Asian Americans are among the most digitally enabled and tech-adopting consumers in the country—and that plays a big role in how this group is influenced, engages with brands, seeks out information makes purchase decisions and ultimately decides which products and services to buy. This process is often described as the path to purchase. Brands able to connect with Asian American consumers along this path can form mutually beneficial relationships with a powerful consumer group, while also peeking around the corner at the future of consumption among all consumers. Whether it be through recommendations from friends across social media, personalized ads we see when watching subscription video on-demand SVOD services or promotions that land in our inboxes because our favorite e-tailer remembered our birthday, digital touchpoints are everywhere.
Asian American consumer behavior | Consumer behaviour, American brand, Asian american
Proceedings of the Multicultural Marketing Conference pp Cite as. The United Way predicts that the population of minorities in the United States is expected to increase so that by the Year one in three Americans will belong to a minority. Of these minorities, Asian Americans are the fastest growing minority group Gardner, Robey and Smith which is argued to become the third largest ethnic minority in the US. United Way Despite this important subculture emerging in the U.
Asian American Consumers and their Price Sensitivity
According to Nielsen, the Asian American market is an evolving mix of ages, English fluency and family composition where purchasing behavior is often technologically driven, non-linear and a family-based consideration. Mariko Carpenter, VP of Strategic Community Alliance, Nielsen, presented the results of their recent Asian American research study, focusing this year on consumer behavior. This study, currently in its third year, is one of three ethnic annual studies by Nielsen, along with African American and Hispanic consumer groups.
Asian-American consumers might represent a small segment of the U. Additionally, the Asian-American consumer provides a significant growth opportunity by appealing to a customer base that is growing, affluent, well-educated and technologically savvy. The Asian-American population has grown at double-digit rates in 49 out of the 50 states.