Todayโs path-to-purchase is anything but linear, and no two consumer paths are identical. As the fabric of the American consumer landscape grows increasingly diverse, marketers need critical insight into how their customers are navigating their purchase decisions if they want to be able to engage with them and land in their shopping basketsโor be front and center across the myriad screens that consumers use throughout their busy days.
Nielsenโs understanding of the complex diversity of the breadth of the American consumer landscape empowers brands and marketers to truly understand how people are engaging with brands, whatโs influencing their decisions and how theyโre spending their time and money. In its ongoing effort to deliver key insight for brands, Nielsen recently highlighted new findings from its latest Diverse Intelligence consumer report on Asian American consumers at a marquee event held at the New York Stock Exchange.
Mariko Carpenter, Wakil Presiden Aliansi Strategis, menjadi pembicara utama dalam acara tersebut dan membagikan temuan-temuan utama dari laporan terbaru, yang ketujuh tentang orang Amerika keturunan Asia, tentang perjalanan konsumen nonlinier kelompok ini. Perjalanan ini, atau dikenal sebagai "jalur pembelian," secara simultan dipengaruhi oleh arus utama AS, budaya asli mereka, dan diinformasikan oleh jaringan pribadi mereka. Presentasi Mariko memberikan wawasan praktis dan dapat ditindaklanjuti kepada para pemasar mengenai perilaku pembelian segmen yang makmur dan berkembang pesat ini, yang melampaui daya beli sebesar $1 triliun pada tahun 2018.
"Jalur pembelian orang Asia-Amerika merupakan perjalanan unik yang dilatarbelakangi oleh warisan budaya yang kaya dan juga kemajuan teknologi terkini," jelas Mariko. "Masyarakat Asia Amerika yang terhubung secara global dan digital memainkan peran penting, baik sebagai konsumen maupun pemberi pengaruh, dalam membentuk tren ritel online generasi berikutnya di Amerika Serikat dan sekitarnya. Merek-merek yang tertarik dengan 'apa yang akan terjadi selanjutnya' perlu melihat secara serius segmen yang sedang berkembang dan dapat diprediksi ini."
In addition to Marikoโs presentation, the event included a panel discussion about authentic brand engagement with Asian Americans, when and where brands can engage social influencers and the emergence of Asian Americans in mainstream pop culture. The panel featured Edwin Wong, SVP of Insights & Innovation at Vox Media and co-chair of our Asian Pacific American Advisory Council; Helen Bui, Founder & CEO of Notorious; and popular YouTube personality Mike Chen (Strictly Dumpling).
Following a watershed year that featured a number of cultural milestones for the Asian American communityโfrom Crazy Rich Asians topping the U.S. box office to Congress swearing in a record number of Asian American Pacific Islander elected officialsโNielsenโs 2019 Asian American consumer report has, understandably, garnered an unprecedented amount of national media attention. Read more in NBC News, New York Daily News dan MediaPost.
“Asian Americans have a growing voice in our country’s national conversation like never before,” said Helen. “We’re seeing new representation in industries and areasโlike media, entertainment and politicsโthat’s enabling our community to pursue dreams and aspirations that were once seemingly inconceivable.”
Panel tersebut juga mengakui pentingnya wawasan mengenai demografi ini yang diberikan oleh Nielsen's Diverse Intelligence Series.
“Work like Nielsen’s Diverse Intelligence Series allows us to illuminate and contextualize these seismic developments to help educate the public while empowering the Asian American community,โ Edwin said โThis year’s report is a true game changer and it’s an honor to be part of it.”
For additional insights into the Asian American path to purchase, download Informed Influencers and Powerful Purchasers: The Asian American Consumer Journey. You can also learn more about Asian Americans at our microsite, and follow us on Twitter.
