Nielsen releases second report on Asian American consumers highlighting purchasing and viewing habits
NEW YORK--(BUSINESS WIRE)-- Asian Americans are the fastest-growing multicultural group in the U.S. and are 54 percent more likely than overall U.S. households to have incomes of $100,000.00 or more according to a new report released today by Nielsen, a leading global provider of information and insights into what consumers watch and buy. Nielsen’s Significant, Sophisticated and Savvy: The Asian American Consumer 2013 Report, provides an in-depth look into the unique purchasing and viewing habits, as well as lifestyle trends, of Asian Americans. It is part of Nielsen’s Diverse Intelligence Insights Series, which is a collection of reports on multicultural consumers.
“Nielsen’s insights demonstrate the expanding opportunities and the positive impact this important ethnic segment can have on businesses and American culture,” said Don Lowery, senior vice president of public affairs and government relations, Nielsen. “These demographic insights and consumer trends offer opportunities for community organizations, companies and marketers to tap into this consumer segment.”
Key insights from the report include:
“Nielsen’s information shows that Asian Americans are a unique, multifaceted group of consumers with different purchasing behaviors and viewing patterns from the general population,” said Betty Lo, vice president of public affairs, Nielsen. “Building on their heritage, academic achievement, adaptability and rising spending clout, Asian American consumers are a powerful economic and influential force.”
To accurately understand and portray the Asian American population, Nielsen has continued to collaborate with its Asian Pacific American External Advisory Council (APAAC), which is comprised of industry, community, academia and business leaders. The council advises Nielsen on best practices for panel recruitment and accurate measurement procedures to better reflect the consumer habits of the Asian American community.
“We applaud Nielsen’s commitment to helping corporations understand the economic clout Asian Americans have as consumers and trendsetters,” said Karen Narasaki, co-chair, Asian Pacific American External Advisory Council, Nielsen. “This second report provides valuable data and insights for businesses, agencies and other institutions interested in effectively reaching and providing products and services that meet the needs and interests of this important consumer group.”
To download a copy of the full report, please visit www.nielsen.com.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
1 UGA Selig Center Multicultural Economy Study 2012
Source: Nielsen Holdings N.V.