Nielsen Report: AANHPI consumers proving to be a goldmine in the US marketplace

If you are selling anything in the United States -- from clothing to automobiles; cell phones to homes -- you're missing the boat (that, too) if you are not targeting the consumer-ready Asian American, Native Hawaiian, and Pacific Islander (AANHPI) market.

AANHPI consumers are driving major shifts in digital commerce, sports engagement, and beauty trends, according to Nielsen's latest 2025 report – Breakthrough ROI: Investing in Asian American audiences and media.

As the media landscape continues to evolve, so will media consumption trends—especially when you consider the diversity of the AANHPI community, 63% of whom speak other languages besides English. Winning Asian audiences cannot be gained through a “general market” approach—there are distinct patterns of engagement, trust and affinity.

"Our latest AANHPI Diverse Intelligence Series report explores how to win Asian American audiences by building trust and inclusion," says the Nielsen report. "The what, where and how the audience connects with brands and media isn’t just about the AANHPI community; it’s about understanding the future of the U.S. consumer market."

AANHPI adults are more digitally connected, spending 9 hours and 6 minutes a week logged on to their computers, almost an hour more than all US adults. Since January 2025, streaming has dominated 53% of Asian Americans' total TV time, up from 45% last year. 20% of that viewing is on YouTube—almost twice that of the total US population.

"As digital media and commerce evolve, Asian American consumers are leading the charge, embracing interactive and shoppable ad experiences at higher rates than the general population," says Stacie M. de Armas, Senior Vice President of Diverse Insights & Intelligence at Nielsen.

        FYI: Download the 2025 report Nielsen report on the AANHPI consumers here.

As brands increasingly invest in digital advertising—83% of marketers planned to shift spending to digital channels in 2025—AANHPI audiences are proving to be a key force. They are digital-first shoppers, with 43% having clicked on a social media ad, compared to 36% of the total US population. In fact, Asian Americans spend nearly an hour more online than the total US adult population, and are more likely to find ads on retailer websites helpful for discovering new products.

 "Marketers who recognize the importance of cultural connection in their digital strategies will build stronger relationships with this influential and engaged audienc,."  said Armas.

AANHPI Sports Engagement Is on the Rise

According to the Nielsen report, AANHPI audiences are watching more live sports than ever—spending 15% more time viewing than the general public and 33% more likely to subscribe to sports-specific streaming platforms. Sports podcast listenership is also growing fast, up 28% between 2022 and 2024.

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• The Golden State Warriors' Asian connection
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These audiences are playing a vital role in amplifying major moments in sports, from the 2024 World Series—where Asian American viewership spiked 146%—to surging interest in women's basketball. AANHPI viewership of the 2024 NCAA Women's Basketball Championship jumped nearly 70% year-over-year, while the WNBA Draft saw a 240% increase. This year, the WNBA will see Natalie Nakase become the league's first Asian American head coach, leading the new Golden State Valkyries, as players like Te-Hina Paopao, of Polynesian heritage, continue to build momentum with fans.

There's also growing excitement around global sports with strong Asian roots, especially cricket. Now 13% of US adults identify as cricket fans, fueled in part by the country's fast-growing Indian population. The 2024 ICC Men's T20 World Cup, co-hosted by the  US, drew record crowds, and cricket's Olympic debut in Los Angeles in 2028 promises even greater visibility.

As fandoms grow, so does the desire for representation: 37% of AANHPI sports viewers say they want more culturally relevant advertising during games—signaling a clear opportunity for brands to show up with authenticity.

AANHPI Women Are Driving Beauty Trends

AANHPI women are shaping beauty trends and spending big on skincare and cosmetics, reports Nielsen. Influences like Korean beauty (K-beauty) and South Asian Ayurvedic hair care have gone mainstream, bolstered by cultural moments such as Bridgerton's depiction of traditional hair oiling and Beyoncé's Cécred haircare line, which features fermented rice water, a staple in Asian beauty practices. Nielsen's data shows that AANHPI women are 83% more likely to have spent over $500 on skincare and 53% more likely to have done the same for cosmetics and perfumes.

        RELATED: AANHPI women are trendsetters, influencers

AANHPI digital engagement is also fueling industry growth, as they are more likely than the general population to download beauty retail apps like Ulta and Sephora. This spending power is driving an 8% year-over-year increase in ad spend on toiletries and cosmetics, with strong growth in skincare categories such as facial cleansers (+28%) and moisturizers (+16%).

AANHPI Consumers Are Defining the Future of Media and Commerce

From shaping digital shopping habits to driving sports engagement and redefining beauty trends, AANHPI consumers are a vital audience that brands cannot afford to overlook.

"AANHPIs are a driving force in the economy, shaping markets as influential consumers and leaders," says Jeremy Tran, Executive Director and COO of Gold House. "In today's economic climate, their influence is more critical than ever—fueling industries from beauty to sports and beyond. By recognizing and investing in this community, brands and businesses can unlock new opportunities for growth and innovation."

