NEW YORK, May 9, 2019 /PRNewswire/ -- Asian Americans
hold a unique and powerful position as both financial drivers and
influencers in today's digitally powered path to purchase.
Nielsen's newly published Diverse Intelligence Series consumer
report, Informed Influencers and Powerful Purchasers: The Asian
American Consumer Journey, examines Asian Americans' dynamic
role in today's digitally and socially driven retail economy. With
internet access available in 99% of Asian American households
(versus 93% of the total U.S. population), tech-savvy Asian
Americans are not only making online purchases at a 34% higher
rate, but are also voicing their opinions and posting influential
reviews at a market-changing pace. For example, 24% more Asian
Americans agree that rating and reviewing is an important reason
for social media.
Featuring all-new research, data and insights, this year's
report—the seventh in Nielsen's Diverse Intelligence Series on
Asian Americans—traces the non-linear sequence of events that guide
this affluent and fast-growing segment, which surpassed
$1 trillion in buying power in 2018,
to make purchases. Frequently, Asian Americans' consumer journeys
begin with a recommendation or review from a friend or family
member. In fact, Asian Americans are 50% more likely to use the
internet/apps for consumer reviews. Additionally, Asian Americans
are adept users of emerging technology, and are much more likely to
view content via digital platforms like subscription video
on-demand (SVOD) and to make online purchases. Companies looking to
drive growth with Asian American consumers must have a robust
digital outreach strategy that also speaks to the diverse cultural
experiences of these consumers that, in tandem, drive their unique
consumer journeys. Further, companies seeking growth of any kind
within a rapidly diversifying U.S. population can only reach their
goals by reaching multicultural consumers, who constitute some of
the fastest-growing demographic groups in the U.S.
"The Asian American path to purchase is a unique journey that's
informed by a rich cultural heritage as well as the latest
advancements in technology," stated Mariko
Carpenter, Nielsen's Vice President of Strategic Alliances.
"Globally and digitally connected Asian Americans are playing
integral roles, both as consumers and influencers, in shaping the
next generation of retail and e-commerce trends in the U.S. and
beyond. Brands interested in 'what's next' need to take a serious
look at this burgeoning and predictive segment."
For Asian Americans, the consumer journey is a circular model
that begins with scouring product reviews during the discovery
phase and providing feedback after the purchase. Due to Asian
Americans' proclivity for reviewing the products they purchase, a
favorable experience can turn these consumers into brand loyalists
with the power to influence their friends, families and entire
consumer groups and product categories. This influence can be seen
in the fact that products like sushi, Asian dumpling appetizers and
naan bread have experienced at least 11% revenue growth over the
past three years alone. The Asian American path to purchase is
affected by a myriad of influences that are heavily rooted in
cultural traditions as well as their cross-cultural identity.
Understanding these drivers of behavior is essential for marketers
to exercise empathy and establish real connections with Asian
American consumers.
Key insights featured in the report include:
- The Asian American Path to Purchase Begins with Family
and Friends
-
- 53% of Asian Americans agree with the statement "My spouse has
a significant impact on the brands I choose" while 42% cite the
influence of their children.
- 29% of Asian Americans agree with "I prefer to buy things my
friends or neighbors would approve of" (over-indexing by 15%).
- Asian Americans Prefer to Consume Content
Digitally
-
- 97% of Asian American households have a smartphone,
over-indexing against the total population by 6%, and 89% have a
computer, over-indexing by 13%.
- The reach of social networking on a computer, and video on a
computer are where Asian Americans over-index most against the
total population. Overall, the reach of internet-connected devices
is 22% higher among Asian Americans—with video on a computer,
social networking on a computer, and internet on a computer
over-indexing by 21%, 24% and 15%, respectively.
- Social Media's Role in the Interactive Consumer
Journey
-
- Asian Americans exceed the total population in their use of
social media for product research and engagement. Twenty-six
percent of Asian Americans agree that finding out about products
and services is an important reason for using social media
(over-indexing by 14%).
- Asian Americans agree that gaining access to VIP or
members-only events is an important reason to use social media
(14%, over-indexing by 31%).
- Asian Americans Are Leaders in Online
Shopping
-
- 87% of Asian Americans have made an online purchase in the last
12 months (over-indexing by 22%).
- Online grocery shopping is gaining acceptance faster with Asian
Americans than the total population. In the last 12 months, 23% of
Asian Americans bought groceries online (over-indexing by
66%).
- Asian Americans As Shopping Influencers
-
- 32% of Asian Americans agree that they "like to share my
opinions about products and services by posting reviews and ratings
online."
- 71% of Asian Americans recommend food products, 68% recommend
automobiles and 43% are eager to share their technology opinions
(over-indexing the general population by 29%).
"Nielsen has been a pioneer in evangelizing the growth potential
for brands that are able to connect authentically with Asian
American consumers," said Frank
Washington, CEO of Crossings TV and member of Nielsen's
Asian Pacific American Advisory Council. "In today's social media-
and technology-driven communications and retail landscape, this
segment is vital to any brand's holistic marketing and growth
strategies."
For more details and insights, download Informed Influencers
and Powerful Purchasers: The Asian American Consumer Journey.
Please visit http://nielsen.com/asianamericans to learn more. Join
the discussion on Facebook (Nielsen Community) and follow us on
Twitter (@NielsenKnows).
ABOUT THE NIELSEN DIVERSE INTELLIGENCE SERIES
In
2011, Nielsen launched the Diverse Intelligence Series, a robust
portfolio of comprehensive reports that focus solely on diverse
consumers' unique consumption and purchasing habits. The series has
become an industry resource to help brands better understand and
reach ethnic customers.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a
global measurement and data analytics company that provides the
most complete and trusted view available of consumers and markets
worldwide. Our approach marries proprietary Nielsen data with other
data sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge. For more than 90 years Nielsen has provided data and
analytics based on scientific rigor and innovation, continually
developing new ways to answer the most important questions facing
the media, advertising, retail and fast-moving consumer goods
industries. An S&P 500 company, Nielsen has operations in over
100 countries, covering more than 90% of the world's population.
For more information, visit www.nielsen.com.
CONTACTS:
Mia Scott-Aime, Nielsen,
mia.scott@nielsen.com, (646) 654-5459
Melinda Chu, IW Group,
melinda.chu@iwgroupinc.com, (646) 979-1969
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SOURCE Nielsen