AANHPIใฎ่ฆ่ด่ ใฏใใใใใใชใใฏในใจใขใใพใณใซ่ฒปใใๆ้ใฎๅฒๅใซใใใฆใๅ จ็ฑณใฎ่ฆ่ด่ ใไธๅใใ
ใขใธใข็ณปใขใกใชใซไบบใฎใฏใผใซใใทใชใผใบ่ฆ่ด็ใ2024ๅนดใซ146๏ผ ๆฅๅข
AANHPIๅฅณๆงใฏใในใญใณใฑใขใซ500ใใซไปฅไธไฝฟใๅพๅใ83๏ผ ้ซใใ
NEW YORK โ Asian American, Native Hawaiian, and Pacific Islander (AANHPI) consumers are driving major shifts in digital commerce, sports engagement, and beauty trends, according to Nielsenโs latest 2025 report โ Breakthrough ROI: Investing in Asian American audiences and media.
AANHPIใฎๆไบบใฏใใธใฟใซๆฅ็ถใ็ใใงใ้ฑใซ9ๆ้6ๅใใณใณใใฅใผใฟใผใซใญใฐใชใณใใฆใใใใใใฏ็ฑณๅฝใฎๅ จๆไบบใใ1ๆ้่ฟใๅคใใ2025ๅนด1ๆไปฅ้ใใขใธใข็ณปใขใกใชใซไบบใฎ็ทใใฌใ่ฆ่ดๆ้ใฎ53๏ผ ใในใใชใผใใณใฐใๅ ใใใใใซใชใใๆจๅนดใฎ45๏ผ ใใๅขๅ ใใใใใฎใใกใฎ20๏ผ ใฏYouTubeใง่ฆ่ดใใใฆใใใใใใฏๅ จ็ฑณไบบๅฃใฎใปใผ2ๅใงใใใ
ใใฉใณใใฎใใธใฟใซๅบๅใธใฎๆ่ณใๅขๅ ใใไธญ๏ผใใผใฑใฟใผใฎ83๏ผ ใ2025ๅนดใซใใธใฟใซใใฃใใซใธใฎๆฏๅบใทใใใ่จ็ปใใฆใใ๏ผใAANHPIใชใผใใฃใจใณในใฏ้่ฆใชๅใจใชใฃใฆใใใๅฝผใใฏใใธใฟใซใปใใกใผในใใฎ่ฒทใ็ฉๅฎขใงใใใ43๏ผ ใใฝใผใทใฃใซใกใใฃใขๅบๅใใฏใชใใฏใใใใจใใใใฎใซๅฏพใใ็ฑณๅฝใฎ็ทไบบๅฃใฏ36๏ผ ใงใใใๅฎ้ใใขใธใข็ณปใขใกใชใซไบบใฏ็ฑณๅฝใฎๆไบบไบบๅฃใใใ1ๆ้่ฟใๅคใใชใณใฉใคใณใๅฉ็จใใฆใใใๅฐๅฃฒๆฅญ่ ใฎใฆใงใใตใคใใซๆฒ่ผใใใฆใใๅบๅใใๆฐๅๅใฎ็บ่ฆใซๅฝน็ซใคใจๆใใๅพๅใ้ซใใ
โAs digital media and commerce evolve, Asian American consumers are leading the charge, embracing interactive and shoppable ad experiences at higher rates than the general population,โ says Stacie M. de Armas, Senior Vice President of Diverse Insights & Intelligence at Nielsen. โMarketers who recognize the importance of cultural connection in their digital strategies will build stronger relationships with this influential and engaged audience.โ
AANHPIในใใผใใธใฎๅใ็ตใฟใๅขๅ ไธญ
