New Report Reveals Asian American Women are Category Leaders for
Travel, Beauty, Fresh Foods and Tech Use
NEW YORK -- (Business Wire)
Asian American women are shaping brands and products through
trendsetting buying behaviors heavily influenced by a global perspective
and multicultural sensibility. According to Asian American Women:
Digitally Fluent with an Intercultural Mindset, a Nielsen report
released today, at an average age of 36, Asian American females are
overwhelmingly multilingual, diverse and have a cross-cultural mindset
firmly rooted in the values and traditions of their native countries.
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Front cover of "Asian American Women: Digitally Fluent with an Intercultural Mindset," Nielsen's fifth report on Asian American consumers. (Photo: Business Wire)
According to the annual Nielsen report, Asian American women are
tech-savvy jetsetters. This group is in a constant state of discovering
new content and consumer products as they travel the world, juggle
family and pursue professional goals. At work, 39% of Asian American
women are entrepreneurs, and 46% say their goal is to make it to the top
of their profession. When it comes to spending, they’re not afraid to
demand brands and products that support and speak to their values or
personal goals: setting the stage for trends that are yet to hit the
mainstream marketplace.
“For brands, this fast-growing, young and digitally fluent consumer
segment's ability to influence trends can not be ignored,” said Mariko
Carpenter, vice president, Strategic Community Alliances, Nielsen.
“Asian American females are the group to watch. At 19%, Asian American
women comprise the largest group to immigrate to the United States
between 2010 and 2015. Highly educated and adventurous—Asian American
females are not only discovering new products and experiences as they
explore the world, but they are also using social media to create
shareable content that influences the marketplace.”
This new report is part of Nielsen's ongoing efforts to provide insights
that help marketers better understand and serve Asian American
consumers, who are the fastest growing U.S. racial group, having
increased 47% in population growth the last 10 years. This report is the
first of the three-part 2017 Diverse Intelligence Series that will focus
on women of color, with the Hispanic and African American installments
being released later this year.
“Nielsen continues to prove it is the definitive source of data and
insights on consumers of color,” said Sharmila Fowler, member, Nielsen
Asian Pacific American External Advisory Council. “Culturally relevant
data about our multifaceted community are a vital tool for delivering
better products, services and content to Asian Americans. This is why it
is so important for consumers of color to say ‘yes’ if the opportunity
to participate in a Nielsen survey or panel arises.”
Highlights of Asian American Women: Digitally Fluent with an
Intercultural Mindset:
Ambicultural with an Immigrant Edge
-
The U.S.-born Asian American female population is growing faster than
the foreign-born population, with 60% growth vs. 43% respectively
since 2005
-
78% of U.S.-born Asian American women are age 34 or younger
-
About half of all U.S. foreign students are from China, India and
South Korea
-
16% of Asian American females ethnically identify as two or more races
Savvy Shoppers
-
76% of Asian American women will pay for a brand they trust, even if
it is slightly more expensive
-
71% try to buy foods grown locally where they live
-
42% used natural or organic beauty products in the last 12 months (10%
higher than non-Hispanic White women)
Jetsetters
-
54% of Asian American women have traveled outside the continental U.S.
in the last three years, which is 67% higher than non-Hispanic White
women
-
12% took a foreign business trip during the last three years (2.6
times the percentage of non-Hispanic White women)
-
14% took a domestic business trip in the last 12 months (55% more than
non-Hispanic White women)
Tech and Digital Content Mavens
-
Asian American women have the highest smartphone penetration of any
racial or ethnic group in the U.S.
-
Asian American women over-index against the total population for
computer, tablet and video game ownership
-
83% of Asian American women have used a social networking site in the
past 30 days, with Snapchat having the highest reach, over-indexing by
23% compared to total women
-
Asian American women over-index on communication apps such as Skype,
GroupMe, WhatsApp and Hangouts
-
66% of Asian American females use online banking, 22% higher than the
total adult population
For more details and insights, download Asian
American Women: Digitally Fluent with an Intercultural Mindset.
Join the conversation on Facebook (Nielsen
Community) and Twitter (@NielsenKnows)
using #NielsenDIS.
About Nielsen’s Diverse Intelligence Series
In 2011, Nielsen
launched the Diverse Intelligence Series, a robust portfolio of
comprehensive reports which focus solely on diverse consumers’ unique
consumption and purchasing habits. The series has become an industry
resource to help brands better understand and reach ethnic customers. To
learn more about Nielsen’s Diverse Intelligence research series, click here.
About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global
performance management company that provides a comprehensive
understanding of what consumers watch and buy. Nielsen’s Watch segment
provides media and advertising clients with Total Audience measurement
services for all devices on which content—video, audio and text—is
consumed. The Buy segment offers consumer packaged goods manufacturers
and retailers the industry’s only global view of retail performance
measurement. By integrating information from its Watch and Buy segments
and other data sources, Nielsen also provides its clients with analytics
that help improve performance. Nielsen, an S&P 500 company, has
operations in over 100 countries, covering more than 90% of the world’s
population. For more information, visit www.nielsen.com.
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Contacts:
For Nielsen
Mia Scott, 646-654-5459
Mia.Scott@Nielsen.com
or
For
IW Group, Inc.
Lisa Thong, 213.262.5359
Lisa.Thong@iwgroupinc.com
or
Benjamin
Hyun, 213.262.0256
Benjamin.Hyun@iwgroupinc.com
Source: Nielsen Holdings plc
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