Other key highlights of the 2025 report include:59% of AANHPI consumers expect brands to support causes they care about, compared to 51% of the tota US.

• 70% of AANHPI millennial consumers will stop purchasing from brands that devalue their community.

• On podcasts, unaided brand recall for CPG advertisers is 80% for AANHPI listeners, compared to 59% overall.

• Asian Americans aged 50-64 are 8% more likely than the total U.S. to rely heavily on the internet to evaluate products before buying.

• As of January 2025, streaming dominated more than half of Asian Americans' total TV time (53%), up from 45% last year. And about 20% of that viewing is on YouTube—almost twice that of the total U.S. population.

• AANHPI audiences over index the total U.S. for share of time spent with Netflix (128) and Amazon (198), which also have the highest percentage of programmes featuring Asian talent at 39.4% and 35.5%, respectively.

The what, where and how the audience connects with brands and media isn’t just about the AANHPI community, concludes the Nielsen report, it’s about understanding the future of the US consumer market.

EDITOR'S NOTE: For additional commentary, news and views from an AANHPI perspective, follow me on Threads, on X or at the blog Views From the Edge.

Advertisers love the rich, brand loyal, and online AANHPI consumers

Marketers have discovered the lucrative AANHPI market.

Whether it is a house, a car, the latest fashions, a pair of the latest sneakers, the kids' toys, computers or dining out, Asian Americans are prime consumers of goods, food and high-tech gadgets.

The collective buying power of Asian Americans far outpaced other demographic groups over the past 20 years and was on track to reach $1.3 trillion in 2022 before the Covid-19 pandemic hit US shores, according to a recent study by Nielsen, a global leader in audience measurement, data and analytics, shaping the future of media. 

According to the 2020 US Census, among the race groups, Asian households had the highest median income ($101,418) in 2021, followed by non-Hispanic White ($77,999), and Hispanic ($57,981) people. Black households had the lowest median income ($48,297).

The rise in Asian American buying power and their outsize influence on US consumer behavior through online gaming communities and social media make the demographic group an ideal target for marketers for their advertising and publicity campaigns, says Nielsen, 

Higher rates of immigration and higher-than-average incomes were key factors in the rise of Asian Americans' economic strength, according to findings recently highlighted in a series of Nielsen 2020 consumer reports on levels of disposable income among Black, Latinx and Asian Americans.

Asian American women, especially, are featured prominently in the commercials, in the business world, mothers, students and as wives.

Another Nielsen study found that Asian American women were the trend-setters and with various means of influencing, tend to make the major decisions for the family. In other words, they decide what food will be bought, what clothes the kids will wear, what appliances are needed and certainly have a say in where they will live.

The analytics company estimates that prior to the pandemic, the total buying power of Black Americans was on track to reach $1.8 trillion by 2024. Latinx buying power was projected to reach $2.3 trillion by the same year.

Nielsen defines buying power as the collective disposable income a group has after taxes.

The company's researchers used US Census criteria to define Asian Americans as individuals with ethnic origins stemming from countries including Cambodia, China, India, Japan, Korea, Malaysia, Pakistan, the Philippines, Thailand, and Vietnam.

The study's authors found Asian American buying power rose a whopping 314% between 2000 and 2019, greatly exceeding the buying power increase of all other racial and ethnic categories over the same period even though they only represented about 6% of the US population at the end of the study period. 

In comparison, the buying power of Whites increased by only 119% during the same span.

Fast-growing populations

The rapid rise in immigrants from Asian countries has played a major role in their buying-power surge, according to Nielsen. There were 24 million AANHPI's living in the United States in 2020, a population increase of 46% over the previous decade.

The total US population grew by only 8% over the same span, according to Nielsen.

 The population of non-Hispanic Whites declined by 1% during that time. The Asian American population is expected to increase an additional 21% by 2025, according to US Census data cited by Nielsen.

Asian migrants first surpassed Hispanics as the largest US immigration group in 2012, according to Pew Research. Nielsen said Asian immigration has increased 91% since 2000 with China, India and the Philippines being the top three sources for Asian immigrants to America.

"Asian Americans represent the fastest growing ethnic group in America," NielsenIQ global marketing vice president Mariko Carpenter told CNN Business during a pair of recent interviews. "Population-wise, we almost doubled."

Higher incomes, high returns

Nielsen's research also shows Asian Americans are overrepresented in high-earning science, technology, engineering and mathematics related fields.

"We have 23% of the working population of Asian American professionals that work in STEM," Carpenter said. "You have 12% in some of the medical fields. We tend to also be in professions that are high income, which contributes to the buying power."

