Today’s 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 baskets—or be front and center across the myriad screens that consumers use throughout their busy days.
Nielsen’s 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, what’s influencing their decisions and how they’re 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.
マリコ・カーペンター戦略提携担当副社長がイベントのヘッドライナーを務め、アジア系アメリカ人に関する7回目となる最新レポート（ニールセンについて ）の主な調査結果を紹介した。この消費者ジャーニーは、別名「購買への道」とも呼ばれ、米国の主流、母国の文化、そして個人的なネットワークの影響を同時に受けている。マリコのプレゼンテーションは、2018年に購買力が1兆ドルを突破した、この豊かで急成長しているセグメントの購買行動に関する実践的で実用的な洞察をマーケッターに与えた。
「アジア系アメリカ人の購買経路は、豊かな文化的伝統と最新のテクノロジーに裏打ちされたユニークなものです。「グローバルに、そしてデジタルにつながるアジア系アメリカ人は、消費者として、またインフルエンサーとして、米国内外の次世代オンライン小売トレンドの形成に不可欠な役割を果たしています。次に何が来るのか』に関心を持つブランドは、この急成長中の予測可能なセグメントを真剣に見る必要があります」。
In addition to Mariko’s 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 community—from Crazy Rich Asians topping the U.S. box office to Congress swearing in a record number of Asian American Pacific Islander elected officials—Nielsen’s 2019 Asian American consumer report has, understandably, garnered an unprecedented amount of national media attention. Read more in NBC News, New York Daily News そして 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 areas—like media, entertainment and politics—that’s enabling our community to pursue dreams and aspirations that were once seemingly inconceivable.”
また、ニールセンのDiverse Intelligence Seriesが提供する、この層へのインサイト の重要性も認められた。
“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,” Edwin said “This 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.
