The Asian Americans Online report examines the behavior patterns of this educated, affluent and rapidly growing segment of Internet users.
US advertisers have long thought of the Asian-American market as complex and difficult to reach. Asian Americans are from a wide range of original nationalities, including Chinese, Japanese, Korean, Indian and Filipino, and they are further divided subcultures and language.
Some marketers take a fragmented approach and target each subculture separately. Others view Asian Americans as a single entity that will respond to a one-size-fits-all message.
But which strategy works best online?
Asian-American Internet Users, 2006-2011 (millions and % of total Internet users)
Key questions the “Asian Americans Online” report answers:
- How many Asian Americans are online?
- What trends affect Asian-American media consumption?
- What do Asian Americans do online?
- Are Asian Americans online buyers, or just shoppers?
- What are Asian-American attitudes toward advertising?
- And many others…
Asian Americans are a prime target for online marketers. As a group, they are Internet savvy and have high levels of disposable income. In 2007, there were 11 million Asian Americans online, and eMarketer projects that number will grow to nearly 14 million by 2011.