But Asian Americans are also the demographic group that has the biggest disparity in wealth, according to Carpenter and the US Pan Asian American Chamber of Education Foundation. While some subgroups such as Indian Americans earn more than Whites, others such as Burmese Americans are at the opposite end of the wealth spectrum.

The group's president, Susan Allen, said it remains unclear how much damage the Covid-19 pandemic has done to Asian Americans' collective buying power.

A year ago, pandemic-related service industry shutdowns caused the Asian American unemployment rate to rise from 2.5% in February to 13.8% in June, a surge of more than 450%, according to the US Department of Labor.

"Many Asian businesses have really gone down badly," Allen told CNN Business.

 "Those who are owning the restaurants, retail stores, nail salons and the very basic community-based businesses, they are the ones who have suffered greatly."

Outsized influence

Nielsen's report said the rise in Asian American buying power and their outsize influence on US consumer behavior through online gaming communities and social media make the demographic group an ideal target for marketers looking to maximize results for their advertising and publicity campaigns.

"Asian Americans are 21% more likely to use social media to support companies and brands," Carpenter told CNN Business. "We are pace setters when it comes to technology, adoption and really shaping brands."

Pop media doing a poor job reflecting America's diversity

Leave It to Beaver and Father Knows Best, two popular TV shows from the 1950s never presented an accurate picture of America, but for decades, that was the image Americans had of each other. The power of popular media is so great that Donald Trump and his followers wanted to return to that make-believe world when they chanted "Make America Great Again."

The United States is in the midst of a demographic transition.  Today, 41% of the U.S. population is racially and ethnically diverse, and people are increasingly exploring and defining their personal identities. But, you wouldn't know that if you watched network and cable TV.

One would have to go to the streaming platforms to find the numbers close to the diversity that exists in America, according to a new survey by Nielsen. But even there, representation falls short for Asian Americans and other people of color.

White males dominate the small screen across all devices: broadcast, cable and streaming. The next best representation are white women, but even the number of white women onscreen is far short of their presence in real life; 38% vs. 52%

Admittedly, diversity on today's television offerings is greater today than it was a mere three to five years ago. However, as Nielsen points out, "presence is not the same as representation."

READ the complete Nielsen report

This report looks at aggregate data for broadcast, cable, and SVOD (subscription video on demand) programs and measures the representation of on-screen talent by gender, race, ethnicity, and sexual orientation. The full report also highlights the degree to which diverse and intersectional identity groups are represented on-screen and, using Nielsen audience estimates, who is viewing that content.

The stories told, the characters portrayed and the experiences shared on-screen help people feel empowered and learn about those who are different, said the report. The insights in this report underscore the power of the media industry in supporting a more inclusive narrative for all.

As a result of the imbalance of onscreen vs. real life, more people of color are seeking out entertainment and news on streaming networks rather than the traditional platforms. One can easily surmise, prefer offerings that have talent - actors, journalists, talk show hosts -- who look like them.

For example, "82% of Asian Americans subscribe to a streaming service (compared with 72% of the total U.S. population) and are also 28% more likely to watch alternative content* (from other media publishers such as Asian language shows), via internet-connected devices. "

The report also found that while Asians are well-represented on broadcast, they have low visibility on other platforms.

The share of screen time for South/Southeast Asians is 5% and for East Asians just 2% relative to their representation in the U.S. population. While there is good representation in Science Fiction and Drama, there is a bigger gap when it comes to Comedy and Reality TV.

Highlights of the Nielsen report include:

• Overall, representation in on-screen programming is low for multiple identity groups across all media platforms. Streaming fares better for inclusion followed by broadcast and cable.

• Viewing audiences are increasingly seeking content that tells their stories. As a result, people are migrating to platforms that have broad and more diverse content offerings. In 2019, Black and Hispanic TV households had among the highest cord-cutting rates in the U.S. SVOD shows strong representation for Hispanic, East Asian and Black people, corresponding to their increase in adoption of streaming platforms at higher rates than the general market.

• All audiences, regardless of how they identify, like to see diversity inthe content they view on TV. Programs with more diverse casts yield higher audience ratings for all viewers when compared to shows that have low diverse representation. 

• Quality of representation matters too. The themes and narratives depicted on- screen can contribute to identity formation and social perceptions. As the industry seeks to improve diversity on-screen, content creators and publishers should consider the context in which women, people of color, and LGBTQ talent is presented. Equally important is investing in marketing those diverse programs so that they are watched.

This first-ever report shows progress and opportunities to improve representation and inclusion on TV. 

The first step to creating an inclusive society is for people to feel seen and be seen. That's the power of television and streaming devices, where more and more people get their news, education and entertainment that help shape our image of America and its peoples. When media tells the stories about the America's diverse peoples, we learn more about each other, understanding replaces fear and strangers become neighbors.

EDITOR'S NOTE: A word of caution, this is news sprinkled with opinion. Readers are encouraged to seek multiple news sources to formulate their own positions.

