Nielsen – Asian American buying power driving consumer trends

Betty Lo, Nielsen VP, Community Alliances & Consumer Engagement. CONTRIBUTED PHOTO

SAN FRANCISCO – “Asian Americans are a powerful force, influencing the development of trends relating to everything from food to music to technology,” said Nielsen Vice President for Community Alliances & Consumer Engagement Betty Lo, announcing a report by the leading information and measurement company.

“Fueled by their desire to explore and try new things Asian Americans will continue to drive future trends based on their significant buying power and growth,” Lo stated.

Asian Americans “over-index” on nearly every major category of goods, including electronics, travel, event tickets, clothing, groceries, medicine, and toys, according to Nielsen’s Significant, Sophisticated, and Savvy: The Asian American Consumer report.

Leading the segment of online shoppers are Asian Americans with 77 percent having made an Internet purchase in the past year, compared to 61 percent of the U.S. general population. Cultural values and heritage can have a strong effect on Asian American purchase decisions.

“Nielsen provides insights on what consumers are watching and buying to help product manufacturers, retailers and advertisers better understand consumers just like you in order to provide the products and services you want and need,” Lo explained.

“So, if you are ever asked to participate in a Nielsen survey please say yes,” she added. “Learn more about what it means to be a Conscious Consumer by visiting Nielsen.com/Asians or join in the conversation on Facebook by searching Nielsen Community.”

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