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.
战略联盟副总裁玛丽科-卡彭特（Mariko Carpenter）主持了此次活动，并分享了最新报告（第七份关于亚裔美国人的报告）中关于亚裔美国人非线性消费历程的重要发现。这一过程也被称为 "购买之路"，同时受到美国主流文化、本土文化和个人网络的影响。Mariko 的演讲为营销人员提供了关于这一富裕且快速增长的群体购买行为的实用且可操作的见解，该群体的购买力在 2018 年超过了 1 万亿美元。
"Mariko 解释说："亚裔美国人的购买之路是一个独特的旅程，既有丰富的文化遗产，也有最新的技术进步。"与全球和数字相连的亚裔美国人作为消费者和影响者，在塑造美国及其他地区下一代在线零售趋势方面发挥着不可或缺的作用。对'下一步是什么'感兴趣的品牌需要认真研究这一新兴的、具有预测性的细分市场。
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 和 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.”
讨论小组还承认，尼尔森 "多元化情报系列 "对这一人群的洞察力非常重要。
“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.