Nielsen Report: Marketers, its time to engage the Asian American market

As the nation climbs out of the era of the coronavirus, a new age is dawning in the US and Asian Americans will be at the leading edge, according to a new report by Nielsen.

"The Asian American community is at an inflection point, which has created a ripe opportunity for marketers to drive business growth," stated Mariko Carpenter, Nielsen's Vice President of Strategic Community Alliances. 

The report released during Asian Pacific Americans Heritage Month explores Asian American consumer behaviors that are setting the pace for two important industry trends: 

First, the media platforms that are winning among Asian Americans amid the streaming wars and the content that is capturing their attention. 

Second is the gaming industry that is breaking boundaries as entertainment, and how Asian Americans are integral to its ecosystem as gamers, spectators, and content creators.

As the streaming wars continue, the battle for audiences will only intensify. As early adopters of technology, Asian Americans are more digitally connected and trying new platforms and services, making them a valuable audience segment to content creators and distributors alike.

Nielsen also found Asian influence is particularly strong in the US gaming industry, which is experiencing exponential growth as so many Americans are sheltered in place, hungry for sports and entertainment. The US saw a 45% increase in time spent playing video games over a week in late March 2020 when most of the country was shut down. With uncertainty about spectator sports, esports presents an opportunity for sports leagues to engage with their fans, opening up new opportunities for advertising sponsors.

Historically, the complex diversity of the community and the lack of wide-reaching pan-Asian media have created barriers for US brands and marketers. However, the mass adoption of new digital platforms and the popularity of inclusive content have helped attract and galvanize a national Asian American audience.

The report sees that now, more than ever before, Asian Americans are a galvanized group (the fastest-growing multicultural group in the USA with a buying power of $1.2 trillion), presenting more opportunities for brands to build trust and an emotional connection with them.

Asian Americans have always led the way with digital adoption. According to Nielsen's latest Total Audience Report, 90% of all Asian American households own internet-connected TV devices, compared with 76% of the total U.S. population. While this trend is not new, the sheer amount of streamed content and the use of internet-connected devices among Asian American homes continues to grow. 

Today, more than ever, marketers are relying on digital platforms to sell their products. As early digital adopters, Asian American consumers can help deliver an immediate sales boost for those digitally savvy brands who make the effort to target them where they are.

But simply owning an internet-connected device doesn’t necessarily mean that it’s being used to stream content. Within Asian American households, however, subscription video on-demand (SVOD) services are almost essential, as 84% subscribe to at least one streaming service, 10 percentage points higher than the total population. 

Marketers that include content marketing in their marketing mix stand to gain an advantage in reaching Asian Americans. And given the rising consumption of streaming content across all demographics, content creators are ensuring there’s something for everyone. 

Asian American households are often multigenerational, and they’re the most likely to include family members who stream content with another person. 

Given co-viewing trends across Asian American households, it’s no surprise to see a wide range of popular programs with these audiences in mind, such as Parasite, Kim’s Convenience and Alan Yang's tale of immigration Tigertail and rom-coms like Crazy Rich Asians and Always Be My Maybe and Mindy Kaling's coming-of-age sitcom Never Have I Ever.

For years, the stats on Asian American consumers have captivated marketers. With a buying power projected to reach $1.6 trillion by 2024, the average Asian American household income ($94,889) is 41% higher than the national average. As a result, Asian-American households spend more annually in several key categories including: housing (+24%), food (+29%), education (+128%), apparel (+67%) and new cars (+$37%). 

Key insights featured in the report include:

Asian Americans are more likely to be cord-cutters

• Asian Americans are cutting the cord at a rate that is almost twice that of the total population and are relying more on broadband-only
• Accessing live television through internet-based services like Sling TV, Hulu + Live TV, YouTube TV and AT&T TV Now
• Engaging more on TV-connected devices that require internet connection (i.e. Apple TV, Amazon Fire and Roku) at 49% versus 44% of the total U.S. population

Asian Americans are finding more Asian American-led content on streaming platforms

• 82% of Asian Americans subscribe to at least one streaming service compared to 72% of the total population
• Popular Netflix content among Asian Americans include comedy specials featuring Ronny Chieng, Jo Koy and Ken Jeong, and series with Asian American leads including Ugly Delicious, Wu Assassins and Patriot Act.
• The top episodic Netflix series in 2019 among Asian Americans also reflect a diverse lead cast, such as V Wars, Lost in Space and I Am Not Okay With This.

