Asian Fortune Your source for all things Asian American
By Jenny Chen
Another report released by Nielsen’s second quarter 2014 Cross-Platform Report indicated that Asian viewers ages 18 to 34 spent 51 minutes a day consuming online and mobile content, which is up from 38 minutes during the same period last year. African Americans ages 18-34 are close behind with 48 minutes a day of content on computer and mobile devices. According to the report, Asian viewers in the demo watched the fewest hours of content on traditional TV compared with other ethnic groups, at just two hours and 42 minutes a day.
Bill Imada from the advertising agency IW Group says that this report falls in line with what he has seen through his work. “AAPIs tend to be very early adopters with some notable exceptions. Since AAPIs are a very diverse group, not all AAPI subsegments are the same in terms of their viewing and adoption habits. However, even the lowest income consumers have no problems getting a cellular device/smartphone and the numbers continue to rise (across the board). SmartPhone penetration now exceeds 80 percent and more people are using their digital devices to download apps, view websites, search for restaurants, retail establishments, etc., and making purchases,” Imada said. Imada also said that there is increasing pressures on advertising agencies to offer more digital solutions.
