The Digital Consumers You Missed (No, Not Millennials)

It’s Asian Americans.

Asian Americans are more likely to use digital devices than any other group—including 22-36 year old Millennials. 87% have smartphones, 66% use tablets, and almost a quarter own a smart TV.

Asian Americans are more active online than any other ethnicity. They are one third more likely to shop (and buy) from etailers, and 29% more likely than the general population to bank online. Asian Americans are also leading the way in mobile social network usage and watching TV programs on devices other than TV sets.

Digital grocery shopping tools are used more by Asian Americans than by others. They research products in advance, look up items on their smarphones in-store, and utilize retailers’ websites before shopping at above average rates.

Asian Americans are an attractive target market for more reasons than just their digital behaviors. The average Asian American family has an income well above the national norm, and 28% take home six figure salaries. What’s more, they value name brands, high quality products, and fresh foods far more than the general public.

What are the implications for your business?

• Do you know what percent of your consumers are Asian Americans? Other ethnicities?
• Should you look at how Asian Americans are using technology to predict how the general population will use it in the future?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: eMarketer 2015, Marketing Charts 2015, Nielsen 2015