Asian Americans Score Highest In Web Usage

Even more than most U.S. consumers, Asian-Americans are devoted to their digital devices.

That’s according to a new report from Nielsen, which found the reach of Web-connected devices is 22% higher among Asian Americans, relative to the broader U.S. population.

Among this demographic, the reach of video on a computer, social networking on a computer, and internet on a computer is 21%, 24% and 15% higher than the average U.S. consumer, respectively.

More broadly, 97% of Asian-American households have a smartphone and 89% have a computer, which beats out the average U.S. household by 6% and 13%, respectively.

Plus, 87% of Asian-Americans report having made an online purchase in the last 12 months, which is 22% higher than the average U.S. consumer.

“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,” Mariko Carpenter, vice president of strategic alliances at Nielsen, notes in the new report.

As such, Carpenter believes Asian Americans are playing key roles in shaping the next generation of retail and e-commerce trends.

“Brands interested in ‘what’s next’ need to take a serious look at this burgeoning and predictive segment,” according to Carpenter.

How else can marketers appeal to Asian-American consumers? By offering access to prestigious events via social media channels, according to Nielsen.

Relative to the average U.S. consumer, Asian Americans are 31% more likely to use social media if it means potentially gaining access to VIP or members-only events, Nielsen found.

Reflecting the culture’s collectivist values, the Asian-American path to purchase is a highly social experience.

According to Nielsen, 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.

Also, 29% of Asian Americans agree with the statement: “I prefer to buy things my friends or neighbors would approve of” -- 15% higher than the average U.S. consumer.

Another 32% of Asian Americans agree they “like to share my opinions about products/services by posting reviews and ratings online.”

Among other categories, 71% of Asian Americans say they recommend food products, while 68% recommend automobiles and 43% say they share their opinions regarding the latest consumer technologies.

Next story loading loading..