Nielsen: Asian American Women are Globe-Trekking Tastemakers Influencing Consumer Trends

(Originally published on Nielsen.com)


Nielsen is No. 32 on the DiversityInc Top 50 Companies list

Asian American women are shaping brands and products through trendsetting buying behaviors heavily influenced by a global perspective and multicultural sensibility. According to Asian American Women: Digitally Fluent with an Intercultural Mindset, a Nielsen report at an average age of 36, Asian American females are overwhelmingly multilingual, diverse and have a cross-cultural mindset firmly rooted in the values and traditions of their native countries.

According to the annual Nielsen report, Asian American women are tech-savvy jetsetters. This group is in a constant state of discovering new content and consumer products as they travel the world, juggle family and pursue professional goals. At work, 39% of Asian American women are entrepreneurs, and 46% say their goal is to make it to the top of their profession. When it comes to spending, they’re not afraid to demand brands and products that support and speak to their values or personal goals: setting the stage for trends that are yet to hit the mainstream marketplace.

“For brands, this fast-growing, young and digitally fluent consumer segment’s ability to influence trends can not be ignored,” said Mariko Carpenter, vice president, Strategic Community Alliances, Nielsen. “Asian American females are the group to watch. At 19%, Asian American women comprise the largest group to immigrate to the United States between 2010 and 2015. Highly educated and adventurousAsian American females are not only discovering new products and experiences as they explore the world, but they are also using social media to create shareable content that influences the marketplace.”

This new report is part of Nielsen’s ongoing efforts to provide insights that help marketers better understand and serve Asian American consumers, who are the fastest growing U.S. racial group, having increased 47% in population growth the last 10 years. This report is the first of the three-part 2017 Diverse Intelligence Series that will focus on women of color, with the Hispanic and African American installments being released later this year.

“Nielsen continues to prove it is the definitive source of data and insights on consumers of color,” said Sharmila Fowler, member, Nielsen Asian Pacific American External Advisory Council. “Culturally relevant data about our multifaceted community are a vital tool for delivering better products, services and content to Asian Americans. This is why it is so important for consumers of color to say ‘yes’ if the opportunity to participate in a Nielsen survey or panel arises.”

Highlights of Asian American Women: Digitally Fluent with an Intercultural Mindset:

Ambicultural with an Immigrant Edge

  • The U.S.-born Asian American female population is growing faster than the foreign-born population, with 60% growth vs. 43%, respectively, since 2005
  • 78% of U.S.-born Asian American women are age 34 or younger
  • About half of all U.S. foreign students are from China, India and South Korea
  • 16% of Asian American females ethnically identify as two or more races

Savvy Shoppers

  • 76% of Asian American women will pay for a brand they trust, even if it is slightly more expensive
  • 71% try to buy foods grown locally where they live
  • 42% used natural or organic beauty products in the last 12 months (10% higher than non-Hispanic white women)

Jetsetters

  • 54% of Asian American women have traveled outside the continental U.S. in the last three years, which is 67% higher than non-Hispanic white women
  • 12% took a foreign business trip during the last three years (2.6 times the percentage of non-Hispanic white women)
  • 14% took a domestic business trip in the last 12 months (55% more than non-Hispanic white women)

Tech and Digital Content Mavens

  • Asian American women have the highest smartphone penetration of any racial or ethnic group in the U.S.
  • Asian American women over-index against the total population for computer, tablet and video game ownership
  • 83% of Asian American women have used a social networking site in the past 30 days, with Snapchat having the highest reach, over-indexing by 23% compared to total women
  • Asian American women over-index on communication apps such as Skype, GroupMe, WhatsApp and Hangouts
  • 66% of Asian American females use online banking, 22% higher than the total adult population

For more details and insights, download Asian American Women: Digitally Fluent with an Intercultural Mindset.

Join the conversation on Facebook (Nielsen Community) and Twitter (@NielsenKnows) using #NielsenDIS.

Latest News

Cox Business and Henderson, Nevada Launch Energy Efficient Smart Lighting Project

Originally published on Cox.com Cox2M IoT Business Line of Cox Communications will Pilot New Lighting Controls The City of Henderson and Cox Communications have successfully deployed the first stage of their smart community collaboration, starting with energy efficient lighting management and controls. Cox2M, the IoT business line of Cox Communications, and the…

Diverse hads unite

More Work Needed For Corporate Diversity Programs; Fourteen Disability Groups Unite to Promote Voting; and More

Corporate diversity efforts still have a long way to go, new report finds. In a report conducted by the research firm Clutch, nearly half of employees surveyed said their company isn’t committed to creating a more diverse workplace and hasn’t successfully improved diversity within the last year. Researchers with Clutch…

San Francisco's Golden Gate Bridge

San Francisco Declares War on Racism; People 55 and Older Face Historic Levels of Unemployment; and More.

San Francisco begins a citywide war on racism and discrimination. Known as the birthplace of the “Summer of Love” and the counterculture movement of the 1960s, San Francisco has long stood as a bastion of individuality and inclusion. And now the city is continuing that fight with the launch of…

portrait of Abraham Lincoln

Was Abraham Lincoln a Racist?

Former Vice President Joe Biden’s mention of Abraham Lincoln’s name during the third presidential debate on Thursday, Oct. 22, was one of the most memorable exchanges in the final presidential debate of 2020. It also caused Lincoln to become a trending topic over much of social media in the hours…

BASF receives “CIIF New Materials Award”

Originally published on BASF.com Novel modification of BASF’s PolyTHF for various applications First successful application for soft spandex fibers with Banglian BASF has received the 2020 “CIIF New Materials Award” focusing on innovation and granted by the China International Industry Fair (CIIF) in September, 2020 at the National Exhibition and…