Betty Lo, Nielsen vice president. CONTRIBUTED PHOTO
LOS ANGELES — Among all of multicultural consumers, Asian Americans had the highest rate of increase — 58 percent from 2000-2013 – becoming an important consumer segment with tremendous purchasing power.
In the U.S., three out of four Asian American adults are immigrants, often straddling Eastern and Western cultures and have bicultural identities.
“How and what we decide to buy is often shaped by our cultural values and experiences as immigrants or children of immigrants,” explained Betty Lo, vice president for community engagement, Nielsen, the consumer information services firm.
Often facing the challenge of starting over in a new country, Asian Americans are more likely to seek out information to compare products to try and find the best value for their money, Lo said.
Asian Americans go online to do research and find coupons for both online shopping sites and brick-and-mortar stores.
According to Nielsen, Scarborough Research USA, Asian Americans are 56 percent more likely than the general population to read consumer reviews, 31 percent more likely to get coupons from Internet sites or mobile applications and 53 percent more likely to use a daily online deal such as Groupon.
Nielsen provides these demographic insights, shopping and media usage trends so that companies can understand the unique buying and watching behaviors of our community.
Companies in turn utilize this information to create actionable opportunities to better connect and resonate with consumers.
“So if you are ever asked to participate in a Nielsen survey please say yes,” Lo said. “Learn more about what it means to be a Conscious Consumer by visiting Nielsen.com/Asians or join in the conversation on Facebook by searching Nielsen community.”