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.
Mariko Carpenter, vice-presidente de Alianças Estratégicas, foi a principal palestrante do evento e compartilhou as principais conclusões do último relatório, o sétimo sobre os asiático-americanos, sobre a jornada não linear desse grupo de consumidores. Essa jornada, também conhecida como “caminho para a compra”, é influenciada simultaneamente pela cultura dominante dos EUA, pela cultura nativa desses consumidores e pelas informações obtidas por meio de suas redes pessoais. A apresentação de Mariko deu aos profissionais de marketing insights práticos e acionáveis sobre os comportamentos de compra desse segmento rico e em rápido crescimento, que ultrapassou US$ 1 trilhão em poder de compra em 2018.
“O caminho asiático-americano para a compra é uma jornada única, influenciada por uma rica herança cultural e pelos mais recentes avanços tecnológicos”, explicou Mariko. “Os asiático-americanos, conectados globalmente e digitalmente, estão desempenhando papéis essenciais, tanto como consumidores quanto como influenciadores, na definição das tendências da próxima geração do varejo online nos Estados Unidos e além. As marcas interessadas no ‘que vem a seguir’ precisam analisar seriamente esse segmento promissor e preditivo.”
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 e 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.”
O painel também reconheceu a importância das informações sobre esse grupo demográfico fornecidas pela série Diverse Intelligence da Nielsen.
“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.
