Nearly four in 10 Americans lack confidence in the media, according to a 2023 Gallup poll. In an election year where more eyes and ears will be on political news and events, how can news media and brands ensure they’re creating trust with audiences actively looking to stay informed? This question is particularly important for the Asian American community.
According to APIA Vote, 83% of Asian American Native Hawaiian Pacific Islanders (AANHPIs) have concerns about misinformation in the U.S. election, among Democrats and Republicans alike. At the same time, 78% of Asian Americans consume news at least once a day and are also 34% more likely to trust in the accuracy of news than the general U.S. population, creating opportunities for news media and brands to connect with the fast-growing segment of the U.S. population with $1.3 trillion in buying power1. Doing so effectively requires a deeper understanding of the relationship between Asian Americans and the news.
亚裔美国人从哪里获得新闻？
与普通人相比，亚裔美国人更倾向于将社交媒体（Instagram、LinkedIn 和 Threads）和新闻聚合网站作为他们获取新闻的首要来源。他们依赖亲朋好友的可能性也比一般人高出 69%，因为亲朋好友是他们紧密团结的社区中的一员，他们可以通过正确的背景和相关信息来解读头条新闻。
尼尔森的研究发现，在报纸内容方面，亚裔受众最有可能转向免费的报纸网站。对于希望在今年吸引亚裔美国人、加拿大人和澳大利亚人受众的营销人员来说，利用非订阅新闻网站和社交媒体平台上的可靠内容来帮助教育亚裔美国人、加拿大人和澳大利亚人选民可能是一个有价值的连接点。
通过代表建立信任
With the always-on connectivity of smartphone apps and sites that Asians prefer, how can brands tap into them to create lasting engagement? Platforms with authentic, representative content is key, as 41% of AANHPI audiences are more likely to buy from brands that advertise with news outlets they trust2.
And here’s where the influence of journalists who are representative of the community comes in. For example, ABC’s World News Tonight with co-anchor Juju Chang and MSNBC’s Morning Joe with frequent reporter Richard Lui are in the top most-watched broadcast news programs for AANHPI viewers.3 And in the 2023 Asian American Journalist Association awards, an Axios project led by three Asian journalists was a winner. Their piece Everything You Need to Know to Vote in the 2022 Midterm Election drove tremendous audience engagement in two of the top sources of news for Asian Americans, Instagram Reels (30% more than previous) and news aggregator site Flipboard (double URL open rates). Stories told about the Asian American community by members of the community create connections with audiences while providing necessary and critical information to drive change and action.
语言媒体的价值
TV news programming plays a much less significant role in AANHPI news engagement compared to other audience populations, but Asian Americans are 57% more likely to get news from international television. Asians make up the fastest-growing ethnic group in the U.S. today, coming from more than 20 countries around the world and speaking more than 50 different languages.
要与多样化的亚裔美国人和越南裔美国人社区建立联系，就不能采取 "一刀切 "的方法。在 2023 年的一份报告中，尼尔森探讨了讲中文、韩语和越南语的人的态度和媒体消费偏好--这三种语言约占亚裔美国人口的 40%，也是在家中使用最多的三种亚裔语言。
More than 40% of total respondents ‘strongly agreed/agreed’ that Asian media offers programs and perspectives they trust. Furthermore, the study shows that more than 50% of Chinese, Korean and Vietnamese respondents prefer to buy brands that advertise on programs reflecting their culture. Opportunities exist for brands that invest part of their advertising spend in in-language media platforms.
在选举年调整媒体计划
随着广告价格的上涨和政治竞选活动对宝贵广告库存的抢购，广告商可以在这个大选年重新考虑他们的媒体计划，并通过他们青睐的社交媒体、聚合网站和广告支持的报纸网站与亚洲受众建立联系。这些渠道的一个好处是，它们提供了一个更有针对性的选择，使营销人员能够更好地衡量投资回报率。
Learn more about reaching Asian American consumers in Nielsen’s latest Diverse Intelligence Series report.
说明
1U.S. Census Projections 2023 and Selig Center for Economic Growth 2022
22024 Nielsen Survey on Trust in Media
3Nielsen National TV Panel, 2023
