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Informed Influencers And Powerful Purchasers

Informed Influencers And Powerful Purchasers

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The Asian American Consumer Journey

SUMMARY

This report about Asian American consumers in the US and mobile shopping discusses the significant spending power that this group has and which is expected to grow even further and reach $1.3 trillion by 2023.

For this reason, Asian Americans will offer an excellent marketing opportunity for businesses and brands over the upcoming years, the paper adds. Asian Americans constitute the first source of growth of brands. These consumers lead in household income and education compared to other racial or ethnic groups of the population, which is even magnified by the youth and larger household sizes.

Asian Americans are also leaders in the online shopping revolution and present the highest rates of internet connectivity, connecting to the TV through broadband subscription video on demand faster than average. These consumers also tend to post influential reviews and express their opinions online.

According to this study, Asian Americans spend more time than average in their use of social media for product research and engagement. One-fourth of Asian Americans think that researching products and services is key for using social media and 19% believe that rating or reviewing is a relevant reason.

The research shows that three-quarters read online reviews when deciding to make a purchase, and 71% usually recommend food products, 68% recommend cars and nearly have like to express their opinions on technology. Building loyalty among these consumers can create awareness of and exposure for various sorts of products, the document explains.

 

OUTLINE

Introduction and Executive Summary

Asian American consumers - The influencer journey

Demographics and consumption

Shopping attitudes and behaviors

Conclusions and methodology

DETAILS

Overview

Researchfinder Rating
5 out of 5 stars
Title
Informed Influencers And Powerful Purchasers
Sub-Title
The Asian American Consumer Journey
Region
North America
Published
May 15, 2019
Publisher
Nielsen
Price
FREE
Language
ENGLISH

Content

Number of Pages
44
Number of Tables
0
Number of Exhibits
27
Topics
e-commerce, mobile
Tags
connectivity, ecommerce, influencers, mobile, Nielsen, north america, online consumer needs, online shopping, online shopping behavior, social media, usa
Companies mentioned
Netflix, Hulu, Amazon, Alibaba
Methodology
Data for this research is based on Nielsen, Homescan panel data, Nielsen’s National TV Panel, Nielsen’s Total Media Fusion, Nielsen NPOWER/National Panel, Nielsen Media Impact, Nielsen's Category Shopping Fundamentals, retail measurement services by Nielsen, the Nielsen Auto Path to Purchase insights, an independent online survey, and Nielsen Consumer Neuroscience.
EVALUATION

This report focuses on Asian American consumers in the US and stands out for its profiles of these buyers and insightful takeaways.

Positives:

  • Appealing design
  • Clear conclusions
  • Excellent writing style
  • Comprehensive methodology
  • Profiles of Asian American consumers
  • Great sections' takeaways
  • Focus is Asian American consumers in the USA

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