To effectively market to the Asian American demographic, it is crucial to understand their media consumption habits. Representing 7% of the U.S. population, the Asian American community wields significant economic influence, marked by diverse cultural and regional nuances. To gain in-depth insights into this community, the Asian American Audience Insights Report offers valuable analysis and understanding.
/// Streaming: The Modern Paradigm
A Preference for On-Demand Content
As streaming platforms continue to revolutionize the way we consume content, Asian Americans lead the trend, overwhelmingly preferring streaming over other media forms. They have shown a clear inclination towards on-demand content, choosing streaming services over traditional cable and broadcast television. According to the report, Asian Americans favor streaming (43%) over cable (23%) and broadcast (18.5%) TV. YouTube (13.9%), Netflix (9.6%), and Hulu (3%) are the top streaming platforms among this demographic. Additionally, 73% of Asian Americans engage in binge-watching, with 32% doing so sometimes, another 32% doing so often, and 9% always.
The Decline of Traditional TV Viewing
Interestingly, Asian Americans have significantly reduced the time they spend on traditional TV compared to the general U.S. population. They spend 18.5% less time on media overall, with 2 hours less daily than the general population. Instead, they prioritize internet-enabled devices, dedicating only half the time of the general population to live and time-shifted TV. This shift in media consumption highlights the growing importance of digital platforms in reaching and engaging with the Asian American audience.
/// Social Media: Where Connections Happen
Asian Americans' Preferred Platforms
Social media serves as a pivotal connection hub for the Asian American community. The report reveals that LinkedIn (45%), Reddit (29%), and Discord (27%) are widely used platforms among Asian Americans. While YouTube (81%) and Facebook (74%) are highly consumed, they are slightly less preferred compared to other platforms. Mobile phones (85%), laptops (48%), and tablets (22%) are the primary devices used to access social media among Asian Americans.
The Power of Community and Influencers
Influencers and community groups also play a significant role in amplifying engagement levels within the Asian American community. The report indicates that 18% of Asian Americans follow influencer recommendations, 43% seek new ideas, and 27% have made social media purchases in the past year. Additionally, 30% of Asian Americans discuss or research products or services, another 30% follow influencers or groups, and a remarkable 71% watch online videos on platforms such as YouTube, TikTok, Vimeo, and Dailymotion.
/// News Outlets: Staying Informed
Reliable News Sources
Asian Americans prioritize trusted news outlets. While their newspaper consumption is below the U.S. average, this audience will turn to the Wall Street Journal, the New York Times, and the Washington Post at higher rates. These prestigious newspapers are known for their comprehensive coverage and in-depth analysis, making them go-to sources for Asian Americans seeking reliable and accurate information.
In addition to newspapers, Asian Americans also rely on television for their news consumption. They prefer TV networks like BBC, CNBC, and CNN, renowned for their international coverage and top-tier reporting. These networks provide Asian Americans with a global perspective, allowing them to stay informed about domestic and international affairs.
Furthermore, Asian Americans are increasingly turning to podcasts as a source of news. Podcasts offer a convenient and accessible way to consume news, allowing individuals to listen on the go with a diverse range of perspectives and topics.
/// E-Commerce and Shopping: The Digital Marketplace
When shopping, Asian Americans are highly motivated by price (76%), convenience (39%), and reputation (14%). They prioritize products that are high-quality (47%), innovative (14%) and popular (11%). Shopping preferences vary, with 24% mostly shopping online with some physical store visits and 32% splitting their shopping evenly between online and in-store.
Given their skew toward digital content, it’s not surprising that Asian Americans are also more likely to consume advertising online, whether via advertisements on websites or social media (14%) or social media influencers (10%) and video advertisements (10%) on YouTube.
/// Harnessing Insights for Impact
In conclusion, crafting platform-specific strategies is paramount for effectively marketing to the Asian American audience. By harnessing data-driven insights from resources like the Asian American Audience Insights Report, brands can engage with this demographic in a meaningful way. Understanding their media consumption habits, social media preferences, shopping behaviors, and trusted news sources is crucial to building strong connections and driving successful marketing campaigns.
Contact Media Culture today to begin engaging with your target audience!