According to a new report from Nielsen, 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,” said Mariko Carpenter, VP of strategic alliances at Nielsen. Brands interested in ‘what’s next’ need to take a serious look at this burgeoning and predictive segment.”
Source: O’Malley, G. (2019, May 10). “Asian Americans Score Highest in Web Usage.” Media Post.
Editor’s Note: Latest Census estimates show over 20 million Asian Americans, which is 5.6% of the total American population. The largest ethnic groups represented in the census were Chinese (3.79 million), Filipino (3.41 million), Indian (3.18 million), Vietnamese (1.73 million), Korean (1.7 million), and Japanese (1.3 million).