Asian Americans are big players in the gaming industry

• Asian Americans are 14% more likely to own a gaming console and 37% more likely to own Virtual Reality (VR) headsets that are mainly used for gaming
• Asian American gamers are younger with 69% of Asian American gamers falling between ages 13-34 versus only 44% of U.S. gamers
• Asian Americans are leading the shift to online and mobile gaming as they are 84% more likely to play multi-player online games
• Among Asian-American gamers, over 1 in 4 say they watched an esports tournament livestream in the last three months, and 53% of Asian gamers say they have watched 3 hours or more of esports in a typical week

Asian Americans are going beyond live TV to get their news

• During the first three weeks in March, time spent watching the news grew by 27% for Asian Americans versus 15% for Non-Hispanic Whites
• Relying on digital platforms to access news content; over-indexing the total population for all types of news (i.e. political, sports, tech, business/financial)
• 15% more likely to use social media for their news versus total population

When it comes to the media space, Asian Americans are doing more than just watch and game. Many are active content creators and many are established influencers, and marketers should consider partnering with them to create content that builds trust and resonates with the Asian American market. For a long time, Asian American characters were often portrayed as a martial artist or the awkward nerd. When an Asian American was in a role without a speaking role, they would be cast as an owner of a convenient store or a laundromat—and always the foreigner.

The lack of Asian American faces on network television gave rise to online personalities and influencers such as LIlly Singh (who is now hosting Late, Late Night with Lilly Singh) and Awkwafina, who has crossed over to movies (Crazy Rich Asians, The Farewell) and her successful sitcom Awkwafina is Nora From Queens.

Times have changed, and Asian Americans have taken the spotlight in an array of roles and programming that highlight their true stories and heritage. In the early 2000s, for example, YouTube came on the scene. Then came blogs, social media and mobile video platforms, which offered Asian American artists the creative freedom to tell their stories, independent of Hollywood’s traditional gatekeepers. 

Today, streaming platforms offer a new stage for Asian American voices from beauty consultants, political commentary and entertainment. The age of social distancing has hastened the use of online discussions, and a way to bring together people from across the nation. 

No longer content with simply waiting for a role, Asian American actors like Daniel Dae Kim, Mindy Kaling, Ali Wong and Awkwafina are also taking over behind the camera. These authentic voices have helped galvanize the Asian American community. Instead of wondering what the future holds, brands can shape that future alongside the Asian American community.

Two actors who have moved into producing products that reflect the Asian American experience, Mindy Kaling (Never Have I Ever) and Awkwafina (Awkwafina is Nora From Queens).

Nielsen's Carpenter sums up the potential role Asian Americans can play in the US economy's rebound: "Brands hoping to engage with Asian Americans must understand the critical importance of inclusive media representation and the ways Asian Americans are integrating technology for media consumption. Understanding how these forces intersect and intermingle will be the key to unlocking the potential of this market."

Time of coronavirus: Asian Americans better equipped to work from home

By the time the coronavirus pandemic ends, what's considered "normal" in the US workplace might need a new definition.

Asian Americans at the lower paying jobs share in the burden with other Americans of job losses in the service industry and food distribution, less attention has been focused on the jobs that have continued to function despite the stay-at-home policies.

"Less than 30% of workers can work from home," said a report from Economic Policy Institute in Washington. "and the ability to work from home differs enormously by race and ethnicity."

Nevertheless, today's Asian American worker may be in the best position to transition to the new normal in the American workplace, according to a new study released Tuesday (May 5) by the Pew Research Center.

Even as the country is still in the throes of battling the deadly virus, most Asian American workers are the least affected because many of them work in fields that allow them to telework -- work from home.

Since the arrival of the coronavirus, the country's economy has had a steep decline largely caused by the stay-at-home and business shut-downs implemented to stop the spread of the the virus. Over 30 million American workers have efiled unemployment claims since the mid-March, numbers that haven't been seen since the Great Depression.

While many workers could no longer wait tables, polish nails or give haircuts, others – especially those with college degrees – could go online and continue to teach, deliver sermons or trade stocks from the comfort of their homes.

Asian Americans -- better educated and most likely to be plugged into the internet than other racial groups -- could go online and continue to teach, code, conduct Zoom meetings or trade stocks.

According to the Pew study, among racial and ethnic groups, 48% of Asian workers and 44% of white workers could potentially telework, compared with 34% of black workers and 26% of Hispanic workers. Differences in education levels are again a factor. In February, about two-thirds (66%) of Asian workers had a bachelor’s degree or higher, compared with 44% of white, 33% of black and 21% of Hispanic workers.

Businesses that required their employees to commute to an office, meet face-to-face and interact with other workers are find out during the coronavirus environment, that while the social benefits of brick-and-mortar offices might suffer, productivity has not.

While the ability to work remotely is no guarantee of continued employment, it has become a realistic option for many workers in the internet age. Some 73% of American adults reported having broadband access at home in 2019, and 25% of workers did work at home at least occasionally in 2017-18. The share who work from home may increase for good as workplaces adapt to the post-COVID-19 environment.

Foreign-born workers – with Hispanic workers alone accounting for 46% of the immigrant workforce – saw sharper losses than US-born workers, especially in jobs that could not be teleworked.

