Asian
Media Preferences
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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 then all other men in the same age group, and 9% more time
then average reading newspapers; They spend 10% less time then average
watching Television, 18% less time then average reading Magazines
and a significant 55% less time then average listening to Radio.
- Internet
and ethnic newspapers are clearly the preferred medium of communication
when targeting Asian Americans.
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
Chinese
Media List
The most
popular Chinese media in California & New York
Internet
Magazine
Newspaper
Radio
Television
Tradeshow
Yellow
Pages
Vietnamese
Media List
The most popular Vietnamese media in California
Radio
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