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.
전략적 제휴 담당 부사장인 마리코 카펜터는 이 행사의 기조연설자로 나서 아시아계 미국인의 비선형적인 소비자 여정에 관한 최신 보고서의 주요 연구 결과를 공유했습니다(7번째 보고서). '구매 경로'라고도 불리는 이 여정은 미국 주류와 그들의 고유 문화에 영향을 받는 동시에 개인 네트워크에 의해 정보를 얻습니다. 마리코의 프레젠테이션은 마케터들에게 2018년 구매력 1조 달러를 돌파한 이 부유하고 빠르게 성장하는 세대의 구매 행동에 대한 실용적이고 실행 가능한 인사이트를 제공했습니다.
"아시아계 미국인의 구매 여정은 풍부한 문화적 유산과 최신 기술의 발전이 결합된 독특한 여정입니다."라고 마리코는 설명합니다. "전 세계적으로 디지털로 연결된 아시아계 미국인들은 소비자와 인플루언서로서 미국과 그 밖의 지역에서 차세대 온라인 리테일 트렌드를 형성하는 데 중요한 역할을 하고 있습니다. '다음 단계'에 관심이 있는 브랜드는 이 급성장하고 예측 가능한 세그먼트에 대해 진지하게 살펴볼 필요가 있습니다."
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 그리고 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.”
패널은 또한 닐슨의 다양한 인텔리전스 시리즈가 제공하는 인구 통계에 대한 인사이트의 중요성을 인정했습니다.
“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.
