Asian American spenders influencing music market — Nielsen

• Latest report from Nielsen’s Diverse Intelligent Series shows multicultural influence on music consumption

• Asian Americans spend an average of $112 per year on music

• 54 percent of Asian American smartphone users listen to music on their phones

NEW YORK, New York – Nielsen, a leading provider of information and insights into what consumers watch and buy, released a new report August 19 on how Asian Americans consume music and music brands.

“Listen Up: Music and Multicultural Consumer,” the latest report from the company’s Diverse Intelligent Series on multicultural consumers shows that at 19 million, representing about six percent of the U.S. population, Asian Americans are increasingly shaping the music market and creating new and innovative ways to discover, buy and share music.

Asian Americans, African-Americans and Hispanics account for 31 percent of the total spending on. On average, these multicultural consumers spend $7 more on music than the total market.

As early adopters of technology, Asian Americans are influencing how consumers are discovering new music, accessing music through a combination of platforms, including traditional sources such as radio, as well as current digital and mobile technologies.

Instead of being limited to public settings such as school grounds or a workplace, music can now be discovered on various different social platforms, including YouTube, SoundCloud and music streaming services specific to Asian Americans’ country of origin.

Key highlights and insights from the report include:

• Asian Americans spend an average of $112 per year on music, about $7 more than the total market average, and $19 on CDs, about $6 more than the total market average.

• Asian Americans believe in the gift of sharing music with others, buying $20 worth of music gift cards per year, double the rate of the average consumer.

• When it comes to streaming music, Asian Americans tend to use services specific to their native languages, as well as mainstream sources.

• 81 percent of Asian Americans have smartphones compared to 70 percent of the total market.

• 54 percent of Asian American smartphone users listen to music on their phones.

• Asian American musical preferences tend to mirror the total market, with 23 percent citing Pop/Top 40 as their favorite genre, followed by Hip-Hop, R&B, Rock Alternative and Country, respectively.

To learn more about Nielsen’s insights on the Asian American consumer or to download the report, visit www.nielsen.com/asians.

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