康卡斯特：了解亚裔美国观众以及如何接触他们（英文版）（13页）.pdf

Asian Americans are the fastest growing racial or ethnic group in the U.S., with a buying power of over $1 trillion. They are tech-savvy, have high household incomes, and are more connected and likely to shop online frequently. Over 70% of Asian Americans hold Bachelor's degrees and have a median household income of $119,000, which is significantly higher than other groups. Asian Americans are also more likely to be foreign-born, with over two-thirds of the population being born outside the U.S. The community is concentrated in states like California, Texas, and New York, accounting for 44% of the population. Asian Americans are avid online shoppers and are 23% more likely to have made an online purchase in the last year compared to the average U.S. adult. They spend a significant amount of time with digital media and value high-quality products and a good deal. They are also more likely to post online reviews and recommend brands they like. In 2020, the Asian American community faced increased discrimination and hate crimes, prompting a greater expectation for brands to take a stance on social issues. Over 70% of Asian Americans say they are more likely to purchase brands that support causes they care about. Asian Americans spend an average of over 27 hours per week with TV and video content, with a higher portion of that time spent with streaming content. They are 93% more likely to connect TV through broadband-only connections and subscribe to at least one streaming service. Advertising has a significant influence on Asian American consumers, and TV advertising is particularly effective in reaching this group. When advertisers focus on cultural relevance and representation, Asian Americans are more likely to find the ads relevant, seek additional information, try a brand, repurchase the brand, and recommend it to others.