Understanding Asian Influence and Media Consumption

Understanding diverse audience segments is of course crucial for effective marketing and engagement in the rapidly evolving global media landscape. Nielsen’s latest report, part of its Diverse Intelligence Series, delves into the Asian American, Native Hawaiian, and Pacific Islander (AANHPI) communities, revealing powerful insights into their media consumption habits and preferences.

Key Highlights

• Growing Influence and Spending Power: The AANHPI community, comprising about 24 million people with roots in over 20 countries, represents the fastest-growing population segment in the U.S. With $1.3 trillion in buying power, this community is a vital demographic for marketers to understand and engage.
• Streaming Dominance: AANHPI audiences spend 45.4% of their TV time on streaming platforms, surpassing traditional broadcast and cable use. This preference highlights the need for brands to focus on digital and streaming channels to reach this tech-savvy group.
• Representation Matters: Nielsen’s research underscores the importance of authentic representation. Sixty percent of AANHPI respondents wish to see more of their identity reflected on TV. Effective engagement requires culturally relevant content that resonates with their unique experiences and perspectives.
• Cross-Media Engagement: AANHPI audiences are diverse in their own right; their media consumption spans various platforms, including TV, smartphones, and digital streaming. A nuanced, cross-media approach is essential for reaching this diverse group.
• Ad-Supported Streaming Opportunities: With 31% of AANHPI streaming time dedicated to ad-supported video-on-demand (AVOD), targeted advertising has a significant opportunity. Brands that invest in inclusive, representative content can build long-term trust and loyalty.

These insights offer a roadmap for pharmaceutical companies and media professionals to reach and engage the AANHPI community effectively. By leveraging the data and recommendations in Nielsen’s report, marketers can create impactful strategies that resonate with this influential audience.

To download the full report click here.