The Asian American community is an increasingly crucial audience segment for marketers to reach. The fastest-growing racial or ethnic group in the U.S., its annual buying power now tops $1 trillion. And while there’s immense diversity among Asian Americans – in backgrounds, habits, and experiences – there are some clear trends. As consumers and viewers, their tech-savviness is key. Compared to the overall population, they tend to be more connected, shop online more frequently, and leave more product reviews. In general, they also spend a greater portion of their time with digital media rather than traditional outlets like linear TV.
To reach this important segment, brands need inclusive and multiscreen advertising strategies. Download our report to better understand and connect with Asian American communities.