joe with frequent reporter Richard Lui are in the top most-watched broadcast news programs for AANHPI viewers.3 And in the 2023 Asian American Journalist Association awards, an Axios project led by three Asian journalists was a winner. Their piece Everything You Need to Know to Vote in the 2022 Midterm Election drove tremendous audience engagement in two of the top sources of news for Asian Americans, Instagram Reels (30% more than previous) and news aggregator site Flipboard (double URL open rates). Stories told about the Asian American community by members of the community create connections with audiences while providing necessary and critical information to drive change and action.
Nilai dari media dalam bahasa
TV news programming plays a much less significant role in AANHPI news engagement compared to other audience populations, but Asian Americans are 57% more likely to get news from international television. Asians make up the fastest-growing ethnic group in the U.S. today, coming from more than 20 countries around the world and speaking more than 50 different languages.ย
Berhubungan dengan komunitas AANHPI yang beragam membutuhkan lebih dari sekadar pendekatan yang cocok untuk semua. Dalam laporan tahun 2023, Nielsen mengeksplorasi sikap dan preferensi konsumsi media penutur bahasa Mandarin, Korea, dan Vietnam-yang mewakili sekitar 40% populasi Asia Amerika dan tiga bahasa Asia yang paling banyak digunakan di rumah.
More than 40% of total respondents ‘strongly agreed/agreed’ that Asian media offers programs and perspectives they trust. Furthermore, the study shows that more than 50% of Chinese, Korean and Vietnamese respondents prefer to buy brands that advertise on programs reflecting their culture. Opportunities exist for brands that invest part of their advertising spend in in-language media platforms.
Menyesuaikan rencana media di tahun pemilu
Ketika harga iklan meningkat dengan kampanye politik yang memborong inventaris iklan yang berharga, pengiklan dapat mengambil manfaat dengan memikirkan kembali rencana media mereka selama tahun pemilihan umum ini dan terhubung dengan audiens Asia melalui media sosial, situs agregator, dan situs surat kabar yang didukung iklan yang mereka sukai. Salah satu manfaat dari saluran-saluran ini adalah bahwa mereka menyajikan pilihan yang lebih terarah-memberikan pemasar pengukuran ROI yang lebih baik.ย
Learn more about reaching Asian American consumers in Nielsenโs latest Seri Intelijen yang Beragam report.
Catatan
1U.S. Census Projections 2023 and Selig Center for Economic Growth 2022
22024 Nielsen Survey on Trust in Media
3Nielsen National TV Panel, 2023
