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Asian Americans

1 minute read | May 2018

Digital Lives And Growing Influence

Asian-American consumers are embracing new apps, trying new devices, and creating content on new platforms. Thanks to the democratization of media, Asian-American consumers are making successful careers—building their own powerful brands—as social media influencers and content creators. Through smartphones, tablets and multimedia devices, they have a real-time connection to people and culture in Asia, making Asian-American consumers the true bridge between the East and the West.

The buying power of Asian-American consumers has grown the fastest of all ethnic groups since 2000, reaching $986 billion in 2017, and projected to be $1.3 trillion by 2022. Asian-American consumers are expanding their influence and voicing their preferences as customers, audiences and voters like never before. Thus, understanding Asian-Americans has become more important for any organization servicing the American public.

This report reveals Asian-American consumers as predictive adopters of new media and technology: which platforms consumers use to watch their favorite shows, what they buy online, and which apps they choose to enhance their everyday lives. Within this diverse group is also a strong and powerful Asian-American Millennial generation whose profile differs from their elders and from their non-Hispanic White Millennial counterparts. Asian Americans are also capturing the spotlight and becoming influencers as food bloggers, social media personalities, and sports stars.

For brands and marketers, this report will serve as the tool to connect with Asian-American consumers, gain their loyalty and grow the business.

Non-Food Items for the Home Purchased Online

Asian-American households are heavy buyers of non-food items for the home, using online providers to get exactly what they need with increased satisfaction and ease of comparison shopping. Asian-Americans spend more online than non-Hispanic Whites on many categories, including hair care, oral hygiene, skin care, housewares, computer and electronic products and household supplies.

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