AANHPIใฎ่ฆ่ด่ ใฏใใใใพใงไปฅไธใซใฉใคใในใใผใใ่ฆ่ดใใฆใใใไธ่ฌ่ฆ่ด่ ใใใ่ฆ่ดๆ้ใ15๏ผ ้ทใใในใใผใๅฐ็จในใใชใผใใณใฐใใฉใใใใฉใผใ ใธใฎ่ณผ่ชญ็ณใ่พผใฟ 33๏ผ ๅคใใในใใผใใใใใญใฃในใใฎใชในใใผใๆฅๆ้ทใใฆใใใ2022ๅนดใใ2024ๅนดใฎ้ใซ28%ๅขๅ ใใฆใใใ
ใใใใฎ่ฆ่ด่ ใฏใใขใธใข็ณปใขใกใชใซไบบใฎ่ฆ่ด็ใ146๏ผ ๆฅๅขใใ2024ๅนดใฎใฏใผใซใใทใชใผใบใใใๅฅณๅญใในใฑใใใใผใซใธใฎ้ขๅฟใฎๆฅไธๆใซ่ณใใพใงใในใใผใ็ใฎ้่ฆใช็ฌ้ใๅขๅน ใใไธใง้่ฆใชๅฝนๅฒใๆใใใฆใใใ2024ๅนดNCAAๅฅณๅญใในใฑใใใใผใซ้ธๆๆจฉใฎAANHPI่ฆ่ด็ใฏๅๅนดๆฏ็ด70๏ผ ๅขใWNBAใใฉใใใฏ240๏ผ ๅขใจใชใฃใใไปๅนดใWNBAใงใฏใใใฟใชใผใปใใซใปใใชใผใฐๅใฎใขใธใข็ณปใขใกใชใซไบบใฎใใใใณใผใใจใชใใๆฐ็ใดใผใซใใณในใใผใใปใดใกใซใญใชใผใบใ็ใใใใจใซใชใใใใชใใทใขใฎ่กใๅผใใใปใใใปใใชใใชใฎใใใช้ธๆใใใกใณใฎ้ใงๅขใใๅขใ็ถใใฆใใใ
ใพใใใขใธใขใซๅผทใใซใผใใๆใคใฐใญใผใใซในใใผใใ็นใซใฏใชใฑใใใฎ็ใไธใใใ้ซใพใฃใฆใใใ็ฑณๅฝใฎๆไบบใฎ13๏ผ ใใฏใชใฑใใใใกใณใงใใใใใฎไธๅ ใฏๆฅๆ้ทใใใคใณใ็ณปไฝๆฐใซใใใ2024ๅนดใซ็ฑณๅฝใๅ ฑๅฌใใICC็ทๅญT20ใฏใผใซใใซใใใฏ่จ้ฒ็ใช่ฆณๅฎขๅๅกๆฐใ่จ้ฒใใ2028ๅนดใซใญใตใณใผใซในใง้ๅฌใใใใฏใชใฑใใใฎใชใชใณใใใฏใใใฅใผใฏใใใใชใ็ฅๅๅบฆใฎๅไธใ็ดๆใใฆใใใ
ใใกใณใใ ใๆ้ทใใใซใคใใ่กจ็พใซๅฏพใใๆฌฒๆฑใ้ซใพใฃใฆใใ๏ผAANHPIใฎในใใผใ่ฆ่ด่ ใฎ37๏ผ ใใ่ฉฆๅไธญใซใใฃใจๆๅ็ใช้ข้ฃๆงใฎใใๅบๅใๆใใจ็ญใใฆใใใใใฉใณใใๆฌ็ฉใงใใใใจใ็คบใๆ็ขบใชๆฉไผใ็คบใใฆใใใ
AANHPIๅฅณๆงใ็พๅฎนใใฌใณใใ็ฝๅผใใ
AANHPI women are shaping beauty trends and spending big on skincare and cosmetics. Influences like Korean beauty (K-beauty) and South Asian Ayurvedic hair care have gone mainstream, bolstered by cultural moments such as Bridgertonโs depiction of traditional hair oiling and Beyoncรฉโs Cรฉcred haircare line, which features fermented rice water, a staple in Asian beauty practices. Nielsenโs data shows that AANHPI women are 83% more likely to have spent over $500 on skincare and 53% more likely to have done the same for cosmetics and perfumes.
