Nielsen: Sixth Asian-American Consumer Report Released at Visual Communications Conference for Creative Content

Originally Published by Nielsen.

In commemoration of Asian Pacific American Heritage Month (APAHM), we recently released our sixth report on Asian-American consumers, Asian Americans: Digital Lives and Growing Influence. The report is the first in this year’s Diverse Intelligence Series (DIS).


We released the report at the Visual Communications Conference for Creative Content (C3) in Los Angeles. This was an important opportunity to engage with the Asian-American community on the insights within this year’s report. Visual Communications is a nonprofit whose mission is to develop and support the voices of Asian American & Pacific Islander filmmakers and media artists who empower communities and challenge perspectives.

Mariko Carpenter, VP, Strategic Community Alliances, Nielsen, kicked off the conference with a mainstage presentation of key insights from the report. Given the focus of this year’s report on the digital habits of Asian Americans, Mariko’s presentation resonated with attendees, including the foremost leaders in film, television, cable and digital industries.

“The digital consumption habits of Asian Americans represent the future of what marketers can expect in the general market,” said Mariko. “This is particularly true when you look at how Asian Americans are consuming content via the internet and what they are buying online.”

One key trend we tracked within this year’s report was the growth of Asian-American influencers on television, film and digital platforms. The trends we highlighted in the report played out at the conference, as Visual Communications hosted a panel discussion on the upcoming film “Crazy Rich Asians,” which features a cast that is entirely of Asian heritage. The growth of Asian content, both on traditional (television and film) and emerging (social media) platforms shows that networks, brands and advertisers have recognized the growth of Asian-American consumer power, which we’ve highlighted over the past six years in our DIS reports.

Other panels at the C3 conference featured discussions of Asian-American representation both behind and in front of the camera and the need for greater Asian-American representation in film and television. Insights from the report that aligned with each panel were highlighted throughout the conference program, so that our data remained top-of-mind for attendees. These insights helped bolster the growth of Asian-American stories, cultural touchpoints, and informs the business case for greater Asian-American representation in popular culture.

“We are seeing a lot of momentum in our community, with significant growth in Asian-American influence on the mainstream. The continued success and growth of Visual Communications’ C3 conference and our Asian-American DIS consumer reports represent that momentum,” Mariko added after the conference. “Asian Americans are capturing the spotlight as digital influencers, food bloggers and celebrities with diverse fans. Brands and marketers who are looking to drive growth will need to focus on understating this powerful consumer segment.”

Latest News

Caron Nazario

Virginia Police Pull-Over, Threaten, and Pull Gun on Black Army Lieutenant Because They ‘Missed’ New Purchase Paperwork on Truck He Was Driving

In the latest of a seemingly never-ending stream of cases involving police racism and organizational misbehavior, two police officers in Virginia have been accused of threatening a Black Army lieutenant — and pulling a gun on him — during a routine traffic stop involving vehicle identification. David K. Li of…

Georgia voter suppression protests

More Than 100 Corporate CEOs Discuss Ways to Fight Against Georgia Voter Suppression Law

On Saturday, April 10, the CEOs from dozens of the country’s leading corporations came together on Zoom to talk about ways Corporate America can aid in the fight against a number of controversial and racist voter suppression laws that are currently in discussion across the U.S., including the new law…

moon landing

NASA Plans to Land First Person of Color and First Woman on Moon by 2024

The last manned mission to the moon took place in 1972. Forty-nine years after the Apollo program, NASA is once again talking about lunar space exploration — this time, it will have a focus on diversity and inclusion. Ashley Strickland of CNN has reported that NASA’s newly launched space program,…

student in library

Books Focusing on Race, Diversity, and Inclusion Still Labelled as “Inappropriate” for Students in 2020, American Library Association Reports

American culture as a whole experienced a civil rights reawakening throughout 2020. Although there has been a dramatic increase in calls for social justice, representation and inclusion, this progressive movement still has plenty of detractors, especially in the educational space. According to a new report from the American Library Association,…

Tishaura Jones

Tishaura Jones Becomes Mayor of St. Louis, Joins Growing Number of Black Female Mayors Leading a Major American City

More and more Black women are becoming mayors of large American cities. Tishaura Jones has become the latest in a string of recent women candidates advancing to the top of city leadership. With her win on April 6, Jones becomes the first-ever Black woman mayor of St. Louis. Formerly the…

LinkedIn

Data From 500 Million LinkedIn Accounts Hacked and Put Up for Sale on the Dark Web

In a blow to businesspeople of all levels and industries, the career and business networking site LinkedIn confirmed that data “scraped” from approximately 500 million profiles has been archived by hackers and is being sold on the dark web. The site has approximately 675 million members, meaning that data from…