MEDIA CONSUMPTION & DEVICE OWNERSHIP

Computer

89% of Asian American households have a computer, over-indexing against the total population by 13%.

Smart Phone

97% of Asian American households have a smartphone, over-indexing against the total population by 6%

Television

The majority (67%) of the Asian American household own traditional TV, and every 4 in 5 families have access to SVOD service.

TIME SPENT ON EACH DEVICES

  • Asian Americans adults spend the most time each week watching TV—almost 23 hours/week
  • Television and apps/web on a smartphone have the highest weekly reach among Asian Americans (78% and 84%, respectively)
 

Asian American

Total Population

Total Use of Television

22:59

36:29:00

Live + Time-Shifted TV

18:43

32:10:00

Time-shifted TV

4:23

6:23

TV-Connected Devices

9:14

9:58

App/We on a Smartphone

21:39

21:59

Internet on a Computer

7:15

6:46

App/Web on a Tablet

10:13

10:55

INFORMATION CHANNEL

  • TV and Internet are the 2 most important channels for information
  • TV is the most important channel to learn about new products/services
  • TV, Youtube, and email are the 3 most effective advertising platforms to reach Asian Americans

ASIAN CONTENT/ MEDIA CONSUMPTION

  • Over half of Asian Americans consume Asian content.
  • Among all sub-Asian groups, Indian and Chinese American consumers are most likely to consume Asian content.
  • Asian Americans over 50 year old and and between the age of 18-34 are more likely to consume Asian content compared to other age groups.
  • Asian Americans with an income of $50,000 and over are more likely to consume Asian content than those with an income lower than $50,000.

Data source: Nielson, The Asian American Consumer Journey (2019) Report; Horowitz, State of Consumer Engagement: Focus Asian, 2020 Edition