New York, NY – June 11, 2015 – Nielsen has released the third edition of its Asian-American consumer report: Asian-Americans: Culturally Connected and Forging the Future—profiling the fastest-growing and most racially diverse segment of the U.S. multicultural majority. As part of Nielsen’s ongoing efforts to provide insights that help marketers understand and better serve Asian-American consumers, the report highlights how this flourishing segment is making a powerful impact on today’s U.S. economy and culture with their unique tastes, preferences and trendsetting habits.
“Asian-Americans are focused on the future, trendsetting and leading the way in technology, digital entertainment and fresh food while maintaining strong ties to their cultural heritage,” said Betty Lo, vice president, Community Alliances & Consumer Engagement, Nielsen. “Increasingly ambicultural, Asian-Americans’ cultural identities are shaping the mainstream market.”
This report examines Asian-American consumption behaviors in relation to the food, beverage, and health and beauty categories. In addition, Nielsen has provided more detail on the ever-evolving technology and digital content categories, where Asian-Americans continue to over index and are trendsetters when compared to the general consumer market.
Insights from the report show:
Nielsen worked closely with its Asian Pacific American External Advisory Council, which is comprised of industry, community, academia and business leaders, to establish best practices for panel recruitment and procedures to better reflect the consumer habits of the Asian-American community. In addition, Nielsen continues to partner with Asian-American and Pacific Islander-serving organizations to understand what issues matter most to this uniquely diverse community.
“We are proud to work closely with Nielsen to accurately reflect the unique patterns and behaviors that make up the multi-faceted Asian-American community,” said Mike Sherman, co-chair, Nielsen Asian Pacific American External Advisory Council and Asian-American Advertising Federation (3AF) board member. “Diverse voices matter, and in order to ensure they are heard loud and clear, we encourage Asian-Americans to say ‘yes’ if the opportunity to participate as a Nielsen household arises.”
To download a copy of the full report, please visit www.nielsen.com.
*Selig Center for Economic Growth, Multicultural Economy 2014
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.
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