• by Larissa Faw , August 11, 2016

The U.S. Asian Indian community is one of the fastest-growing communities in the country, representing the second-largest ethnic Asian community, after Chinese-Americans. While there are multiple reports helping advertisers market to Hispanics or African-Americans, this demographic tends to be overlooked.

Now, Publicis Media's fifth installment of its Beyond Demographics report is examining Indian-Americans to provide advertisers with a deeper understanding of their influences, buying power, and preferences.

"Over the past decade, the South Asian Indian community has grown at a stunning rate of 81%," says Esther Franklin, EVP, head of Americas experience strategy, Publicis Media. "They are absolutely one of the fastest-growing audiences in our country, an indication of future growth opportunity that actually exists now.

"Cobble that with the revelation that this community is twice as likely to be Millennials with growing families -- this makes them an ideal audience for advertisers looking to connect with fast-growing, high-net worth communities."

The key to reaching these consumers is to follow their lead.

The Indian community itself will be the best source of information and knowledge that advertisers can leverage, says Publicis. Culturally specific product, service and experience preferences will drive brand consumption and impact product mix. Further, cross-cultural interaction between Indians and the general market will influence tastes and desires within and beyond the community, they say.

Keeping in step with how market preferences are shifting as a result of this interaction will help advertisers better respond to business opportunities and challenges. 

Indian-Americans are young. The U.S. Asian-Indian population is twice as likely to be between the ages of 18-34 (millennial) than the total American population (48% vs. 23%). They are also family-oriented. They are 41% more likely to be married, and 12% more likely to be parents (48% of Indian Americans have kids in their homes vs. 43% for the overall population).

They also have money. Average household income for the U.S. Asian Indian population is $86K vs. $51K average for the total American population. And they are more likely to own multiple media devices. In Indian homes of affluence, 56% own video game consoles, compared to 40% of total American homes, 54% own streaming devices (vs. 40%) and over 60% own tablets or HD/3D/4K TV systems.

Importantly, Indian Americans hold on to their heritage. Given that 70% were born in India, that country dictates many of their preferences and behaviors. Many respondents actually say they feel more Indian here in the U.S. than they did back in their country. 

“The value of Asian Indians grows more evident. However, previous information used to inform marketing decisions was sporadic, dated and unlikely representative of the full scope of this audience,” said Franklin. "Information on this community’s relationship with American/Western media, as well as with content produced especially for Indians, unlocks keys that brands can use to connect with this audience and drive growth.”