Nielsen Wire » Asian-Americans

Asian Influence Growing In The U.S.

Nielsen Wire — Thu, 20 Nov 2008 20:02:47 +0000

Often overlooked by marketers in comparison to the tremendous growth of the Hispanic population, Asians comprise a rapidly growing segment of the U.S. population that is not only culturally diverse, but also well-educated, affluent, and media savvy. Asians are expected to continue to grow rapidly as a share of U.S. population. Although they will likely continue to be ranked the third race or ethnic group by size (behind Hispanics and African Americans), they will make up a significant share of population over the next few decades. The fusion of Asian culture into the American mainstream will continue to gain importance and will increasingly gain focus from makers and sellers of consumer products, particularly in West Coast markets and those of the Northeast.

Read more about the media preferences, shopping behavior and acculturation patterns of the Asian consumer in the latest issue of Nielsen’s Consumer Insight.

Asian-Americans Under-Prepared For Digital TV

admin — Mon, 25 Aug 2008 18:54:06 +0000

Asian-Americans are at higher risk for being left without access to TV broadcasts when the analog-to-digital television transition occurs next February, Multichannel News reported Saturday.

As of this July, 13% of Asian immigrants in the U.S. owned television sets that were unequipped to receive digital TV broadcastin, according to Nielsen.

In a separate story by the San Diego Union-Tribune on Monday, Anne Elliot, of Nielsen, noted that many unprepared households lack digital hardware for economic and cultural reasons.

Elliot told the Union-Tribune that Black and Hispanic households and people under 35 are also under-prepared for the digital switch.

As of February, more than 13 million U.S. households had TV sets that receive only analog broadcasts, according to Nielsen. Another 6 million homes have at least one TV that will no longer work after the February 18, 2009 transition to digital broadcasting.