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.

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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.

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