Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Devices used to access the internet, Asian vs all US consumers, March 2019
- The influence of culture on content
- Asian Americans want representation
- Key opportunity
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- Figure 2: Attitudes toward content featuring Asian culture, March 2019
- The impact of free video
- Very little need to pay
- Key opportunity
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- Figure 3: Weekly media activities, indexed to all, March 2019
- The act of engaging in tech
- Consumers want to learn what’s coming out
- Key opportunity
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- Figure 4: Attitudes toward tech trends, all vs Asian population, March 2019
- The importance of communication
- Substituting in-person interactions
- Key opportunity
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- Figure 5: Attitudes toward digital communications, March 2019
- What it means
The Market – What You Need to Know
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- Mighty and growing population
- Moving toward mobile
- More money going into digital
- Staying ahead of the curve
Asian Americans – By the Numbers
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- A small but growing audience
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- Figure 6: Population, by race and Hispanic origin, 2013-23
- Chinese, Indian population comprise majority of Asian Americans
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- Figure 7: Primary Asian heritage/ancestry of US residents who identify as Asian only, by country, 2017
- Population skews toward key tech demos
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- Figure 8: Asian and total population, by share of age, 2018
- Huge spending power for the most wealthy
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- Figure 9: Median household income, by race and Hispanic origin of householder, in inflation-adjusted dollars, 2007-17
- Figure 10: Educational attainment of population aged 18+ by share of degrees, Asian vs total population, 2018 estimates
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- Figure 11: Household income distribution, Asian Americans vs total US population, 2017
- Emphasizing the family
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- Figure 12: Share of married adults, by race/Hispanic origin, 2018
Tech Usage
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- Gap between computer and mobile use more defined
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- Figure 13: Computer and mobile devices used to access the internet, indexed to all, March 2019
- Emphasizing the home
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- Figure 14: Smart home device use, indexed to all, March 2019
- South Asian consumers explore new platforms
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- Figure 15: Devices used to connect to the internet, by region of origin, March 2019
- Asian culture inspires smart home connection
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- Figure 16: Devices used to connect to the internet, by level of acculturation, March 2019
Market Perspective
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- Fragmenting of the media landscape
- More investment in digital
- Digital drives connection across the world
Market Factors
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- More home internet access
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- Figure 17: Access to broadband internet, by race and Hispanic origin, 2015-17
- Heavy emphasis on mobile
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- Figure 18: Attitudes toward mobile, all US consumers vs Asian American consumers October 2017-November 2018
- Trade wars could mean slowdown of innovation
Key Trends – What You Need to Know
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- Asian brands leading significant tech developments
- Representation matters in content creation
- Decision fatigue affecting gaming and paid video growth
- Creating new digital experiences
East Asian Brands and the US Consumer
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- Tencent
- Alibaba
- Huawei
- Xiaomi
- Rakuten
What’s Working?
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- Mainstream embrace of Asian content
- Domestic representation
- International imports
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- Figure 19: @fathomevents Instagram post, April 2019
- Jailbroken streaming media players for international content
- Apple has its loyal audience
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- Figure 20: Ownership of apple smartphones and tablets, all US consumers vs Asian consumers, October 2017-November 2018
- Health monitoring on the rise
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- Figure 21: Weekly physical activity tracking, all US consumers vs Asian American consumers, March 2019
What’s Struggling?
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- Gaming having a hard time finding its audience
- American paid video services struggling for Asian audiences
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- Figure 22: “Netflix debuts AnimeJapan 2018” video, March 2018
What’s Next?
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- Putting creators first
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- Figure 23: “The Storytellers Behind Apple TV+” video, March 2019
- Emphasizing the live experience
- Blending VR with real world
The Consumer – What You Need to Know
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- The importance of Asian culture
- Prioritizing media over most things
- Trusting the voices of the masses
- Keeping the attention on free video
- Leading with mobile
Culture and Digital Communication
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- Key opportunity
- Asian culture influential to content choices
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- Figure 24: Attitudes toward content featuring Asian culture, March 2019
- South Asian consumers look to their roots
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- Figure 25: Attitudes toward content featuring Asian culture, by level of acculturation, March 2019
- Substituting physical communications for digital life
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- Figure 26: Attitudes toward digital communications, March 2019
- Asian culture keeps active digital life
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- Figure 27: Attitudes toward digital communications, by level of acculturation, March 2019
Reasons to Use Technology
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- Key opportunity
- Video more essential to Asian Americans
- The importance of media
- Practical tech uses are less exciting
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- Figure 28: Reasons to use technology, indexed to all, March 2019
- Different media for different regions
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- Figure 29: Reasons to use technology, by region of origin, March 2019
- Seeking connection from Asian dominant consumers
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- Figure 30: Reasons to use technology, by level of acculturation, March 2019
Tech Purchase Decisions
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- Key opportunity
- Asian consumers stick with tech trends
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- Figure 31: Attitudes toward tech trends, all vs Asian population, March 2019
- Product information proven to be valuable
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- Figure 32: Path to purchase, indexed to all, March 2019
- Online shopping, viewing more popular among Asian Americans
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- Figure 33: Weekly online shopping activities, indexed to all, March 2019
- Brand loyalty runs deep
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- Figure 34: Attitudes toward tech brands, March 2019
Media Behaviors
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- Key opportunity
- Video, articles dominate media habits
- The power of free video
- The need to stay informed
- Other media on par
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- Figure 35: Weekly media activities, indexed to all, March 2019
- Free videos crucial to unacculturated Asians
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- Figure 36: Weekly media activities, by level of acculturation, March 2019
- Cable tries to hold on in a crowded digital field
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- Figure 37: Media subscriptions, March 2019
- Signing up for streaming more than letting go
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- Figure 38: New and cancelled streaming subscriptions, indexed to all, March 2019
Media Attitudes
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- Key opportunity
- Moving to mobile
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- Figure 39: Attitudes toward streaming, indexed to all, March 2019
- Unacculturated Asians driving digital consumption
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- Figure 40: Attitudes toward streaming, by level of acculturation, March 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 41: Primary Asian heritage/ancestry of US residents who identify as Asian only, by country, 2017
- Figure 42: Asian heritage/ancestry of US residents who identified as Asian alone or in combination with another race/ethnicity, by country, 2017
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Appendix – The Consumer
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- Figure 43: Attitudes toward technology and media, October 2017-November 2018
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- Figure 44: Daily social media usage, all US consumers and Asian US consumers, February 2019
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