AANHPIใฎใใธใฟใซใปใจใณใฒใผใธใกใณใใๆฅญ็ใฎๆ้ทใๅพๆผใใใฆใใใๅฝผใใฏUltaใSephoraใฎใใใช็พๅฎนๅฐๅฃฒใขใใชใใใฆใณใญใผใใใๅพๅใไธ่ฌไบบๅฃใใใ้ซใใใใฎๆถ่ฒปๅใซใใใใใคใฌใฟใชใผใจๅ็ฒงๅใฎๅบๅไบ็ฎ ๅๅนดๆฏ8๏ผ ๅขใจใชใใๆด้กๆ๏ผ28๏ผ ๅข๏ผใใขใคในใใฃใฉใคใถใผ๏ผ16๏ผ ๅข๏ผใชใฉใฎในใญใณใฑใขใซใใดใชใผใๅคงใใไผธใณใฆใใใ
AANHPIๆถ่ฒป่ ใใกใใฃใขใจๅๆฅญใฎๆชๆฅใๅฎ็พฉใใ
ใใธใฟใซใปใทใงใใใณใฐใฎ็ฟๆ ฃใฎๅฝขๆใใใในใใผใใปใจใณใฒใผใธใกใณใใฎไฟ้ฒใ็พๅฎนใใฌใณใใฎๅๅฎ็พฉใซ่ณใใพใงใAANHPIใฎๆถ่ฒป่ ใฏใใใฉใณใใ่ฆ้ใใใใจใฎใงใใชใ้่ฆใชใชใผใใฃใจใณในใงใใใ
“AANHPIs are a driving force in the economy, shaping markets as influential consumers and leaders,” says Jeremy Tran, Executive Director and COO of Gold House. “In todayโs economic climate, their influence is more critical than everโfueling industries from beauty to sports and beyond. By recognizing and investing in this community, brands and businesses can unlock new opportunities for growth and innovation.”
2025ๅนด็ใฌใใผใใฎใใฎไปใฎไธปใชใใคใฉใคใใฏไปฅไธใฎ้ใ๏ผ
- AANHPIใฎๆถ่ฒป่ ใฎ59%ใฏใใใฉใณใใ่ชๅใใกใ้ขๅฟใๅฏใใใใผใซใปใณใซใคใใฆๆฏๆดใใฆใใใใใจใๆๅพ ใใฆใใใ
- AANHPIใใฌใใขใซไธไปฃใฎๆถ่ฒป่ ใฎ70๏ผ ใฏใ่ชๅใใกใฎใณใใฅใใใฃใ่ปฝใใใใใฉใณใใใใฎ่ณผๅ ฅใใใใใ ใใใ
- ใใใใญใฃในใใงใฏใCPGๅบๅไธปใฎใใฉใณใๆณ่ตท็ใฏใๅ จไฝใฎ59๏ผ ใซๅฏพใใAANHPIใชในใใผใฏ80๏ผ ใงใใใ
- 50๏ฝ64ๆญณใฎใขใธใข็ณปใขใกใชใซไบบใฏใ่ณผๅ ฅๅใฎๅๅ่ฉไพกใซใคใณใฟใผใใใใๅค็จใใๅพๅใๅ จ็ฑณใใ8๏ผ ้ซใใ
- 2025ๅนด1ๆ็พๅจใใขใธใข็ณปใขใกใชใซไบบใฎ็ทใใฌใ่ฆ่ดๆ้ใฎๅๅไปฅไธ๏ผ53๏ผ ๏ผใในใใชใผใใณใฐใๅ ใใฆใใใๆจๅนดใฎ45๏ผ ใใไธๆใใฆใใใใใใฆใใใผใซใปใณใซใคใใฆ ใใฎใใกใฎ20๏ผ ใYouTubeใง่ฆ่ดใใใฆใใใ
- AANHPIใฎ่ฆ่ด่ ใฏใใใใใใชใใฏใน๏ผ128ๆฌ๏ผใจใขใใพใณ๏ผ198ๆฌ๏ผใซ่ฒปใใๆ้ใฎๅฒๅใงๅ จ็ฑณใไธๅใฃใฆใใใใขใธใข็ณปใฟใฌใณใใๅบๆผใใ็ช็ตใฎๅฒๅใใใใใ39.4๏ผ ใจ35.5๏ผ ใจๆใ้ซใใ
Download the 2025 report ็ปๆ็ใชROI๏ผใขใธใข็ณปใขใกใชใซไบบใฎ่ฆ่ด่ ใจใกใใฃใขใธใฎๆ่ณ for more details and insights. Please visit www.nielsen.com/asian-american to learn more.ย
ใใผใซใปใณใซใคใใฆ
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiencesโnow and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, Facebook ใใใฆ Instagram). Audience Is Everythingยฎ