Like most other groups, workers at all levels of education appear to have experienced greater losses in employment if they could not telework. 

But the differences are not always statistically significant. The employment of workers with a college degree was essentially unchanged whether they could work remotely or not. Workers with a high school diploma experienced sizable losses in employment, whether they could telework or not, reports Pew.

A report by Nielsen says Asian Americans have the highest level of connectivity to the Internet for gathering information and news, shopping, socializing or for work.

A second Nielsen survey found that Asian Americans appear among the most willing to embrace and adapt to the new digital workplace.

Although Asian Americans might be able to telework during this tumultuous time, that is not a salve for the US economy. Other groups, -- mainly Blacks and Hispanics -- work at jobs that cannot telework.

And despite the findings of these reports from Pew and the Economic Policy Institute, statistics released by the New York Department of Labor showed that in the last four weeks, jobless claims for Asian Americans rose a record 6900%

Advertisers slow In tapping into the spending power of Asian Americans

ASAM NEWS

Advertising and marketing spending targeted at multicultural audiences in the U.S. will expand to 6.3% in 2020, yet Asian Americans will only get a small share of that, according to the latest annual U.S. Multicultural Media Forecast report.
The research examined three demographic groups: Hispanic Americans, African Americans and Asian Americans. Marketing Charts indicated that advertising targeted specifically toward these three groups is still far below each group’s relative population share — for example, Asian Americans make up more than 1 in 20 members of the population, but only attract 0.1% total advertising and media revenue.

Benzinga noted that of the nearly $26 billion spent on multicultural media in 2018, Asian Americans were the smallest but fastest-growing demographic, with revenues at $722 million, up 7.0%. African Americans saw revenues grow 6.1% to $7.2 billion, and the Hispanic media segment, which had the largest share at $17.94 billion, up 5.3%.

However, advertisers are starting to notice increasing potential in Asian American-targeted advertising. Nielsen estimated that Asian American spending power exceeded $1 trillion in 2018, and as a particularly tech-savvy group, Asian Americans are adept to using emerging technology and are a prime consumer group for digital advertising.

Multiethnic consumers are the fastest growing demographic in the country, forcing brand marketers to consider the multicultural media market if they “want to accelerate growth and increase overall U.S. market share,” said PQ Media President and CEO Patrick Quinn. “Nevertheless, multicultural media growth has slightly under performed the broader U.S. media industry and it still accounts for a mere sliver of the American pie.”

PQ Media conducted the research commissioned by the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM)…

Quinn added that although multiethnic consumers from these three groups comprise 40% of the total U.S. population, multicultural media investments only attract 5.2% of overall U.S. spending.

The media research company Nielsen indicated that Asian Americans are “50% more likely to use the internet and apps for consumer reviews than the general population,” but Marketing Charts noted that almost one-third of multicultural media spending goes to TV advertising, “a proportion almost twice that of the overall media market (16.7%),” whereas multicultural digital advertising only receives 10% of spending.

Nielsen’s report into the Asian American consumer’s spending journey, titled “Informed Influencers and Powerful Purchasers,” also revealed that Asian Americans are more likely to purchase products based off of recommendations or reviews from friends or family.

“The Asian American path to purchase is affected by a myriad of influences that are heavily rooted in cultural traditions as well as their cross-cultural identity,” Nielsen’s research revealed. “Understanding these drivers of behavior is essential for marketers to exercise empathy and establish real connections with Asian American consumers.”

These insights may be crucial to accessing the Asian American demographic’s vast spending power — insights that brand marketers don’t seem to realize yet.

“Businesses face an imperative to reach these consumers, who wield $1 trillion in annual buying power, in order to drive future growth,” the report concluded.

Asian Americans score highest in internet usage

Asian Americans are heavily linked to the internet and most likely to use smart phones and computers to learn about products and services before purchasing them and then use those devices to tell friends and relatives about those purchases.

For several years in a row, Nielsen surveys have issued reports on the growing influence of Asian Americans in the American marketplace, as consumers and trendsetters. This year's report reinforces those roles.

Nielsen unveiled its "Informed Influencers and Powerful Purchasers" report of the 22.6-million Asian American market, a demographic that it believes “offers unparalleled marketing opportunity for business and brands.”

Mariko Carpenter, VP-strategic community alliances, presented some key findings during a Thursday (May 9) luncheon at the New York Stock Exchange.

She mentioned that Asian-Americans have moved into the national spotlight following success of the movie Crazy Rich Asians, Sandra Oh’s “It’s an honor just to be an Asian” declaration during the Emmys, New York Fashion Week’s first-ever all-Asian runway show by designer Claudia Li and a Hmong-American baby beating out 544K others to notch the 2019 “Gerber Baby of the Year” contest. Asian-Americans also turned out in record numbers during the November election.

