Often overlooked by marketers in comparison to the tremendous growth of the Hispanic population, Asians comprise a rapidly growing segment of the U.S. population that is not only culturally diverse, but also well-educated, affluent, and media savvy. Asians are expected to continue to grow rapidly as a share of U.S. population. Although they will likely continue to be ranked the third race or ethnic group by size (behind Hispanics and African Americans), they will make up a significant share of population over the next few decades. The fusion of Asian culture into the American mainstream will continue to gain importance and will increasingly gain focus from makers and sellers of consumer products, particularly in West Coast markets and those of the Northeast.
Read more about the media preferences, shopping behavior and acculturation patterns of the Asian consumer in the latest issue of Nielsen’s Consumer Insight.