LOS ANGELES – The Asian American Advertising Federation (3AF) has released a new research study focusing on the media consumption habits of Asian Americans, the fastest growing consumer segment in the United States. The report, “Reaching the Fastest Growing Consumer in a Digital World,” presents trends in media programming, device and social media app usage.
Get insights from the 3AF’s newly released Asian American media consumption study! www.3af.org/research
Jay Kim, 3AF President, said, “The Asian American market is fast evolving due to immigration trends and the ever-changing media landscape. China and India have replaced Mexico as the #1 and #2 sources of new immigrants in the United States, and these new immigrants are settling in areas beyond the traditional Asian gateways. Twitter broadcast its first NFL game; Facebook recently launched its video service; and Netflix and Amazon are also now entertainment programming sources. There are many ways to reach consumers and savvy marketers need to be aware of the best ways to connect with them. Our study provides marketers with much needed data to reach Asian Americans in an efficient way in the digital age.”
The report includes information on overall media consumption habits of Asian Americans including television, Internet, social media, nuanced differences between English vs. in-language consumers, and younger vs. older consumers. Also included is information on the role of language, media content and delivery (top three genres, nuanced segment differences, sources, paid vs. unpaid media) and devices used for media consumption. Most importantly, the report includes data on several specific Asian ethnicities versus grouping Asian Americans as one monolithic group as many other research studies do. “As a result of this, readers of our report will have more useful data for strategy planning and execution,” Kim added.
More information on the study’s themes, methodology and pricing is available at http://www.3af.org/research/.
The Asian American Advertising Federation (3AF) is a national trade organization comprised of Asian American advertising agencies, Asian market advertisers, Asian media companies and other industry specialists. Its mission is to grow the Asian American advertising and marketing industry, raise public awareness of the importance of the Asian American community and further professionalism in the industry. The 3AF’s Asian Marketing Summit is held annually. More information about the 3AF is available at www.3af.org.