Nielsen believes those dramatic cultural touchstones show that Asian Americans are a key force shaping the country's mainstream.

Asian Americans are the fastest-growth ethnic or racial group in the U.S., combining for $1-trillion in buying power. That buying power will grow to $1.3T in 2023, "with a powerful long tail of younger and bigger spenders," says the Report.

Nielsen calls the Asian American group “tech-enabled, digitally vocal influencers with immense spending power, which has risen 68 percent since 2010 (vs. 32 percent for the total U.S.)."

They have the highest level of internet connectivity, connecting to TV through broadband and subscription video on demand faster than the general population, according to Nielsen.

Asian Americans represent more than two dozen countries and are “expert navigators between the influences of the native cultures and those of mainstream America.”

READ the report at www.nielsen.com/AsianAmericans.

Asian Americans' economic impact is greater than their numbers might indicate within the overall American market. They owe their undue influence because of their devotion to their digital devices, says the report.Before looking into this group’s specific tech behavior, it’s important to note just how fast the Asian American population is growing, as well as how much spending power it has—and will have going forward. Notably, Asian Americans have grown in population by 7 million people in the last decade alone, the most of any ethnic or racial group in the U.S. That increase represents a 45% uptick, significantly outpacing the 8% growth of the total U.S. population.

In addition to growing as a demographic, Asian American households are markedly bigger than the U.S. average—17% bigger, in fact. Their greater household size contributes to Asian Americans’ household income. In fact, Asian American households boast the highest incomes of any racial or ethnic group in the U.S.—incomes that have boosted the buying power of Asian Americans by 68% since 2010. And it’s not going to slow down: We expect Asian Americans' buying power to increase to $1.3 trillion by 2023.

Because Asian Americans are so connected, the overall reach of internet-connected devices among them is 22% higher than among the general public. For example, Asian Americans are 21% more likely to watch a video on a computer than the general public and they are 24% more likely to use social media networks on a computer.

Among this demographic, the reach of video on a computer, social networking on a computer, and internet on a computer is 21%, 24% and 15% higher than the average U.S. consumer, respectively.

Overall, 97% of Asian American households have a smartphone and 89% have a computer, out-networking the average U.S. household by 6% and 13%, respectively.

Asian Americans’ usage of internet-connected devices outpaces the average U.S. consumer.  Bearing this out, 87% of Asian-Americans report having made an online purchase in the last 12 months, which is 22% higher than the average U.S. consumer.

“The Asian American path to purchase is a unique journey that’s informed by a rich cultural heritage, as well as the latest advancements in technology,” notes Carpenter in the new report.

As such, Carpenter believes Asian Americans are playing key roles in shaping the next generation of retail and e-commerce trends.

Asian Americans' purchasing habits is a social experience, often depending on recommendations or endorsements of frirends, relatives or review found on the Internet.

• 53% of Asian Americans agree with the statement: “My spouse has a significant impact on the brands I choose,” while 42% cite the influence of their children
• 29% of Asian Americans agree with the statement: “I prefer to buy things my friends or neighbors would approve of” -- 15% higher than the average U.S. consumer.
• 32% of Asian Americans agree they “like to share my opinions about products/services by posting reviews and ratings online.”
• 71% of Asian Americans say they recommend food products,
• 68% recommend automobiles
• 43% say they share their opinions regarding the latest consumer technologies.

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Nielsen: Asian Americans dominate online marketplace

ASIAN AMERICANS have quickly adapted to the new technology to become perhaps the most plugged-in demographic online.

According to Asian-Americans: Digital Lives and Growing Influence, a Nielsen report released today (March 8), Asian Americans continue to use tech to have much more influence beyond their relatively small numbers in the U.S.  AAPI online

Although they represent about 6% of America's population, Asian Americans are the fastest growing ethnic group and their' consumer buying power has grown exponentially to $986 billion, up 257% since 2000, versus 97% for the total U.S.

Asian-American consumers are growing faster than the general population and maintaining income and education rates higher than any other racial or ethnic group. Asian Americans are having a sizable impact on society and culture, increasing influence on what America eats, watches, reads and listens to.

"Year over year, as we develop this report, we have seen consistent growth and expansion in the Asian-American consumer segment," said Mariko Carpenter, Vice President, Strategic Community Alliances, Nielsen. 

RELATED: Asian American women are trendsetters, influencers

"Asian Americans' growth, influence and spending power are key characteristics of a powerful consumer group that can make an impact on any industry or business. Now, with a growing Millennial population, we are seeing Asian Americans rising as trendsetters and leaders in business, sports, fashion, food and entertainment. Marketers, take note," said Carpenter.

This year's report highlights Asian-American consumers embrace of new media and technology—including the platforms consumers use to watch their favorite shows, what they buy online, and which apps they choose to enhance their everyday lives. 

