Media Preferences
- According to a study done by Multimedia Mentor, Asian Americans in the age group of 25-54 spend on average 50% more time on the Internet than all other men in the same age group, and 9% more time than average reading newspapers; They spend 10% less time than average watching Television, 18% less time than average reading Magazines and a significant 55% less time than average listening to Radio.
- Internet and ethnic newspapers are clearly the preferred medium of communication when targeting Asian Americans.
Internet Usage
Nearly 31 percent of online Asians have made five or more Internet purchases in a year, compared to 25.8% for Whites, 13.8% for Hispanics and 12.3% for African Americans.
72% of Asian-American adults have gone online, a significantly greater rate than the 58% of white adults, the 50% of Hispanic adults and the 43% of African-American adults who have done so.
- Asian Americans are heavy daily users of the Web. 70% of Asian-American Internet users are online on a typical day. This is much higher than any other English speaking ethnic or racial group. About half of Asian-American users have been online for more than three years; 80% have been using the Web for two or more years,easily making Asian-Americans the Web's most experienced ethnic group.
- About 63% of Asian-American Internet users are between the ages of 18 and 34. As a whole, only 41 percent of Internet users fall in this range. Among older Asian Americans, only 8 percent of those in the 45 to 54 age group are online, compared to 21 percent of white users in this age range and 15 percent of black users. Overall, those in the 45 to 54 age group account for 19 percent of the Internet population. 5% of the Asian-American online populations is between 55 and 64, and 2% is older than 65.
- Asian-American Internet users are more likely to have a college degree and a higher income than those in other racial and ethnic groups.
- About 34% Asian Americans get the day's news online; 20% seek financial information on a typical day; and 19% look for political news and information on a daily basis.
- The Asian American online households are estimated to increase to 3.6 million by 2007; compared to 67.1 million for Caucasians, 10.2 million for African Americans and 8 million for Hispanics by the same year. Percentage wise, 82% of Asian American households will be online by end of 2007 compared to 69% of African American households and 68% of Hispanics households.
- English is the most popular online language accounting for 35.2% of the total online population; Chinese is the 2nd most popular language at 13.7%, Japanese the 4th most popular language at 8.4% and Korean the 7th most popular language at 3.9%.
Sources: Jupiter Research, Pew Internet and American Life Project, Global Reach, Knowledge Networks