According to the annual Nielsen report, Asian Americans are showing incredible growth in mainstream influence as social influencers, food bloggers and talented U.S. athletes. Data in this report show the star power of these Asian Americans and their ability to build audiences that are more representative of the American public.

Smartphones and other mobile devices are core to the Asian-American lifestyle and identity. Thirty-three percent of Asian Americans say their cell phone is an extension of their personality, and 73% note that text messaging is an important part of their daily life. 

Asian-American consumers are embracing new apps, trying new devices, and creating content on new platforms. Thanks to the democratization of media, Asian-American consumers are making successful careers—building their own powerful brands—as social media influencers and content creators. 

Asian Americans present the added advantage to marketers of maintaining ties with home cultures where global leaders in smartphone manufacturing, social media and online commerce have headquarters. 

They outpace non-Hispanic whites in ownership of the latest digital devices and are also more likely to use their digital devices to purchase products online, listen to music and radio, watch TV or movies, as well as other daily lifestyle functions.

Asian-American households are heavy buyers of non-food items for the home, using online providers to get exactly what they need with increased satisfaction and ease of comparison shopping. Asian Americans spend more online than non-Hispanic Whites on many categories, including hair care, oral hygiene, skin care, housewares, computer and electronic products and household supplies.

Highlights of 'Asian Americans: Digital Lives and Growing Influence'

Digital Dominance

• Asian-Americans are leaders when it comes technology consumption, purchasing and usage. They over index non-Hispanic Whites at 66% for owning smartwatches, 39% for streaming media players, 18% for game consoles and 17% for smart TVs.
• Both Millennial and older generation Asian Americans are spending less time on live and DVR TV and using computers.
• Asian Americans are spending more time using multimedia devices, watching video on smartphones and using apps and the web on smartphones.
• Ninety-four percent of Asian-American households own a cell phone (compared with 86% of the total population). Seventy-three percent agree that text messaging is an important part of their daily life.
• Asian Americans generally say the internet is a main source of entertainment for them by 31% over non-Hispanic Whites
• Asian Americans 18+ use leading smartphone apps, such as Yelp, Venmo, Lyft, Uber, Skype and WhatsApp more than any other ethnic group.

Big Spenders Online

• Asian Americans are active online shoppers—spending an average amount of $1,151 on internet purchases in the last 12 months, 20% higher than online spending by non-Hispanic Whites.
• Millennial Asian-Americans made most online purchases in the categories of clothing or accessories, outpacing non-Hispanic White purchasing in this category by 13%. They also over index the highest in buying computer products (63%), airline tickets (53%) and consumer electronics (52%) online.
• Asian-Americans also over index in online spending in many categories including hair care, oral hygiene, skin care, housewares, computers and equipment.
• Online spending by Asian-Americans grew significantly in skin care (40%), kitchen gadgets (37%), cosmetics (47%) and hair care (18%) in 2017, compared to the previous year.

Influence and Impact.

• AsianvAmericans over index by 124% for using Yelp, 92% for reading and contributing to blogs and by 51% for reading restaurant reviews.
• Food popularity has expanded to mainstream audiences and the growth in Asian-American restaurants has created new dining out trends and options.
• Leading Asian-American celebrities who got their start on YouTube have high levels of awareness, likability, and influence, according to Nielsen N-Score.
• In sports, nearly 6% of the U.S. athletes at the 2018 Winter Olympics were Asian-American.
• In politics, at the beginning of 2017, there were 18 Asian-American and Pacific Islanders in Congress, a record high. That number is almost certain to increase this year with almost 60 AAPI candidates running for a Congressional seat.

Thriving and Diverse:

• With a population of 21.8 million, Asian-Americans currently represent 7% of the total U.S. population. Much of the growth has come from immigration.
• Taken as a whole, Asian Americans are the most affluent and educated of any U.S. racial and ethnic group, and have the highest average household income at $110,523. Fifty-two percent of Asian Americans have at least a bachelor's degree.
• In 2017, California had the largest Asian-American consumer spending with $323 billion. The next highest spend state was New York at $88 billion, followed by Texas at $78 billion.
• Asian-American households are more likely to include a married couple (63%), have children under 18 in the house (39%) and be multi-generational (26.7%).
• Asian-American households are also more likely to have internet access than the total population.
• Asian-American households spend more annually ($61,400) than the average U.S. household ($53,510).

"Nielsen's commitment to providing a nuanced and distributed view of diverse consumers for their clients and the community is illustrated in this rich and robust body of work," said Edwin Wong, co-chair of Nielsen's Asian Pacific American External Advisory Council, and Senior Vice President, Research and Insights for BuzzFeed. 

"This report, which underscores the impact of Asian-American consumers in terms of consumer power and broader influence, will help Nielsen's clients and the industry understand preferences to better meet our needs."

For more details and insights, download Asian Americans: Digital Lives and Growing Influence.

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